Importance of Web Accessibility
When was the last time you spoke with a friend, made a purchase, booked a vacation, or researched information on a topic? Most likely, you used a phone or a computer to assist you. Today, technology is not just a luxury but an essential part of our everyday lives, applicable to everyone in society.
However, what might be straightforward for many isn’t the case for everyone. Some individuals require technological adjustments, like accessible websites, to assist them. Accessible websites not only ensure equal access to information but also support individuals with disabilities, enhancing their quality of life and allowing them to be active contributors to their communities.
Accessible websites also benefit NDIS participants through:
- Inclusive and accessible access to information
- Compatibility with assistive technology
- Increased audience reach
- Enhanced SEO campaign
- Creates spaces for inclusive collaboration
In support of this, the Australian government provides the National Disability Insurance Scheme (NDIS) for eligible members. With NDIS assistance, qualified residents receive varied types of aid, including home modifications, adaptive technology, and avenues for personal and professional growth. Accessible websites play important roles in all of these areas.
Further benefits of accessible websites for NDIS participants include:
Promote inclusivity and equitable access to information
Accessible websites ensure everyone can access online information and services. They also ensure that individuals with disabilities are considered during the conceptual and design phases of creative projects.
Compatibility with Assistive Technologies
Accessible websites are tailored to work with assistive technologies commonly used by those with disabilities. This includes screen readers, screen magnifiers, voice recognition software, on-screen keyboards, closed captioning, and tools adjusting colour and contrast, among others. With such features, NDIS members can enjoy a smooth digital experience.
Increased audience reach for brands and organisations
Activities like online shopping and booking are commonly done by people with disabilities. Businesses with accessible websites foster an inclusive environment, further broadening their reach.
Enhanced Search Engine Optimisation (SEO) Campaign
Most website accessibility guidelines align with SEO best practices. With this, accessible websites are more visible to users, including those with disabilities. As websites become more user-friendly, brands can encourage greater engagement and traffic, heightening visibility and fostering inclusive connections.
Creates spaces for inclusive collaboration
Inclusive websites allow brands to showcase their products and services, while also opening up potential communication channels. This can be a great avenue for brands and organisations that are open to working with representatives from different sectors, including people with disabilities. Accessible websites can help create these creative inclusive spaces that take everyone, leaving nobody behind.
With all of these, the presence of technology in the digital age is undeniable, making it imperative for web platforms to be universally accessible. For individuals, especially those with disabilities, this accessibility isn’t just about convenience; it’s about inclusion, equality, and improved quality of life.
Furthermore, making web content compatible with assistive technologies signifies a pivotal step towards an inclusive digital world. In essence, accessible websites aren’t just a mere technological advancement; they’re a testament to society’s commitment to fostering an environment where everyone can thrive.
As a step towards this, brands and businesses can partner with local agencies such as Digital Marketer Bee with proven experience and familiarity in working in the NDIS sector. Contact us today to learn more.
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September 26, 2023
Is Your Website Truly Accessible? Tools for Design & Audit
In this digitally-driven world, accessibility plays a vital role in technological advancement. It ensures that everyone, regardless of their abilities, can enjoy equal access to information and services online. For businesses, this also presents opportunities in a largely untapped market that boasts a reported disposable income of approximately $8 trillion annually. This figure can further expand to $13 trillion when considering the combined financial power of their families and friends.
Beyond the mere business statistics, the true essence of website accessibility lies in its central role in fostering inclusive communities. By having websites that cater to the needs of individuals with disabilities, businesses offer a platform that promotes confidence and independence. This creates myriad opportunities for people with disabilities to flourish both professionally and personally, giving them the supportive space they require to collaborate with others and be active contributors within their communities.
In Australia, prevalent issues in digital accessibility encompass the accessibility of utility bill formats, product assistance, customer support, online banking, and shopping. To address these concerns, the government suggests the following measures:
- Recognize that visual content might not be apparent to users relying on text-based data. Hence, it’s essential to offer text alternatives for photos, graphs, and GIFs.
- In addition to CAPTCHAs for website security, brands should also consider alternatives like email confirmations or introduce audio-based security features.
- Don’t overlook the importance of adding subtitles, transcripts, or closed captions for video content.
- Refrain from setting video and audio content to autoplay, as it could startle screen readers and hearing aid users.
- Avoid exclusively offering content in PDF format since it’s often incompatible with screen readers. Instead, provide content in Word or HTML format.
- Ensure the website is navigable using only a keyboard, catering to those unable to use a mouse.
- Offer diverse customer support channels, addressing the distinct needs of all users. This encompasses phone calls, chats, and emails.
Moreover, the following tools can aid in auditing your website for accessibility and ensure it incorporates these essential features:
Overall Digital Accessibility:
- Media Access Australia: The nation’s sole independent not-for-profit charitable organisation focusing on enhancing web and digital accessibility for the disabled.
Tools for Accessible Website Designers and Developers:
- Designers using Figma can take advantage of these tools compatible with the platform in designing with accessibility in mind:
- A11y: Ensures text is readable to users and checks the contrast ratio
- Able: A great tool to check for colour contrast, can simulate how the design will be perceived by different types of colour blindness
- Colour Blind: Provides 8 versions of the design, depending on different types of colour vision deficiency
- Text Resizer: Commonly used by users with visual impairments, this tool allows the user to adjust the text of the screen depending on their needs
- Stark: Features accessibility tools that designers can easily add to their designs such as contract checking, colourblind generator, contrast checking, typography improvements, and more.
- Color Safe: A free tool that allows designers to generate beautiful and fully functional accessible colour palettes, compliant with WCAG guidelines.
- WhoCanUse: Another free tool that simulates the look of the website for different types of visual impairment including low vision, cataract, glaucoma, and various kinds of colour blindness.
Website Accessibility Audit:
- Accessibility Checker from Intent Based: This website allows you to audit your website for free and provides recommendations.
- LERA: A free Google Chrome extension that allows automated and manual accessibility testing for individual web pages, provides fixes recommendations, and checks for Web Content Accessibility Guidelines (WCAG) 2.1, Level A and AA compliance.
- JAWS: A screen reader application that allows web developers to add speech synthesisers on the website for screen reader users. It helps in the accessibility of emails, PDFs, and forms, to name a few. There are also the Skim Reading and Text Analyzer features, allowing users to save time.
- Dynomapper: Features a web accessibility tool that scans the website for compliance with WCAG standards.
For an extended list of these tools, Hubspot has featured many.
In conclusion, as the digital realm grows, ensuring website accessibility becomes paramount. By adopting recommended practices and utilising available tools, businesses can tap into a wider market and help create an inclusive digital space.
Through our hands-on work with NDIS service providers, we have gained a solid grasp of accessibility needs. This insight makes us a reliable and approachable choice for your website’s accessibility requirements. Together, we can create a web space that’s welcoming for all. Contact us today to see how we can help!
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September 17, 2023
Web Accessibility: Enhancing User Experience and Beyond
In the current digital age, declaring that technology is merely a convenience would be a vast understatement. Today, technology is deeply integrated into our daily lives, playing a critical role in how we interact, learn, work, and even play.
It’s no longer a luxury, but an essential, universally applicable tool.
Design
At the forefront of accessible technology is the design. The Web Accessibility Initiative’s guidelines, such as those from the WGA, emphasise inclusive content and design principles that cater to a broad spectrum of users, including those within the NDIS community.
These principles are not solely for the benefit of a specific group; they aim to refine web design for everyone.
An aesthetically pleasing site that also complies with accessibility standards ensures that users, irrespective of their challenges, can navigate easily and efficiently. This universal design approach ensures that no one feels left out or overwhelmed by technology but rather empowered by it.
Function
The functional benefits of accessible websites are multiple. On the surface, they allow a wider audience to enjoy services and information. But dig a bit deeper, and the advantages become even more pronounced.
A well-optimised, accessible website improves the overall user experience for everyone. Quick load times, intuitive navigation, and easy-to-understand content lead to increased sales, enhanced brand loyalty, and a base of satisfied customers.
Slow, confusing, and inaccessible websites are a deterrent for users, with many often leaving such sites almost immediately.
Inclusion
As we discuss design and function, the underpinning philosophy that binds them is inclusion.
Digital accessibility isn’t just about creating websites; it’s about fostering an environment where everyone, regardless of their physical or cognitive abilities, feels seen and heard. Accessible websites like AIIM Choices also allow individuals to have access to health support services that can help them improve their lives.
We must recognize that members of the disability sector are not just beneficiaries of technology; they are contributors, innovators, and consumers. By sidelining them, we miss out on diverse perspectives and unique insights.
Benefits of Inclusive, Website Accessibility to Brands and Businesses
Expanding the Digital Footprint for Brands and Enterprises
In the digital age, individuals with disabilities are actively participating in online activities such as shopping and booking services. When businesses prioritise web accessibility, they not only cultivate an inclusive digital ecosystem but also widen their consumer base.
Boosting Visibility Through SEO Optimisation
The majority of guidelines for website accessibility align perfectly with best practices in SEO. This synergy ensures that accessible websites rank higher and are more discoverable, especially for those with disabilities. A user-friendly interface can lead to increased engagement and traffic, amplifying a brand’s presence and promoting a digital landscape where everyone feels connected.
Future-Proofing through Adaptive Web Design
Adaptive websites are engineered with the future in mind, ensuring seamless integration with a myriad of assistive technologies. These encompass tools like screen readers, magnifiers, voice recognition systems, tactile keyboards, real-time captioning, and adaptive colour and contrast settings, to name a few.
In conclusion, as we progress further into the digital era, the importance of accessible websites becomes even more pronounced. Design, function, and inclusion are not just buzzwords; they are the pillars on which the future of the digital world rests. The need is not just to design for the majority but to create for all, and with accessible websites, we’re one step closer to a more inclusive, equitable digital future.
Interested in creating your own accessible website? Contact Digital Marketer Bee! We have proven experience in helping brands throughout Australia create accessible websites that are not only aesthetically captivating but also user-friendly and universally accessible.
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August 24, 2023
Curating Diversity and Inclusivity in Marketing Campaigns
In the realm of marketing, representation is more than just a buzzword; it’s a responsibility. When launching any campaign, it’s important to depict a diverse spectrum of people. Visual imageries in marketing do more than merely showcase a product or service. They play a pivotal role in moulding society’s perceptions, attitudes, and beliefs.
By presenting an inclusive community, brands not only amplify their reach but also resonate with a broader audience. This inclusivity fosters connection, engendering trust and loyalty among consumers.
Moreover, as society becomes increasingly global and interconnected, consumers are seeking brands that mirror the world’s diverse cultures, abilities, and experiences. Beyond tokenism, this means demonstrating genuine respect and appreciation for all community members.
Brands that embrace this ethos not only enhance their market positioning but also contribute positively to shaping an inclusive, empathetic, and forward-thinking society.
QUICK LINKS:
- Understanding the Disability Sector
- The Role of Brand Voice in the Disability Sector
- Principles for Crafting an Inclusive Brand Voice
- Guidelines on how to choose inclusive photos for website and marketing campaigns
- Resources for Inclusive Content Creation in the Disability Sector
Understanding the Disability Sector
The disability sector encompasses a vast array of individuals, each with their unique experiences and challenges, be they visible or non-visible. This includes a diverse range of individuals spanning various ages, races, genders, and backgrounds.
While visible disabilities like visual impairments, hearing challenges, or mobility issues are more apparent, non-visible disabilities, such as cognitive, psychological, and social challenges, can be equally impactful.
Understanding the disability sector is crucial for accurate representation in the media. It also fosters deeper, empathetic relationships with individuals with disabilities. It’s essential to perceive them beyond just their disabilities, recognising their individuality and diverse experiences. The age-old narrative of “overcoming” disabilities is evolving, with many embracing their distinct lifestyles and adapting routines to their unique needs.
One significant misconception about disabilities is the presumption of homogeneity in experiences. For instance, within the realm of visual impairment, the spectrum varies from colour blindness to total blindness, each with its distinct challenges.
Similarly, hearing impairments range widely, as do cognitive and psychosocial disabilities. Recognising and appreciating this diversity is the first step toward fostering an inclusive and understanding society.
The Role of Brand Voice in the Disability Sector
Brands have an influential role in shaping societal perceptions, values, and norms through their voice and marketing. Proper representation in the media can empower individuals, making them feel seen, understood, and supported.
Conversely, misrepresentation or lack of representation can lead to feelings of alienation and isolation. The impact of a brand’s voice, especially concerning the disabled community, cannot be understated. This isn’t merely a business concern but reflects the broader societal obligation to promote inclusivity and understanding.
Authentic representation is at the heart of inclusive branding. It’s crucial that when portraying individuals with disabilities in campaigns, brands prioritise hiring actual members of the disabled community rather than actors simulating these experiences.
This not only amplifies genuine voices but also ensures that the depiction resonates with truthfulness and respect. Such authentic representation allows individuals with disabilities to reclaim their narratives, reinforcing their rightful space in society.
Brands must exercise responsibility in their choice of materials, tonality, and language. It’s not merely about reflecting diversity, but about celebrating it, acknowledging the vast tapestry of human experiences.
Principles for Crafting an Inclusive Brand Voice
Authenticity
The core of meaningful brand communication. In striving for an inclusive brand voice, it’s essential to avoid tokenism, where diversity is superficially showcased without depth or genuine understanding.
Instead, brands must prioritise true representation, ensuring that the narratives resonate with truthfulness and respect. This means deeply understanding the multifaceted audiences they serve, and recognising that each individual has a unique story and experience.
By truly valuing the complexities within every community, brands can foster a more authentic and impactful connection with their audience.
Research and Engagement
Engaging with individuals from the disability community to understand their needs and experiences. In crafting a genuinely inclusive brand message, one must really spend time researching the community and engaging with its members. Assumptions about the disability community will not suffice; authentic understanding arises from direct interaction and communication.
By engaging with individuals from the disability community, brands can gain insights into their lived experiences, challenges, aspirations, and needs. This interaction can be facilitated through focus groups, interviews, or collaborative projects. Such proactive engagement ensures that the brand’s messaging is rooted in reality and respects the community’s diversity.
Moreover, this approach fosters trust, as it demonstrates a brand’s genuine commitment to recognising and addressing the unique perspectives of the disability community.
Accessibility
A fundamental aspect of inclusive branding. Beyond the broader meaning of inclusivity, accessibility underscores the importance of ensuring every individual, regardless of their abilities, can engage with content seamlessly.
- The choice of language should be clear and free from jargon, resonating with a wide audience.
- Design elements, both visual and interactive, should be crafted with universal usability in mind.
- Digital platforms should incorporate features like alt-text for images, ensuring those with visual impairments can access content through screen readers.
- Captioning for videos is essential for the hearing-impaired.
- Font choices and sizes should prioritise readability, ensuring content consumption isn’t a challenge but an inclusive experience for all.
Collaborate with Diverse Creators
Diverse collaborations invigorate brand messaging with fresh perspectives. Embracing creativity means venturing beyond traditional boundaries and tapping into the vast reservoir of talent that different backgrounds bring.
By partnering with a varied pool of creators, including those from the disability sector, brands can unearth novel ideas, innovative solutions, and impactful stories. Such collaborations not only enrich the brand’s narrative but also offer a platform for these creators to share their unique knowledge, abilities, and experiences.
This synergy, where learning is mutual, ensures that content is both original and resonant, capturing the different aspects of our diverse society.
Use of Positive and Empowering Language
Words are powerful, and in branding, it’s vital to ensure they uplift rather than diminish. A truly inclusive brand voice avoids pity-based narratives, which inadvertently position individuals, especially those with disabilities, as subjects of charity or sympathy.
Instead, the focus should shift towards celebrating strengths, achievements, and capabilities. By using affirmative and empowering language, brands can highlight the potential and resilience inherent in every individual.
This positive approach not only fosters self-worth among represented communities but also reshapes societal perceptions, steering them towards admiration, respect, and genuine understanding.
Guidelines on how to choose inclusive photos for website and marketing campaigns
The images brands use in their marketing materials play a pivotal role in shaping public perceptions and values. For companies keen on portraying an inclusive image, choosing the right photos is essential.
Here are guidelines to ensure your photos reflect inclusivity and resonate with a broader audience:
Prioritise Authenticity
- Opt for photos that capture real people in genuine moments. Avoid overly staged or clichéd images that may seem insincere or artificial.
- Whenever possible, collaborate with actual community members rather than models who might only pose as part of that community. For example, when representing people with disabilities, choose images of real individuals with those disabilities.
Represent a Spectrum
- Ensure a diverse range of people are depicted across race, gender, age, ability, and other dimensions of diversity.
- Avoid tokenism. Inclusion is not just about having a checklist but should reflect a genuine embrace of diversity in all its richness.
Understand Context and Culture
- Be wary of cultural symbols and ensure that they’re used respectfully and accurately. Misrepresentation can be seen as cultural appropriation, which can alienate segments of your audience.
- Familiarise yourself with global visual languages and be sensitive to potential cultural nuances or taboos.
Showcase a Range of Abilities
- Reflect both visible and non-visible disabilities. Remember, not all disabilities are immediately apparent.
- Highlight the abilities and accomplishments of people with disabilities, emphasising their agency and capabilities.
Seek Feedback and Collaborate
- Before finalising the photo selections, seek feedback from diverse groups to ensure they feel accurately represented.
- Collaboration with photographers and artists from diverse backgrounds can create richer, more nuanced visuals.
Avoid Stereotypes
- Challenge and avoid reinforcing harmful stereotypes. For example, not all elderly people are technologically challenged, and not every young person is a tech wizard.
- Opt for images that portray individuals in a variety of roles and settings, breaking free from the confines of societal expectations and norms.
Consider Composition and Gaze
- The way subjects are portrayed in photos, their positioning, and their gaze can convey powerful messages. Ensure these compositions empower subjects rather than diminish them.
- Subjects should be shot at eye level to portray them as equals. A downward angle can seem patronising, while an upward angle can make them seem less approachable.
Ensure Accessibility
- Beyond the photo itself, consider how it will be perceived by those with visual impairments. Incorporate alt-text descriptions for images on your website to ensure screen readers can interpret them for visually impaired users.
- Ensure contrasts and colours are distinguishable for those with colour vision deficiencies.
Highlight Intersections
- Understand that identities intersect. For example, an individual can be both a woman of colour and have a physical disability. A father can have mobility issues and still spend time with his family, playing with his children. Reflecting on such intersections can resonate deeply with audiences who identify with multiple groups.
Stay Updated and Evolve
- Societal understanding of inclusivity and representation is continually evolving. Stay updated with shifts in discourse and adjust your visual strategy accordingly. What’s considered inclusive today might change tomorrow.
The images brands choose can significantly influence their perception and commitment to inclusivity. By carefully selecting photos that reflect true society, brands can build deeper connections, foster trust, and genuinely champion the cause of diversity and inclusion.
Resources for Inclusive Content Creation in the Disability Sector
In the era of digital marketing and content creation, there are now different tools and resources for brands to embrace inclusivity. These ensure the content is respectful, genuine, and truly representative.
For businesses looking to work with digital marketing agencies, it is crucial to choose the right partner who has years of proven experience and expertise working in this particular sector. These include creating accessible websites to help you market your business with the appropriate language and imagery as well as launching inclusive digital campaigns.
Below are some essential resources for inclusive content creation:
Stock Photo Websites with Inclusive Imagery
- Disabled and Here: A disability-led free stock image website that also features interview series celebrating disabled Black, Indigenous, and people of colour (BIPOC).
- Stocksy: A progressive stock media that features authentic images and footage that empower not just community members but also shareholder artists. Stocksy also has a great blog about how to use stock photos in modern marketing campaigns.
- The Noun Project: Famous for its vast collection of icons, this platform also offers diverse and inclusive icons representing people with disabilities.
- Getty Images: In partnership with Verizon Media and the National Disability Leadership Alliance, Getty Images has curated a collection of photos that reflect the diversity of the disability community authentically.
- PhotoAbility: An inclusive imagery and stock photo library representing people with disabilities in tourism, leisure and lifestyle mediums.
- RawPixel: An art-forward authentic design resource for everyone.
- Pexels: Another great place for free stock photo images that include representations of people with disabilities.
Research and Study Resources
- World Report on Disability by WHO: Released back in 2011, this report provides comprehensive information on disability issues and trends, vital for brands seeking a deeper understanding. For more updated content, you can visit the latest WHO disability fact sheets.
- Centre for Excellence in Universal Design: Based in Ireland, the centre is dedicated to enabling the design of environments that can be accessed, understood and used regardless of a person’s age, size, ability or disability. This includes creating universally accessible content, from design to readability.
- Ruderman White Paper on Authentic Representation: A study on disability representation in media, which emphasises the importance of authentic portrayals. In the last 2018 study, it reported an average of 21.6% of characters being portrayed authentically across networks and streaming services in the US.
Design Tools and Platforms
- Color Oracle: A tool designed for the colour impaired. It simulates colour vision deficiencies in real-time, allowing designers to ensure their creations are visually accessible.
- WebAIM: Provides comprehensive resources, strategies, and guidelines for web accessibility, ensuring websites cater to those with disabilities.
Inclusive Writing Guides
- Conscious Style Guide: This offers guidance on language and terminology around various communities, including the disability sector.
- Microsoft’s Inclusive Design Toolkit: Beyond design, this toolkit provides advice on crafting content that respects and acknowledges diverse audiences.
Workshops and Training
- Deque University: They offer online courses and training on web accessibility, ensuring content is crafted with inclusivity in mind.
- The National Center on Disability and Journalism: Provides training and workshops on accurately and respectfully covering disability in content. The website also features a Disability Language Style Guide.
Directories for Collaborations
- Disabled Writers: A resource that lists professionals with disabilities, ensuring authentic voices can be included in content creation.
- DisabilityVisibilityProject: An online community for disabled creators and advocates, excellent for collaborations and partnerships.
Alt-Text and Captioning Tools
- Image Alt Text Viewer: A Google-chrome extension tool to quickly check images’ alt-text, essential for web accessibility.
- Rev: Provides captioning services, ensuring video content is accessible to the hearing-impaired.
Books for Deeper Insight
- “Disability Visibility: First Person Stories from the 21st Century” by Alice Wong: A collection of firsthand accounts from disabled individuals.
- “Nobody Nowhere: The Extraordinary Autobiography of an Autistic Girl” by Donna Williams: This book was the first full-length, published account by a person with autism in Australia.
- “Me, Antman & Fleabag” by Gayle Kennedy: A humorous and accessible narration of a First Nations woman who had Polio, from the Wongaibon people of southwest New South Wales.
- “Music Our Bodies Can’t Hold” by Andy Jackson: A collection of autobiographical poems from people with Marfan Syndrome. Jackson started performing poetry to reclaim control over representations of his body.
- “Growing Up Disabled in Australia” edited by Carly Findlay: A collection of stories from Australians growing up with a disability or chronic illness in their own words.
To truly honour the spirit of inclusivity, it’s essential not just to use these resources but to continuously engage with the community, seek feedback, and be willing to evolve. Creating content for the disability sector isn’t about ticking boxes but about understanding, respecting, and amplifying authentic voices.
Marketing in today’s diverse world requires a genuine commitment to diversity and inclusivity. Beyond merely crafting appealing advertisements, there’s a pressing need to shatter persistent stereotypes. By truly representing diverse backgrounds and experiences, brands can forge deeper, authentic connections with their audience.
These include designing and creating accessible content and websites, as well as marketing campaigns, with a conscious language that encapsulates the principles of sensitivity, inclusivity, and diversity. One that transcends business objectives, contributing to a more understanding and unified world.
If you are a business owner looking for an Australia-based growth marketing agency to help with your campaigns, you are at the right place. Contact us today to learn more about how we can work together.
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August 18, 2023
Best Practices for Accessible Web Design
In today’s era, where modern technology is deeply intertwined with our daily lives, digital accessibility has evolved from being an optional add-on to an essential necessity. As efforts intensify to design universally accessible spaces, digital accessibility, especially website accessibility, is gaining global recognition.
QUICK LINKS:
- Overview of the importance of website accessibility
- The Importance of Accessibility for NDIS Participants
- Legal Aspects of Web Accessibility
- Benefits of Making Websites Accessible for NDIS Participants
- Key Principles of Web Accessibility
- Best Practices for Implementing Web Accessibility
Overview of the importance of website accessibility
What is website accessibility to begin with? It extends beyond merely having an active website that users can navigate with ease. Website accessibility ensures that every user, irrespective of their background or abilities, can access information online equitably.
This encompasses implementing features and functions tailored to meet the diverse needs of its users. Accessible websites empower individuals with visual, auditory, cognitive, or physical disabilities. Moreover, they accommodate the elderly experiencing age-related challenges and those temporarily encumbered, perhaps due to broken limbs or transient visual challenges.
Such websites champion inclusivity, catering to everyone, irrespective of their capabilities or situation, thus providing a balanced digital experience.
Understanding NDIS (National Disability Insurance Scheme)
In line with inclusivity and accessibility for all, the Australian government offers the NDIS, a fund dedicated to supporting eligible participants in their quest to achieve their goals, develop skills, and actively engage within their communities. With website accessibility, NDIS participants can independently and confidently access information that aids them in realising their objectives.
The intersection of website accessibility and NDIS participants
For NDIS participants, website accessibility transcends mere convenience. It serves as a gateway to independence, information, and meaningful engagement. By offering accessible website content, online businesses and brands can not only champion the NDIS’s mission of empowerment and inclusivity in the digital era but also ensure that their products and services are available to everyone.
The Importance of Accessibility for NDIS Participants
The rights of NDIS participants to access digital resources.
NDIS participants, like all citizens, have a fundamental right to access information and services online. In this ongoing digital age, ensuring free access to digital resources is a matter of equity and respect.
How website accessibility directly impacts daily lives and autonomy
For many NDIS participants, website accessibility is a lifeline. This allows them to better perform certain tasks such as booking appointments, learning, shopping, or communicating with others online. With websites that are not designed for accessibility, these tasks are either not possible at all or come with great difficulty. This restricts the autonomy of NDIS participants, making daily routines more challenging and limiting their participation in the digital world.
The scope and range of disabilities covered by NDIS: Physical, auditory, visual, cognitive, etc.
The NDIS supports eligible Australians experiencing certain restrictions in their daily lives, including challenges in mobility, visual, auditory, or cognitive. The NDIS also caters to participants in need of psychological and psychosocial support. Each disability has unique needs, emphasising the importance of diverse and inclusive web design that accommodates all users.
Legal Aspects of Web Accessibility
Overview of the Web Content Accessibility Guidelines (WCAG)
The World Wide Web Consortium created the WCAG in May 1999, providing a set of guidelines for creating accessible online content. Over the years, this has evolved with new updates that adapt to the changing needs of the users, with the most recent release launched last June 2018. The WCAG 2.2 is currently in progress and is expected to be released by August 2023. Developed globally, it ensures websites, apps, and tools are usable by everyone, especially those with disabilities, making the digital world more inclusive.
Australia and web accessibility: The Disability Discrimination Act (DDA)
The Australian Human Rights Commission through the DDA mandates that services, including websites, be accessible to those with disabilities. This is further supplemented by the government’s Web Accessibility National Transition Strategy (NTS) requiring all web properties the need to meet WCAG 2.1 Level AA. By aligning with WCAG, businesses can ensure compliance, emphasising the nation’s commitment to inclusivity in the digital realm.
Potential legal ramifications for non-compliance
Failure to make websites accessible can lead to legal consequences. It is more common than one might think, as individuals with disabilities are eligible to file for complaints against organisations restricting access to information or services in the digital space, which could lead to lawsuits, penalties, and reputational damage.
“Bee and her team have been excellent to work with for the development and launch of our new website. Designer Mary has been exceptional in translating our ideas into visuals that are right on point, and our Customer Success Specialist Phoebe’s coordination of timelines and action items has helped us keep our project timeline running smoothly. Their technical expertise and advice has been appreciated throughout our project.”
Holly Howard
Sureway
Benefits of Making Websites Accessible for NDIS Participants
The ethical and moral dimensions: Inclusivity and equality.
Driven with the goal to provide service and information to all, website accessibility is a basic right of any individual. This promotes an inclusive society where everyone has equal access to digital resources and platforms that enable them to conduct day-to-day tasks and social interactions, as well as enjoy avenues for learning and further growth, professional and personal.
Enhancing usability for everyone, not just those with disabilities.
When elevating the user experience of a website, this does not just benefit people with disabilities exclusively. These further improvements also enhance the user experience for everyone, making it more convenient and engaging when using the website. This improved user satisfaction can lead to brand loyalty, return customers, and increased traffic and sales.
Broadening your audience: The business case for accessibility.
A report released a few years ago noted that people with disabilities have “nearly half a trillion dollars in disposable income.” For businesses, this means a market that is largely untapped and with so much potential. Along with compliance, accessible websites provide businesses with increased reach and opportunities to increase sales on digital platforms with services made accessible to all.
Key Principles of Web Accessibility
In designing and developing accessible websites, the WCAG, as discussed above, upholds four foundational principles: being Perceivable, Operable, Understandable, and Robust, often abbreviated as POUR.
Below is a short overview of each:
- Perceivable: This ensures that all information and the user interface are presented in a way that is easily and readily accessible, as well as multisensorial.
- Text Alternatives: For those with visual impairments and screen reader users, text alternatives are a great way to present visual information. “Alt text”, a feature embedded in images, provides a description of the image content or function.
- Adaptable content: With the many ways to access information these days, the flexibility of content is paramount. This means that the content of the website must stay the same without losing structure or data, regardless of what device or accessibility function it was accessed. This includes screen readers, varying screen sizes, or larger fonts.
- Distinguishable content: Websites come with different elements, from text to images, videos, buttons, navigation menu and more. Making sure these components are distinguishable allows for a better user experience for everyone.
These can be done through contrast of colours for text and background, avoiding auto-play audio which can cause sudden discomfort for users with hearing aids, and other designs that may confuse or disorient individuals interacting with your website.
- Operable: User interface components and navigation must be operable.
- Keyboard accessibility: Ensuring that every feature can easily be clicked through the mouse can also be completed through keyboard controls. For users with motor disabilities, keyboards and similar tools are one of the most common ways to engage with websites.
- Enough time for users to read and use content: If possible, avoid putting timeouts on website functions or if this is really necessary, provide ample time for users. This ensures that there is adequate time for everyone to process, understand, and interact with the website.
- Seizure prevention (avoiding flashing content): Something one commonly sees in films and other visual channels as well, flashing content and lights are known to cause seizures in certain people. When designing a website, safety should always come first.
- Navigable and findable content: Through features like a table of content, skip-to-link content, breadcrumbs, or logical tab orders – users can interact with the site content and find the information they need right away with no hassle.
- Understandable: Information and the operation of the user interface must be clear.
- Readable text: For some users with visual impairments, a slight change in the text can make a world of difference. This can be through clear fonts in solid colours, simple language, and understandable instructions. Remember that the core of the website is to communicate the message. For users that need more complex visual support, the website should also be able to accommodate alternative or adaptive tools.
- Predictable web pages: In designing the user experience, ensure that the overall design flow is straightforward, logical, and predictable. Drastic changes can be disorienting for users.
- Input assistance (error identification, descriptions, and suggestions): Like with anything, designing and using accessible websites come with its own learning curve. Should there be a need to contact someone for help or assistance, this function should be readily available.
- Robust: With the digital landscape that is continuously changing, content must be accessible by a wide variety of user agents, including assistive technologies.
- Compatibility with current and future tools: To create accessible websites that are also sustainable and resilient to future changes, it is important to design with the future in mind. Assistive technologies and tools also change over time, along with the needs of the users. Keeping websites up to date with all of these accessibility requirements is important in maintaining the website’s relevance and inclusivity.
Best Practices for Implementing Web Accessibility
As we have outlined, website accessibility is a necessity in this day and age. Ensuring every individual has equal access to website content and the digital space addresses three important aspects for any business — inclusivity, compliance, and increased market reach.
Whether you are building a website for the first time or redesigning it with accessibility in mind, here are some of the best practices to keep in mind:
- Working with a local website development team that shares your vision: There are several website development companies, but not all of them understand the varying requirements when working in the disability space. By choosing a local website development team, you are assured of the team’s proven experience in this specific industry along with the local audience which are your clients, while also implementing the best and latest digital marketing strategies to help you achieve your organisational goals.
- Regularly auditing your website for accessibility issues: Like all facets of a website, accessibility is not a “set it and forget it” feature. Regular audits ensure that as new content is added or website structures change, accessibility remains at the forefront.
- Engaging with real NDIS participants for feedback: The best insight comes with the direct participants. Consider working with NDIS participants to get feedback on your website or for less hassle, work with a website development agency specialising in the NDIS market such as Digital Marketing Bee. The lived experiences of NDIS participants provide a unique perspective, ensuring that solutions are practical and genuinely beneficial.
- Leveraging accessible website design principles: One might think that NDIS websites are plain, boring, or not aesthetically pleasing. This is a misconception! Marrying website accessibility and intuitive beautiful design is definitely possible.
An example of this is AIIM Choices’ website, which comes with the necessary features for fully accessible functionality, while also being visually appealing. These adaptive functions include the Screen Reader feature, increase contrast, smart contrast, highlight links, bigger text, text spacing, pause animations, and hide images. There is also a Dyslexia Friendly version of the website that can be activated.
- Embedding accessibility into the organisational culture: Don’t just stop on the website. Accessibility shouldn’t be an afterthought or a box to check. Instead, make it a part of the company’s ethos. This could involve highlighting the importance of inclusivity in onboarding sessions, celebrating accessibility milestones, or working with a dedicated team responsible for ensuring the website remains accessible.
Conclusion
With the digital world deeply embedded in our daily lives, the requirement for web accessibility for NDIS participants is more crucial than ever. NDIS participants deserve the same ease of access to digital resources as everyone else. They should be able to shop, learn, interact, and contribute online without barriers. With accessible websites, this is possible.
For website designers and developers, as well as businesses, prioritising accessibility champions inclusivity. This is not an additional “feature” that one adds to the website or “service” incorporated into the business. More than that, it is about helping create a world that is accessible for all, where everyone can engage and interact.
In conclusion, web accessibility is not just a guideline—it’s a pathway to an inclusive digital realm where everyone has an equal opportunity to learn, engage, and contribute. It is an ongoing journey that is shared by businesses, developers, community members, leaders, and more. A digital space that is for everyone.
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July 19, 2023
7 Reasons Why You Shouldn’t DIY Your Website
If you’re planning on launching a website for your business, the thought of creating one on your own and following a do-it-yourself path has already most likely crossed your mind. After all, there are various templates available that you can use to build your own website.
Also, by working on your own website instead of hiring the services of a professional web design agency, you’ll be able to save a lot of money, right?
Unfortunately, this isn’t always the case.
When it comes to web design and development, it’s not advisable to follow a DIY route, especially if you’re not a seasoned web designer. If you don’t have the necessary experience in this field, you’re at risk of encountering costly and major issues that can affect the overall operations of your business.
In this article, we’ll go through the most vital reasons why you shouldn’t DIY web design.
Lack of Professional Expertise
As mentioned earlier, if you’re not an experienced web designer and developer, then you should probably leave this matter to professionals. Building a website for your business requires skills and expertise in different technical areas, such as coding. You should also know how to map a potential customer or site visitor’s journey in order to create responsive and functional web pages and sections.
A slight mistake in a website’s HTML code or its other technical elements can snowball into major problems that can affect how your site functions, directly impacting your online business performance.
Time and Effort
Many people believe that working on their own websites is a quick and cost-efficient process. They think that since they’re not relying on the services of a professional web design agency, they’ll be able to save a lot of time and money.
Unfortunately, if you want to build a fully functional website that appeals to the buying behaviour of your target audience, you have to invest a lot of your own resources. You have to spend time and money to expand your knowledge in web design and keep up with the latest industry trends to develop a website that appeals to your customers.
Limited Customisation and Creativity
Most of the time, people who DIY web design turn to pre-made templates to build their websites. Although this can be an effective way to develop a website quickly, the main drawback of this approach is it limits your creativity and customisation options.
With a templated website, you’re basically stuck in terms of your site’s overall appearance and functionality. They don’t provide you with the freedom to customise and create pages that truly reflect your business’ brand image and goals. In other words, you won’t be able to maximise the benefits a website can offer your business.
Technical Challenges and Compatibility Issues
If you’re not an experienced or professional web designer, you might not be able to handle technical issues that can affect your website. These issues can affect its mobile responsiveness, search engine optimisation, and cross-browser compatibility.
Failing to address these issues can lead to functionality errors, decreased online visibility, and security vulnerabilities, which can negatively affect how your customers interact with your website.
User Experience and Usability
One of the main principles of web design is following a user-centred approach to provide a smooth navigational experience. Failing to take into account the needs, preferences, and consumer journey of your site’s visitors can cause them to lose interest in what your website has to offer.
A professional web design agency can ensure that your website is designed and developed with your target customer in mind. This means that it can develop pages that can lead customers through the necessary steps to carry out desired actions, such as signing up, subscribing, or completing a purchase.
Lack of Support and Updates
If you decide to build your website on your own, you basically only have yourself to depend on when an issue occurs. On the other hand, if you enlist the services of a web design agency, you’ll be able to receive the necessary support from professional designers to address technical issues concerning your website.
In addition, they can help you keep your website updated to ensure that it doesn’t get affected by evolving web technologies. This is an important factor since getting left behind in this aspect can lead to decreased visibility and functionality.
Brand Reputation and Credibility
Lastly, if you decide to DIY your website’s development, you’re at risk of ending up with a poorly designed site or one that’s not visually appealing. This issue can cause your visitors to leave your site immediately, which can have a negative impact on your brand reputation and credibility.
These are just some of the reasons why it’s important to let a professional handle the design and development of your website. Aside from boosting your online presence and reputation, having a visually appealing and fully functional website can help you reach more customers and reach your business objectives.
If you’re ready to jumpstart your online business journey, get in touch with Digital Marketer Bee to learn how our professional and talented web designers can develop a custom website that not only resonates with your target audience and reflects your brand image but also converts site visitors into paying customers.
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July 07, 2023
Advantages of Digital Marketing for NDIS
In today’s digital age, having a strong online presence is crucial for any organisation, including those operating within the National Disability Insurance Scheme (NDIS) sector. For NDIS service providers, digital marketing offers a range of strategies that are crucial in reaching your target audience effectively and communicating the value of your services.
Here are some key benefits of leveraging NDIS digital marketing initiatives:
Increased Visibility and Reach
Digital marketing allows you to expand your reach and visibility beyond traditional marketing channels. By optimising your website with relevant keywords, you can improve its search engine rankings and attract organic traffic from individuals actively seeking NDIS-related information or services.
Targeted Marketing
Through various digital marketing techniques, such as search engine marketing (SEM) and social media advertising, you can precisely target your desired audience. By focusing your efforts on specific demographics or geographical regions, you can maximise the efficiency of your marketing budget and increase the chances of converting visitors into participants or clients.
Building Trust and Credibility
A well-designed and informative website builds trust and credibility among potential NDIS participants, their families, and other stakeholders. By providing valuable content, testimonials, success stories, and relevant information about your organisation, you establish yourself as a reliable source of NDIS-related support.
Engaging Content Marketing
Compelling and informative content plays a vital role in engaging your target audience. By regularly publishing blog posts, articles, videos, or infographics, you can educate, inspire, and address the concerns of your potential NDIS participants, ultimately driving them towards taking positive actions.
Measurable Results and Data Analytics
One of the greatest advantages of digital marketing is its ability to track and measure results accurately. Through web analytics tools and performance indicators, you can monitor the effectiveness of your marketing campaigns, gain insights into user behaviour, and make data-driven decisions to optimise your strategies continuously.
Optimising Your NDIS Website for Success
With these advantages, below are some of essential steps to elevate your NDIS marketing strategies and ensure continuous business success:
Keyword Research and Optimisation
Perform thorough keyword research to identify the most relevant terms and phrases your target audience uses when searching for NDIS-related information. Incorporate these keywords naturally throughout your website’s content, including headings, meta tags, and image descriptions, to improve its search engine visibility.
User-Friendly Website Design
Ensure your website is visually appealing, easy to navigate, and mobile-friendly. Optimise its loading speed and organise content into sections with clear headings and subheadings. Also, remember to work on your NDIS website design with a trusted local digital marketing agency that fully understands your needs.
Compelling Calls-to-Action (CTAs)
Guide your website visitors towards desired actions by incorporating compelling CTAs throughout your webpages. Whether it’s signing up for newsletters, contacting your organisation, or participating in NDIS programs, CTAs encourage engagement and conversion.
Social Media Integration
Integrate your NDIS website with relevant social media platforms to extend your reach and foster community engagement. Regularly share valuable content, success stories, and updates across your social media channels, driving traffic back to your website.
Continuous Content Creation and Optimisation
Consistently publish high-quality and relevant content on your website to attract and retain your target audience. Optimise your content with proper headings, bullet points, and relevant keywords. This not only helps with SEO but also improves readability and user experience. Using web analytics tools like Google Analytics also helps in identifying areas for improvement in your digital marketing campaign.
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June 29, 2023
Understanding Google E.E.A.T. in 2023
In today’s fast-paced digital landscape, businesses face a constant race to stay ahead. To thrive in this environment, a comprehensive understanding of digital marketing together with content creation, website development, and search engine optimization is crucial.
Google, a key player in the industry, places great importance on delivering relevant, trustworthy content, and providing an engaging user experience. To assess the quality and credibility of online content, Google introduced the EEAT (Expertise, Authoritativeness, and Trustworthiness) concept.
Understanding EEAT
EEAT (Experience, Expertise, Authoritativeness, and Trustworthiness) are guidelines followed by Google to ensure that it only displays relevant and high-quality content to its users. In addition to this, Google prioritises YMYL (Your Money or Your Life) content topics that have a significant impact on users’ lives, finances, health, and safety. While these acronyms do not directly determine campaign performance, they play a vital role. Let’s delve into EEAT further.
In 2013, Google introduced its official Search Quality Rating Guidelines, which later included EAT in 2014 and added Experience in 2022.
Experience: This guideline assesses whether content authors have firsthand experience in the subject matter and if their recommendations are based on practical knowledge. For example, a post about volunteering overseas is more credible when written by someone who has actually participated.
Expertise: This guideline evaluates the source and creator of information, considering their background, comprehensive knowledge, qualifications, and credentials in providing insights on the topic. For instance, a veterinarian’s blog post about dog health demonstrates expertise.
Authoritativeness: This guideline examines the reputation of your company and content creators within your industry. Google crosschecks your standing against competitors to determine if you are recognised as an authority in the field. Achieving this recognition can lead to higher rankings.
Trustworthiness: Google values trustworthy brands. This guideline ensures content integrity by checking for plagiarism, verifying the accuracy of information, assessing the credibility of authors, and determining if safety and security measures on websites are in place. Security features such as Secure Sockets Layer (SSL) Certificate and captcha contribute to establishing trust.
How it Works
EEAT guidelines are employed by the Google review team to identify high-quality content and optimise the user experience. Insights from these evaluations are then used to enhance the Google algorithm, determining the prioritisation of content, webpages, and websites in search results that can help increase website visibility.
Content creators are also advised to follow these guidelines to improve their website’s ranking, attract more users and drive increased sales. By maintaining expertise, authoritativeness, and trustworthiness on your website, customers perceive it as a dependable source of information and service, fostering greater customer loyalty.
What can it do for your business?
For businesses, EEAT is crucial as it impacts online visibility, reputation, and customer trust. By focusing on EEAT, you can improve your business’ search engine rankings, attract more organic traffic, and establish yourself as a reliable source in your industry.
By demonstrating your expertise, authoritativeness, and trustworthiness, you can effectively enhance your online presence and enjoy sustainable growth for your business.
How to optimise your website for Google EEAT?
With all of these advantages, it is evident that EEAT plays an important role in a business’ digital marketing strategy. To optimise your website to follow these guidelines, below are some things to keep in mind:
- Create high-quality and accurate content that demonstrates your expertise in your industry.
- Ensure your website is user-friendly, with easy navigation and clear organisation of information.
- Earn backlinks from authoritative and trustworthy websites to enhance your website’s credibility.
- Regularly update your content to reflect the latest information and maintain relevance.
- Engage with your audience through comments, social media, and other platforms to build trust and demonstrate your authority.
- Work with a trusted local SEO agency that has proven experience in bringing success to their clients through effective SEO strategies tailored specifically to your needs.
By implementing these strategies, you can optimise your website for Google EEAT, improve your search engine rankings, attract more organic traffic, and establish your business as a trustworthy and authoritative source in your industry — all leading to business success and continuous growth.
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June 23, 2023
How to maximise Google Ads Conversion using Google Analytics 4
Brand awareness and growth are paramount for the continuous success of any business. To aid businesses in converting data into valuable insights, generating custom reports, optimising marketing and advertising campaigns, and making further informed decisions, Google recently introduced Google Analytics 4 (GA4) alongside its Google Ads platform.
GA4 serves as a valuable tool for maximising conversions on Google Ads, significantly enhancing campaign performance across various marketing channels, including search network, display, and video campaigns. GA4 does this with an arsenal of powerful features such as predictive analytics utilising machine learning and artificial intelligence, the ability to generate custom reports, creation and tracking of up to 300 events and 30 conversions, automated tables, anomaly detection, and audience segmentation.
Applying this on business, owners can take advantage of GA4 with the following features and strategies:
- Implement Goal Setup and Conversion Tracking:
Set up conversion tracking in GA4 by configuring conversion events through a tracking code or Google Tag Manager. Import these goals as conversions to Google Ads by linking your GA4 property to your Google Ads account. This allows you to identify specific actions or outcomes as conversions, such as purchases, sign-ups, or form submissions.
- Conduct Audience Analysis:
Utilise the audience report in GA4 to gain insights into the demographics of your converting users, including age, gender, location, and interests. Conduct audience segmentation based on this data to target tailored ads to specific audience segments. Use audience insights to inform your bidding strategy, focusing on audiences with a higher chance of conversion.
- Conduct Behavior Analysis:
Analyse the behaviour flow of your users in GA4 to understand their journey on your website or app leading to conversions. Identify areas for improvement, such as addressing bottlenecks or user drop-off points. Identify high-performing landing pages and replicate their strategies on pages with lower conversion rates. Leverage user behaviour data to create remarketing lists and target audiences on social media, YouTube, or the Google Display Network.
- Install Attribution Modeling:
Evaluate attribution models in GA4 to understand the contribution of different touchpoints in the conversion journey. This analysis helps you determine the most accurate representation of your advertising impact and enhance campaign success. Adjust bidding strategies based on attribution insights, such as optimising bids for specific keywords or advertising channels. Utilise Smart Bidding features in Google Ads, such as Target CPA or Target ROAS, which incorporate conversion data from GA4 to automatically optimise bids.
- Optimise Landing Pages and Ad Creative:
GA4 helps you identify high-performing landing pages and ad creatives that drive conversions. By analysing user behaviour, bounce rates, and conversion rates, you can determine which elements of your landing pages and ad creatives are most effective. Use this information to optimise underperforming pages or creative assets, ensuring a seamless user experience that encourages conversions. By continuously testing and iterating your landing pages and ad creatives, you can improve their performance and maximise conversion rates.
By leveraging these features and strategies, businesses can effectively maximise conversions on Google Ads using GA4. The integration of GA4 with Google Ads empowers businesses to optimise their marketing and advertising campaigns. With GA4’s advanced capabilities, businesses can enhance their brand awareness, drive growth, and achieve continuous success in today’s competitive digital landscape.
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