The Business Case: Why Inclusion and Accessibility Are Non-Negotiable

Inclusivity and accessibility are no longer optional enhancements or just regulatory boxes to tick. Instead, they are fundamental to building a durable, resilient brand.

Consider this: according to the World Health Organisation, over one billion people worldwide, about 16 per cent of the global population, live with some form of disability.

Overlooking accessibility is more than a missed opportunity; it’s a significant limitation on your brand’s growth and reputation.

There’s also the legal reality to face. Laws like the Americans with Disabilities Act (ADA), Section 508, and the internationally recognised Web Content Accessibility Guidelines (WCAG) carry real consequences.

In 2023 alone, thousands of U.S. companies faced lawsuits over digital inaccessibility. It's a trend that shows no signs of abating.

But the upside goes far beyond risk management.

Publishers who champion accessible design consistently report wider reach, stronger search rankings, and improved audience loyalty.

When The Guardian revamped its digital platforms for accessibility, the results spoke for themselves. Engagement rose not just among disabled users, but across the board.

Accessible publishing, in short, is a proven driver of differentiation, audience expansion, and sustainable business performance.

Navigating the Mobile-First Reality

Mobile has become the primary gateway to digital content.

More than 60 per cent of global website traffic now comes from mobile devices, and e-books and digital articles are often consumed on the move.

For publishers, mobile readiness goes beyond just simple layout design. It’s also the art of keeping your brand relevant in a world where attention is fleeting.

Mobile readers expect quick load times, intuitive navigation, and rich, engaging experiences, wherever, whenever, and however they access your platform.

Research from Deloitte underscores this: publishers with strong mobile capabilities retain users at much higher rates than those who lag behind.

The crowded landscape has been marked by short attention spans and countless alternatives, so optimising for mobile isn’t a 'bonus'.

It’s a non-negotiable foundation for modern publishing success.

Foundations of an Inclusive Publishing System

Achieving true accessibility requires more than a savvy tech investment or occasional staff workshop.

It takes an environment where inclusion is woven into the fabric of everyday decision-making.

Leadership plays a pivotal role. When senior executives champion accessibility, they permit teams to prioritise it in their own work, opening the door for innovations and honest conversations about challenges.

However, leadership commitment has to be paired with ongoing education, relevant to everyone from writers and editors to product managers and developers.

Effective collaboration is crucial, too. Accessibility can’t sit solely with IT or editorial. Designers must consider colour combinations and font readability, editors need to structure clear, logical content, and developers should adhere to standards like semantic HTML.

Industry leaders like HarperCollins and Penguin Random House have seen success by appointing cross-functional accessibility champions, facilitating smooth adoption and continuous improvement throughout their organisations.

Accessibility by Design: Implementing Standards and Seamless Workflows

For many, the maze of accessibility acronyms, WCAG, ADA, Section 508, can seem overwhelming. However, demystifying these guidelines is essential.

WCAG sets the global gold standard across perceivability, operability, understandability, and robustness. The ADA and Section 508 translate these standards into legal mandates.

The most effective approach is “accessibility by design”: building inclusive practices directly into the product development process rather than tacking them on later.

That means integrating accessibility checkpoints from the earliest stages, think storyboarding and concept meetings, not just before launch.

For instance, make image alt text compulsory at the point of upload. Ensure templates use semantic headings, and require design teams to use colour contrast tools from the outset.

By baking these standards into your workflows, you reduce rework, lower costs, and accelerate time-to-market.

Publishers at the forefront of inclusion have “shifted left,” embedding accessibility principles early on.

This forward-thinking approach not only prevents costly retrofits but also ensures that new features launch smoothly and on schedule.

Content Strategies for Truly Universal Reach

Content is the cornerstone of every publishing operation. To reach everyone, editorial teams should focus on clarity, structure, and simplicity.

Plain, direct language doesn’t equate to talking down to your audience.

It’s ensuring your message gets through to your target audience with clarity.

Avoid jargon, keep sentences concise, and break complex ideas into manageable pieces with clear subheadings.

This approach isn’t just helpful for readers with cognitive differences or non-native speakers; in a busy world, everyone benefits from straightforward writing.

Image alt text is essential, both for accessibility and for SEO performance.

Make sure charts, infographics, and other visuals are accompanied by meaningful descriptions. If your content includes audio or video, offer transcripts and captions.

This not only helps those with hearing loss but also supports readers in noisier settings, or those who simply prefer to read.

For assessing your progress, tools like Hemingway Editor or Grammarly highlight readability issues, while digital utilities such as WAVE or axe Accessibility scan your pages for technical gaps.

Delivering an Outstanding Mobile User Experience

What defines a top-tier mobile experience? It’s where speed, usability, and interactivity combine to make content feel tailor-made for any device.

Responsive design is paramount, ensuring layouts adapt effortlessly to different screen sizes and orientations. Fast load times are critical.

A half-second delay can prompt users to move on. This means using optimised images, leveraging content delivery networks, and keeping scripts light.

On mobile, every tap counts. Interface elements should be easily tappable, menu items shouldn’t crowd each other, and typography must scale legibly. Avoid frustrating pop-ups that interrupt the reading flow.

When using multimedia, consider alternate quality settings and provide seamless transitions between formats.

A standout example comes from The Financial Times, whose “mobile-ultra-first” strategy enabled it to capture markets where smartphones are the dominant access point, driving unprecedented engagement and subscriber growth.

Choosing the Right Technology for Future-Ready Publishing

Your tech stack sets the stage for long-term growth. The content management system you select should offer deep accessibility support and responsive design from day one.

Platforms like WordPress, Drupal, and Contentful have matured ecosystems for extending both accessibility and mobile performance.

A solid digital asset management (DAM) system with robust tagging and alt text capabilities ensures every asset meets your standards across a sprawling content library.

Automation tools for image scaling, compression, and format delivery can help maintain a smooth and consistent user experience.

Integrate key plugins, such as automated accessibility checkers, mobile-friendly navigation builders, and translation utilities, to streamline your workflows.

If your business model involves multiple channels, a headless CMS provides unmatched flexibility for distributing content wherever your audience is.

Look for partners committed to ongoing accessibility improvements, regular updates, and open APIs.

With digital standards moving rapidly, your technology must be able to evolve just as quickly.

Embedding Accessibility and Mobile Principles Into Daily Routines

To make accessibility more than an afterthought, build it into your daily operations.

Develop and share clear, actionable publishing policies, covering everything from colour palettes and fonts to navigation structures.

Use templates and style guides as living tools to keep everyone aligned.

Incorporate accessibility and mobile checks into every editorial and code review. Add these to your project management system’s “definition of done” so they aren’t skipped when deadlines loom.

Testing shouldn’t happen in a vacuum.

Go beyond device simulators. You should test your content on real phones, tablets, and assistive technologies in everyday conditions.

Set up feedback loops and encourage team members to report issues as they encounter them.

Some organisations appoint “accessibility champions” within each department to provide ongoing support and keep progress visible.

Ensuring Quality: The Value of Testing and Iterative Improvement

Perfect accessibility is a moving target. Long-term success means fostering a culture of continuous improvement, rooted in regular testing.

Automated tools flag many technical issues, but only real users can expose true usability snags.

Enlist a diverse group of volunteers, including people who rely on assistive technology, to conduct periodic audits.

Analytics are invaluable here: track pages with high bounce rates, low engagement, or unexplained drop-offs.

Create a cadence for reviewing, remediating, and celebrating improvements. Share findings across teams and use them as learning opportunities.

When you make progress, large or small, let everyone know.

Transparency, accountability, and championing achievements fuel ongoing momentum.

Measuring Success: The Metrics That Matter

To demonstrate ROI, track what drives impact. Your core KPIs should include:

• The percentage of content meeting or exceeding WCAG 2.1 standards
• Page load speeds on mobile devices
• Engagement rates, broken out by device type and accessibility features
• Conversion rates for newsletters, subscriptions, and e-commerce—cross-referenced by device
• The number of accessibility issues found and fixed per release
• Direct user feedback, especially from readers with disabilities

Lean on analytics platforms that provide granular insights by device and accessibility segment.

Use A/B testing to quantify the impact of changes.

Most importantly, tie your efforts back to tangible business outcomes, broader reach, lower compliance risk, higher loyalty, and sustained subscription growth.

Common Challenges and How to Overcome Them

Even the most committed publishers encounter challenges on the road to accessibility.

The most common pitfalls include:

• Treating accessibility as an add-on, rather than a fundamental requirement
• Over-relying on automation and neglecting human review
• Leaving accessibility out of new employee training and team onboarding
• Failing to test on actual devices and with real-world users
• Underestimating how much slow mobile performance can harm business

The solution is honest self-assessment and open communication.

Make space for difficult discussions, welcome feedback from across the organisation, and reward teams for creative problem-solving.

The broader publishing community is rich with case studies and lessons learned.

Take advantage of this body of knowledge to sidestep common missteps.

Keeping Momentum: Training, Advocacy, and Strong Community

Accessibility and inclusivity are an ongoing journey. Staying ahead means investing continuously in people and skills.

Run regular training sessions covering new accessibility standards, best practices for writing and design, and the latest tools for development.

Nurture a culture where every employee sees accessibility not as someone else’s job, but as a shared mission.

Encourage staff participation in industry events such as Global Accessibility Awareness Day.

Provide resources, organise workshops, and celebrate individuals who champion accessibility internally.

Build relationships with expert consultants and user groups who can keep you honest and inspired.

Ultimately, the greatest progress comes not through policy alone but by embracing a collective pride in making your publishing platform truly welcoming to every reader, every time.

Upgrade Your Digital Presence Now

Is your digital publishing operation ready to set the standard for inclusivity, accessibility, and mobile excellence? The stakes, and the opportunities, have never been higher.

If you’re ready to future-proof your platform and establish your brand as a leader for every reader, start today.

Explore our expert resources or connect with our team for a personalised assessment and practical next steps.

Together, we can build a digital publishing system that delivers seamless, impactful content no matter who’s reading or where the next great story takes shape.