Plenty of companies book website accessibility services thinking mainly about lawsuits, then walk away realizing the larger benefit was making their websites usable by customers they had unintentionally excluded for years. That shift in thinking tends to happen ada compliant site around week two of the project, right when the first user testing session runs.
Accessibility Is About More Than Blind Users
Most people hear "accessibility" and picture a blind user with a screen reader. That's only one part of the picture. Low vision users zoom pages to 400 percent and need layouts that don't collapse into chaos at that scale. Motor impairments mean some visitors rely entirely on keyboard navigation and move through links and controls without using a mouse. Cognitive differences mean cluttered pages with flashing banners and walls of text lose people fast, accessibility issue or not.
Color blindness affects roughly one in twelve men. That's not a niche edge case. That's a decent chunk of any site's male traffic missing information conveyed purely through color, like a red asterisk marking a required form field with no accompanying text.
Automated Testing Isn't Enough for Accessibility
Automated scanners catch maybe a third of actual issues. They're a useful initial check because they're relatively fast and affordable, but they miss things like whether a screen reader announces a button's purpose clearly or just reads "button" with no context.
Manual testing with actual assistive tech, a real screen reader session, actual keyboard-only navigation surfaces problems that automated scanners may never identify. Watching someone struggle through a checkout flow because the "submit order" button never announces itself is humbling. It reframes the whole project from a technical compliance exercise into a much more human-centered process.
Small Fixes Often Carry Outsized Impact
Heading structure may seem unimportant until you realize screen reader users often navigate between headings to scan content in much the same way sighted users visually scan a page. A page with no proper heading hierarchy forces someone to listen through the entire thing linearly, start to finish, no shortcuts.
Focus indicators, the visual marker that shows which element currently has keyboard focus, get stripped out by designers chasing a cleaner look more often than you'd think. Removing them looks tidy. It also strands keyboard users completely, with little or no indication of which link, button, or form control currently has focus.