Website accessibility for small businesses: a site everyone can use (and why it helps SEO)
An accessible website is one anyone can use: someone with low vision, someone who can't use a mouse, someone reading their phone in bright sun. It comes down to contrast, text that can be enlarged, clear buttons and image descriptions, and most of that also helps Google understand your site.
Website accessibility means anyone can use your site: someone with low vision, an older customer who bumps up the text size on their phone, someone who can't use a mouse, someone using software that reads the screen out loud. Also someone squinting at their phone in the sun, or with one hand full. It comes down to specific things: good contrast, text that can be enlarged, clear buttons, forms that make sense and descriptions on images.
For a small business, the good news is twofold. Almost all of it can be checked without any technical knowledge, and almost everything that makes a site accessible also helps Google understand it better.
Checks you can run yourself in an afternoon
Grab your phone and your laptop and try your own site like this:
- Turn your phone's text size all the way up in settings and open your site. Can you still read everything, or does text get cut off and overlap?
- Step into the sun with the brightness down. Can you read the light gray text? Does the main button stand out from the background?
- Use the site with only the keyboard on your laptop, moving with the Tab key. Can you see where you are on the page? Can you reach the contact button and send the form?
- Tap buttons with your thumb, one-handed. Do you hit the one you want, or the one next to it?
- Watch a video with the sound off. Does it still make sense? Lots of people watch that way on the train or at work.
- Read only the link text. If it says “click here”, “read more” and “more info”, someone using a screen reader has no idea where those go.
The most common problems and how to fix them
| Problem | Who it affects | Fix |
|---|---|---|
| Light gray text on a white background | People with low vision, anyone in bright sun | More contrast: darker text or a lighter background |
| Fixed text that won't enlarge | Older visitors, anyone using large text on their phone | Text that adapts to the size each person picks |
| Images with no description | Screen reader users, and Google | A short description of what each photo shows |
| Key information only inside an image | Screen readers, Google, anyone zooming in | Put that text on the page, not in the picture |
| Small or crowded buttons | People with tremors, anyone using one hand | Bigger buttons with room between them |
| Form fields without clear labels | Screen reader users, anyone in a hurry | A visible name for each field and clear error messages |
| Color as the only signal | People who can't tell certain colors apart | Add text or icons: “Sold out”, not just grayed out |
Why an accessible site also helps SEO
Google “reads” your website much like a screen reader does: it doesn't see photos or colors, it reads text, headings and descriptions. That's why so many improvements do double duty.
Image descriptions tell someone who can't see the photo what's in it, and tell Google what it's about, which helps you show up in image search. There are tips on shooting and describing photos in photos for your business website.
Well-ordered headings (one main title with subheadings under it) let screen reader users jump between sections and help Google understand the page's structure.
Links that say where they go (“see the menu”, not “click here”) guide people and give Google context.
A fast, light site works for someone on an old phone or a weak signal, and Google favors it. I covered that in why website speed matters.
And there's one effect Google doesn't measure: customers who used to leave because they couldn't use your site now buy from you.
Designing for the person holding the phone: a menu read at the table
The digital menu at Boca de Lobo, a grill restaurant with two locations in Buenos Aires, shows why this matters in real life. Diners open it by scanning a QR code at the table, phone in one hand, sometimes in dim light and often without their reading glasses. With over 250 items on the menu, being able to read it comfortably, find the right section and tell the price apart from the dish name isn't a design detail. It's what lets people order without flagging down a server to ask.
See the Boca de Lobo projectHow to tackle it without losing your mind
You don't have to fix everything at once. Start with what most people use: the homepage, your main service page, and the contact form or button. Check contrast, text size, buttons and photo descriptions there. For forms, see contact forms that get filled, and for copy that's easier to follow, writing your website copy.
When I build a website, accessibility isn't something bolted on at the end: contrast, sizes, buttons and forms are part of the design from day one. If you already have a site, it can also be reviewed and improved piece by piece. Accessibility rules vary by country, so for legal requirements, check with a local professional. You can see how I work on my services page.
Frequently asked questions
Is website accessibility legally required?
It depends on the country, the type of organization and what you sell, and the rules change. For your specific situation, check with a local professional. Beyond any legal duty, an accessible site works for more customers and is easier to use overall, so it's worth building that way from the start.
Do those plugins or widgets that promise instant accessibility work?
They don't replace a well-built site. They add a menu to enlarge text or change colors, but if buttons have no names, images have no descriptions or the form can't be used with a keyboard, the problem is still there. What works is building it accessible from the start.
Will making my site accessible make it look plain?
No. You can have a design with personality, big photos and brand colors while respecting contrast and sizes. Sometimes all that changes is a slightly darker shade or a slightly bigger button.
Can my current website be improved, or do I need a new one?
Many fixes can be made on the site you have: image descriptions, contrast, button and form labels. If there are deeper problems, like text baked into images on every page, rebuilding those parts may be the better move.
If you'd like me to check how accessible your business website is and tell you what I'd improve first, message me on WhatsApp at +54 9 11 6193-3176 or email contacto@facundocampo.com.ar. I answer in English and Spanish. Send me the link and we'll take a look.