For Access Heroes, prioritizing web accessibility is an essential brand value, but it’s also proven to be incredibly strategic for growth.
After having experienced continued success advocating for accessibility, Tanuj Apte, the Director at Access Heroes sat down with Mascha Sacks, our VP of Brand and Product Marketing, to give more insight into how a web accessibility solution has positively impacted their agency.
Mascha: Great to meet you Tanuj! I’d like to start by asking how offering a web accessibility solution impacts your relationships with your clients?
Tanuj: Clients appreciate our proactive approach to inclusion. Offering web accessibility solutions like accessWidget has significantly strengthened our client relationships and driven business growth.
When our clients feel like we’re looking out for them - in terms of making sure that they are mitigating legal risk, but also making sure that they are demonstrating inclusion which is really important to their brand reputation, we are investing in our long term relationships.
"We’ve helped our clients avoid legal pitfalls but also enabled them to tap into a wider, often underserved audience."
Positioning ourselves as an agency that prioritizes accessibility has really enabled us to be thought leaders in the industry, this has led to increased referrals and a steady influx of new business.
Mascha: Alright. So let’s talk numbers. As an accessiBe partner, what kind of ROI have you seen on web accessibility - both for you and for your clients?
Tanuj: Implementing web accessibility has proven to be a high-ROI investment for both our agency and our clients.
"For our clients, we’ve seen a 20% increase in average audience reach, 85% customer satisfaction, and 32% higher conversion rates."
For our agency, offering these services has distinguished us in a competitive market, making us an agency that attracts new clients who prioritize inclusion and compliance. The financial gains are clear. Our referrals for accessWidget continue to increase by 35% quarter over quarter. But those gains are complemented by the positive social impact, which is what’s most important to us.
Mascha: Since many people are not even aware that web accessibility is an issue, how do you present it to your clients?
Tanuj: Our strategy for helping our clients understand the importance of web accessibility is to highlight the legal, financial, and ethical benefits of it. We also provide case studies showing the business benefits - like increased traffic and conversions on our existing accessible websites.
Demonstrating the risk of legal repercussions and the potential for fines if websites are non-compliant is definitely a compelling argument as well as the positive brand impact that an inclusive website makes.
Mascha: Do you find it difficult to convince clients that web accessibility is worthwhile?
Tanuj: Initially, we faced skepticism because there’s a real lack of awareness about the importance of web accessibility. Many clients viewed it as an unnecessary expense rather than an investment. However we were determined to educate clients through workshops, webinars, and detailed reports that outlined the benefits of accessibility.
We also provided a clear breakdown of the legal risks associated with non-compliance and used real-world examples to demonstrate the potential for increased market reach and customer loyalty. So I’d say an educational approach is really key to helping clients see the value and necessity of accessibility.
Mascha: What’s your number one piece of advice for other agencies that are offering a web accessibility solution?
Tanuj: I’d say start by educating your team thoroughly on accessibility standards and benefits. You can also offer a free audit on your webiste to show clients where their existing website stands and the areas that need to be made accessible. Finally, emphasize the legal implications and the ethical responsibility of being inclusive. This allows you to frame accessibility as both a smart business move and a moral imperative.
Mascha: Thanks so much for sharing your insights with us today.
Learn more about our Partnership Program and our strategic relationships with agencies or get in touch with our Partner team.