A website may be attractive, fast and well-ranked on Google, but if some people are unable to use it, you’re missing out on leads. When we talk about website accessibility for SMEs, we mean ensuring that pages, content and features can also be used by those who navigate using a keyboard, screen readers, zoom functions, voice commands or mobile devices.
For small and medium-sized enterprises, this is not just a technical issue. An accessible website improves navigation, reduces barriers and makes it easier to make a phone call, request a quote or make a purchase, thereby actively promoting digital inclusion. Before taking any action, however, it is important to understand what the law requires, which issues need to be addressed and how to measure the results.
Key points
- Web accessibility improves the overall user experience and conversion rates, not just inclusion.
- From 28 June 2025, the European Accessibility Act will extend regulatory obligations to a range of business digital services.
- An initial audit based on both automated and manual tests makes it possible to identify the most critical issues without having to rebuild the entire website.
- Semantic structure, clear modules and keyboard navigation are essential for compliance and usability.
Why accessibility matters to your SME too
Web accessibility is not just for people with a permanent disability. It can help those with temporary vision problems, those experiencing temporary visual or hearing impairments, those using a smartphone in direct sunlight, those browsing on a slow connection, or those who are unable to use a mouse.
Think of a contact form with unclear labels. For a sighted user, this can simply be inconvenient. For those who use a screen reader on websites and in apps, it can become impossible to work out what information to enter. The same applies to an unnamed button, a video without subtitles or grey text that’s almost invisible against the background.
Accessibility is therefore an integral part of the overall user experience. A clear menu helps everyone. Adequate contrast makes the text easier to read. A well-organised structure makes it easier to find the service you’re looking for straight away.
For an SME, the benefit is clear. If a visitor can quickly find the telephone number, understand what’s on offer and complete the form without any difficulty, the website is working better. If, on the other hand, they have to zoom in, search for hidden information or fill in the form three times, the enquiry may be lost.
Accessibility is no substitute for an SEO strategy, good copywriting or a clear business proposition. It makes them more effective. A page that Google can interpret well and that users can navigate without difficulty starts from a better foundation, turning into a genuine competitive advantage.
Website accessibility for SMEs: what are the requirements?
From 28 June 2025, the European Accessibility Act has extended accessibility requirements to a range of digital services provided by private companies, reshaping the EU market and imposing strict regulatory obligations in line with Legislative Decree 82/2022.
The rule does not mean that every showcase website of any business must be treated in the same way. What matters is the type of service, the size of the business and the scope set out in the legislation. Generally speaking, micro-enterprises offering digital services are exempt from certain obligations, and the assessment may include the disproportionate burden clause, but this must be assessed on a case-by-case basis.
The digital services most affected include:
- e-commerce in goods and services;
- banking and insurance services;
- passenger transport and booking systems;
- electronic communications services;
- e-books, streaming and certain audiovisual services.
An SME that sells online must therefore take particular care to avoid administrative penalties in the event of non-compliance with accessibility requirements. Accessibility is not limited to the homepage; it also covers product pages, the shopping basket, payment, customer accounts, automated emails and customer support.
The Stanca Act (Law 4/2004) remains the historic Italian benchmark for the accessibility of IT tools, particularly for the public administration and those affected by its provisions, working in conjunction with AgID’s guidelines on digital compliance and official audits. The AgID guidelines set out requirements, verification procedures and the information to be published in the cases specified.
For a practical overview of the requirements after 2025, please refer to the guide on Accessibility statement for SMEs, which is useful for drafting the mandatory Accessibility Statement to be included in the website’s footer. The Summary of obligations for businesses It helps to distinguish between the different cases.
The most widely used accessibility standards are WCAG 2.1 at Level AA and the EN 301 549 standard, which are essential for meeting the accessibility requirements laid down by law and avoiding heavy administrative penalties. It is not enough simply to insert an automatic widget or a small symbol in the footer. Compliance requires proper checks, technical corrections and testing using assistive technology.
If your website falls within the scope of the regulatory requirements, have a professional assess the situation and also consider the legal aspects. A technical review is necessary, but it alone is no substitute for legal advice.
The first step is an audit, not a complete revamp
Many SMEs tackle accessibility by completely rebuilding their website. This isn’t always necessary. In many cases, the problem is limited to a few pages, an out-of-date WordPress theme, poorly configured forms or content published without any criteria.
An accessibility audit should start with the pages that are most important to the business:
- homepage;
- service pages;
- campaign landing pages;
- product sheets;
- shopping basket and checkout;
- contact page;
- Forms and documents available for download.
Automated testing using tools such as Lighthouse, axe or WAVE is useful for identifying recurring errors. They can detect insufficient contrast, images without alternative text, out-of-order headings and unlabelled form fields.
They don’t detect everything. An automated system doesn’t always understand whether alternative text truly describes the image. It doesn’t know whether the menu is understandable to a real customer. It cannot accurately assess whether a call to action conveys what will happen after the click.
For this reason, the accessibility audit must also include manual checks:
- full keyboard navigation;
- checking the visible focus;
- use of assistive technologies with a screen reader;
- text enlargement;
- control via smartphone and tablet;
- testing of the modules from start to confirmation;
- checking PDFs, videos and embedded content.
The final document should distinguish between critical errors and minor improvements. A button that cannot be accessed via the keyboard takes precedence over a minor graphical flaw. An unusable checkout process takes precedence over a decorative detail.
This priority helps SMEs allocate their budget wisely. First, they address the obstacles that prevent action. Then they work on the overall quality of the user experience.
What an accessible website must have
An accessible website starts with HTML and structure, not with the colour of a button. In accordance with the WCAG guidelines, every page must have well-organised headings, clearly identifiable sections and a logical navigation path.
There should only be one main heading. Subheadings must follow a consistent hierarchy based on a correct semantic structure. An H3 heading should not be used simply because it appears smaller, as font size is controlled by CSS, whilst the heading level conveys the structure of the content to assistive technologies.
Links should describe where they lead. “Click here” means nothing out of context. “Read about WordPress maintenance services” is clearer for everyone, including users who are browsing a list of links using a screen reader.
Informative images must have meaningful alternative text. If a photograph shows a technician installing a system, the alt text should describe that scene. A purely decorative image may have blank alternative text, so as not to disrupt the reading experience.
Multimedia content also requires attention. Important videos should have subtitles. Audio files must be accompanied by a transcript when they contain essential information. Downloadable PDFs must not be overlooked, and if the document is essential for making a purchase or requesting a service, it must be fully accessible using assistive technologies.
Forms are a critical aspect of website and application development. Every field must have a visible and clear label, and error messages must explain what needs to be corrected, rather than relying solely on the colour red to indicate a problem.
Compliance with accessibility requirements also depends on the contrast between text and background, which must ensure easy readability in all conditions. Buttons must be distinguishable and accessible, whilst the keyboard focus must remain visible at all times.
Finally, in accordance with accessibility standards, every function must be usable without a mouse. Menus, modal windows, galleries, filters and forms must be operable using the keyboard, ensuring that a function does not open with a click and then fail to close properly.
Mobile, speed and conversions are all part of accessibility
A website that only works on desktop computers is not accessible in the practical sense of the word. These days, many users access the internet via smartphones, so the problem is not simply a matter of adjusting the screen width.
The text must be legible without zooming. Buttons must be large enough to tap. Links must not be too close together. The telephone number must be clickable. The form must only ask for the necessary information.
Speed matters too. A slow-loading page can prevent a user with an unreliable connection from accessing the content or contact details. Unoptimised images, auto-playing videos, unnecessary plugins and advertising scripts can slow down loading times.
Check the Core Web Vitals using Google Search Console. As a technical benchmark, a good target is an LCP of less than 2.5 seconds, an INP of under 200 milliseconds and a CLS of less than 0.1. These are technical metrics, but they do affect how the site is actually perceived.
The CTA must be clear. “Contact us” is too vague. “Request a quote” or “Book an initial consultation” better explain the action to be taken and what happens next.
Track clicks, phone calls, form submissions, bookings and purchases with GA4. Then segment the data by device. An average conversion rate of 2 per cent may mask a rate of 4 per cent from desktops and 0.8 per cent from smartphones. In this case, you don’t need to overhaul your entire communication strategy, but you do need to identify the bottleneck in the mobile journey.
An accessible website also reduces navigation errors. Fewer errors mean fewer abandonments, greater trust and a shorter path to conversion.
SEO and accessibility must work together
Website accessibility strategies for SMEs and technical SEO have several points in common. A clear semantic structure helps users and makes it easier for search engines to interpret the content. Well-structured headings, descriptive text, clear links and well-organised pages improve both user experiences.
Alternative text for images is not a space to be filled with keywords. It should describe the image when it conveys information. Inserting an artificial sentence full of keywords reduces the quality.
The same rule applies to links. Specific anchor text provides context. “Find out more about the professional website design” is more useful than “click here”. However, the link must lead to a page that lives up to that promise.
For a local business, the name, address, telephone number and opening hours must be consistent and up to date. Structured LocalBusiness data can help search engines interpret this information, but it does not correct incorrect details. If the website shows one number and the Google listing shows another, the problem is primarily an organisational one.
The content must also address customers’ actual questions. A user-friendly services page does not rely solely on slogans. It explains what the company offers, who it is aimed at, how the process works and what action the visitor can take.
For this reason, when carrying out a website redesign, it is advisable to combine SEO, accessibility, copywriting and conversion optimisation. Completely separating these aspects often leads to duplicate work and higher costs.
How to organise your work without overspending
Website accessibility for SMEs works best when it is built into the project from the outset, rather than being an afterthought. If you are building a new website, include the requirements in the brief from the start, taking into account the deadlines set by the new European Accessibility Act. If you have an existing website, prioritise your work by checking the essential accessibility requirements first.
| Situation | First speech | Objective |
|---|---|---|
| New website | Semantic structure and accessible components | Avoiding errors when publishing |
| Existing WordPress website | Technical audit and review of the topic | Identifying real problems |
| E-commerce | Product testing, shopping basket and payment | Don’t lose sales at the checkout |
| Landing page | Mobile testing, forms and CTAs | Increase the number of requests |
| Slow website | Images, plugins, hosting and scripts | Reducing loading times |
| Online documents | PDF and form validation | Making information available |
The conclusion from the table is simple: not all websites have the same priority. A WooCommerce shop must prioritise payment processing. A professional practice must focus on contact details, bookings, telephone enquiries and documents, whilst complying with the relevant accessibility standards. A company investing in Google Ads must prioritise checking its landing pages.
For a new project, you might want to consider a corporate website with an SEO strategy designed with clear, responsive and easy-to-maintain components.
Once published, the checking process doesn’t end. Every update can introduce an error. A plugin can alter a module. A new PDF may not be accessible. A redesign may hide the CTA on mobile devices. Remember also to publish your first Accessibility Statement, including the official link in the website’s footer.
You should therefore establish a regular audit based on the WCAG guidelines to maintain digital compliance over time. Each month, check the main pages, forms, links, performance and updates. Whenever you change a key feature, repeat the manual tests and update the Accessibility Statement to reflect the portal’s current status.
How to gauge whether the website is improving
An accessible website cannot be assessed solely on the basis of an automated score. You need to check whether users are able to carry out key actions.
Macro-conversions are the main objectives: a request for a quote, a phone call, a purchase or a booking. Micro-conversions indicate intermediate interest: clicking on a number, opening a map, downloading a document, subscribing to a newsletter or adding an item to the basket.
The conversion rate is calculated by dividing the number of conversions by the number of visitors and multiplying by 100. If 500 visits generate 15 enquiries, the result is 3 per cent.
Don’t just chase the industry average. Compare your company’s historical data, broken down by device, channel and landing page. If traffic from Google Ads converts well but organic traffic doesn’t, you may need content better suited to informational intent. If desktop works well but mobile doesn’t, check forms, loading speeds, buttons and menus.
A small improvement cycle is enough to get started: identify a problem, make a change, measure the result and take further action. Change one variable at a time. If you change the title, colour, layout and form all at once, you won’t know which one produced the result.
Frequently Asked Questions on Website Accessibility for SMEs
Do all SMEs need to make their websites accessible?
No, not all in the same way. The obligations depend on the type of digital service, the size of the business and the scope of the legislation, taking into account when each specific regulatory obligation comes into effect. Micro-enterprises are exempt from certain obligations relating to specific services, whilst a number of companies offering digital services covered by the European Accessibility Act need to assess their position.
Does a plugin automatically make a WordPress site accessible?
No. A plugin can help with certain functions, but it does not correct incorrect HTML structure, unlabelled forms, unnecessary alternative text or components that cannot be navigated using a keyboard. To comply with the parameters set by AgID or to publish a valid Accessibility Statement, automated audits and manual checks on the main pages are required.
What are the first issues to check?
Start with the keyboard layout, focus, contrast, headings, images, forms, error messages and mobile navigation. Also check the checkout process, bookings, PDFs and videos if they form part of the customer journey. These are the areas that can directly prevent a request or a purchase.
Does accessibility improve SEO rankings?
There is no guarantee of a high search ranking simply because a website is accessible. However, a semantic structure, understandable content, descriptive links, a good mobile experience and strong technical performance benefit both users and search engines.
How much does it cost to update a website?
The cost depends on the number of pages, the technology used, e-commerce features, forms, documents and the severity of the errors. An initial audit helps to avoid generic quotes. In many cases, work can be prioritised, with functions affecting enquiries and sales being corrected first.
An accessible website is one that is easier to use
Website accessibility for SMEs should not be treated as an afterthought. It is a design principle that encompasses code, content, mobile optimisation, forms, speed and conversions.
For an SME, the right approach starts with a thorough audit. This is followed by priority corrections, testing using a keyboard and assistive technologies, mobile testing and monitoring of results.
If someone is unable to read, understand or carry out a task, the problem is not merely technical. It means a business opportunity is being missed. A more accessible website removes barriers and turns digital inclusion into a genuine competitive advantage for your business.
