Accessible Web Design: A Guide for UK Businesses

Accessible Web Design

Accessibility in web design has (and rightly so) now become a non-negotiable. Not because of trends, or even compliance alone, but because the expectations of users have changed. People expect digital experiences to work for them regardless of ability, device, context or environment. In fact, 62% of disabled adults own a desktop/laptop and 72% own a smartphone. And brands that fail to meet those expectations increasingly feel out of step and archaic.

For marketing managers, accessible web design isn’t just about doing the right thing for 16% – that’s 1.3 billion – of the world’s population that’s disabled (though that obviously matters). It’s about protecting brand reputation, improving user experience, widening reach and future-proofing digital platforms. Plus, the global spending power of people with disabilities and their families is an estimated $13 trillion so it even makes good business sense! 

This KIJO guide – put together by Jordan Thompson, KIJO’s Co-Founder and Danny Findon-Kent, KIJO’s Senior UI/UX Designer – breaks down what accessible web design really means in the UK, what standards matter, where brands most commonly fall short, and how to approach accessibility in a way that’s thoughtful, strategic and aligned with high-quality design.

What Is Accessible Web Design?

Accessible web design is the practice of creating websites that can be used by as many people as possible, including those with disabilities.

This includes users with:

• Visual impairments
  
• Hearing impairments
  
• Motor or mobility challenges
  
• Cognitive or neurological differences

But, accessibility also benefits people without permanent disabilities. Someone using a phone in bright sunlight. A user navigating with one hand. Someone relying on captions in a noisy environment. Accessibility improves usability for everyone.

At its best, accessible web design feels invisible. It doesn’t look “special” or compromised – it simply works.

“Good accessibility isn’t about bolting on features at the end. It’s about designing with intent from the start. When accessibility is considered early, it actually leads to cleaner, more confident design.“
– Danny Findon-Kent, KIJO’s Senior UI/UX Designer

Definitions: Key Accessibility Terms Explained

Before we progress, the following definitions may be useful to refer to during your reading of this article. 

• WCAG (Web Content Accessibility Guidelines)
  International guidelines that define how to make web content accessible.
• ARIA (Accessible Rich Internet Applications)
  Attributes used to improve accessibility for dynamic content and components.
• Alt text
  Text descriptions for images that help screen readers interpret visual content.
• Screen reader
  Software that reads website content aloud for users with visual impairments.

Keyboard navigation
The ability to use a website without a mouse, relying on keyboard inputs instead.

What Is Accessibility in UX Design?

Accessibility in UX design focuses on how people interact with a website, not just how it looks.

It considers whether users can:

• Navigate the site using a keyboard
  
• Understand content clearly
  
• Interact with forms and controls easily
  
• Complete tasks without unnecessary friction

UX accessibility is about reducing cognitive load, removing ambiguity and making journeys predictable. Clear labels, logical navigation, consistent layouts and readable content all play a role.

For marketing teams, this matters because accessible UX often overlaps directly with conversion optimisation. When things are easier to understand and use, people are definitely more likely to act.

Related Read: Master UX Best Practices: 16 Proven Tips for Exceptional Website Design

What Is the British Standard for Web Accessibility?

The primary British standard for web accessibility is WCAG. These are the Web Content Accessibility Guidelines.

These guidelines are developed by the World Wide Web Consortium (W3C) and are recognised internationally, including by UK legislation. Most UK organisations aim to meet WCAG 2.1 Level AA, which is widely considered the benchmark for accessible websites.

WCAG is a set of criteria that help ensure digital content is usable by people with a wide range of needs.

Is WCAG a Legal Requirement in the UK?

For many organisations, yes.

Public sector bodies in the UK are legally required to meet WCAG 2.1 AA under the Public Sector Bodies (Websites and Mobile Applications) Accessibility Regulations 2018.

For private sector businesses, the legal landscape is less explicit but still important. Under the Equality Act 2010, organisations must not discriminate against disabled users, and inaccessible websites can be interpreted as a barrier to access. However, nearly 95% of home pages have detected WCAG failures which is alarming considering these legal requirements… 

Beyond legislation, there’s also growing scrutiny. Accessibility lawsuits, complaints and reputational damage are becoming more common, particularly for brands with high visibility.

“Accessibility isn’t a simple compliance conversation anymore. It’s a brand trust issue. If your digital experience excludes people, that exclusion reflects directly on your values.“
– Jordan Thompson, KIJO’s Co-Founder

What Are the 4 Principles of Accessible Design?

WCAG is built around four core principles, often referred to as ‘POUR’.

Content must be Perceivable, meaning users can see or hear it in some form. This includes sufficient colour contrast and text alternatives for images.

It must be Operable, so users can navigate and interact with the site using different input methods, such as keyboards or assistive technologies.

It must be Understandable, with clear language, predictable navigation and helpful feedback.

And, it must be Robust. This means it works reliably across devices, browsers and assistive tools.

If any one of these principles is ignored, accessibility breaks down alarmingly quickly.

What Are Common WCAG Violations?

Many common WCAG violations aren’t dramatic or obvious. They’re typically small oversights that add up.

Common problems include:

• Low colour contrast between text and background
  
• Missing or unhelpful alt text on images
  
• Poor keyboard navigation
  
• Form fields without clear labels
  
• Inconsistent heading structures

These issues often creep in when accessibility isn’t considered early in the design or content process.

Related Read: How to Write Alt Text: A Marketer’s Guide to Accessibility and SEO

What Is an Example of Accessibility in Web Design?

An example of accessibility in web design would be a form that clearly labels each field, provides helpful error messages and can be completed entirely using a keyboard. It sounds obvious, but 48.2% of website home pages have missing form input labels!

Another is a website with strong visual hierarchy, readable font sizes and sufficient contrast, making content easy to scan and understand.

Don’t confuse accessibility with stripping personality from a site. It’s about ensuring that personality is communicated clearly and inclusively.

How to Design an Accessible Website

Designing an accessible website starts with mindset.

Accessibility works best when it’s embedded into strategy, design and content from the outset, rather than treated as a checklist at the end. When it’s considered early, it improves clarity, usability and conversion – not just compliance!

Here’s how accessibility should be approached at each stage of a typical website build.

Strategy & Discovery: Set expectations early

Accessibility decisions shouldn’t be left to designers or developers to “figure out later”. This is where marketing teams can have the most influence!

At the strategy stage, useful accessibility conversations include:

• Who are we designing for, and who might we unintentionally exclude?
  
• What accessibility standard are we aiming to meet (e.g. WCAG 2.1 AA)?
  
• How does accessibility align with our brand values and audience expectations?
  
• Are there legal, ethical or reputational considerations specific to our sector?

This is also the moment to agree how accessibility will be measured. Whether that’s formal audits, internal checklists or user testing, clarity here prevents last-minute panic or compromise later on.

Wireframing & UX: Design for clarity and predictability

Wireframes are where accessibility becomes tangible. Decisions made here have a direct impact on how usable the final site will be.

Key accessibility considerations during wireframing include:

• Logical page structure and clear content hierarchy
  
• Consistent navigation patterns across templates
  
• Obvious focus states and interaction feedback
  
• Avoiding overly complex user journeys or hidden functionality

This is also where you should question whether every element is truly necessary. Simpler layouts, fewer competing actions and clear visual flow benefit all users – especially those using assistive technologies.

Copywriting & Content: Write for understanding, not just persuasion

Accessibility is also linguistic. During content creation, accessibility-focused conversations might include:

• Are headings descriptive and meaningful when read out of context?
  
• Is language clear, concise and free from unnecessary jargon?
  
• Do calls to action explain what will happen next?
  
• Are error messages and form instructions helpful and human?

From a marketing perspective, accessible copy often performs better. Clear messaging reduces friction, builds confidence and improves conversion, particularly for users encountering your brand for the first time.

Related Read: 7 Website Copywriting Tips To Refine Your Site

Visual Design: Balance brand expression with usability

Design is often where accessibility myths creep in, particularly the idea that accessible design limits creativity. In reality, it simply demands more intentional decisions.

During the design phase, teams should consider:

• Colour contrast that meets WCAG standards without compromising brand tone
  
• Typography choices that prioritise readability across devices
  
• Avoiding reliance on colour alone to convey meaning
  
• Designing buttons and interactive elements with sufficient size and spacing

These conversations aren’t about diluting brand identity. They’re about ensuring the brand is communicated clearly to everyone who encounters it.

Development: Build accessibility into the foundations

Development is where accessibility either holds up or falls apart. At this stage, accessibility considerations include:

• Semantic HTML structure and correct heading order
  
• Keyboard navigability across all interactive elements
  
• Proper labelling of forms and inputs
  
• ARIA attributes where appropriate (not as a crutch, but as support)
  
• Ensuring dynamic content is accessible to screen readers

Close collaboration between design, development and content teams here is essential. Many accessibility issues arise when assumptions are made about how elements will behave without being tested.

Testing & Launch: Validate, don’t assume

An accessible design isn’t complete until it’s tested. Before launch, teams should (where possible):

• Test keyboard navigation across key user journeys
  
• Use screen readers to experience the site without visuals
  
• Check contrast, focus states and readability at different screen sizes
  
• Review accessibility using automated tools alongside manual checks

Where possible, testing with real users who rely on assistive technologies provides invaluable insight that no tool can fully replicate.

Ongoing Management: Treat accessibility as continuous

Accessibility isn’t a one-off task. Content updates, new pages, campaigns and features all introduce potential risk.

Post-launch, strong teams:

• Include accessibility checks in content publishing workflows
  
• Train internal teams on accessible content practices
  
• Revisit accessibility during site updates and redesigns
  
• Stay informed as standards and expectations evolve

When accessibility becomes part of your everyday digital culture, it stops feeling like extra work and starts feeling like good practice.

Final Thoughts on Accessible Web Design

For brands that care about quality, experience and trust, accessibility should be seen as part of good design, not a limitation on it. The most effective websites are those that welcome everyone in, without making a fuss about it.
If you need support in designing an accessible website, contact our experienced team.

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