Websites that achieve Section 508 compliance increase their audience to include users with disabilities. Many supporters of web accessibility mention the additional market share that consists of millions of disabled customers. While this is certainly impactful, a potentially greater benefit of an accessible website is better visibility to search engines. You can benefit all of your customers, regardless of disability, by complying with web accessibility standards.

1. Matters to Marketers
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Why 508 Compliance

2. WHAT IS 508 COMPLIANCE?
• 508 compliance means all users, regardless of disability status,
can access technology.
• Compliance standards are set by Section 508 of the
Rehabilitation Act of 1973, requiring federal agencies to
provide software and website accessibility to people with
disabilities.
• 508 Compliant websites are compatible with assistive
technology, such as screen readers. Compliance breaks down
barriers and provide new opportunities for all Internet users.
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3. @formstack
WHY SHOULD
MARKETERS
PAY ATTENTION
TO 508 COMPLIANCE?

4. REACH
BROADER
AUDIENCES
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5. In 2012, approximately 12.1% of
people in the U.S. reported a disability
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6. 508 COMPLIANCE JUST MAKES
@formstack
SENSE
Allow ALL your
customers to engage
your brand.
Market share is common rationale, but there are surprising other
reasons 508 Compliance matters to marketers.

7. SEO
BOOST
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8. @formstack
WEB CRAWLERS
Web
Crawlers
inform
SEO
search
results.
And
they
prefer
508
Compliant
websites!
Why?
-­‐ straigh0orward
design
-­‐ text-­‐based
versions
of
media
-­‐ clear
descrip:ons
-­‐ accessible
structure

9. 508
Compliant
websites
are
indexed
more
accurately
and
more
likely
to
appear
as
relevant
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results
in
web
searches.
You
know
what
that
means…

10. INCREASED
ORGANIC
SEARCH
TRAFFIC
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11. Ranking
higher
in
search
results
leads
to
more
organic
search
traffic
and
stronger
customer
relaIons.
Organic traffic is best channel
for customer acquisition.
Organic traffic has highest
Customer Lifetime Value.
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12. @formstack
HIGHER
CONVERSION
RATES

13. Links
on
a
508
Compliant
website
require
keywords
within
the
anchor
text
to
describe
desInaIon
page.
Users with assistive technology know where a link will take them.
Additionally, this text provides stronger CTAs for all customers.
More specific submit button text can increase conversions by 250%.
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14. Want
to
know
if
your
website
is
508
Compliant?
Test
it
out
with
our
free
diagnosIc
tool.
@formstack
508
Checker