Developing a Web Accessibility Business Case for Your Organization
Contents
Developing a Web Accessibility Business Case for Your Organization
Introduction
Factors in a Business Case for Web Accessibility
Source Material
[meta] Developing a Customized Business Case
[meta] Examples of How Factors Differ Across Environments
[meta] Additional Resources
Legal and Policy Factors
[meta] Identifying Legal and Policy Factors for a Specific Organization
Determining Applicable Policies
[meta] Considerations for Different Types of Organizations
Considerations Beyond Requirements
Considerations for the Future
Addressing Multiple Standards
Understanding Risks for Non-Compliance
Financial Factors
[meta] Identifying Financial Factors for a Specific Organization
Increases Website Use
Direct Cost Savings
Cost Considerations
Initial Costs
On-Going Costs
Decreasing Costs
Technical Factors
[meta] Identifying Technical Factors for a Specific Organization
Reduce Site Development and Maintenance Time
Reduce Bandwidth Use and Server Load
Enable Content on Different Configurations
Be Prepared for Advanced Web Technologies
Have High Quality Websites
Social Factors
[meta] Identifying Social Factors for a Specific Organization
Web Accessibility is a Social Issue
Web Accessibility is Essential for Equal Opportunity
Barriers to Web Use
Number of People Affected (statistics)
Overlap with Digital Divide Issues
Overlap with Older Users' Needs
Web Accessibility Benefits People With and Without Disabilities
Access for Older People
Access for People with Low Literacy and People Not Fluent in the Language
Access for People with Low Bandwidth Connections to the Internet or Using Older Technologies
Access for New and Infrequent Web Users
Web Accessibility is an Aspect of Corporate Social Responsibility (CSR)
Role of Organizations' Websites

Introduction
The Web is increasingly an essential resource for many aspects of life: education, employment, government, commerce, health care, recreation, social interaction, and more. The Web is used not only for receiving information, but also for providing information and interacting with society. Therefore, it is essential that the Web be accessible in order to provide equal access and equal opportunity to people with disabilities. Indeed, the UN Convention on the Rights of Persons with Disabilities (2006) recognizes Web accessibility as a basic human right. 
While accessibility focuses on people with disabilities, it also benefits older users, mobile phone users, and other individuals, as well as organizations. Older users with age-related accessibility needs are an increasingly important customer base for most organizations, as the percentage of older users is increasing significantly. Organizations with accessible websites benefit from search engine optimization (SEO), reduced legal risk, demonstration of corporate social responsibility (CSR), and increased customer loyalty.
Organizations can realize substantial return on investment (ROI) that offset any costs of implementing Web accessibility. In order to be willing to make the initial investment, many organizations need to understand the social, technical, and financial benefits of Web accessibility, and the expected returns. [meta] The justification to commit resources to a project is often called a "business case". Business cases usually document an analysis of a project's value in meeting the organization's objectives, the cost-benefit analysis, and the expected outcomes.
Factors in a Business Case for Web Accessibility
•	Social Factors addresses the role of Web accessibility in providing equal opportunity for people with disabilities; the overlap with digital divide issues; and benefits to people without disabilities, including older people, people with low literacy and people not fluent in the language, people with low bandwidth connections to the Internet, people using older technologies, and new and infrequent web users.
•	Technical Factors addresses interoperability, quality, reducing site development and maintenance time, reducing server load, enabling content on different configurations, and being prepared for advanced web technologies.
•	Financial Factors addresses the financial benefits of increased website use, for example, from engine optimization (SEO); direct cost savings; considerations for initial costs and on-going costs; and ways to decrease costs.
•	Legal and Policy Factors addresses requirements for Web accessibility from governments and other organizations in the form of laws, policies, regulations, standards, guidelines, directives, communications, orders, or other types of documents.
Source Material
This business case is based on material from the Web Accessibility Initiative (WAI):
Developing a Web Accessibility Business Case for Your Organization. Shawn Lawton Henry and Andrew Arch, eds. Copyright © 2010 W3C® (MIT, ERCIM, Keio). Status: Updated 23 September 2010. http://www.w3.org/WAI/bcase/
[meta] Developing a Customized Business Case
An effective business case focuses on the organization's objectives and motivations. Certain aspects of the value and outcomes of Web accessibility are more important to one organization than another, based on its particular situation. For example, one organization's motivation might be to demonstrate social responsibility by being inclusive of people with disabilities, while another organization's primary motivation might be technical quality and meeting international standards.
Just as organizations' objectives and motivations vary, so do their business cases for Web accessibility. A customized business case for a specific organization will have different content and style, and incorporate different aspects with different emphasis, focused on that particular organization.
[meta] Examples of How Factors Differ Across Environments
Examples of different motivations that organizations have for adopting accessibility and how those can be integrated into a customized business case are provided below:
•	A corporation might emphasize:  
o	financial gains and cost savings from increased web use due to increased potential market share, search engine optimization (SEO), and increased usability
o	reducing risk of legal action, high legal expenses, and negative image
o	public relations benefits of demonstrating corporate social responsibility (CSR)
o	benefits of an inclusive workplace that supports employees with disabilities
o	increased productivity from supporting and retaining older employees and their experience
•	A government ministry or agency might emphasize:  
o	laws and policies that require public services are available to all, such as anti-discrimination legislation or information and communications technology (ICT) policy
o	demonstration of social responsibility and provision of information and services that are accessible to all citizens
o	savings from improved server performance and decreased site maintenance
o	benefits from enabling people with disabilities and older users to interact with them online instead of more costly ways
•	An educational institution might emphasize:  
o	number of students, faculty, or staff with disabilities in educational settings as a social responsibility consideration
o	benefits of Web accessibility to students with different learning styles, older computer equipment, or low bandwidth Internet connections
o	benefits to older employees who may be experiencing age-related impairments, an increasing percentage of employees as the workforce ages
o	legal or policy requirements
•	A non-governmental (non-profit) organization (NGO) might emphasize:  
o	social responsibility factors, such as the organization's commitment to human rights, including the right to information
o	organization's interest in ensuring that its materials are available to all of its potential audiences
o	supporting older people with age-related impairments who may be donors
•	A web design business might emphasize:  
o	competitive advantage and financial benefits of being able to meet increasing requests for accessible web design and development
o	technical benefits and long term financial benefits to clients of providing sites according to web standards
o	public relations benefits of being able to support clients' interests in demonstrating social responsibility
•	A small to medium-sized enterprise (SME) relying on e-Commerce might emphasize:  
o	positive impact on search engine optimization (SEO) from accessibility improvements
o	importance of an increasing market among people with disabilities and older people who may significantly benefit from accessible online shopping
o	increased general usability and trustworthiness of online shopping interfaces from improved accessibility
o	reduced risk of legal action and negative publicity from not complying with anti-discrimination legislation
While your business case may emphasize a few aspects, it is also important that you include other aspects. For example:
•	An organization with a clear legal requirement for Web accessibility might still need a solid cost/benefit analysis to get management to commit sufficient resources for an effective Web accessibility program.
•	Some commercial organizations might be more responsive to a social responsibility argument than to a standard cost/benefit analysis when committing to Web accessibility.
[meta] Additional Resources
[meta] Business cases are sometimes accompanied by an implementation plan describing the steps involved in making an organization's website accessible. A separate WAI resource suite, Implementation Plan for Web Accessibility, provides information on initial assessment, developing organizational policies, training, selecting authoring tools, and conformance evaluation.
Legal and Policy Factors
Note that the term "policy" is used broadly in this document to refer to requirements from governments and other organizations in the form of laws, policies, regulations, standards, guidelines, directives, communications, orders, or other types of documents, which have different degrees of authority in different systems.
[meta] Legal and policy factors apply differently to specific organizations and situations. For example, one organization might be required by explicit government regulations to make its websites accessible, while another organization follows the Web accessibility policies recommended by its trade association and required by a partner company.
Many countries are ratifying the UN Convention on the Rights of Persons with Disabilities which specifically includes accessibility of the Internet and other information and communications technology (ICT). Thus, countries that have ratified the Convention might be introducing new "policies, laws and administrative measures" related to Web accessibility.
[meta] Identifying Legal and Policy Factors for a Specific Organization
The following questions help identify how the legal and policy aspects of Web accessibility apply to the organization:
•	Is the organization required by law or other legal mandate to make its website accessible?
If so, the business case can list those laws or mandates that the organization is required to meet. See Determining Applicable Policies.
•	Are there other Web accessibility policies the organization should comply with? 
If so, the business case can list those policies that the organization should comply with. See Determining Applicable Policies.
•	Are the requirements adequate to meet the needs of people with disabilities and older users?
If the required guidelines might not adequately meet the needs of the website's users with some disabilities, the organization can include in its business case additional guidelines it chooses to meet. See Considerations Beyond Requirements.
•	Are there specified guidelines, conformance levels, and dates for compliance?
For example, does the policy state that a certain level of compliance is required by one date, and a higher level of compliance is required by a later date? See Considerations for the Future.
•	Might the org be subject to policies in the future?
For example, requirements might be in development now that will be enforced in the future; or, an organization might expand into countries or other markets where Web accessibility policies already apply. See Considerations for the Future.
•	Does the organization understand the risks of failing to provide accessible websites?
In some cases it is useful to include in a business case the negative impact on reputation and potential legal costs associated with defending against legal action for not complying with Web accessibility requirements. See Understanding Risks for Non-Compliance.
Determining Applicable Policies
Web accessibility requirements can be in the form of policies, laws, regulations, standards, guidelines, directives, communications, orders, or other types of documents. Policies Relating to Web Accessibility lists governmental legislation and related information for many countries and regions.
Some governments have laws that specifically require that certain types of websites are accessible. For example, some organizations that receive government funding are required to comply with government policies on accessibility. Other governments might not directly specify Web accessibility, yet the web is indirectly covered under broader anti-discrimination legislation, information and communications technology (ICT) policy, or other laws or policies. In some countries, organizations' intranets and internal applications are covered by laws requiring accessibility accommodation in the workplace for people with disabilities or by age discrimination legislation with respect to older employees.
An organization might be required by non-governmental policies to make its website accessible, such as a university Web accessibility policy that requires department websites be accessible. Sometimes organizations are compelled to meet other policies, such as policies from trade or industry associations, professional associations, or standards organizations.
[meta] Considerations for Different Types of Organizations
•	Government - Some governmental Web accessibility requirements apply only to national government ministries' or agencies' websites; some also apply to provincial, state, or local governments. Some lower levels of government establish requirements independent of national requirements.
•	Education - Many educational institutions and organizations are covered by governmental requirements for accessibility of web-based educational resources and online learning environments. In some countries or regions, educational institutions are covered in broad policies along with other types of organizations; and in others there are policies specifically addressing educational institutions. In addition to governmental requirements, some educational institutions and organizations have established separate or more extensive requirements for accessibility. In some cases there is a specific policy on Web accessibility; in other cases Web accessibility is covered under broader accessibility policies.
•	Industry and Non-Governmental (Non-Profit) Organizations (NGO) - Some government policies require industry and NGO websites to be accessible. These types of organizations might also choose to follow other Web accessibility policies, such as recommendations from trade, industry, or professional associations. Many corporations and NGOs establish their own policies for Web accessibility, which are often more extensive than those required by government policies. In some cases, policies established by corporations or NGOs might also apply to subsidiaries, vendors, and others who do business with the organization.
Considerations Beyond Requirements
Sometimes the required standards or minimum conformance level might not adequately meet the needs of the website's users with disabilities. If the needs of people with some disabilities are left out of the required accessibility standards, an organization might choose to meet additional guidelines in order to provide sufficient accessibility.
Considerations for the Future
It is almost always significantly easier, more effective, and less expensive to incorporate accessibility early in website development or redesign, rather than retrofit existing sites later. Therefore, many organizations that might be subject to Web accessibility requirements in the future choose to incorporate Web accessibility as soon as feasible.
An organization might be subject to additional Web accessibility requirements in the future because:
•	there are policies in development that will apply to the organization
•	the organization expands into countries or other markets where Web accessibility policies apply
Some policies reference specific guidelines or standards for Web accessibility and include dates for compliance. For example, a policy might state that websites meet Web Content Accessibility Guidelines (WCAG) WCAG 2.0 Level A success criteria by a certain date and Level AA success criteria by a later date. However, an organization might determine that it is most efficient to address all the requirements at the same time.
Addressing Multiple Standards
As described above, an organization could be subject to multiple Web accessibility policies; for example, standards from governments in different counties where they operate, from a trade association, and from a partner organization. Addressing different standards is more complex than addressing a single standard; however, because there is almost always significant overlap between standards, the work to meet two different standards is not twice the work to address one standard. In most cases an organization meeting the more comprehensive standard can easily ensure that other standards are also met.
For organizations that are concerned about meeting multiple standards, it can be effective to include in the business case detail on the overlap between standards. For example, include an appendix that shows the similarities between the different standards that shows where it is not much more effort to meet multiple standards.
Understanding Risks for Non-Compliance
Some organizations have faced legal action for not making their websites or intranets and web-based applications accessible. Not complying with accessibility requirements can result in significant legal costs and have negative impact on the organization's reputation.
Sometimes the legal requirements for an organization might not be clear. Some organizations determine that it is in their best interest (financially and otherwise) to make their sites accessible, rather than risk legal action.
Financial Factors
[meta] An organization's efforts to make its website accessible often have a financial impact, and can result in positive return on investment and cost efficiencies. Financial costs and benefits in developing accessible websites apply differently to specific organizations and situations. For example, costs related to Web accessibility are often lower when building a new site than when fixing an existing site, and sometimes complex sites are less costly to fix than simple sites because they use templates and content management systems (CMS).
[meta] Identifying Financial Factors for a Specific Organization
The following questions help identify how the financial aspects of Web accessibility apply to the organization:
•	What is the main goal for the organization's website?
For example, if the main goal is increasing online sales, the business case can emphasize increasing potential market share, findability, and usability. See Increased Website Use.
•	Are there other efforts in the organization that overlap with the financial factors of Web accessibility?
For example, if the organization is focusing on improving its search engine rankings, increasing market share, or improving usability for all users, the business case can show how Web accessibility helps those efforts. See Increased Website Use.
•	How concerned is the organization with cutting web-related costs?
For example, an organization with high maintenance and upgrading costs can emphasize cost savings from technical improvements. See Direct Cost Savings.  
•	Is the organization legally obligated to make its website accessible, or might it be in the future?
See Decreases potential for high legal expenses.
•	Is the organization obligated to provide alternative formats of printed material, or might it be in the future?
See Decreases cost of alternative format materials.
•	Does the organization provide web pages in different languages, or might it in the future?
See Decreases cost of translating.
•	What type of web content does the organization have?
For example, an organization with little multimedia content will have fewer on-going costs. See On-Going Costs.
•	How does the organization update its website?
For example, an organization with simple content updates that do not require rigorous testing will have few on-going testing costs. See On-Going Costs.
•	Is the organization starting a new web development or redesign effort?
If so, the business case can emphasize the cost savings of incorporating accessibility early in the project. See Decreasing costs.
•	Does the organization have several web projects?
If so, the business case can clarify that initial costs can be shared among different projects. See Decreasing costs.
•	Is it a priority in the organization to retain the knowledge and experience of its older employees?
If so, the business case can emphasize the benefits of an accessible intranet and internal web applications for older users. See Direct Cost Savings.
See Web Content Accessibility Guidelines (WCAG) Overview for more information about the WCAG references below.
Increases Website Use
A major benefit of Web accessibility is the potential for direct and indirect financial gains from increased website use. Web accessibility can make it easier for people to find a website, access it, and use it successfully, thus resulting in increased audience (more users) and increased effectiveness (more use).
Many organizations benefit financially when more people successfully use their website; for example, commercial companies can get more sales, educational institutions can get more students, and non-profit organizations can get more funding by demonstrating successful outreach and dissemination. Increasingly, websites are used to cut costs by decreasing customer support services and letting customers complete transactions online rather than requiring personnel and paper interactions. The many examples of cost savings from online transactions include citizens renewing licenses; filing tax returns and making payments online; investors trading stock and monitoring their pension funds online; and students registering for classes and completing course work online. Thus, increased site use can result in financial gains and cost savings.
Increase in audience (website users) can result from the following benefits of Web accessibility:
Increases potential use by more people, expands potential market share 
Accessible sites can be used by more people - including people with disabilities, older people, people with low literacy, people who are not fluent in the language of the site, people with low bandwidth connections to the Internet, people with older technologies, and new and infrequent web users, as discussed in Social Factors - thus increasing the market segments and number of people who can successfully use the site. 
•	An important potential market for many organizations is older people. People are generally living longer and older people are an increasingly large percentage of web users.
•	Accessible websites are more usable to people who have temporary or permanent impairments due to accident, illness, or ageing.
•	When web use is a significant part of a job, intranets and web applications that are accessible can help with employee recruiting and retention.
•	People with disabilities and older people are particularly likely to be loyal customers of websites that work well for them. Furthermore, word-of-mouth or "viral marketing" can be significant among these groups.
Increases findability with search engine optimization (SEO) 
Accessibility techniques increase the findability of web pages by exposing content to search engines, both internally (within a website) and externally (across the World Wide Web). For example: 
•	Alternative text for images and multimedia is available to search engines 
(WCAG 2.0 success criteria 1.1.1, 1.2.1, 1.2.8; WCAG 1.0 checkpoint 1.1)
•	Most search engines access text and not images 
(WCAG 2.0 success criteria 1.4.5, 1.4.9; WCAG 1.0 checkpoint 3.1)
•	Some search engines give higher weight to text that is marked up as headings 
(WCAG 2.0 success criteria 1.3.1, 2.4.10; WCAG 1.0 checkpoint 3.5)
•	Some search engines are unable to access some script-generated content such as mouse-overs
(WCAG 2.0 success criteria 2.1.1)
Additional perspectives on the benefits of accessibility for SEO are available on the Web.
Increase in effectiveness (website use) can result from the following benefits of Web accessibility:
Increases potential use in more situations 
Accessible sites can be used in more situations. websites that can be used by people with disabilities can also be used more easily by people without disabilities who are limited by their situation, such as: 
•	in a noisy environment 
(WCAG 2.0 success criteria 1.2.1, 1.2.2, 1.2.4, 1.2.9; WCAG 1.0 checkpoints 1.1, 1.4)
•	using a small black-and-white display or a mobile device outdoors
(WCAG 2.0 success criteria 1.4.1, 1.4.3, 1.4.4, 1.4.6; WCAG 1.0 checkpoints 2.1, 2.2)
•	low bandwidth
(WCAG 2.0 success criteria 1.1.1, 1.2.8, 1.4.5, 1.4.9; WCAG 1.0 checkpoints 1.1, 3.1)
The Enable Content on Different Configurations section of Technical Factors describes how accessibility techniques help web pages work with different configurations. Situational limitations such as low bandwidth and older technology are discussed in Social Factors.
Increases usability 
Accessible sites are generally more usable to everyone, including people with disabilities and people without disabilities. Increased usability means website users achieve their goals effectively, efficiently, and satisfactorily. When users have a positive experience with a website, they are more likely to use the site more thoroughly, return to the site more often, and to tell others about the site ("viral marketing"). Some accessibility guidelines directly increase usability to all users, such as: 
•	clear and consistent design, navigation, and links 
(WCAG 2.0 success criteria 2.4.2, 2.4.4, 2.4.5, 2.4.6, 2.4.9, 3.2.3, 3.2.4, guideline 3.3; WCAG 1.0 checkpoints 13.1, 13.3, 13.4, 13.5, 13.6, 13.7, 13.8, 14.3)
•	blocks of information divided into groups 
(WCAG 2.0 success criteria 1.3.1, 2.4.10; WCAG 1.0 checkpoint 12.3)
•	clear and simple language as appropriate 
(WCAG 2.0 success criteria 3.1.5, 3.1.3; WCAG 1.0 checkpoint 14.1)
•	supplemental illustrations 
(WCAG 2.0 guideline 3.1; WCAG 1.0 checkpoint 14.2)
•	good color contrast
(WCAG 2.0 success criteria 1.4.3, 1.4.6; WCAG 1.0 checkpoint 2.2)
Other accessibility guidelines can indirectly increase usability, for example, by making web pages load faster, as discussed in the Access for People with Low Bandwidth Connections to the Internet and Older Technologies section of Social Factors.
Increases positive image 
An organization's efforts in Web accessibility are a public relations opportunity to increase its positive image, which can increase website use. The Social Factors page discusses Web accessibility as a social issue and an aspect of corporate social responsibility (CSR). CSR has been shown to improve financial performance, enhance brand image and reputation, increase sales and customer loyalty, increase ability to attract and retain employees, and provide access to capital and funding. Additional perspectives on CSR, such as statistics that show how CSR impacts customers, are available on the Web.
Direct Cost Savings
In addition to the benefits from increased website use discussed above, many organizations realize direct cost savings from improving Web accessibility.
Many of the aspects of Web accessibility that are discussed in Technical Factors can provide direct cost savings:
•	Decreases personnel costs for maintaining the site when accessibility reduces site maintenance
•	Decreases the amount of server capacity needed and saves on additional server costs when accessibility reduces server load
•	Decreases the need for creating multiple versions of a site for different devices when accessibility enables content to work on different devices
•	Decreases the cost of upgrading for new technologies when accessibility helps take advantage of advanced web technologies and be prepared for future web technologies
Potential direct costs savings also result from the following benefits of Web accessibility: 
 Decreases potential for high legal expenses 
Ensuring that websites are accessible reduces the risk of high legal costs associated with defending against legal action for not complying with Web accessibility requirements. Legal and Policy Factors discusses policy considerations for different organizations.
Decreases cost of alternative format materials 
For organizations that provided printed materials in alternate formats (large print, embossed braille, computer disk), an accessible website can reduce the demand for alternate formats when people chose to use the Web, thus saving some production and distribution costs.
Decreases cost of translating 
The cost of translating a website to other languages can be decreased by following accessibility guidelines for: 
•	clear and simple language as appropriate 
(WCAG 2.0 success criteria 3.1.5, 3.1.3; WCAG 1.0 checkpoint 14.1)
•	styled text instead of bitmap images of text to convey information 
(WCAG 2.0 success criteria 1.4.5, 1.4.9; WCAG 1.0 checkpoint 3.1)
•	separating content from presentation 
(WCAG 2.0 success criteria 1.3.1, 2.4.10; WCAG 1.0 checkpoint 3.3)
•	clear and consistent design, navigation, and links 
(WCAG 2.0 success criteria 2.4.2, 2.4.4, 2.4.5, 2.4.6, 2.4.9, 2.4.10, 3.1.5, 3.2.3, 3.2.4; WCAG 1.0 checkpoints 13.1, 13.3, 13.4, 13.5, 13.6, 13.7, 13.8, 14.3)
Decreases personnel costs 
An accessible intranet and web applications can help an organization: 
•	decrease training, support, and accommodation costs
•	help retain the valued expertise and experience of older employees as they develop age-related impairments
•	decrease the costs of recruiting and training new employees
Cost Considerations
When accessibility is incorporated from the beginning of website development it is often a small percentage of the overall website cost.
Initial Costs
When an organization starts incorporating accessibility, there are initial investments in acquiring knowledge, establishing processes, and increased development and testing time.
Personnel-related costs associated with an initial investment in accessibility can include:
Providing training and skills development 
Providing training and skills development includes the cost of training and time away from other work. During skills development there is initially an increase in development and testing time because using new skills is often slower. In addition to training on direct accessibility issues, organizations that move to different technologies in an effort to improve accessibility might incur training costs on the new technologies.
Hiring expertise 
Many organizations starting Web accessibility efforts hire consultants or employees with accessibility expertise, such as people with disabilities to help with testing.
Incorporating accessibility into procedures 
Incorporating accessibility into protocols and procedures, such as quality assurance (QA) testing and usability evaluation, takes personnel time.
Assessing existing website accessibility 
When fixing an existing site, assessing (auditing or evaluating) existing website accessibility is a common initial cost. The assessment cost is either a direct expense if using a service outside the organization, or a personnel cost if using internal resources. Making accessibility improvements in existing websites is almost always more costly in personnel time than incorporating accessibility during initial development or redesign.
Potential initial capital expenditures related to Web accessibility include:
Purchasing accessibility evaluation tools 
Web accessibility evaluation tools are software or online services that help identify accessibility problems. While these are not a required expense, many organizations find that using accessibility evaluation tools saves time and money.
Purchasing assistive technologies 
Some people with disabilities use assistive technologies to access the Web. Developers, designers, and evaluators sometimes use assistive technologies throughout the development process to understand how people interact with web pages and to test web pages. In many cases it is effective to use free assistive technologies for initial testing and to use people with disabilities for more thorough testing.
Upgrading technologies and tools 
Sometimes organizations determine that it will be more efficient to implement accessibility with different technologies. For example, some organizations upgrade or change to a content management system (CMS) or other authoring tool that better supports production of accessible websites. (Selecting and Using Authoring Tools for Web Accessibility includes guidance on evaluating and selecting authoring tools.)
On-Going Costs
While most of the costs of Web accessibility are associated with initial accessibility efforts, there are some on-going costs to making websites accessible, including:
Additional development 
Once an organization is experienced in accessibility, incorporating accessibility in a web project often adds negligible extra cost. However, for some types of accessible content additional development cost or time is required, for example providing transcripts for podcasts and captions for multimedia.
Additional testing 
Organizations committed to providing usable, accessible sites will likely increase testing time. Accessibility testing activities include: 
•	Testing design ideas and early prototypes with users with disabilities and older users, and with assistive technologies
•	Reviewing early prototypes and final web pages for conformance to accessibility standards and guidelines
•	Quality assurance testing of specific accessibility issues, such as checking for missing alternative text for images
The information in the WAI resource Evaluating Web Sites for Accessibility can help in determining the potential costs of additional testing. 
Decreasing Costs
There are several things organizations can do to decrease the cost of implementing accessibility, including the following:
Incorporating accessibility from the beginning 
Incorporating accessibility from the beginning of a website development or redesign process is almost always significantly easier, less expensive, and more effective than making accessibility improvements to an existing site later as a separate project.
Sharing accessibility resources 
Most costs associated with Web accessibility are investments at an organization level, rather than costs required for each web development project. In many organizations the initial costs can be shared among multiple projects, rather repeated for each project.
Using authoring tools that support accessibility 
Using authoring tools, such content management systems (CMS), that support accessibility and meet Authoring Tool Accessibility Guidelines (ATAG) can help decrease the time and effort needed to make websites accessible.
Technical Factors
[meta] Implementing Web accessibility solutions often results in improved technical performance. The relative importance of various technical benefits of Web accessibility is different for specific organizations and situations. For example, reducing server load might be most important to an organization with a large, mission-critical, high-traffic site; whereas another organization that focuses on cutting-edge technology might be more interested in interoperability and being prepared for advanced web technologies. However, these same technical benefits might not be very important for organizations with small, simple sites; they might be more interested in simplifying site maintenance.
[meta] Identifying Technical Factors for a Specific Organization
The following questions help identify how the technical aspects of Web accessibility apply to the organization:
•	Is the organization starting a new web development or redesign effort?
If so, the business case can emphasize the technical benefits of incorporating accessibility early in the project. See Reduce Site Development and Maintenance Time.
•	Does the organization change site content or design frequently?
If so, the business case can emphasize that Web accessibility can reduce maintenance time. See Reduce Site Development and Maintenance Time.
•	How important is it to the organization to reduce bandwidth use or server load?
For example, if it is important for the organization to reduce the need for additional servers or increase the download speed, the business case can emphasize these factors. See Reduce Bandwidth Use and Server Load.
•	Does the organization want its website to work in different configurations?
For example, if the organization wants its website to work on multiple operating systems, web browsers, and devices, the business case can show how Web accessibility contributes to interoperability and device-independence. See Enable Content on Different Configurations.
•	How important is it to the organization to be prepared for advanced web technologies?
For example, if the organization is interested in taking advantage of advanced web technologies, this factor can be included in the business case. See Be Prepared for Advanced Web Technologies.
•	Does the organization want to have high-quality websites that meet standards?
If so, the business case can point out the overlap between Web accessibility standards and other standards. See Have High Quality Websites.
See Web Content Accessibility Guidelines (WCAG) Overview for more information about the WCAG references below.
Reduce Site Development and Maintenance Time
Incorporating accessibility usually increases site development time initially, as discussed in Financial Factors. However, in the long term Web accessibility can reduce the time an organization spends on site development and maintenance, as follows:
•	Reduce time and effort needed to change presentation across a site by defining presentation through a style sheet and using proper markup (for example, in XHTML) for structure. 
Presentation includes design and style such as font size, font face, and background color. If the presentation is defined in an external style sheet, it can be changed throughout the site by making the change to that one style sheet. However, if the presentation was improperly defined throughout the HTML, the presentation markup would have to be changed in every instance on every web page.
(WCAG 2.0 success criteria 1.3.1, 1.4.5, 1.4.9, 2.4.10; WCAG 1.0 checkpoints 3.1, 3.3, 3.5, 3.6, 3.7, 5.4)
•	Facilitate efficient debugging with automated validation tools by conforming to standards and identifying a DOCTYPE. Facilitate efficient human debugging by simplifying markup and using style sheets to define presentation. 
(WCAG 2.0 success criteria 1.3.1, 4.1.1, 4.1.2; WCAG 1.0 checkpoints 3.2, 3.3, 11.1, 11.2)
•	Reduce redesign and translation time and skills needed by using standard markup and style sheets to style and format text, instead of using bitmap images of text or math. 
Site designers often use bitmap images for stylized text. In such cases, to change or translate text content or style, each image has to be manipulated. If instead the text was not in an image and the style was provided in a style sheet, then the text can be easily changed or translated. To change the design is a simple style sheet change instead of restyling images of text.
(WCAG 2.0 success criteria 1.4.5, 1.4.9; WCAG 1.0 checkpoint 3.1)
•	Reduce development and maintenance by having one accessible version of a site, rather than multiple versions, as described in "Enable Content on Different Configurations" section below.
Reduce Bandwidth Use and Server Load
Web accessibility techniques can reduce the server load, which increases the download speed and can reduce the need for additional bandwidth or servers, as follows:
•	Reduce the size of each page served by defining presentation in style sheets (which are only requested once per session) rather than the markup of each page, and by using text rather than bitmap images of text. 
(WCAG 2.0 success criteria 1.3.1, 1.4.5, 1.4.9; WCAG 1.0 checkpoints 3.3, 3.1)
•	Reduce downloading of large image and multimedia files by including alternative text for images and transcripts for multimedia files. For example, this lets users with low bandwidth connections browse with images off, and lets users preview the information and decide whether or not to download it.
(WCAG 2.0 success criteria 1.1.1, 1.2.8; WCAG 1.0 checkpoint 1.1)
•	Reduce unwanted page downloading, and thus server requests, by providing clear and consistent design, navigation, and links. 
(WCAG 2.0 success criteria 2.4.4, 2.4.9, 2.4.5, 3.2.3, 3.2.4, 2.4.1, 2.4.6, 3.2.3, 3.2.4; WCAG 1.0 checkpoints 13.1, 13.3, 13.4, 13.5, 13.6, 13.7, 13.8, 14.3)
Enable Content on Different Configurations
Many organizations are increasingly interested in web interoperability and device-independence, such as making their websites work well on mobile phones. Web accessibility can enable web content to be rendered and interacted with on different configurations, including different devices, operating systems, and web browsers, as follows:
•	Allow users and user agents to access content for different configurations, and servers to provide content for different configurations by using current versions of technologies with built-in accessibility support such as XHTML, XML, RDF, SMIL, CSS, XSL, XSLT, and PNG. 
(WCAG 2.0 success criteria 4.1.1, 4.1.2 and conformance requirements 1, 4; WCAG 1.0 checkpoints 11.1, 3.2)
•	Render styled text across a wide range of configurations by providing information as text and using style sheets to define presentation, rather than using bitmap images of text. 
(WCAG 2.0 success criteria 1.3.1, 1.4.1, 1.4.3, 1.4.4, 1.4.5, 1.4.6; WCAG 1.0 checkpoints 3.1, 3.3)
•	Facilitate interaction with different input devices by designing for device independence.
(WCAG 2.0 success criteria 2.1.1, 2.1.2, 2.1.3, 2.4.3, 2.4.7; WCAG 1.0 checkpoints 6.4, 9.1, 9.2, 9.3, 9.4, 9.5)
•	Allow users and user agents to request content in a way that suits their capabilities by using markup for structure and style sheets for presentation. 
(WCAG 2.0 success criteria 1.3.1, 2.4.10; WCAG 1.0 checkpoint 3.3)
Be Prepared for Advanced Web Technologies
Web accessibility can help organizations take advantage of advanced web technologies and be prepared for future web technologies, for example:
•	Allow content re-use by enabling tools to extract and present information to users in different modalities.
(WCAG 2.0 success criteria 1.3.1, 1.4.3, 1.4.4, 1.4.6, 4.1.2)
•	Simplify forward migration and backwards-compatibility by defining presentation in a style sheet, using proper markup structure, and using the latest standards. 
(WCAG 2.0 success criteria 4.1.1, 1.3.1, 1.4.8, 1.4.4, 1.3.1, 2.4.10; WCAG 1.0 checkpoints 11.1, 3.2, 3.3, 3.5, 3.6, 3.7, 5.4)
Have High Quality Websites
Some developers and organizations pride themselves on producing high quality websites that meet technical standards.Web Content Accessibility Guidelines (WCAG) and other accessibility specifications from the World Wide Web Consortium (W3C) Web Accessibility Initiative (WAI) are widely-recognized international standards. Additional resources addressing the business case for web standards in general are available on the Web.
Social Factors
[meta] The importance of various social aspects of Web accessibility is different for specific organizations and situations. For example, one organization's goal might be to become a leader in corporate social responsibility, a different organization might be particularly interested in attracting capital from socially responsible investing sources, and another organization might be interested in demonstrating its focus on a specific social group, such as older people.
[meta] Identifying Social Factors for a Specific Organization
The following questions can help identify how the social aspects of Web accessibility apply to the organization:
•	Does the organization have a corporate social responsibility (CSR) statement or program?
An organization's commitment to social responsibility could be called something other than "corporate social responsibility". See Web Accessibility is an Aspect of Corporate Social Responsibility (CSR).
•	Do people within the organization understand how Web accessibility fits into social responsibility?
If not, the business case can explain that Web accessibility is a social issue affecting equal opportunity.
•	Are there other programs or initiatives within the organization that overlap with the social factors of Web accessibility? 
For example, if the organization has a strong emphasis on recruiting, the business case can include the benefits of attracting potential employees who want to work for an organization that is active in social responsibility.
•	Does the organization focus on other groups that benefit from Web accessibility?
For example, if the organization focuses on older people, the business case can include details on how Web accessibility benefits older people. See Overlap with Older Users' Needs.
Web Accessibility is a Social Issue
Web accessibility focuses on people with all types of disabilities - visual, auditory, physical, speech, cognitive, and neurological disabilities - including older people with age-related impairments.
Web Accessibility is Essential for Equal Opportunity
Use of the Web is spreading rapidly into most areas of society and daily life. In many countries the Web is increasingly used for government information and services, education and training, commerce, news, workplace interaction, civic participation, health care, recreation, entertainment, and more. In some cases, the Web is replacing traditional resources and service delivery.
The Web is an important medium for receiving information as well as for providing information and interacting with society. Therefore, it is essential that the Web is accessible in order to provide equal access and equal opportunity to people with disabilities. This basic human right is recognized in the UN Convention on the Rights of Persons with Disabilities, which specifically mentions the Internet and other accessible information and communications technologies (ICT). An accessible Web can also help people with disabilities and older people more actively participate in society.
The Web is an opportunity for unprecedented access to information for people with disabilities. That is, the accessibility barriers to print, audio, and visual media can be much more easily overcome through web technologies. For example, when the primary way to get certain information was go to a library and read it on paper, there were significant barriers for many people with disabilities, including getting to the library, physically getting the resource, and reading the resource.
When that same information is also available on the Web in an accessible format, it is significantly easier for many people to access the information. Therefore, people with disabilities can have more effective and efficient access to information through accessible websites — in some cases, where there was essentially no access to it before.
The Web is an opportunity for unprecedented interaction for people with disabilities. For example, some disabilities limit the type of work a person can do and an accessible Web can increase their employment options. An accessible Web also expands opportunities for communication, social interaction, and community participation for people with disabilities and older people with age-related impairments.
Barriers to Web Use 
Currently there are significant barriers on the Web for many people with disabilities. Because most web developers do not make their web pages and web tools accessible, many people with accessibility needs have unnecessary difficulties using the Web, and in some cases, cannot effectively use the Web at all. For example, when developers require mouse interaction to use a website, people who cannot use a mouse can have great difficulty; and when developers do not include alternative text for important images, people who are blind cannot get the information from images. Many of these barriers also impact older users with accessibility needs due to ageing.
However, when websites are accessible, they enable people with disabilities to use the Web effectively. The document How People with Disabilities Use the Web includes scenarios that describe people with different disabilities successfully using the Web. 
Number of People Affected (statistics)
Estimating how many people are affected by Web accessibility is difficult for several reasons. Countries define disability differently and use different methods to determine the number of people with disabilities. Some common conditions that do affect people's use of the Web (such as color blindness) may not be considered disabilities in many countries. Not all disabilities affect access to the Web (for example, difficulty walking does not affect access to the Web, though difficulty moving one's hands does). Additionally, some people do not want to disclose their disability, and some older people do not consider their impairments a disability.
The United Nations Human Functioning and Disability page includes links to data for different countries. Market research such as The Market for Accessible Technology - The Wide Range of Abilities and Its Impact on Computer Use and Accessible Technology in Computing - Examining Awareness, Use, and Future Potential illustrates a different approach to estimating the percentage of computer users who might benefit from Web accessibility. The Statistics on People with Disabilities and Web Use section of the Resources page links to additional statistics, including on ageing demographics and age-related impairments.
Overlap with Digital Divide Issues
The term "digital divide" is often used to refer to economic and social barriers to computer use for people without disabilities. Many people with disabilities are affected by the same economic and social factors, including very low rates of employment and consequently low income. Together with barriers in the physical environment and in computer technologies, these factors can result in:
•	lack of accessible mainstream web technologies (such as browsers and authoring tools)
•	lack of effective, up-to-date assistive technologies
•	lack of opportunities for training to become proficient with web technologies
•	limited access to a social environment that encourages web use 
•	limited access to high-bandwidth connections, or even to regular Web access
An organization that is committed to reducing the digital divide can include in its business case a description of how Web accessibility can reduce the impact of economic and social barriers to web use for people with disabilities accessibility needs.
Overlap with Older Users' Needs
As more people live longer and older people use the Web more, making the Web work well for older users is becoming an increasingly important social factor. Many older people have age-related impairments that can affect how they use the Web, including declining:
•	vision - including reduced contrast sensitivity, color perception, and near-focus, making it difficult to read web pages
•	physical ability - including reduced dexterity and fine motor control, making it difficult to use a mouse and click small targets
•	hearing - including difficulty hearing higher-pitched sounds and separating sounds, making it difficult to hear podcasts and other audio, especially when there is background music
•	cognitive ability - including reduced short-term memory, difficulty concentrating, and being easily distracted, making it difficult to follow navigation and complete online tasks
These issues overlap with the accessibility needs of people with disabilities. Thus, websites and tools that are accessible to people with disabilities are more accessible to older users as well. Specific examples are listed in the Access for Older People section below.
For detailed research on ageing age-related impairments and Web accessibility, see Web Accessibility for Older Users: A Literature Review.
Web Accessibility Benefits People With and Without Disabilities
While the main focus of Web accessibility is people with disabilities, accessibility also benefits people without disabilities, including: 
•	older people
•	people with low literacy or not fluent in the language
•	people with low bandwidth connections or using older technologies
•	new and infrequent users
The Increased Website Use section of Financial Factors lists aspects of Web accessibility that increase usability, thus also benefiting people without disabilities. People with temporary disabilities, for example from an accident or illness, also benefit from Web accessibility.
Below are examples of how Web accessibility benefits others. The Web Content Accessibility Guidelines (WCAG) Overview has information about the WCAG references.
Access for Older People
The accessibility provisions that make the Web accessible provide many benefits for people with age-related impairments, even though they may not be regarded as having a disability. For example:
Older people with deteriorating vision benefit from:
•	sufficient contrast between foreground and background colors 
(WCAG 2.0 success criteria 1.4.3, 1.4.6; WCAG 1.0 checkpoint 2.2)
•	text that can be increased in size so that it can be read directly by people with mild visual impairment without requiring assistive technology such as a screen magnifier; along with easy to read fonts and increased line spacing
(WCAG 2.0 success criteria 1.4.4, 1.4.8; WCAG 1.0 checkpoint 3.4)
•	styled text instead of bitmap images of text to convey information enables better browser-based enlargement
(WCAG 2.0 success criteria 1.4.5, 1.4.9; WCAG 1.0 checkpoint 3.1)
•	text and other elements that do not blink, flash or move in a way that distract users or cause seizures 
(WCAG 2.0 success criteria 2.2.2, 2.3.1, 2.3.2; WCAG 1.0 checkpoints 7.2, 7.3)
Older people with reduced dexterity or fine motor control benefit from:
•	an ability to increase the clickable area of targets
(WCAG 2.0 success criteria 1.4.4, 1.4.5, 1.4.8; WCAG 1.0 checkpoint 3.4)
•	being able to use the keyboard, rather than having to use the mouse, for all website interaction (device independence)
(WCAG 2.0 success criteria 2.1.1, 2.1.2, 2.1.3, 2.4.7; WCAG 1.0 checkpoints 6.4, 9.1, 9.2, 9.3, 9.4, 9.5)
Older people with hearing loss benefit from:
•	transcripts and captions for audio content 
(WCAG 2.0 success criteria 1.1.1, 1.2.2, 1.2.4, 1.2.8; WCAG 1.0 checkpoints 1.1, 1.4)
•	contrast between the audio foreground "information" and background "noise"
(WCAG 2.0 success criteria 1.4.7)
Older people with cognitive decline benefit from many of the accessibility aspects list in the next section, Access for People with Low Literacy and People Not Fluent in the Language.
Additional aspects of Web accessibility that benefit older users are included in the analysis in the Web Accessibility for Older Users: A Literature Review.
Access for People with Low Literacy and People Not Fluent in the Language
Accessible websites benefit people with low literacy and people who are not fluent in the language of the website. Specifically, many of the aspects of Web accessibility for people with cognitive disabilities help people who do not know the language well, including:
•	clear and simple language
(WCAG 2.0 success criteria 3.1.5; WCAG 1.0 checkpoint 14.1)
•	supplemental illustrations 
(WCAG 2.0 Guideline 3.1; WCAG 1.0 checkpoint 14.2)
•	clear and consistent design, navigation, and links 
(WCAG 2.0 success criteria 1.3.1, 2.4.1, 2.4.2, 2.4.4, 2.4.5, 2.4.6, 2.4.9, 2.4.10, 3.2.3, 3.2.4, 3.3.2; WCAG 1.0 checkpoints 13.1, 13.3, 13.4, 13.5, 13.6, 13.7, 13.8, 14.3)
•	blocks of information divided into groups 
(WCAG 2.0 success criteria 1.3.1, 2.4.1, 2.4.10; WCAG 1.0 checkpoint 12.3)
•	text that does not blink, flash or move too much
(WCAG 2.0 success criteria 2.2.2; WCAG 1.0 checkpoints 7.2, 7.3)
•	provide users enough time to read and use content
(WCAG 2.0 success criteria 2.2.1, 2.2.2, 2.2.3; WCAG 1.0 checkpoints 7.4, 7.5)
In addition, accessible sites can be read by screen readers so people who have difficulty reading can benefit from listening to sites.
Access for People with Low Bandwidth Connections to the Internet or Using Older Technologies 
Some aspects of Web accessibility benefit people with low bandwidth connections. Low bandwidth can be due to:
•	location- for example, rural areas where high speed connections are not available or mobile phone reception is limited
•	bandwidth congestion
•	connection technology- for example, mobile phone or personal data assistant (PDA)
•	financial situation- that is, cannot afford high-speed connection
Some older technologies load pages very slowly and do not support features used on newer sites.
People with low bandwidth connections to the Internet and people with older technologies benefit from:
•	text alternatives for images, multimedia and other non-text objects - for people whose older technology or mobile technology cannot access multimedia formats, people whose connections are too slow to download multimedia files, or people who turn off images and multimedia to limit connection charges
(WCAG 2.0 success criteria 1.1.1, 1.2.8; WCAG 1.0 checkpoint 1.1)
•	redundant coding for information conveyed with color and sufficient contrast between foreground and background colors - for people who have older monitors or are viewing information outdoors where the sunlight makes it difficult to see the screen
(WCAG 2.0 success criteria 1.4.1, 1.4.3, 1.4.6; WCAG 1.0 checkpoints 2.1, 2.2)
•	text size defined as relative units - for older browsers that do not override absolute text sizes 
(WCAG 2.0 success criteria 1.4.4, 1.4.8; WCAG 1.0 checkpoint 3.4)
•	styled text instead of bitmap images of text to convey information, which can increase download speed 
(WCAG 2.0 success criteria 1.4.5, 1.4.9; WCAG 1.0 checkpoint 3.1)
•	style sheets used effectively to separate content from presentation, which can decrease file size and file download requirements thus increasing download speed 
(WCAG 2.0 success criteria 1.3.1; WCAG 1.0 checkpoint 3.3)
•	sites that are organized so they can be read and understood without style sheets, because some older technologies cannot handle style sheets (accessible pages can use style sheets and still be usable when style sheets are not supported)
(WCAG 2.0 success criteria 1.3.1, 1.3.2; WCAG 1.0 checkpoint 6.1)
•	sites that use valid W3C technologies and are more likely to work on older technologies 
(WCAG 2.0 success criteria 4.1.1; WCAG 1.0 checkpoints 11.1, 3.2)
•	clear and consistent design, navigation, and links, which helps users open the pages they want and helps save wasted page loading time from users going down the wrong path 
(WCAG 2.0 success criteria 2.4.1, 2.4.4, 2.4.5, 2.4.6, 2.4.9, 3.2.3, 3.2.4; WCAG 1.0 checkpoints 13.1, 13.3, 13.4, 13.5, 13.6, 13.7, 13.8, 14.3)
Access for New and Infrequent Web Users
Some people have little opportunity to use the Web because of the socioeconomic issues mentioned previously. Many older people are new users because the Web didn't exist when they were younger. New and infrequent web users benefit from aspects of accessibility such as:
•	clear and consistent design, navigation, and links 
(WCAG 2.0 success criteria 2.4.1, 2.4.4, 2.4.5, 2.4.6, 2.4.9, 3.2.3, 3.2.4; WCAG 1.0 checkpoints 13.1, 13.3, 13.4, 13.5, 13.6, 13.7, 13.8, 14.3)
•	providing redundant text links for image maps 
(WCAG 2.0 success criteria 2.4.4; WCAG 1.0 checkpoint 1.2)
•	informing users before new browser windows are opened
(WCAG 2.0 success criteria 3.2.1, 3.2.2, 3.2.5; WCAG 1.0 checkpoint 10.1)
Web Accessibility is an Aspect of Corporate Social Responsibility (CSR)
Web accessibility provides improved access, interaction, and social inclusion for the people described above, which is a primary aspect of corporate social responsibility (CSR).
Corporate social responsibility, also called corporate citizenship, corporate responsibility, or responsible business, generally means conducting business ethically and operating an organization in such a way that treats internal and external stakeholders ethically, increases human development, and is good for society and the environment. Web accessibility can impact an organization's employees, stockholders and board members, suppliers and vendors, partners and collaborators, customers, and others. Thus Web accessibility is an integral part of CSR in demonstrating an organization's commitment to providing equal opportunities.
Just as an accessible website can demonstrate CSR, an inaccessible website can undermine an organization's other CSR efforts.
The financial benefits of CSR are addressed in the Increases positive image section of the Financial Factors page.
Role of Organizations' Websites
When an organization's website is not accessible, it further excludes people with disabilities from society. When an organization's website is accessible, it empowers people with disabilities to participate in society. Providing an accessible website is one way an organization can demonstrate that it strives to meet the access needs of a diverse society.