Peter is an experienced engineer at a company that manufactures industrial equipment. He has built up a lot of knowledge over the years, but as his eyesight deteriorates, it is becoming increasingly difficult for him to use the dealer portal through which he places orders and retrieves technical information. The font is too small and the contrasts are not sufficient to clearly recognise all the details. With an accessible design that allows him to enlarge content and adjust the contrast, Peter could continue to work productively while passing on his valuable knowledge to the next generation.
Why? Because accessibility not only fulfils legal requirements, but also offers strategic advantages - for both B2C and B2B companies.
Why accessibility is important to our customers
Legal requirements from 2025: Avoid legal risks
The BFSG ensures that people with disabilities can participate equally in the digital space. Websites and mobile applications of B2C companies must comply with accessibility requirements from 28 June 2025 to ensure accessibility for all users. The legal requirements are based on European Directive (EU) 2019/882 and affect many industries, including e-commerce, services, financial institutions and tourism.
Businesses that fail to act by then risk fines or litigation. It is therefore advisable to act early to avoid costs and stress. Now is the perfect time to integrate accessibility into your digital strategy. Here are all the legal requirements: Accessibility - laws and guidelines in german
Extending reach and accessibility for all
Accessibility doesn't just mean that people with disabilities can use a website or app. It ensures that digital products are accessible to a wider audience - including older people, users with temporary disabilities or those with slow internet connections. According to the WHO, more than one billion people worldwide are living with some form of disability - a huge potential that companies should not ignore.
Accessible digital products can help companies extend their reach, reach new audiences and increase overall user satisfaction. It's about providing access for everyone - regardless of physical, mental or technical limitations.
Better user experience (UX) for all
Well-implemented accessibility improves the overall user experience for all users, not just people with disabilities. Positive UX factors lead to higher conversion rates, longer dwell times and lower bounce rates.
For B2C companies, this means higher customer satisfaction and better business results. But B2B organisations also benefit: partners, employees and customers who are better able to use a website or application are happier and more efficient.
Accessibility is a competitive advantage
Accessibility can be a unique selling point for companies in a competitive environment. While many companies may be slow to implement legal requirements, pioneers can benefit from a positive public image. Especially in competitive industries, accessibility can be a deciding factor.
An accessible website shows a company is responsible, inclusive and responds to users. This strengthens the brand and contributes to customer loyalty.
Accessibility improves your SEO
An accessible website is easier for people with disabilities and for search engines like Google. Search engines can better find and index your website if you have clear headings, alt texts for images and well-structured HTML code. Fast loading times and mobile optimisation also help your website to rank higher in search results, which means more traffic and sales.
Funding for the creation of accessible websites
Aktion Mensch provides support to non-profit organisations in Germany that are dedicated to enhancing accessibility. Furthermore, the funding can be used for the creation or adaptation of accessible websites. The initiative targets associations, foundations, non-profit organisations, churches and cooperatives. Projects that meet the standards of WCAG 2.0 or BITV 2.0 can apply for funding of up to 5,000 euros without the need for own funds. To determine eligibility, please refer to the eligibility check tool.
The state of North Rhine-Westphalia offers financial support for accessibility measures. The subsidy is granted at a rate of €2,000 per measure. Applications must be submitted before the commencement of the measure, but no later than 30 September of the respective calendar year. Please click here for the application.
Some concrete examples that illustrate the difference between accessible and non-accessible UX/UI design
Contrasts and colour design are key.
A high contrast between text and background guarantees that the text is easy to read. A contrast ratio of at least 4.5:1 for normal text and 3:1 for large text is essential. Colour design should not be the only method of conveying information. Use text in addition to red for "errors" and so on. If you need to place text on images but the contrast is not sufficient, add a single colour background for the text or darken the image.
Navigation and accessibility
Navigation should be clear and simple and work with both mouse and keyboard. All interactive elements (links, buttons, forms) are accessible via tab keys, and there is a visible focus indicator (e.g. a colored frame around the button that is currently focused).
To skip the navigation and unimportant elements and go straight to the content, you can use a “skip link”. This link is placed at the top of the page and allows users to jump directly to the main content.
Alternative texts for images
All images that convey information have descriptive alternative texts (“alt texts”) so that screen readers can read the content aloud. This is particularly important for infographics or product images in online stores.
Good alt text emphasizes the placement of the plant in the light: Sunlight streams through a window and illuminates a houseplant placed on the windowsill to receive direct sunlight.
Poor alt text describes the image without the relevant information: The image shows a beautiful window with warm sunlight streaming through it, illuminating the room. The light creates an inviting atmosphere
Forms
Accessible forms should have a clear heading. The active field is visually highlighted. All fields have clear labels instead of placeholder text. Error messages should not only be highlighted in color, but must be clearly legible and located directly next to the field. Ensure that screen reader users are made aware of the focus and error messages through ARIA attributes such as “aria-describedby” and “aria-invalid”. Only mark optional fields, not mandatory fields with an asterisk*. Buttons should be clearly labeled, with the primary button highlighting the main action and the secondary button being more discreet.
Videos and multimedia content
The first step towards your accessible video is subtitles. They not only help deaf people, but also non-native speakers who don't understand everything straight away - or smartphone users traveling on the train without headphones who don't want to disturb their fellow passengers. If relevant information is conveyed visually in a video and blind and visually impaired users therefore miss it, an audio description can be used. This is an audio track that can be added to the video and describes in words everything that the user cannot see.
With the right player, every user can switch the audio description and/or subtitles on and off as required. Playing the versions at the same time can otherwise be overwhelming and distract from the content. Aktion Mensch provides such a player free of charge. Simply download and embed it to make videos accessible.
Conclusion: Accessibility as an Opportunity in the B2B Sector
Accessibility is more than just a legal requirement – it offers significant advantages for B2B companies. By implementing accessible design, such as in areas of contrast and color schemes, navigation, alt text, forms, and multimedia content, companies can not only prevent legal risks but also improve the user experience for everyone. Accessible digital products strengthen brand image, foster customer loyalty, and facilitate collaboration with partners and business customers. Companies that proactively implement accessibility position themselves as progressive and gain a long-term competitive advantage. It's time to design digital products that are accessible to all – not just for legal reasons, but because it makes a difference.
