Why Website ADA Compliance Matters More Than You Think

If your website isn’t ADA compliant, you may be putting your business at legal risk—and leaving money on the table. The Americans with Disabilities Act (ADA) doesn’t just apply to physical spaces anymore. In today’s digital world, websites are expected to be accessible to all users, including those with disabilities. And when they’re not, it can lead to serious consequences. ADA lawsuits have been steadily increasing, particularly in industries such as food service, retail, and healthcare. Simply put, if your website blocks someone from becoming a customer, you could be liable.

On top of that, ADA compliance plays a role in search engine optimization (SEO). Accessible websites are easier for search engines like Google to crawl and understand, which can help improve your rankings and visibility. So yes—it’s about doing the right thing, but it’s also about smart business.

What Is Website ADA Compliance?

Website ADA compliance refers to your site meeting the accessibility standards outlined by the Americans with Disabilities Act (ADA) and the Web Content Accessibility Guidelines (WCAG 2.1). It ensures that your site works for everyone, including people who use screen readers, navigate with a keyboard, or require other assistive technologies.

The goal is to eliminate digital barriers that might prevent someone from browsing your site, contacting your business, or making a purchase. This includes being able to click buttons, read content, watch videos, and complete forms without issue.

Why Should You Care About ADA Compliance?

Here’s why ADA compliance should be high on your website to-do list:

• Legal Protection: ADA-related lawsuits are on the rise. If your site isn’t accessible, you could face legal action—especially if someone is unable to engage with your business online.

• SEO Benefits: Google prioritizes websites that are easy to navigate and understand. Many accessibility features, such as alt text, clear navigation, and mobile-friendly design, also enhance your search rankings.

• Better User Experience: A compliant site is cleaner, easier to navigate, and performs better for all users—not just those with disabilities.

• More Customers: Making your site accessible means more people can become customers. It’s a win for your audience and your bottom line.

Who Is Being Sued and For What?

ADA website compliance isn’t just a best practice—it’s a legal necessity. While you might think lawsuits only happen to big-name brands, the reality is that businesses of all sizes are being held accountable.

Let’s look at two high-profile examples:

• Domino’s Pizza was sued by a blind man who was unable to order food using the company’s website or app, even with screen-reading software. The case went all the way to the Supreme Court, which declined to hear Domino’s appeal—effectively allowing the lawsuit to move forward and reinforcing that the ADA applies to digital properties. Read more.

• Beyoncé’s Parkwood Entertainment faced a lawsuit after a blind woman claimed that beyonce.com lacked basic accessibility, such as alt text for images and accessible navigation, making it impossible for visually impaired users to engage with the content. Read more.

You can also explore a broader list of active and archived cases on the U.S. Department of Justice’s Civil Rights Division website, which highlights how federal enforcement is increasing.

The takeaway? If your website isn't accessible, you’re not just leaving out potential customers—you could also be inviting legal trouble.

Common ADA Compliance Issues on Websites

ADA problems aren’t always easy to spot. But they can make or break a visitor’s ability to use your site. Some of the most common compliance issues include:

• Missing Alt Text: Every image should have a helpful written description so screen readers can explain it to users who are blind or visually impaired.

• Poor Color Contrast: Low-contrast text (like light gray on white) can make content unreadable for people with low vision. It may look sleek as a design choice, but if users can’t read it, it’s a problem—not a feature.

• Keyboard Navigation Failures: Users should be able to navigate your entire site using only a keyboard—no mouse required.

• Non-Descriptive Link Text: Instead of “Click Here,” links should clearly state their destination, such as “View Our Menu.”

• Uncaptioned Videos: All videos should have closed captions, and audio content should include transcripts.

• Inaccessible Forms: Forms require clear labels, instructions, and error messages to assist users in completing them successfully.

Real-World Example: Fixing Critical Issues

We recently conducted a full site-wide ADA scan for one of our clients using an expert-driven approach. The scan included a deep review of their metadata, mobile interface, and content. It flagged several critical accessibility issues—including low font contrast on some blog pages and mobile menu text that was too small to be easily navigable. These weren’t just cosmetic problems—they posed real barriers for users and opened the door to potential legal exposure.

By addressing these fixes proactively, we not only enhanced their site usability but also helped reduce risk and support their broader marketing goals.

How ADA Compliance Ties into SEO

Making your site accessible isn’t just helpful for users with disabilities—it’s helpful for search engines, too. Here’s how:

• Alt Text Helps with Image SEO: Adding descriptions to images improves visibility in Google Image Search.

• Clear Navigation Supports Indexing: Logical site structure helps search engines understand your content hierarchy.

• Readable Content Gets Rewarded: Clean, well-structured content performs better in rankings.

• Faster Load Times: Many accessibility best practices also improve page speed, which is a known SEO factor.

In other words, accessibility and SEO go hand-in-hand. A compliant site is a visible site.

How to Approach ADA Compliance the Right Way

While there are plugins and overlays that claim to handle accessibility with the click of a button, they’re not a silver bullet. In fact, many fall short of full compliance or simply mask deeper issues.

That said, using a well-supported accessibility plugin in partnership with an experienced professional can be an effective strategy. In fact, that’s the approach we’ve used for several of our clients. The key is knowing how to implement and customize these tools properly so they truly enhance accessibility and not just check a box.

A marketing specialist can:

• Utilize our specialists to conduct a thorough ADA audit of your site

• Prioritize fixes that matter most (like order buttons, contact forms, and navigation)

• Implement and guide the use of accessibility tools and plugins the right way

• Ensure best practices are integrated into both design and content strategy

We often step in to manage websites that were originally built by other specialists. From securing the site and bringing it up to ADA standards, to ongoing maintenance and periodic updates, we help ensure your website not only stays compliant but continues to perform as your business grows.

We believe ADA compliance should be thoughtful, not rushed. The goal is to create a site that is not only compliant but also clear, user-friendly, and conversion-focused.

What Pages Should Be Prioritized?

Not every page on your website needs the same level of scrutiny. This is where being strategic—and cost-effective—comes in. Focus first on:

• Contact Pages: Forms and call-to-action buttons should be accessible to all.

• Product/Service Pages: If someone can’t understand or purchase your offerings, you have a compliance risk.

• Ordering or Booking Pages: These are key touchpoints where accessibility is crucial.

Other pages, such as blog archives or internal resources, can be addressed after the core customer journey is fully compliant.

ADA Compliance Doesn’t Have to Be Complicated

Achieving compliance doesn’t have to mean blowing up your website or draining your marketing budget. It can be done in stages, focusing first on the high-impact areas that help users and protect your business.

Start by conducting a comprehensive scan to assess your current compliance level—metadata, content, and functionality. You may be in better shape than you think! Then, partner with a professional to make the most important improvements.

Closing Thoughts: Compliance Is About Connection

Having an ADA-compliant website is also a sign of an authentic business model. It’s one piece of a marketing strategy that’s focused on meeting customers where they are and providing them with a product or service they value—and feel good about engaging with. ADA compliance isn’t just a checkbox; it’s a meaningful part of how you show up for your customers online.

ADA compliance isn’t just about avoiding legal trouble—it’s about creating a better experience for everyone who visits your site. It helps people connect with your brand, navigate your content, and take action. And it just so happens to give your SEO a boost, too.

At Thompson Marketing Partners, we help clients build visibility and connect with more customers—and ADA compliance is one of the many tools we utilize to achieve this goal.

Want to know if your website is up to code? Let’s talk. We’ll help you stay compliant, elevate your user experience, and grow your reach, all at the same time.