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During the Christmas period, more people turn to online channels to purchase gifts, positioning the internet as a vital means of revenue for retailers across the UK. A number of companies, however, may have found that their existing websites inhibited their ability to maximise sales. Without accessible websites, they are losing valuable custom.

But when the stakes are so high, why is it that so many retailers are failing to meet basic accessibility requirements? Leonie Watson, head of accessibility, Nomensa, says: "A lot of websites are based on technology that's been around for a long time - before accessibility was something to be aware of. But for the big high-street retailers, their budgets mean that they should be able to do something about it.

"A lot of people think that website accessibility demands a sweeping overhaul. If they can't do it all, they won't do anything. But a few small adjustments can make a huge a difference. Simple measures like including alternative text descriptions on images, writing clear link text and creating proper headings and lists in the code can make it much easier for people like me who use a screen reader."

All websites should comply with the Disability Discrimination Act (DDA), which requires that organisations with a website do not discriminate against certain users. Despite this being an obligation on both the client and the website designer, many companies are failing to comply with the DDA, the Web Accessibility Initiative (W3C) and Web Content Accessibility Guidelines (WCAG).

Kevin Carey, director, HumanITy, believes that there is no excuse not to have a fully accessible website. "Companies must understand that they are breaking the law if their websites don't meet accessibility guidelines," he said. "I deeply resent the idea that people might be umming and ahing over whether they're going to introduce an accessible website that I can use when they have a legal requirement to do so."

Changing minds

Legal requirements aside, creating an accessible website has a range of knock-on effects that can deliver real benefits across the business.

Emily Taylor, director of legal and policy at Nominet and member of the advisory group for the Internet Governance Forum (IGF), says: "We, as businesses, often view things in terms of cost rather than thinking of the business benefits. If your website is accessible, it will be viewable on old and new browsers, the pages will load faster and people are more likely to visit them for longer periods of time. Universal access becomes good for everyone; it goes beyond providing access to the blind, illiterate or elderly, you'll reach and retain more customers overall."

Nomensa's Watson believes that there needs to be a perception change at a senior level. She says: "There seems to be an almost instinctive reaction when you're talking about equality or disability to see it as some kind of socialist shout. With a conservative estimate of one in 10 disabled people in Britain, it's time that directors took notice.

"If you went into your sales director and explained that you were actively turning away one in 10 customers from the doors of your shop, they would have a fit. It makes a real difference when you translate the situation to a bricks-and-mortar scenario."

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