Why Inclusive Web Design is the Future of Ethical Business
minute read
How can we make businesses better?
People across industries are seeing polarisation, and a rise in right wing politics, and asking themselves “what can I do to combat this?”
And the answer is pretty simple - kindness. Honesty. An eagerness to educate ourselves and our friends in life and in business.
This week I made a tiny update to my own website, a simple “values policy” where I (kindly, and politely) state that I do not work with anyone who holds derogatory and negative views towards any other group of people based on race, gender, sexual preferences
So… What does this have to do with inclusion?
Because we can’t just say inclusive. We have to show it.
And when it comes to our branding, more business owners are understanding that design isn’t just about making things “look nice” or “feel fun”.
Every choice we make on a website (our colours, our fonts, our forms, buttons etc) is a decision about who we’re including... and who we’re not.
If one of your core values is caring about people, and want your business to reflect that, it’s time to talk about inclusive web design. Because accessibility isn’t just good practice - it’s ethical.
And for businesses that want to do good and do well? It’s 100% the future.
So, what is inclusive web design?
Easy! Inclusive web design is about building websites that work for everyone - or at least, doing your best to make sure they do.
That includes:
- People using screen readers
- People navigating by keyboard
- People with visual impairments or colour blindness
- People with ADHD or dyslexia
- People who are not as comfortable online (ie older users or someone from a deprived background, or whose first language isn’t English)
- Someone trying to book your service on their phone, with a baby in the other arm.
Real people. Real lives. Real situations.
Basically, it’s about making sure your site doesn’t accidentally shut people out.
Why it matters (especially if you're running an ethical business)
If your brand is all about fairness, kindness, or inclusivity, that’s a value that includes everyone.
And I get it. We can’t please everyone all the time. We’re only human.
But we can try, and keep educating ourselves so that we at least understand where we might be excluding people.
So if you’re a value led business, and you have a website that someone struggles to read, navigate, or is literally impossible to use - we need to fix that.
It doesn’t mean you’re a bad person. I don’t think there’s a single inaccessible website which has been designed to intentionally exclude people.
But it’s something that we all need to be aware of, and try to improve.
Being ethical means taking responsibility for the full experience - not just the exciting bits that fill us up, like supporting under-represented minorities, partnering with charities, or going plastic free, but the way people experience your business from the second they come across your brand.
Your website is part of that.
It’s one of the first places people meet your brand (or go to investigate if they just found you on socials). So let’s make it a good first impression.
What does ethical web design look like?
You don’t need to be a coding wizard or UX designer to make your site more inclusive (I pinky promise) - it’s mostly small, thoughtful choices:
- Easy-to-read fonts (not too tiny or swirly)
- Strong colour contrast (so people can actually read your text)
- Proper headings (to help screen readers and Google know what’s what)
- Descriptive link text (say “View price list” instead of “Click here”)
- Alt text on images (so visually impaired users know what they’re looking at)
- Navigation that works with a keyboard (not just a mouse or tap)
- Avoiding things like flashing animations or autoplay videos
These are small things with a big impact. You’re basically saying: “I value you being here, welcome”
Accessibility is good for business too
There’s real life pro’s to this - it’s not just the right thing to do. Inclusive design actually benefits your business in loads of ways!
- You reach more people
Roughly 1 in 5 people in the UK lives with a disability. Add for older users, mobile users, tired parents, neurodivergent people, if your website works better for all of them, then you’ve just widened your reach - and who doesn’t want that?
- You show people you care
People remember how your website made them feel. When it’s thoughtful and easy to use, that’s a good experience, which builds trust and loyalty more than a shiny sales page ever could.
- You boost your SEO
Search engines love accessible sites. Headings, alt text, clean code all helps you show up in more searches. Are we getting excited yet?
- You stay ahead of the curve
Accessibility laws are tightening. The UK’s already shifting, and the EU’s new legislation has just landed. Getting on top of it now = less stress (and less cost) later.
- You stand out - in a really good way!
Most websites are still built with the “make it look pretty” mindset. When yours is actually super user friendly, you instantly stand out. Especially to people who’ve spent years feeling frustrated online.
A real-life example: Diversity Scotland
Let’s look at an example of a recent project of mine: Diversity Scotland.
Their website is calm, clear, welcoming - but still bright and colourful!
They’ve got:
- Simple navigation
- Clear fonts and structure
- Strong colour contrast
- Alt Tags where they’re necessary
- An experience that just feels thoughtful, and considered
Which completely aligns with who they are as an organisation. They don’t just talk about equality and inclusion - they’re building it into every part of their online presence.
The result? Users can feel that they are trustworthy, thoughtful, and serious about their values.
That’s the power of accessible design: it doesn’t just help users - it helps your business too.
Worried that this all a bit… techy?
Don’t panic! You honestly don’t need to understand code or WCAG guidelines inside out.
Because that’s what I’m here for!
Here are 5 easy ways to make your website more inclusive:
- Check your contrast – Not by eye, hop over to Contrast Checker by WebAim, add the colour of your text, and the colour of the background. Scroll down, and you’ll see if it passes accessibility requirements.
- Add alt text to your images – If an image has value, describe what’s in the image and why it matters.
- Use headings properly – H1 for your main title, H2 for sections, H3 for sub-sections. Repeat.
- Fix vague link text – Change “Read more” or “Click here” to something specific like “Read our story” or “Book your appointment now.”
- Try tabbing through your site – Just hit the Tab key on your keyboard. Can you get around? Can you see what’s focused?
Every step helps. Pick one thing from the above, and try it out today! (Then come back, and try the next one!)
So, is your brand as inclusive as you think it is?
If you’ve built your business on care, community, or sustainability…
If your customers trust you because you mean it when you say you care…
Then your website should reflect that too.
Because accessibility is part of your brand experience. It’s part of your ethics. It’s part of how you show people: we’re here for you.
It doesn’t need to be perfect - it just needs to be thoughtful.
Need a hand making your site more inclusive?
Well what do you know! That’s what I do! I design accessible, ethical websites that still reflect your brand personality - for businesses that care.
Here are 3 ways I can help:
- Book a Free Accessibility Audit
- Download my free guide: 5 Steps to Make Your Brand More Accessible.
- Join Let's Get Accessible! My mini-course that walks you through the basic change to make on your website and branding. View the course here.
