Nicole
What does "barrier-free" actually mean?
Don't worry, you don't have to be an expert on inclusion - but you should understand it anyway:
Accessibility means that really anyone can use your website or store - without frustration, without outside help. Regardless of whether they are disabled, age-restricted or simply inexperienced with technology.
💡 Think of a grandma, for example.
She's over 80, wears glasses, doesn't know how to use touch gestures or menu animations, but she still wants to order her favorite herbal tea online. If your site is too flashy, too small, too convoluted or simply too complicated, she'll lose her bearings and you'll lose a customer.
Accessibility means that even an older person can get around without help. Because texts are easy to read, buttons are clearly recognizable and everything is logically structured.
In concrete terms, this means
- Texts in clear language, understandable and to the point
- Page structure to take a deep breath - logical, consistent, simple
- Control not only with the mouse, but also with the keyboard or voice
- Content that screen readers love, e.g. images with alt text
- Videos with subtitles and audio descriptions
And no, a pretty plugin is not enough. Accessibility is a concept - not a checkbox.
💸 What happens if you ignore the BFSG?
This is where it gets bitter. Anyone who does not comply with the regulations from June 2025 will be threatened:
❌ Fines of up to €100,000
❌ Warning letters from competitors
❌ Civil lawsuits - yes, really
❌ Loss of trust and turnover
In short: it will be expensive - financially and emotionally. And the sentence "I didn't know about this"? Doesn't count.
Example: Accessible online store
1. understandable language and simple navigation: The product descriptions are clearly formulated, without complicated technical terms, and the navigation is structured in such a way that users with cognitive impairments can also use the store intuitively. Buttons and links are clearly labeled and arranged in logical sequences.
2. compatibility with assistive technologies: The online store must be compatible with screen readers and other assistive technologies so that people with visual impairments can make full use of the website. All images have alt texts that are read aloud by the screen reader and all text is available in a format that is easy to read for these technologies.
3. alternative operating methods: The store allows users to select and purchase products not only with the mouse, but also by keyboard or voice input. This is particularly important for people who cannot use a mouse for physical reasons.
4. clear information structure: The structure of the website follows clear rules: Simple, clear menus and a structured organization of the content so that it can also be understood by users with cognitive impairments. A consistent design ensures that users always know where they are on the site.
5. visually and aurally accessible content: In addition to optimization for screen readers, videos with subtitles and audio descriptions are offered on the website. There are also alternative text formats for people with hearing impairments or visual impairments.
Why you voluntarily want more accessibility
Those who think barrier-free today will be unbeatable tomorrow:
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You will reach more customers (keyword: 10.3 million people with disabilities in Germany alone who are officially recognized!)
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SEO bonus: Google loves accessible sites
- Better usability = higher conversions
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You position yourself as a modern, responsible brand
Accessibility is the new mobile first
2025 will not only be a technical but also an ethical touchstone for digital offerings. Companies that design accessible UX will win, with Google, with users and in court.
This blog post was inspired by the DMEXCO whitepaper. Source: dmexco