You spend time and money getting people to your website. Google Ads. Social media. Email campaigns. Beautifully designed marketing collateral with QR codes and more.
But once someone arrives, can they actually use it?
Can they read your service descriptions? Navigate your menu? Complete your appointment form?
For visitors with disabilities, those everyday tasks can become obstacles when a website hasn’t been designed and tested with accessibility in mind.
There are two compelling reasons to pay attention: you want every potential customer to have a good experience, and you want to reduce the possibility of an expensive legal dispute.
FIRST, WHAT IS WCAG 2.2 AA?
The Web Content Accessibility Guidelines, or WCAG, are international standards for making websites more accessible to people with disabilities. Version 2.2, Level AA, gives website owners and developers a specific set of requirements to work toward.
In practical terms, that means addressing questions such as:
- Does text have sufficient contrast against its background?
- Can visitors use menus, buttons, and forms with a keyboard?
- Do meaningful images have appropriate text alternatives for people using screen readers?
- Are form fields clearly labeled, with understandable error messages?
- Can visitors enlarge content without losing information or functionality?
- Can moving content be paused when required?
These details affect whether someone can learn about your business and take the next step.
REASON #1: GIVE EVERY POTENTIAL CUSTOMER A GOOD EXPERIENCE
Imagine someone finds your business on Google. They’re interested in your services and ready to book.
But your appointment form won’t work with their keyboard. Or the pale gray text is difficult to read. Or their screen reader announces a series of buttons without explaining what those buttons do.
They may leave and contact another business.
You probably won’t know why.
For a salon, medspa, Realtor, jeweler, or other local business, that could mean losing a valuable customer after your marketing has already done its job.
Accessibility also benefits people whose needs change with age or a temporary injury. Someone recovering from hand surgery may have trouble using a mouse. Someone with declining vision may need to enlarge your pages.
Clear navigation, readable text, and usable forms help more people feel comfortable doing business with you.
Getting someone to your website is only part of the job. They need to be able to use it once they arrive.
REASON #2: EVEN A QUESTIONABLE LAWSUIT CAN COST REAL MONEY
The other reason is less pleasant.
Website accessibility litigation has grown substantially over the past decade, with thousands of lawsuits filed annually in federal courts alone. Those totals don’t include state-court lawsuits, legal demand letters, or disputes settled privately before a lawsuit is filed. The financial risk to businesses extends well beyond the cases that reach court.
Accessibility claims can involve real barriers that deserve correction. Business owners may also face allegations they dispute or believe are frivolous.
Either way, dismissing a claim in your own mind doesn’t make it disappear.
Even if you believe a lawsuit has no merit, you may still need to hire an attorney to defend your business.
That means paying someone to review the allegations, explain your options, prepare a response, and potentially negotiate or litigate.
HOW MUCH COULD THAT COST?
A recent California attorney-rate report lists an average hourly rate of $398 for civil litigation lawyers. An individual attorney’s rate may differ considerably.
Reviewing the allegations, discussing your options, examining website findings, preparing a response, and communicating with the other party’s attorney could add up to 10–20 hours. At a rounded rate of $400 per hour, that would mean $4,000–$8,000 in legal fees.
This is an illustrative estimate based on assumed hours, not a published average for accessibility cases. Actual fees will depend on the claim and the work required.
That estimate also excludes settlement payments, court costs, accessibility experts, and website repairs. A prolonged defense could cost substantially more.
For a small business, even the initial expense can be painful.
DOES MEETING WCAG 2.2 AA PREVENT LAWSUITS?
No. It provides a useful technical target, not a guarantee against being sued.
There’s also a distinction between WCAG and the law. The Department of Justice says the ADA applies to the online goods and services of covered businesses open to the public. Its guidance points to WCAG as a useful accessibility resource, but WCAG 2.2 AA is not a blanket federal ADA requirement for every private business website. The legal requirements applicable to a particular business can vary.
Our practical recommendation is to work toward WCAG 2.2 AA, correct confirmed barriers, and continue checking your website as it changes.
That addresses the problems that can lead to complaints while improving the experience for your customers.
START WITH AN ACCESSIBILITY AUDIT
You don’t need to become an accessibility expert to make your website more welcoming.
Upon request, Metapix can perform a website accessibility audit and provide a report identifying barriers, explaining how they affect visitors, and prioritizing recommended corrections. We can then provide a quote for addressing those barriers.
Our review combines automated tools with hands-on testing of how visitors navigate and use your website, particularly important features such as contact forms, appointment booking, and checkout.
Automated warnings need interpretation. We review findings to distinguish confirmed barriers from warnings that don’t require changes. The goal is to make your website easier to use and focus your budget where it matters.
KEEP YOUR WEBSITE WELCOMING
Accessibility deserves ongoing attention. A new booking system, redesigned menu, or software update can introduce problems, so periodic reviews help protect the improvements you’ve made.
Metapix can help you evaluate your website’s accessibility and plan practical improvements as part of regular website maintenance.
There are two good reasons to get started: giving more potential customers a positive experience and reducing the risk of costly legal disputes.
We’ve built an AI agent specifically to help review websites for WCAG 2.2 AA accessibility compliance. Contact us to request an accessibility audit and report, followed by a quote for recommended corrections.
This article provides general business information, not legal advice. Consult a qualified attorney about your business’s legal obligations or any claim you receive.