Imagine launching a shiny new website. Your homepage is sleek, your product descriptions pop, and your CTA buttons are pure magic. But days go by, and the bounce rate stays high. Why? The answer could be simple: your site isn’t accessible to everyone.
Welcome to 2025, where web accessibility is not just a feature—it’s a foundation. Whether you’re a marketing manager, brand lead, or content creator, knowing the essentials of WCAG 2.2 and the upcoming WCAG 2.3 will help you reach more users, build trust, and boost performance.
What is Web Accessibility?
Web accessibility means making sure everyone can use your website. That includes people with:
- Visual impairments
- Hearing loss
- Motor disabilities
- Cognitive or neurological challenges
Good accessibility helps these users navigate, read, click, and engage just like everyone else.
Why Marketers Should Care
Still thinking it’s just a dev team issue? Think again. Accessibility also impacts:
- SEO – Search engines love accessible websites.
- Reach – You gain more audience when your content is inclusive.
- Legal Protection – Avoid lawsuits by staying compliant.
- Brand Value – People respect companies that respect others.
Bottom line? Accessibility isn’t a technical “nice-to-have.” It’s a marketing must-have.
Quick Recap: WCAG in a Nutshell
WCAG stands for Web Content Accessibility Guidelines. These guidelines help developers and designers create accessible sites.
They’re built around these four core principles – the P.O.U.R. model:
- Perceivable – Can users see or hear the content?
- Operable – Can they use buttons, nav, and controls?
- Understandable – Is the content clear and usable?
- Robust – Will it work with assistive tech?
In 2025, WCAG 2.2 is here, and WCAG 2.3 is on the way. These add more ways to help people interact with content better than ever before.
WCAG 2.2: What’s New and What It Means for Marketers
The big theme of WCAG 2.2 is better experience for users with cognitive and motor disabilities. Here are some key changes and how they affect your campaigns:
1. Focus Appearance
When users navigate with a keyboard, they need to see which element is active.
Your action: Make sure forms, buttons, and links have high-contrast outlines during keyboard focus.
2. Dragging
Not everyone can drag-and-drop. You now need to offer alternatives.
Your action: Don’t force drag-only interactions. Let users click to move or choose items in a different way.
3. Target Size
Small buttons can be frustrating. If clickable areas are under 24×24 pixels, many users will struggle.
Your action: Design with thumbs and accessibility in mind. Keep CTAs easy to click.
4. Consistent Help
If help is offered on one page, it should be easy to find on others too.
Your action: Place chatbots, help links, and support numbers consistently across your landing pages.
5. Accessible Authentication
Password challenges can trip many users. WCAG 2.2 encourages non-cognitive-challenging logins.
Your action: Enable options like password managers or social sign-ins that make processes easier for everyone.
Prepare for WCAG 2.3: A Sneak Peek
Still being finalized at the start of 2025, WCAG 2.3 is expected to tighten the rules and introduce a few more refinements. Likely changes include:
- Improved support for users with low vision.
- Better guidelines for animations and motion to reduce distractions and nausea.
- More polished standards across interactions and timing elements.
You don’t have to wait around. Follow 2.2 well, and you’ll be halfway compliant with 2.3 already!
Top Tips for Marketers to Win at Web Accessibility
Marketing teams don’t need to write code to boost accessibility. Here’s how you can help:
1. Use Headings the Right Way
H1s are for page titles. Subheaders are H2s, H3s, and so on. This helps screen readers—and Google—understand content structure.
2. Add Alt Text to Images
Never post images without alt text. Describe the image’s purpose or content.
3. Make Buttons Clear
A link that says “Click here” isn’t helpful. Use descriptive link text: “Download Event Guide” or “View Pricing.”
4. Avoid Auto-Playing Videos
Disable auto-play and flashing visuals unless the user initiates them. This supports neurodiverse users and avoids distractions.
5. Create Content with Simple Language
Make your messaging easy to read. Clear language helps everyone, not just people with cognitive challenges.
Accessible Campaigns = Smarter Marketing
Let’s not forget: accessible marketing is inclusive marketing.
Every user touched by your campaign—whether by email, landing page, or product page—should feel welcomed, valued, and able to engage.
Plus, accessible emails and content get:
- Higher open and click-through rates
- Improved retention
- More loyal, diverse audiences
Who wouldn’t want that?
Ready, Set, Accessible!
Change can seem scary, but take it one step at a time. Start with your most-visited landing pages. Fix the top 3 accessibility issues. Then move to your next campaign.
Before long, making inclusive content will be second nature.
Remember, it’s not just about ticking boxes. It’s about making sure your amazing message reaches everyone.
Final Checklist for Marketers
- ☑ Use descriptive link and button text
- ☑ Add alt text to every image
- ☑ Keep forms keyboard friendly
- ☑ Avoid overwhelmed sliders and auto-play videos
- ☑ Make your layouts mobile and thumb friendly
- ☑ Test your site with screen readers and real users
In 2025, accessibility isn’t an edge. It’s the entry ticket. Get your team on board, check your work, and lead with empathy.
The future is accessible. And it’s better for everyone.
