Don’t Lose Customers: Simple Website Checks for Small Businesses

Website Accessibility: Don’t Lose Customers Before They Find You

Imagine a customer walking into your bakery, ready to buy a cake for their child’s birthday. They’ve seen your website, loved your photos, and even picked out the flavor. But when they arrive, the door is locked—no sign explains why, and there’s no bell to ring. Frustrated, they leave and buy from the shop next door.

For many people with disabilities, this is what using an inaccessible website feels like. They want to buy from you, but your site doesn’t work for them. That’s lost revenue—and it’s easier to fix than you think.

Accessibility isn’t just about doing the right thing. It’s about reaching all your potential customers and avoiding legal risks. The good news? You don’t need to be a tech expert or rebuild your site. Here are simple checks any small business owner can do today.

The Curacao Lesson: Why a Wider Net Matters

Curacao, a tiny Caribbean island with just 158,000 people, just qualified for the 2026 World Cup. How? By bringing together talent from across the globe—players born in the Netherlands, raised in Dutch youth academies, and now representing the island with pride. Their success shows what happens when you tap into a broader network.

Your business works the same way. If your website only works for some visitors, you’re missing out on customers. Just like a football team needs players of all strengths, your site needs to work for people of all abilities—whether they use a screen reader, navigate with a keyboard, or need clear color contrast to read your menu.

What Does “Website Accessibility” Actually Mean?

Accessibility means designing your website so people with disabilities can use it. This includes:

Visual impairments (low vision, color blindness, or blindness)
Hearing difficulties (relying on captions for videos)
Motor challenges (using only a keyboard, not a mouse)
Cognitive differences (needing clear, simple language)

Think of it like a physical store. You’d add a ramp for wheelchairs, right? The same principle applies online. Small changes can make a big difference.

Quick Wins: 3 Simple Accessibility Checks You Can Do Today

1. Add Alt Text to Images

What it is: A short description of an image (e.g., “Freshly baked sourdough loaf on a wooden table”). Why it matters: Screen readers (tools that read websites aloud for blind users) can’t describe images. Without alt text, a customer might hear “image123.jpg” instead of knowing what you’re selling. How to fix it:

On most website builders, click an image and look for “Alt Text” or “Image Description.”
Describe what’s in the image and why it matters (e.g., “Our best-selling chocolate cake, decorated with fresh berries”).
Keep it short—under 125 characters.

What it is: Can you use your website without a mouse? Try pressing the Tab key to move between links, buttons, and forms. Why it matters: Some people can’t use a mouse due to motor disabilities. If they can’t navigate your site with a keyboard, they can’t buy from you. How to fix it:

Open your website and press Tab. Does the focus move logically (e.g., from the menu to the “Order Now” button)?
Can you open dropdown menus and fill out forms using only the keyboard?
If something is stuck or invisible, your site needs adjustments. Most website builders have guides for fixing this.

3. Check Color Contrast

What it is: The difference between text and background colors (e.g., dark blue text on a light blue background is hard to read). Why it matters: Poor contrast makes text difficult to read for people with low vision or color blindness. It also hurts your branding—if customers can’t read your menu or prices, they’ll leave. How to fix it:

Use a free tool like WebAIM’s Contrast Checker (no sign-up needed).
Enter your text and background colors. Aim for a ratio of 4.5:1 or higher for normal text.
If your colors fail, adjust them in your website’s design settings. Darker text on a light background usually works best.

FAQ: Questions Business Owners Ask About Accessibility

“Isn’t accessibility expensive?”

No! The checks above take less than an hour and cost nothing. Think of it like adding a ramp to your store—it’s a one-time fix that opens your business to more people.

“Will this really bring in more customers?”

Yes. In the Netherlands, 1 in 5 people has a disability. That’s 3.5 million potential customers who might struggle with an inaccessible site. Even small fixes can make your site usable for them.

“What if I get it wrong?”

You don’t need to be perfect. Even partial fixes (like adding alt text to your top 10 images) help. The goal is progress, not perfection.

IT Move NL

Whether you run a café, a webshop, or a dental clinic, your website is often the first impression customers get. Small tweaks—like the ones above—can make sure everyone can use it.

Not sure where to start? We help businesses of all sizes make their websites work for all customers. Let’s talk—no jargon, no sales pitch, just practical advice.

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