Most people see accessibility as a cost. Yet it’s one of the strongest growth levers I know. Here’s what it really brings your business, beyond the obligation.
More reach. In Germany, almost eight million people live with a recognised severe disability, plus older people and everyone with temporary limitations. Building accessibly widens your circle instead of shrinking it. The larger audience is, for me, the strongest argument of all.
An open market. According to a 2023 study by Aktion Mensch and Google, four out of five of Germany’s most-visited online shops aren’t accessible. So anyone who really implements it isn’t one of many, but the exception, and stands out precisely because of it.
Better findability. Clean, semantic HTML is exactly what search engines and AI search read well. That means more visibility, fewer bounces, more enquiries, and often fewer support questions too.
Professional impression, less friction. An accessible site is perceived as professional, nobody complains about the handling. Especially areas with older clientele, a doctor’s practice or a transport service, win over people who would otherwise drop off, particularly when the online booking is genuinely accessible too.
An edge in tenders. In public tenders, accessibility is increasingly a requirement. Those who don’t meet it are out of the running; those who bring it have the advantage.
Harder to compare. Anyone who offers accessibility of their own accord stands out from the quickly-assembled site-builder pages, is harder to compare and can position themselves differently on price.
Cheaper from the start. Building accessibility in from the outset is far cheaper than rebuilding later. And since 28 June 2025 it’s mandatory for many via the BFSG anyway, that almost just comes on top.
In short: accessibility isn’t a cost, it’s a growth lever that benefits everyone, your customers and you. How I put it into practice is on my page about accessible web design.