Note: This post is not legal or tax advice. Please consult an attorney and a CPA to interpret how rules apply to your situation.
TL;DR
Making your website accessible lowers lawsuit risk, improves customer experience (which can boost engagement and indirectly help SEO), and may qualify for federal tax incentives that offset remediation costs. Aim for WCAG 2.2 AA, build accessibility into your theme and content workflow, and document your changes so you can both defend your brand and claim credits.
Why this matters right now (for e-commerce & publishers)
Accessibility isn’t just a checkbox. It’s part of good design and a better experience for all customers. The ADA treats business websites as part of the goods and services you offer, and the DOJ’s guidance points to WCAG as the practical yardstick. Meanwhile, digital-accessibility lawsuits continue to be filed—especially against online stores—so being proactive is smart business.
On a personal note: a lot of my clients have been asking about accessibility lately—things like “what does WCAG 2.2 AA mean?” and “do overlays help or hurt?” I’ve been digging in: reading suits, testing real examples, and exploring IAAP certification. I’ve also been considering adding accessibility as a formal service for Shopify and WordPress clients so we can bake good practices in from the start.
What is WCAG 2.2 AA?
Short answer: WCAG stands for Web Content Accessibility Guidelines. Version 2.2 is the current standard from the W3C, and the “AA” level is the industry baseline most policies, settlements, and audits expect sites to meet.
Think of WCAG 2.2 AA as a practical rulebook for building websites that work for more people—including users who rely on screen readers, keyboards, zoom, or cognitive supports. If your Shopify or WordPress site meets AA, you’ve addressed all Level A and Level AA criteria in 2.2 (and, by extension, 2.0 and 2.1).
WCAG
Guidelines maintained by the World Wide Web Consortium (W3C) for accessible web content.
2.2
The latest version (builds on 2.0 and 2.1) with new criteria focused on mobile and cognitive accessibility.
AA
The conformance level most businesses target: a strong balance of accessibility and design flexibility.
What’s new in 2.2 (high-impact highlights)
Focus Not Obscured (2.4.11): Keyboard focus can’t hide under sticky headers or popups.
Dragging Movements (2.5.7): Don’t require drag-and-drop if a simple click/tap can do the job.
Target Size – Minimum (2.5.8): Interactive targets (like icons/buttons) should be at least 24×24 CSS px.
Consistent Help (3.2.6): Contact/help options appear in a consistent place across pages.
Redundant Entry (3.3.7): Don’t make users re-enter the same information over and over.
Why it matters for your site
Legal & policy alignment: WCAG 2.2 AA is the de-facto standard referenced in many audits and agreements.
Better UX for everyone: Clear structure, visible focus, readable contrast, and easier forms.
SEO-adjacent wins: Cleaner semantics and improved UX often correlate with stronger engagement.
If you’re wondering where to start: prioritize keyboard navigation, headings in order, color contrast, form labels/errors, and meaningful alt text. From there, build a simple testing rhythm (Lighthouse + axe + quick keyboard/screen-reader checks) and track fixes over time.
Want help mapping this to your theme and content workflow? I’m actively expanding my accessibility service offering for Shopify and WordPress so we can roll these best practices into your site without slowing the creative work.
The legal landscape (plain English)
Your north star: Treat WCAG 2.2 AA as your standard for web and app experiences. That’s the level most commonly referenced in settlements and complaints.
Common issues plaintiffs cite: missing alt text, low color contrast, keyboard traps, unlabeled form fields, inaccessible modals, and CAPTCHA barriers.
Show “good faith”: keep a roadmap tied to WCAG, run ongoing tests, and log fixes and dates. Perfect conformance is hard; steady, documented progress is powerful.
Business protection: reducing lawsuit risk
A quick snapshot from industry reports: there were 4,000+ digital-accessibility suits in 2024, with many aimed at e-commerce brands and a sizable slice filed in state courts. That’s why a proactive program matters.
Publish an accessibility statement with a clear feedback channel (email or form).
Prioritize fixes that remove real barriers (navigation, forms, media, contrast).
Keep dated logs of audits, issues, and releases so you can demonstrate progress.
Real talk on SEO
Google doesn’t treat “accessibility” as a direct ranking factor. But accessible sites typically earn indirect gains: better structure, clearer content, improved Core Web Vitals, and lower bounce rates. That’s why I use this framing with clients: Accessibility is UX. UX drives engagement. Engagement supports rankings when relevance is equal.
Semantic headings (one H1, clear H2-H3 hierarchy)
Alt text that adds context (not keyword stuffing)
Captions/transcripts for video
Descriptive, scannable link text
Keyboard-friendly navigation and focus states
Dollars back: federal tax incentives (U.S.)
Disabled Access Credit (IRC §44): If you’re an eligible small business (≤ $1M prior-year revenue or ≤ 30 FTEs), you can claim 50% of qualified access expenses above $250—up to $10,250 in spend (max $5,000 credit per year) via IRS Form 8826. (Talk to your CPA about what counts for your web work.)
What to save: your scope, invoices, vendor contracts, before/after evidence, and audit reports mapped to WCAG success criteria. These records support both your legal posture and any credit/deduction claims.
Community tip: Thanks to Tina Bar-On for flagging a timely article by Erika Lipkin, CPA about claiming up to $5,000 for accessibility work when you update your website. Always confirm details with your own tax professional.
Step-by-Step: Test Your Store with Just a Keyboard
Open your site in a modern browser (Chrome, Safari, Edge, or Firefox).
Keep your mouse or trackpad nearby but don’t use it during the test.
This simulates how many keyboard and assistive-technology users experience your store.
Start at the top of your homepage.
Use your keyboard:
Press Tab to move forward through links, buttons, and form fields.
Press Shift + Tab to move backward.
Press Enter (or Space) to “click” an element.
Watch for these cues:
Visible focus: You should always see a highlight or outline on the active element (button, link, or input).
Logical order: Focus should move in a natural sequence (top-to-bottom, left-to-right).
No traps: You should never get stuck in a popup, slider, or menu. If Esc doesn’t close it or you can’t tab out, note it.
Try your main store flow:
Navigation: Use Tab and Enter to open dropdowns or megamenus.
Product page:
Tab to select size, color, or variant options.
Adjust quantity using focusable buttons or keys.
Add to cart using Enter or Space.
Cart and checkout:
Tab through every field without skipping required inputs.
Trigger clear error messages if a field is blank or invalid.
Complete checkout without touching the mouse.
Bonus tip (Mac users):
Go to: System Settings > Keyboard > Check “Keyboard navigation“. More tips here »
Windows users: Keyboard navigation is enabled by default.
What to Look For
If any of the following happen, mark them as priority accessibility fixes:
You can’t open or close dropdown menus with the keyboard.
You lose track of where you are (no visible focus indicator).
You can’t add an item to the cart or complete checkout without a mouse.
Typical Fixes That Resolve These Issues
Ensure clear, consistent focus styles (visible outlines on links, buttons, and inputs).
Replace non-semantic clickable elements (<div>, <span>) with real
buttons or links.
Make sure modals, popups, and menus:
Trap focus while open and return focus on close,
Close with Esc, and
Announce changes to assistive tech (e.g., ARIA attributes) where appropriate.
Shopify: where to start with accessibility
You don’t need to be a developer to make your Shopify store easier for everyone to use. Start with the areas your customers touch most — navigation, product details, and checkout — and aim for a clear, keyboard-friendly, and readable experience.
Check your theme basics: Make sure text has good contrast against the background, links and buttons are clearly visible when selected (focus states), and all images include helpful alt text.
Test your main shopping flow: Try using your site with only your keyboard — can you open menus, choose product options, and complete checkout? If not, those are priority fixes.
Review product pages: Add captions or transcripts for any videos and double-check that error messages in your forms are clear (for example, “Please enter your email address” instead of just turning a box red).
Color and design choices: Keep your brand palette, but make sure text and buttons still meet contrast guidelines so everyone can read and click comfortably.
Quick tools: Use Google Lighthouse or the axe browser extension to scan your store pages for common accessibility issues. Focus on your Home, Collection, Product, Cart, and Checkout pages before each launch or update.
Small, steady improvements go a long way — especially for customers using screen readers, larger text, or mobile devices. Every fix makes your store easier to shop and helps build trust with your audience.
WordPress: where to start with accessibility
If your site runs on WordPress, accessibility starts with the theme you choose and the content you publish. You don’t need to overhaul everything at once — focus on making your pages easy to read, navigate, and interact with for all visitors.
Choose an accessibility-ready theme: Look for themes labeled “accessibility-ready” in the WordPress theme directory. These include built-in support for keyboard navigation, contrast, and readable typography.
Organize your content clearly: Use proper heading levels (H1, H2, H3) so readers — and screen readers — can follow the flow. Add helpful link text like “View our services” instead of “Click here.”
Check your forms and buttons: Every field should have a visible label, and error messages should explain what went wrong (“Please enter a valid email address”). Make sure all clickable items are actual buttons or links, not decorative elements.
Review pop-ups and sliders: Ensure that they can be closed with the keyboard and that focus moves logically when they appear. This helps customers using assistive technology stay oriented on the page.
Add alt text to media: Whenever you upload an image or video, include alt text or captions so everyone can understand your content — even if they can’t see or hear it.
Keep accessibility part of your workflow: Add it to your content checklist so that editors and contributors continue good practices as your site grows.
WordPress makes it easy to build accessible sites when accessibility is part of the routine. A few mindful steps — clear headings, real buttons, and good alt text — can make your site easier to navigate and more inclusive for everyone.
Beyond legal risk and SEO, this work is about people. When your site is accessible, more customers can explore your products, complete checkout, and get support—without extra friction. That means someone using a screen reader can compare sizes, a shopper navigating by keyboard can reach your “Add to Cart” button, and a customer who needs captions can follow your product videos.
It also expands your market. Roughly 1 in 4 U.S. adults live with a disability, and globally it’s about 15% of the population. Inclusive design isn’t a niche feature—it’s how you make sure more people can discover, understand, and buy from you.
Small changes, big wins (you’ll feel these in your metrics)
Clear structure: one H1 per page, logical headings, and descriptive link text make content easier to scan for everyone.
Keyboard & focus: predictable tab order and visible focus states help shoppers move through menus, filters, and checkout.
Forms that talk: labels, helpful error messages, and inline hints reduce drop-offs on account, newsletter, and checkout forms.
Media alternatives: alt text for images and captions/transcripts for video boost comprehension and product confidence.
Comfortable targets: tappable areas (around 24×24 CSS px) reduce mis-taps on mobile—good for accessibility and conversion.
Personally, this is why I care about accessibility. It’s good design that opens the door a little wider—so more people can use your services, enjoy your content, and buy your products. If you want help weaving this into your Shopify or WordPress workflow, I’m building out an accessibility service offering to make that easy and sustainable.
Skip the quick-fix accessibility overlays. They might look helpful, but they don’t fix real code-level barriers—and they’re frequently mentioned in lawsuits. I’ll be writing a dedicated article soon that breaks down why these tools fall short and what to do instead.
Thinking accessibility is “one and done.” New content and features introduce new barriers—keep testing.
Skipping documentation. If it isn’t logged, it’s hard to defend (or claim credits).
What’s ahead
Global standards are tightening (hello, European Accessibility Act), U.S. public-sector deadlines are set for state and local websites, and private litigation isn’t slowing down. Even if federal priorities shift, the business case for accessibility—risk reduction, user experience, and tax incentives—still holds.
Bottom line: even if the regulatory spotlight dims, accessibility is moving into the mainstream of digital practice. Doing the work now puts you ahead.
Starter Checklist
Stay Tuned
There’s a lot to unpack here—and honestly, this topic deserves a series.
Between the legal nuance, technical layers, and tax-credit details,
accessibility work is complex but worth it. In upcoming posts, I’ll be covering
more business-owner–friendly topics that make accessibility easier to understand
and apply—some will be hands-on and technical, others more about planning,
budgeting, and policy. I’ll also share tools, checklists, and resources to help
you build accessibility into your website in a practical, sustainable way.
