Author: Joe Collett

What is the EAA?

The European Accessibility Act (EAA) is a major piece of legislation rolling out across all EU member states. Its goal is to ensure digital products and services are accessible to everyone, including disabled people. While the act is focused on the EU, its reach will extend well beyond Europe. Any business with consumers in the EU may be affected. In the long run, it’s a step towards improving accessibility on a global scale.

What is covered in the EAA?

The EAA applies to a wide range of digital services and products, including:

• Websites and mobile apps
• E-commerce platforms
• Banking services
• ATMs and payment terminals
• E-books and e-readers
• Public transport ticketing and information
• Smartphones, computers, and smart TVs
• Customer service systems (like chatbots and phone lines)

What steps should I be taking?

The EAA applies to businesses operating within EU member states — and that includes businesses outside the EU, like those in the UK or US, if they have consumers in the EU. Importantly, it doesn’t just apply to public sector organisations; private companies are included too.

So what should you and your business be doing to prepare? Here are five practical steps to get started:

Assess your products & services
Start by reviewing what you offer and how people interact with it — especially anything digital. If you sell to or operate in the EU, this includes websites, apps, and customer support.
You should also check whether you fall within the scope of the EAA. Some microenterprises — typically those with fewer than 10 employees and an annual turnover or balance sheet under €2 million — may be excluded. But this doesn’t apply in every case, especially if your services are considered essential or widely used.

Accessibility audits
Run a detailed audit of your digital platforms to identify barriers for disabled users. The EAA doesn’t reference specific standards, but its requirements closely align with WCAG 2.1 — the most widely used international standard for web accessibility.
At Squee, we carry out clear, practical audits that highlight where things need improving and help you take the right next steps.

Prepare an accessibility strategy
Set out how you’ll meet accessibility standards over time. Include priorities, responsibilities, and how progress will be tracked.

Introduce accessibility training
Make sure your team knows what accessibility means in practice — from designers and developers to content creators and customer support.

Why is the EAA a good thing?

The EAA is a positive step forward, not just for disabled people, but for businesses too.

For businesses, it introduces a shared set of accessibility requirements across the EU and beyond. That means less time spent navigating different national laws and fewer barriers to trading in new markets. It also reduces the long-term cost of compliance by setting clear, consistent expectations from the outset.

There’s also a commercial upside. As more disabled consumers actively seek out accessible products and services, businesses that meet these needs can grow their customer base and strengthen their brand reputation.

For disabled people — and for older people who often face similar barriers — the EAA promises better access to everyday technology and essential services. It encourages inclusive design from the ground up, which can lead to more choice, lower prices, and even new job opportunities in accessibility-related sectors.

Will the EAA affect me?

If your business sells products or services to consumers in the EU — even if you’re based in the UK — the EAA may apply to you. It’s not just for public sector organisations or large corporations. Many private companies, including SMEs, fall within its scope.

The rules mainly apply to businesses offering digital services, such as websites, mobile apps, e-commerce platforms, and customer support tools. If your digital offering is used by people in the EU, it’s worth reviewing where you stand.

There is an exemption for microenterprises (usually those with fewer than 10 employees and a turnover or balance sheet under €2 million), but even then, there are exceptions — especially if your services are considered essential or widely used.

Even if you’re not directly affected right now, aligning with accessibility best practices puts you in a stronger position for the future. It helps you stay ahead of upcoming legislation, improves user experience for everyone, and sends a clear message that your business values inclusivity.

When is the EAA coming into force?

The EAA is already live.

As of 28 June 2025, all new digital products and services covered by the legislation must meet the accessibility requirements. That includes websites, apps, e-commerce platforms, ticket machines, banking services, and more.

If you already offer these services and they were launched before this date, you’ve got until 28 June 2030 to make sure they’re accessible. But any updates or new features added from now on will need to comply straight away.

Are there standards I need to adopt or aim for?

The EAA is a directive, which means it doesn’t point to a single standard. Instead, each EU member state sets its own rules — but most are adopting EN 301 549, a European standard that builds on WCAG 2.1 AA.

WCAG 2.1 AA is the most widely used framework for web accessibility, and it’s a solid foundation to work from. It covers key areas like text contrast, keyboard access, screen reader compatibility, and more. Many countries are also referencing it directly in their national regulations.

That said, EN 301 549 goes a bit further. It includes accessibility requirements not just for websites and apps, but also for things like PDFs, chat systems, ticket machines, and payment terminals.

If you’re aiming for long-term compliance, it’s worth keeping an eye on WCAG 2.2 AA as well. It builds on 2.1 and adds extra guidance around mobile use, target sizes, and cognitive accessibility.

At Squee, we help businesses work towards these standards in a clear, manageable way, focusing on what matters most for the people using your site or service.

What will happen if I’m not compliant?

Penalties for failing to meet the EAA vary depending on where you operate, but they can be serious. Different EU member states are responsible for enforcement, and in some cases the consequences go beyond fines.

Here’s what non-compliance could mean for your business:

Fines and enforcement
EU regulators can issue financial penalties, and the level of enforcement depends on the country. In some cases, such as in Ireland, non-compliance could even result in prison sentences for serious breaches.

Loss of customers
If your products or services aren’t accessible, some people simply won’t be able to use them. That means missed sales, limited reach, and fewer returning customers.

Exclusion from procurement opportunities
Many public and private sector organisations are starting to require EAA compliance from their suppliers. Non-compliant businesses may be blocked from bidding for contracts or tenders.

Costly disruption
Retrofitting accessibility at the last minute can be expensive and time-consuming. Planning early gives you more control and avoids rushed fixes that interrupt your service.

Reputational damage
Inaccessible services can lead to negative publicity and a loss of trust, especially if customers or advocacy groups raise concerns publicly.

Legal action
Organisations may face legal complaints from individuals or disability rights groups. This can result in court orders or enforced changes to your digital services.

Can I just use an accessibility overlay?

In short, overlays aren’t a reliable solution.

Accessibility overlays are tools that sit on top of your website and claim to automatically fix issues. They usually offer things like screen reader modes, text resizing, or colour adjustments. While they might sound like a quick fix, they often don’t address the real problems.

Overlays do not improve the underlying code of your site, which is where most accessibility issues are found. That means many users, especially those relying on assistive technology, will still face barriers. In some cases, overlays can even cause new problems by interfering with screen readers or keyboard navigation.

There is growing criticism of overlays from disabled users and accessibility professionals. Relying on one could still leave your business non-compliant with the EAA and could harm your reputation with the people you are trying to support.

The better approach is to build accessibility into your website from the start. This involves reviewing your design, content, and code to make sure everything works for everyone.

How can Squee help me?

We can help in a few ways.

Squee is a web design and development company that champions accessibility and inclusive design. We follow WCAG guidelines to make sure the websites we work on are easier to use for everyone.

Here’s how we can support your business:

Ongoing accessibility support
Through our support packages, we can help you stay on top of accessibility over time, fixing new issues, answering questions, and keeping things up to date.

Run an accessibility review
We’ll look at your current website and highlight anything that might need fixing to meet the EAA.

Help with improvements
If your website needs changes, we can help you make the updates needed to improve accessibility.

Support new projects
If you’re starting fresh, we can design and build your website to meet accessibility standards from the start.

In case you hadn’t realised.. at Squee, we love and champion website accessibility. Now, while we could dive into the real technical details of what makes a website accessible (and we will touch on those), we actually want you to stick around and read this. What probably matters more to you is why on earth you should care about website accessibility and, ultimately, how it helps your business. Fair enough. That’s exactly what this guide is here to do: answer the questions that matter to your business so you can decide if website accessibility is worth your time (spoiler: it absolutely is).

So what exactly is Website accessibility?

Good question. Long story short, digital accessibility is the practice of making websites and online features like PDFs and emails usable by everyone, including those with disabilities. This includes people with auditory, cognitive, neurological, physical, visual, and speech disabilities. But, and it’s a big but, it doesn’t just benefit people with disabilities. There are countless scenarios where accessibility is just as beneficial to people without disabilities. We’ll touch on that later in the guide, but for now, the important thing to know is that digital accessibility is about allowing more people to see, use and buy your stuff online. And in our book, that’s a good thing.

Why should I care about Website Accessibility?

As a business owner, you’ve probably got more on your plate than you know what to do with – promoting your services, chasing leads, answering emails, maybe even finding time to breathe (or at least drink that cold coffee from three hours ago). So why on earth should website accessibility be something you add to the mix?

Because, whether you realise it or not, not making it a priority is probably making everything else harder. Here’s the thing: 1 in 4 people in the UK are disabled. That’s not a small number. And if your website isn’t accessible, there’s a 70% chance that someone will bounce right off it and head to a competitor instead – even if that competitor charges more. Makes sense really. If your booking form doesn’t work with a screen reader, it’s not just frustrating, it’s impossible to use. And if someone can’t use your site, they can’t give you their money. Bit of a dealbreaker.

Who’s impacted by Website Accessibility?

Short answer? More people than you probably think.

Yes, accessibility is essential for people with permanent disabilities – like someone who’s blind and relies on a screen reader, Deaf and needs subtitles or closed captions, or someone with limited mobility who uses tabbed navigation, but it also helps people with temporary or situational barriers. Think about someone with a broken arm, or trying to use your site one-handed while holding a baby (been there). Or someone on a slow internet connection, or browsing in bright sunlight, or just having a rough day and struggling to concentrate.

Not sure what a screen reader is, or how tabbed navigation works? Don’t worry, we’ll cover that off later in the guide.

What’s my Return on Investment?

While you might agree accessibility sounds like a great idea, if you’re in marketing, operations, or running the show yourself, you might not be able to justify the investment without something solid to back it up. That’s fair. It needs to make sense for the business too.

And spoiler, it does.

Disabled people and their households have a combined spending power of £274 billion. That’s not a typo. That’s billion with a b. So when your website isn’t accessible, you’re not just making life harder for someone, you’re turning away serious money.

And we’re not talking about the odd missed sale. UK businesses lose around £17.1 billion every year because people abandon websites they can’t use. Not because they didn’t want what you’re offering, but because your site was too awkward or broken to get through.

On the flip side, when your site is accessible, where people can actually understand what you do and place an order without wrestling with a form, 86% of disabled users say they’d spend more with you. And 7 in 10 say they’ll leave a site that isn’t accessible, no matter the price.

There are bonus wins too. Better SEO (because Google rewards accessible sites), smoother user experience (which helps everyone), and fewer legal headaches down the line.

So yeah, when you look at it like that, it’s kind of wild that all websites aren’t accessible already.

So what are the things on websites that prioritise accessibility do differently?

Well yes, one thing is for certain. They don’t just add an accessibility widget on their website and think that everything is ok. We’ll touch on this later. But long story short, there are lots of things websites can do to make their site more accessible. The important thing to remember is that this isn’t a one-time fix.

You’re not going to be able to hire a company (like Squee) to fix all the issues once and expect everything to continue working. It’s an ongoing experience, with feedback, iterations, testing, and embedding accessibility into the way your whole team thinks about your website.

That said, there are certainly some things that websites that have thought about accessibility do differently. These include, but aren’t limited to:

Checking colour contrast.

This is the number one accessibility issue on the web (and one of the simplest to resolve). Nearly 80% of websites have this problem. It’s all about how visible text is against the background. If someone can’t read your content clearly because of a colour choice, they’re gone.

Adding alternative text to images.

You’ve probably seen this option on social media or in your CMS when uploading an image. More often than not, it gets ignored. But if someone using your site is blind or has low vision, they’re relying on that alt text to fill in the context they can’t see. Writing good alt text isn’t complicated, but it makes a big difference.

Structuring the code properly.

Also known as semantic HTML. This means using proper headings in order, wrapping navigation in a <nav> tag, and making sure buttons are actually buttons. It helps assistive tech like screen readers make sense of the page, so users can quickly find what they need.

Supporting keyboard navigation.

This one gets missed a lot. For some people, using a mouse just isn’t possible. Menus, forms, buttons — they all need to work using the keyboard alone. That includes things like making sure dropdowns open when using the keyboard (dodgy JavaScript stops this a lot), and showing a clear visual highlight as you tab through the page. If you can’t see where you are, you’re stuck.

Making forms usable.

Forms should have proper labels that stick around, not placeholders that disappear when you start typing. And if someone makes a mistake, your form should clearly explain what went wrong and how to fix it. No one should be left guessing.

Using clear link and button text.

“Click here” or “More info” doesn’t tell anyone anything — especially if you’re using a screen reader and hearing it out of context. Your links and buttons should be clear about what they do. Something like “Download our pricing brochure (PDF)” or “See delivery options for this product” gives people a much better idea of what to expect. If something needs extra context for screen reader users, things like ARIA labels can help too.

Adding captions or subtitles to videos.

If you’ve got videos on your site, they need captions. That could be closed captions, subtitles, or even a transcript. It helps Deaf users, but also anyone watching in a noisy place or with the sound off. If there’s spoken content, it should be available in text too.

Are there standards my site should aim for?

Yes, there are. And in some cases, it’s not just best practice, it’s the law. If your site isn’t accessible, you could be at risk of legal action. That could mean anything from fines to, in extreme cases, even prison time.

You might have heard of things like the Equality Act 2010 in the UK, the European Accessibility Act (EAA), or the Americans with Disabilities Act (ADA) in the US. All of them point to the same thing: making sure your website doesn’t exclude disabled people.

The EAA is especially important right now. It comes into effect across the EU in 2025 (and is a huge step forward for accessibility) and applies to many businesses selling digital products or services to EU customers, even if you’re not based there. There are some exclusions, but if you serve or operate in any European market, it’s worth learning more sooner rather than later.

Most of these laws use the Web Content Accessibility Guidelines, known as WCAG (2.1 – the base standard you’ll hear a lot). That stands for Web Content Accessibility Guidelines (not the snappiest name, we know). It’s the standard most organisations are expected to follow.

Now you don’t need to know all of the guidelines and laws, but everything we mentioned in the last section, like colour contrast, alt tags and keyboard navigation, falls under this. You need to make sure your website is perceivable, operable, understandable and robust. That’s the core of what WCAG is built on (and of course, we can always help you with compliance)

Obviously, the goal isn’t just to follow standards and laws for the sake of it. It’s to make your website as accessible to as many people as possible. But these are good to know.

And if you’re interested in understanding how to meet these standards, get ready for the EAA, or want support with accessible development and design, you can contact us at Squee to find out how we can help.

Why worry about all this when I can install a website accessibility widget?

Unfortunately, website accessibility widgets aren’t the answer (and like many in the inclusion space, we’re not fans). While they have some useful features like screen magnification and colour modification, more often than not they do more harm than good.

For one, they very often get in the way and cause new issues for people using assistive technologies. But they also can’t fix the way a website has been built. Even when they say they do, they can’t provide true compliance with WCAG 2.1 (Web Content Accessibility Guidelines).

If a website is incorrectly coded, an overlay can’t suddenly make it understandable to a screen reader. It won’t fix broken JavaScript that stops someone from using keyboard navigation to open a submenu. And it certainly can’t add missing alt tags or descriptive labels to your forms and links.

Long story short, there is no replacement for building a properly accessible website. Even if these companies claim you can, it’s simply not true. You need your website to be properly designed, coded and tested to ensure it works for everyone — and you can’t get around that.

What should I do next?

First off, well done for getting through all of this. We know it takes time and headspace to sit down and properly read something like this, so we really appreciate it.

Hopefully by now you’ve realised that accessibility and inclusive design principles aren’t just important — they’re genuinely brilliant. And if you’re a business owner or part of a team, the case for making your website accessible is pretty hard to ignore.

If you’d like to find out how inclusive your website currently is, our Inclusivity Website Scorecard is a great place to start. If you’re already sold and know this is something you want to sort properly, feel free to reach out and we’ll arrange a call.

And again, thank you for taking the time to learn about accessibility. Even if nothing comes of this, we hope you’ll keep spreading the message and helping make the web a more inclusive place.

Accessibility can feel a bit confusing when you’re first learning about it, especially with all the different terms people use. This list covers the things we get asked about most often, using simple language that’s easy to follow. It’s not a full list of everything out there, but it includes many of the terms we think are useful to know. We’ll be updating it over time as more terms come up or things change.

1. Core Concepts

Accessibility – Making websites work for everyone, no matter how they use the web.

Alt Text – A short written description of an image for people using screen readers.

Keyboard Navigation – Getting around a site using keys like Tab and Enter instead of a mouse.

Contrast – How much text stands out from the background, which helps people see it clearly.

Magnification – Zooming in on a screen to make things easier to see.

Captions – Show what’s being said in a video, plus extra sounds like music or clapping.

Subtitles – Show only the spoken words, usually to help people who speak a different language.

Images of Text – Pictures with words in them, which can be hard to read or scale.

Sensory Characteristics – Making sure things like colours or sounds aren’t the only way to understand something.

Decorative Images – Images just for design that don’t need a description.

2. Code + Design Terms

WCAG – A list of rules that help designers and developers make better, more inclusive websites.

Semantic HTML – Using the correct tags like headings and buttons so screen readers know what’s what.

ARIA – Special code that gives screen readers extra information about what things do.

H1–H6 – These are heading levels that show the structure of a page, from most important to least.

CSS – The code that controls how a website looks, like colours, sizes, and spacing.

Accessibility Statement – A short page that explains how accessible a website is, and who to contact if it’s not.

3. Assistive Tools + Technology

Screen Reader – A tool that reads text and content out loud for people who can’t see the screen.

VoiceOver – A screen reader built into Apple devices.

JAWS – A popular screen reader for Windows computers.

Mouth Stick – A tool used to press keys or touch the screen using your mouth.

Eye Tracking Software – A way to move the cursor or click by just moving your eyes.

Assistive Technology – Any tool that helps someone use a computer or the internet.

4. Testing Tools

WAVE – A tool that checks a website for accessibility problems and shows where they are.

axe – A tool for developers that helps spot problems with accessibility in code.

Contrast Checker – A tool that tells you if your text colours are easy to read.

5. Laws + Organisations

UK Equality Act – A law that protects people from discrimination, including when using websites and digital services.

EAA (European Accessibility Act) – A law that says websites and digital products in Europe must be accessible.

ADA (Americans with Disabilities Act) – A US law that helps make sure disabled people can access websites and services.

W3C – The group that writes the rules for how websites should be built.

IAAP – An organisation that helps people learn about accessibility and become certified experts.

6. Other Terms

Skip Link – A hidden link that lets keyboard users jump straight to the main part of the page.

Focus Indicator – A visible outline showing where you are on a webpage when using the keyboard.

Want to talk about Digital Accessibility?

This glossary is a starting point, not an end. Accessibility is always evolving, and the more we learn, the better we can design and build for everyone.

If you’re building a website or reviewing an existing one and want help making it more inclusive, feel free to get in touch.