5 ADA Compliance Tips for Better Medical Website Design

The internet is an important source of medical information that all people have the right to access. In fact, the Americans With Disabilities Act (ADA) requires medical websites to implement disability-friendly accommodations.

Complying with the ADA’s standards ensures that all individuals with disabilities can rightfully access your medical website, creating an environment of inclusivity and equal opportunity.

A healthcare fractional CMO is an expert in medical website development — the ideal person for designing websites that meet ADA compliance standards. Fractional CMOs from Digital Authority Partners are contractors, working on a freelance basis, 20 to 40 hours a month. Why? So amazing, growing companies that can't quite afford a full-time chief marketing officer can access all the incredible high-level marketing support they need, for however long they need it. 

Before we go into how to make sure your medical website is ADA compliant, here’s Jason with more on healthcare marketing: 

What Is ADA Compliance and Why Does It Matter?

ADA compliance refers to adherence to the standards set by the Americans With Disabilities Act. This act articulates the importance of accessibility to the internet and websites for all.

Following the ADA’s guidelines matters for medical website development because it means everyone can look up crucial medical information. With this knowledge, people can advocate for their own healthcare and make fully informed decisions on their medical treatment. Creating websites with the ADA recommendations at the top of your web design to-do list is critical to promoting inclusivity.

Failure to comply with ADA standards may deny many people access to important information. As a result, your medical company may face legal disputes regarding discrimination or negligence against individuals with disabilities.

P.O.U.R: Web Content Accessibility Guidelines (WCAG 2)

The Web Content Accessibility Guidelines (WCAG 2) highlight all the requirements for medical website development to cater to humans with visual, auditory, physical, and mental disabilities. One way to ensure adherence to these guidelines is the acronym P.O.U.R. Your website must be:

• Perceivable: All users must be able to perceive the information on the site, including text, images, videos, and graphics. Add alternative text for images, captions for videos, and screen reader-accessible.
• Operable: You must make your site and all its features easily navigable and usable, including users who use keyboard navigation or assistive technologies. Forms, buttons, and menus shouldn't require complex gestures or movements.
• Understandable: Users must be able to comprehend your site’s content and information. Look for straightforward language and consistent navigation. Error messages should be clear and provide instructions to correct the issues.
• Robust: Your content must be robust enough that anyone on any device or technology can access and understand it. Account for all browsers, platforms, and screen sizes.

Benefits of ADA Compliance

Here are some reasons why medical website development teams must make it a priority.

Equal Access

Everyone has the right to quality healthcare and medical services, especially those with specialized needs or conditions. The ADA aims to provide equal opportunities for individuals with disabilities to access valuable resources and information. 

These guidelines prioritize an individual's experience when navigating websites or other digital platforms and allow easier access to medical resources.

For example, people with hearing disabilities can refer to written transcripts from videos and still gain the same information in a way that’s convenient and efficient for them.

Better Customer Experience

Following ADA guidelines results in a positive customer experience. This allows medical website owners and businesses to broaden their clientele. One in four Americans has a disability — so if your site isn’t accessible, you’re likely alienating people in your target audience.

Those with disabilities are more likely to choose a company or website that makes things more accessible. They know they are being cared for, leading to increased customer satisfaction and retention. 

Inclusivity

Prioritizing ADA compliance is one of the best ways to promote inclusivity and empathize with the disability community. It serves as a courtesy to all people because you can provide them with the same chances to gain knowledge and learn as everyone else.

Not to mention, it is also good for your business reputation because it shows that you’re a socially responsible and customer-centric company that holds inclusivity and diversity to a high standard. Speaking of inclusivity, following the best practices for disability sensitively and avoiding ableist language is vital.

Builds Trust

ADA compliance shows the disability community that a site is trustworthy. Establishing trust goes a long way because it gives you a steady stream of customers. The more trust people have in your brand, the more likely they will choose your services over your competitors.

5 Ways To Achieve ADA Compliance for Your Medical Website

Review these five tips on ADA compliance to learn how you can adhere to the government's standards.

Then, if you have more questions, here’s Jason with what website development services can do do for you:

1. Alt Text and Captions

Alt text and captions are short but accurate descriptors for images, graphs, charts, and other multimedia content for people with visual impairments, making accessibility to these files much easier.

Include these details in all visual content to provide further context. This makes it easier for those with visual impairments to understand and can easily be supported with assistive technology and screen readers.

2. Audio Transcripts

People with hearing impairments or deafness need to access the information from videos as well, which is why audio transcripts or closed captions are a great addition to your website.

If your website is heavy on videos, use audio transcripts to relay the information in written form, allowing the user to read and follow the content more easily. Place closed captions at the bottom of the video so the words don’t block the speaker’s mouth or other significant elements of the video. 

3. Structured Content

Structured content adds a smooth flow to the content, making it easier for users to understand and follow. Content should be organized and structured with the proper headings, such as H1, H2, etc.

Keep your headings consistent to improve readability and accessibility. Following a firm outline gives users a clear description of the web page’s structure, facilitating navigation and making the transition from one point to the next easier.

4. Color Contrast

Color contrast is essential for ensuring easy readability for all users. Your website must have a clear contrast ratio between the text and background to accommodate users with color blindness and visual impairments.

For regular text (not logos or decorate content, follow a 4.5:1 ratio. Different ratios apply to different text and video types; if you have more questions, ask a medical website development expert or a virtual compliance officer.

Color accessibility tools and contrast checkers are helpful tools in determining the contrast level of your website. These tools are also valuable for site designers in determining the most suitable color contrasts for users with disabilities.

5. Keyboard Accessibility and Navigation

Keyboard accessibility allows users to navigate websites without a mouse, meaning all your interactive features (buttons, links, forms, etc.) should be accessible through keyboard keys and shortcuts.

As your user navigates using the keys, include focus indicators to highlight the currently selected element and guide the user across the page. You can include a voice assistant to dictate which part is selected, if necessary.

Ensuring ADA Compliance With Digital Authority Partners

ADA compliance should be a priority among medical practitioners and medical website developers, not just to avoid legal issues, but to ensure equal access for people with differing abilities.

If you own a medical website, consider this your first step in promoting inclusion and thoughtfulness to those limited by their disabilities. After all, businesses should always put the needs of the people first.

If you need help establishing ADA compliance, get in touch with us and we'll connect you with one of our award-winning fractional CMOs! 

Sources:

Guidance on Web Accessibility and the ADA | ADA.gov

Web Content Accessibility Guidelines (WCAG) 2.1 | W3C

Screen Readers | American Foundation for the Blind 

How to talk about disability sensitively and avoid ableist tropes | NPR

Disability Impacts All of Us Infographic | CDC

Web Accessibility Criteria - Color Contrast | California State University, Northridge