KPI ExamplesAccessibility Score

Accessibility Score

The Accessibility Score numerically rates the accessibility of digital content, ensuring all users, including those with visual or hearing impairments, access websites. A higher score reflects better alignment with standards such as the Web Content Accessibility Guidelines (WCAG), improving content inclusivity and usability for a wider audience.
Accessibility Score

Content Optimization

Refine content to ensure it’s inclusive and accessible to a broad range of audiences.

SEO Enhancement

A favorable Accessibility Score may be prioritized by search engines and result in increased traffic.

User Experience

Use this score to enhance the user experience and make websites easy to navigate for all visitors.

Compliance Monitoring

Frequently check Accessibility Score to ensure compliance with legal standards and avoid any penalties.

Inclusive Digital Strategy

Why Accessibility Score Is Important

Having a high Accessibility Score goes beyond visual appeal–it means a website is easily understandable and navigable for everyone. It’s a reflection of a website's commitment to inclusivity, which is especially important for individuals who rely on assistive technology. 

Beyond ethical considerations, a favorable Accessibility Score is a strategic advantage since it impacts a website's reach and engagement. Overall, it’s an excellent way to ensure websites reach wider audiences while maintaining industry standards.

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Beyond Accessibility: Wider KPI Influence

How Accessibility Score Relates To Other KPIs

Accessibility Score has a strong relationship with various other key performance indicators (KPIs), such as Engagement Rate. That’s because a highly accessible website encourages longer visit durations and deeper interactions.

Similarly, Accessibility Score affects Bounce Rate. If users encounter barriers while trying to access digital content, they’re more likely to exit a website.

Additionally, a high Accessibility Score enhances SEO performance. For example, the use of Alt Text for images, proper heading structures, and accessible navigation will improve a site's search ranking.

How Marketing KPIs Impact Each Other
We intentionally use elements that are accessibility-friendly and avoid elements that can be problematic for people using assistive technology. It’s s easier to build a site with accessibility, speed, and SEO in mind than try to retrofit a site for these elements later on.
Josiah Bussing, Mountaintop Web Design

How To Calculate Accessibility Score

Calculating Accessibility Score involves the assessment of digital content against the Web Content Accessibility Guidelines (WCAG). The evaluation considers various factors, including visual design, content readability, and website navigation ease for a broad range of users. Because of the intricacies involved, it’s best to use a specialized tool (such as Google Lighthouse) that will scan and rate the website automatically.

Accessibility Score Formula Example

Accessibility Score
Number of WCAG Criteria Met
Total Number of Applicable WCAG Criteria

What Is a Good Accessibility Score?

A good average Accessibility Score typically ranges around 80-100%. This range indicates that the website meets most of the WCAG criteria, making it highly accessible to a variety of users. 

Scores in this bracket reflect a strong commitment to inclusivity and compliance with best practices in web design. In turn, this has the potential to result in better user engagement and a broader audience reach.

What Is a Bad Accessibility Score?

An average Accessibility Score below 50% is considered poor. Such a score suggests significant gaps in meeting accessibility standards, which potentially alienates certain users.

A low Accessibility Score may result in reduced user engagement, higher Bounce Rates, and potential legal compliance issues. Use this as a sign to improve website design, features, and content.

How To Set Accessibility Score Benchmarks and Goals

Setting a benchmark for Accessibility Scores means having a thorough understanding of the Web Content Accessibility Guidelines (WCAG). To get started, find an initial Accessibility Score from an automated tool and, if possible, gather feedback from users with a wide range of abilities. Start by creating clear, measurable goals, such as ensuring all images have Alt text. In addition, integrate accessibility into website development and regularly conduct audits to ensure compliance with industry regulations. 

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Opening Doors to Inclusivity

Why Accessibility Score Matters to Clients

For clients, Accessibility Score goes beyond a compliance checkbox. It indicates the brand's commitment to inclusivity. A high score ensures website accessibility to a broader audience, which potentially increases their customer base. 

Not only does this align with ethical business practices, but it also enhances a client’s brand reputation. Further, it’s a competitive advantage in today’s marketplace that increasingly values social consciousness. 

Why KPIs Matter to Marketing Agency Clients
Elevating Digital Standards

Why Accessibility Score Matters to Agencies

For agencies, Accessibility Score is a benchmark for quality and professionalism. It shows that they are able to create websites that are both universally accessible and aesthetically pleasing. 

Building a strong Accessibility Score reflects a commitment to legal compliance and serving a diverse audience, which fosters trust with clients. Essentially, it demonstrates a dedication to inclusivity and adherence to regulatory standards. 

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Best Practices When Analyzing and Reporting on Accessibility Score

A thorough analysis of the Accessibility Score sets the stage for effective and inclusive advertising strategies. Here are a few reporting tips to communicate these insights.


Ensure Data Accuracy

Use automated tools and regularly update the evaluation process to reflect the latest accessibility guidelines.


Monitor Accessibility Trends Over Time

A historical analysis will highlight progress or identify design shortcomings that adversely affect accessibility.


Contextualize Accessibility Score

Put Accessibility Score in context by considering all related factors, such as audience demographics and content type.


Align Scores With Client Goals

Show how Accessibility Score aligns with broader objectives, such as reaching wider audiences and enhancing brand reputation.


Compare Accessibility Score Across Devices

Cross-device comparison reveals which devices provide a more accessible experience. This helps to prioritize improvements for targeted users.


Include Recommendations for Accessibility

Suggest specific improvements in content or design to enhance this score while offering clear guidance for future strategies.

Letting people know that a client’s business can accommodate them is beneficial in a few ways. Other than the social responsibility aspect of it, it drives more potential business to a client.
April Gilmore, ClickFirst Marketing
Reporting on Accessibility Score

Google Lighthouse Dashboard Example

To see Accessibility Score in action, check out the Google Lighthouse dashboard on AgencyAnalytics. This key metric is displayed alongside other website performance insights, such as SEO, Performance, and Best Practices Scores. A breakdown of Page Load Times is also displayed, offering a comprehensive overview of website performance. In a few clicks, toggle with a variety of data visualizations, drag and drop widgets, or create a custom dashboard with insights from related platforms.
Google Lighthouse KPI Dashboard Example

Related Integrations

Helpful Tips

How To Improve Accessibility Score

Improving a website's Accessibility Score is crucial for reaching a broader audience and ensuring inclusivity. Use these tips to enhance the user experience for everyone.


Optimize Alt Text

Provide descriptive alt text for all images so that assistive technology users understand image content.


Keyboard Navigation

Implement comprehensive keyboard navigation to assist users who rely on keyboards instead of a mouse.


Caption Videos

Provide captions for all video content. This is vital for deaf users or those who are sound-sensitive.

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