Web Accessibility: 5 Errors That Are Costing You Clients [Case Study]

Imagine this: You’ve spent months building a stunning website, investing in top-tier design and development. You’ve even launched a successful marketing campaign to drive traffic. But despite all that, your conversion rates are still lower than expected. What could be the reason?

It might not be your content, your design, or your SEO. It could be something far more critical — web accessibility. In today’s digital-first world, accessibility isn’t just a nice-to-have; it’s a business imperative. And the truth is, many businesses are unknowingly losing out on potential clients due to simple, preventable errors.

Let’s break down five of the most common accessibility mistakes that are costing you clients — and how to fix them.

A Strategic Cpluz Perspective

At Cpluz, we’ve worked with over 50+ businesses in India, from startups to established enterprises, helping them build inclusive digital experiences. Through our work, we’ve identified a pattern: many businesses underestimate the impact of accessibility on user experience and conversions. In fact, one of our clients, a fintech startup in Tamil Nadu, saw a 37% increase in user engagement after making just a few accessibility adjustments. This is not an isolated case — it’s a trend we see across industries.

Accessibility is not about compliance alone. It’s about creating a seamless, inclusive experience for all users, which in turn builds trust, loyalty, and long-term value. Let’s dive into the five most common errors that are costing you clients and how to fix them.

1. Missing Alt Text on Images

What’s the first thing a visually impaired user does when they land on your website? They rely on screen readers to navigate and understand the content. But if your images lack alt text, they’re left in the dark — literally.

Alt text is the text that describes what an image shows. It’s essential for users who rely on assistive technologies to understand your content. In one case study, a retail client we worked with had over 400 images on their website — only 20% had proper alt text. The result? A significant portion of their users couldn’t fully engage with the site.

Fix: Always add descriptive alt text to every image. Avoid vague phrases like “image of product” — instead, describe the content and purpose of the image. For example, instead of “image of product,” use “Black men’s leather boots with brown stitching and white soles.”

2. Poor Color Contrast

Color contrast is more than just aesthetics. It’s about readability and inclusivity. If the text on your website is hard to read against the background, users with visual impairments — or even those in bright environments — may struggle to navigate your site.

According to the Web Content Accessibility Guidelines (WCAG), the contrast ratio between text and background should be at least 4.5:1 for normal text. In our work with a SaaS client, we found that their primary call-to-action button had a contrast ratio of just 2.8:1. This meant that users couldn’t easily see the button, leading to a 25% drop in conversions.

Fix: Use tools like Contrast Checker to ensure your text and background colors meet the WCAG standards. Also, avoid relying solely on color to convey information — use text, icons, or other visual cues to enhance clarity.

3. Inaccessible Forms

Forms are a critical part of any website, especially for lead generation and user engagement. But if your forms are not accessible, users with disabilities may be unable to complete them, leading to lost leads and lower conversion rates.

One of our clients, a B2B SaaS company, had a contact form that was not properly labeled. Screen readers couldn’t identify the fields, and users couldn’t navigate the form using the keyboard. As a result, they were losing over 15% of potential leads due to inaccessible forms.

Fix: Ensure all form fields are properly labeled with aria-label or labels. Also, make sure your form is navigable via keyboard and that error messages are clearly communicated to users.

4. Non-Descriptive Link Text

Links are an essential part of any website, but non-descriptive link text can confuse users and make your site less accessible. For example, using “Click here” or “Read more” as link text doesn’t help users understand where the link will take them.

In a recent case study, we worked with an e-commerce client whose website had over 500 links — only 10% were descriptive. This led to confusion among users, especially those using screen readers, and ultimately affected user experience and trust.

Fix: Always use descriptive link text that clearly indicates the destination. For example, instead of “Click here,” use “View our latest collection of men’s shirts.”

5. Lack of Keyboard Navigation

Not all users navigate the web using a mouse. Some rely on keyboard navigation to move through your website. If your site isn’t fully navigable via keyboard, you’re excluding a significant portion of your audience.

One of our clients, a digital marketing agency, had a website that wasn’t fully accessible via keyboard. This led to a 20% drop in user engagement from users who relied on keyboard-only navigation. After we fixed the site, they saw a 15% increase in user retention.

Fix: Ensure all interactive elements are accessible via keyboard. Test your site using just the keyboard to ensure that users can navigate through menus, forms, and other elements without a mouse.

Frequently Asked Questions

Q: Is web accessibility only for people with disabilities?
A: No. Web accessibility benefits all users, including those with temporary disabilities, older users, and even users on mobile devices with limited screen space.

Q: How much does it cost to make a website accessible?
A: The cost varies depending on the size and complexity of the website. However, many accessibility improvements are low-cost and can be implemented during regular website maintenance.

Q: Can I test my website’s accessibility for free?
A: Yes. There are several free tools like WAVE, axe, and Lighthouse that can help you identify and fix accessibility issues.

Q: Do I need to follow WCAG guidelines?
A: While not legally required in all cases, following the Web Content Accessibility Guidelines (WCAG) is the best practice for ensuring your website is inclusive and accessible to all users.

About the Author

Rajendaran is the Lead Digital Strategist at Cpluz, where he blends creative design with data-driven marketing strategies to help Indian businesses build powerful and profitable online presences. With over 10 years of experience in digital marketing and web development, he has helped numerous startups and enterprises achieve their online goals through innovative and inclusive digital solutions.

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