Aubrey always had a passion for flowers. Growing up in a small town, she spent countless hours in her mother’s garden, learning the names of different plants and how to nurture them. As she grew older, her love for florals blossomed into a business idea. She began selling her carefully arranged bouquets at the local farmers’ market. Her stall, “Aubrey’s Blossoms,” quickly became a favorite among market-goers. People loved her unique arrangements, and word spread quickly. What started as a weekend hobby soon turned into a full-fledged business. When she launched her online store, she paid special attention to e-commerce website accessibility to ensure all customers could enjoy her beautiful bouquets.

The Risks of Ignoring Website Accessibility for Small Businesses

As Aubrey’s business grew, she realized she needed to expand beyond the farmers’ market to reach more customers. The demand for her flowers was growing, and she wanted to make it easier for people to order from her. After much consideration, she decided it was time to create an e-commerce website.

Aubrey was excited about the possibilities. A website would allow her to showcase her arrangements, take orders around the clock, and even reach customers outside her small town. She envisioned her flowers brightening homes and events far and wide. But as she started planning her website, she realized there was more to consider than just beautiful photos and easy navigation. E-commerce website accessibility was crucial for her vision.

One day, Aubrey read an article about accessibility lawsuits, particularly those targeting small businesses. The article states that businesses without accessible websites are getting sued. Aubrey felt surprised. “Could this really affect me?” she wondered. After all, she was just a small business owner trying to share her love for flowers with the world. She wasn’t a technical person, she just loved flowers.

With each research, she discovered that even her small business was not immune. In fact, the article highlighted that 73% of accessibility lawsuits in 2023 targeted companies with annual revenues under $25 million. Aubrey’s heart sank. She had worked so hard to build her business, and the thought of a lawsuit was daunting. E-commerce website accessibility now seemed even more critical to her.

She discovered that industries heavily dependent on online transactions, such as e-commerce, were the primary focus of many of these lawsuits, which made up 82% of accessibility lawsuits that year. Aubrey knew that her new website would be her primary way of reaching customers, especially as her business expanded. She could not afford to ignore this risk. She wondered what solutions could help her bring accessibility to the website.

How Aubrey Addressed Accessibility Concerns in E-Commerce

As she delved deeper, Aubrey discovered that some businesses tried to use automated tools, known as overlays, to quickly fix accessibility issues. But these tools often did more harm than good, and 20% of lawsuits in 2023 involved companies using such tools. It was clear that a quick fix wouldn’t be enough.

Aubrey realized that making her website accessible wasn’t just about avoiding a lawsuit—it was about doing the right thing. She wanted everyone, regardless of their abilities, to be able to enjoy her flowers and easily navigate her website. After all, building a website without accessibility, she thought, was like constructing a beautiful flower shop with no accessible entrances. No matter how lovely the bouquets inside, if some people couldn’t get through the door, they would miss out on the experience entirely.

Aubrey also realized that her proactive approach set her apart from many other businesses. She had read stories of companies that only learned about the importance of accessibility after being hit with a lawsuit. These businesses often had to scramble to fix issues under tight deadlines, facing not only legal fees but also the challenge of rebuilding customer trust.

Building an Inclusive Online Presence for Long-Term Success

With this in mind, Aubrey decided making her website fully accessible was a priority. She hired a professional web designer who specialized in e-commerce website accessibility to ensure that her site met all the necessary standards. What was interesting to her is many of the strategies that made her site accessible weren’t that noticeable. But if you were someone who needed to use the feature it was beautiful. She also noticed some of the strategies that web designer did for accessibility made the site easier for everyone to use. Aubrey remembered the times she used captions on YouTube or talk to her mobile phone. It made things easier for her, but these features were accessibility just built into the design.

As her website launched, Aubrey felt a mix of nerves and excitement. She knew she had done everything she could to make her site accessible and welcoming to all. And as orders started coming in, she felt a deep sense of pride. Her flowers were now reaching people far beyond her small town, and she was doing it in a way that respected and included everyone.

In the end, Aubrey’s decision to prioritize accessibility didn’t just protect her from potential legal trouble—it helped her business grow in unexpected ways. Customers appreciated the ease of use and the thoughtfulness behind her website. Her commitment to accessibility also enhanced her brand reputation, attracting a loyal customer base that valued her inclusivity. Moreover, her website’s improved SEO, driven by accessible design practices, led to higher visibility in search engine results, bringing in even more customers.

Word spread, and “Aubrey’s Blossoms” became known not just for beautiful arrangements, but also for being a business that cared about all its customers. Aubrey learned that doing the right thing, even when it wasn’t the easiest or cheapest option, could lead to unexpected rewards. Her journey from the farmers market to a thriving online business was filled with challenges, but it was also a testament to the power of inclusion and accessibility. And as she looked at the orders coming in from across the country, she knew that her blossoms were brightening more lives than she had ever imagined.

Ready to Make Your Business Accessible?

If you’re inspired by Aubrey’s journey and want to ensure your own business is accessible, don’t wait until a lawsuit forces you to take action. Investing in e-commerce website accessibility now not only protects your business from legal risks but also opens the door to new customers, enhances your brand’s reputation, and improves your online visibility. Contact us today to learn more about how you can make your website accessible and inclusive for all.

Michael Harshbarger is an experienced project manager and accessibility consultant. He is passionate about helping businesses create inclusive digital experiences. With over ten years of experience in project management and accessibility, Michael established AccessibilityFirst Solutions LLC. Michael believes in promoting accessibility as a core business value. He thinks that inclusive design benefits not only those with disabilities but also enhances the user experience for everyone. Michael holds a Master’s degree in Project Management. He has successfully implemented accessibility programs for Fortune 100 companies. In his free time, Michael enjoys exploring the outdoors with his family and playing tabletop role-playing games.