Your business website should be easy for people to use, regardless of how they access it.
Some visitors browse using smartphones. Others use desktop computers, keyboards instead of a mouse, screen readers or assistive technologies. Some may have difficulty reading small text, distinguishing colours or navigating complicated website layouts.
If your website is difficult to use, you could unintentionally prevent potential customers from accessing your products, services and information.
Website accessibility is about designing and developing websites that can be used by as many people as reasonably possible, including people with disabilities.
For businesses in Zimbabwe, accessibility is an important consideration when building a professional online presence. Whether you operate a retail business in Harare, a school in Bulawayo, a healthcare practice or an organisation serving customers across the country, your website should make information easy to find and understand.
This guide explains what website accessibility means, why it matters and ten practical ways to make your business website more accessible.
What Is Website Accessibility?
Website accessibility refers to designing and developing websites so that people with different abilities can perceive, understand, navigate and interact with the content.
An accessible website considers the needs of visitors who may:
- Have visual impairments.
- Have hearing impairments.
- Have limited mobility or difficulty using a mouse.
- Have difficulty distinguishing certain colours.
- Experience cognitive or learning difficulties.
- Use assistive technologies such as screen readers.
- Navigate websites using a keyboard.
- Use devices with different screen sizes and input methods.
Accessibility is not simply about adding a special accessibility button to your website. It involves the way the entire website is designed, structured and developed.
For example, a website with attractive colours and animations may look impressive but still be difficult to use if its text is too small, buttons are unclear or important information is available only through images.
A properly accessible website considers these issues from the beginning.
Why Website Accessibility Matters for Businesses in Zimbabwe
1. It Helps More People Use Your Website
Your website may be visited by people with different abilities and different ways of interacting with technology.
A visitor who cannot use a mouse should still be able to navigate your website using a keyboard. Someone using a screen reader should be able to understand the purpose of important images and form fields.
By improving accessibility, you make it easier for more people to access your business information.
2. It Improves the Overall User Experience
Many accessibility improvements benefit everyone, not just visitors with disabilities.
For example:
- Clear headings make information easier to scan.
- Larger readable text improves readability on mobile devices.
- Descriptive buttons make navigation clearer.
- Captions help people understand videos in noisy environments.
- Consistent menus make websites easier to use.
- Good colour contrast improves text visibility.
These improvements can make your website more convenient for all visitors.
3. It Can Help Your Business Reach More Customers
A business website should not unnecessarily exclude people who may be interested in its services.
Consider a school website where parents need to download application forms, a clinic website where patients need to find contact information or an online store where customers need to complete a purchase.
If important website features are difficult to access, some visitors may be unable to complete those tasks.
Accessibility helps reduce these barriers.
4. It Supports a More Professional Business Image
A well-designed website communicates that a business cares about its customers.
When visitors can easily find information, navigate pages and interact with important features, the website provides a more organised and professional experience.
Accessibility should therefore be considered alongside website design, performance, security and content quality.
5. It Helps You Build a Better Website Foundation
Accessibility encourages developers to use proper website structure, meaningful content and consistent navigation.
These practices can also support maintainability and usability.
For example, using correctly structured headings makes content easier to navigate for screen reader users and easier to understand for people scanning a page.
Understanding the WCAG Accessibility Guidelines
The Web Content Accessibility Guidelines, commonly known as WCAG, provide internationally recognised recommendations for making web content accessible.
They are developed by the World Wide Web Consortium (W3C).
WCAG is organised around four main principles, often summarised as POUR.
1. Perceivable
Website information must be presented in ways users can perceive.
For example, important information should not rely entirely on colour or visual presentation.
Images should have appropriate text alternatives, and videos containing meaningful spoken information should provide captions.
2. Operable
Visitors must be able to navigate and interact with website features.
A website should support keyboard navigation, provide clear controls and avoid interactions that require a particular physical input method unnecessarily.
For example, visitors should be able to access important menu items without needing to use a mouse.
3. Understandable
Website content and functionality should be clear and predictable.
Use understandable language, consistent navigation and helpful instructions.
Forms should explain what information is required and provide useful error messages when something goes wrong.
4. Robust
Website content should work reliably with different browsers, devices and assistive technologies.
Using appropriate HTML elements, semantic structure and standards-based development can help improve compatibility.
WCAG includes different conformance levels: A, AA and AAA. WCAG 2.2 AA is a useful target for many organisations seeking a comprehensive accessibility approach, although the appropriate requirements depend on the website and any applicable obligations.
You can read the official guidelines at:
10 Ways to Make Your Business Website More Accessible
Improving website accessibility does not necessarily require rebuilding your entire website.
Many important improvements can be introduced through better design, content organisation and website development practices.
1. Use Readable Text and Appropriate Font Sizes
Text should be easy to read across different devices and screen sizes.
Avoid extremely small fonts, decorative typefaces for long paragraphs and low-contrast text.
For most business websites, a clean and readable font is a good starting point.
Consider:
- Using a comfortable body-text size.
- Providing sufficient spacing between paragraphs.
- Avoiding long blocks of uninterrupted text.
- Using clear headings and subheadings.
- Allowing visitors to zoom in without losing important functionality.
- Maintaining readable line lengths.
Remember that visitors may use different screen sizes and display settings.
A website that looks readable on a large desktop monitor may be uncomfortable to use on a smartphone.
2. Use Good Colour Contrast
Colour contrast refers to the difference in brightness between text and its background.
If the contrast is too low, visitors may struggle to read the content.
For example, light grey text on a white background can be difficult to distinguish.
WCAG 2.2 provides contrast guidance, including these common minimum ratios:
| Content type | Minimum contrast ratio |
|---|---|
| Normal text | 4.5:1 |
| Large text | 3:1 |
| Important interface components and graphical objects | 3:1 |
Avoid using colour as the only way to communicate information.
For example, instead of showing an error by turning a form field red without explanation, include a clear written message explaining what needs to be corrected.
You can check contrast using tools such as:
https://webaim.org/resources/contrastchecker/
3. Add Alternative Text to Important Images
Alternative text, commonly called alt text, describes the purpose or information contained in an image.
Screen readers can use this information to help visitors understand images they cannot see.
For example, consider a business website displaying a photograph of a completed construction project.
A useful alternative text description could be:
“Completed three-bedroom residential house with a modern exterior in Harare.”
Avoid descriptions that are unnecessarily long or filled with keywords.
Decorative images that do not communicate meaningful information can generally use empty alternative text so assistive technologies can ignore them.
For images containing important text, provide the same essential information in accessible text elsewhere on the page where practical.
4. Make Your Website Navigable Without a Mouse
Not every visitor uses a mouse or touchscreen.
Some people navigate websites using a keyboard, switches or other assistive input devices.
Your website should allow users to move between important interactive elements using keyboard controls.
Test whether visitors can:
- Move through navigation links.
- Access buttons.
- Complete forms.
- Open and close menus.
- Use important interactive features.
- Identify which element currently has keyboard focus.
A visible focus indicator is particularly important.
When a visitor presses the Tab key, the currently selected link or button should be visually identifiable.
Avoid removing focus outlines simply because they do not match the website’s design.
5. Use Clear and Descriptive Headings
Headings help visitors understand the structure of your website.
They also allow screen reader users to navigate between sections more efficiently.
Use headings in a logical hierarchy.
For example:
- H1: Main page title.
- H2: Main sections.
- H3: Subsections within those sections.
Avoid selecting heading styles purely because they look attractive.
A heading should describe the content that follows it.
For a business website, a structure might look like:
H1: Professional Accounting Services in Zimbabwe
H2: Our Accounting Services
H3: Tax Preparation
H3: Bookkeeping
H3: Business Financial Reporting
This creates a more understandable structure for both visitors and assistive technologies.
6. Make Contact Forms Easy to Understand
Contact forms are important conversion tools for many businesses.
A poorly designed form can prevent visitors from submitting enquiries.
Make forms accessible by:
- Providing clear labels for every field.
- Explaining which fields are required.
- Using understandable instructions.
- Providing useful error messages.
- Making form controls accessible using a keyboard.
- Avoiding reliance on placeholder text as the only label.
- Ensuring submit buttons have clear descriptions.
For example, a label such as “Business Email Address” is more useful than a form field with no explanation.
If a visitor enters an invalid email address, explain what needs to be corrected instead of displaying an unclear error.
7. Add Captions to Videos
If your business publishes videos, consider visitors who cannot hear the audio.
Captions provide a text representation of spoken dialogue and other relevant audio information.
They can help people with hearing impairments and visitors watching videos in environments where audio cannot be played.
For example, a company introducing its services through a promotional video can provide captions so that visitors can understand the message without relying on sound.
Where videos contain important visual information that is not communicated through audio, consider providing an appropriate description as well.
8. Make Website Navigation Consistent
Visitors should not have to relearn how your website works every time they open a new page.
Keep important navigation elements consistent.
For example:
- Use a predictable menu structure.
- Keep the logo linked to the homepage.
- Use descriptive navigation labels.
- Make important contact information easy to find.
- Avoid unnecessarily complicated dropdown menus.
- Provide clear links between related pages.
If your website has many pages, consider adding breadcrumbs where appropriate.
A clear navigation structure helps visitors understand where they are and how to find the information they need.
9. Avoid Unnecessary Animations and Flashing Content
Animations can make a website visually engaging, but they should not interfere with usability.
Excessive movement, rapidly changing content and flashing effects can be distracting or difficult for some visitors.
Consider:
- Avoiding unnecessary flashing content.
- Allowing users to pause moving elements.
- Avoiding automatic audio playback.
- Providing controls for carousels and slideshows.
- Respecting reduced-motion preferences where supported.
- Keeping important information available without requiring animation.
A professional website does not need constant movement to attract attention.
Clear communication and good design are more important.
10. Test Your Website with Accessibility Tools
You cannot reliably assess website accessibility by looking at the design alone.
Testing helps identify issues that may not be obvious during normal browsing.
Useful tools include:
WAVE Accessibility Evaluation Tool
WAVE identifies common accessibility issues such as missing alternative text, contrast problems and structural concerns.
Google Lighthouse
Lighthouse includes accessibility audits alongside performance and other website checks.
https://developer.chrome.com/docs/lighthouse/
axe DevTools
axe DevTools helps developers identify accessibility problems within web pages.
https://www.deque.com/axe/devtools/
Keyboard testing
You can also perform a basic manual test by navigating your website using only your keyboard.
Automated tools are useful, but they cannot identify every accessibility problem. Human testing is still important, particularly for understanding whether content and interactions make sense to real users.
Website Accessibility Examples for Different Zimbabwean Businesses
Accessibility requirements vary depending on what a website does.
The following examples show how different organisations can make practical improvements.
Schools and Educational Institutions
School websites often publish admissions information, term dates, announcements, forms and educational resources.
Accessibility improvements may include:
- Readable text and clear headings.
- Accessible downloadable documents.
- Captions for school videos.
- Easy-to-use navigation.
- Accessible application forms.
- Clear contact information.
Parents and students should be able to find important information without unnecessary difficulty.
Healthcare Providers and Clinics
Healthcare websites often contain important information about services, appointments, operating hours and contact details.
Accessibility is particularly important when visitors may need to find information quickly.
Consider using:
- Clear service descriptions.
- Readable text.
- Accessible appointment forms.
- Descriptive buttons.
- Easy-to-find contact details.
- Accessible information documents.
If your website collects health or personal information, ensure that appropriate privacy and security measures are also in place.
Retailers and Online Stores
Online stores need customers to be able to browse products and complete purchases.
Accessibility improvements may include:
- Descriptive product images.
- Clear product information.
- Accessible shopping carts.
- Keyboard-friendly checkout processes.
- Properly labelled form fields.
- Clear error messages.
- Readable pricing and delivery information.
An inaccessible checkout can prevent customers from completing an otherwise successful shopping journey.
NGOs and Nonprofit Organisations
NGO websites often publish reports, announcements, project information and opportunities for public participation.
Accessibility improvements can help more people understand the organisation’s work and access important resources.
Consider using accessible documents, clear navigation, readable content and properly labelled enquiry forms.
Common Website Accessibility Mistakes to Avoid
Even professionally designed websites can contain accessibility problems.
Here are some common mistakes to watch out for.
Using Images Instead of Real Text
Important information should not exist only inside images.
For example, displaying your business address as an image without providing the address in accessible text can make it difficult for some visitors to access the information.
Using Poor Colour Contrast
Light text on light backgrounds or dark text on dark backgrounds can reduce readability.
Always test your colour combinations rather than relying only on appearance.
Using Unlabelled Buttons
A button that only displays an icon may not communicate its purpose clearly.
Use descriptive text or an appropriate accessible name so visitors understand what the button does.
Making Menus Mouse-Dependent
Dropdown menus that only work when a visitor hovers over them can create barriers for keyboard users.
Ensure that menus can be accessed and operated through appropriate keyboard interactions.
Uploading Inaccessible PDF Documents
Business websites frequently publish application forms, reports, brochures and other PDF documents.
These files should also be considered when reviewing accessibility.
Where practical, ensure documents have proper text, logical reading order, headings and accessible form fields.
Relying Entirely on Accessibility Plugins
Accessibility plugins can help with certain improvements, but installing one does not automatically make an entire website accessible.
Problems involving website structure, keyboard interaction, missing labels and inaccessible forms may require changes to the underlying website code.
Accessibility should be part of the design and development process rather than an afterthought.
Website Accessibility and SEO: Are They Connected?
Website accessibility and search engine optimisation have different objectives, but they share several useful practices.
For example:
- Descriptive page titles help visitors understand what a page contains.
- Proper headings make content easier to navigate.
- Descriptive links explain where visitors will go.
- Alternative text provides context for meaningful images.
- Clear website navigation improves usability.
- Structured content makes information easier to understand.
Some of these practices can also help search engines interpret website content.
However, accessibility improvements do not automatically guarantee higher Google rankings.
The main reason to improve accessibility is to make your website usable by more people. Any SEO benefit should be viewed as a potential additional advantage rather than the primary objective.
How to Make Your Existing Website More Accessible
If your business already has a website, you do not necessarily need to redesign it immediately.
Start with an accessibility review.
Step 1: Review Your Most Important Pages
Begin with pages that visitors use most often.
These may include:
- Homepage.
- About Us page.
- Services page.
- Product pages.
- Contact page.
- Application or enquiry forms.
Identify any barriers that make information difficult to access.
Step 2: Test Keyboard Navigation
Open your website and try navigating without a mouse.
Use the Tab key to move through links and buttons, Enter to activate suitable controls and Shift + Tab to move backwards.
Check whether the focus indicator is visible and whether important features can be accessed.
Step 3: Check Colour Contrast
Review text and interface elements to identify colour combinations that may be difficult to distinguish.
Use a contrast checker to measure the relevant ratios.
Step 4: Review Images and Documents
Check whether meaningful images have suitable alternative text.
Review PDFs and other downloadable resources to determine whether their contents can be accessed by assistive technologies.
Step 5: Test Forms and Interactive Features
Try submitting contact forms, opening menus and using important website functions.
Make sure that instructions, labels and error messages are clear.
Step 6: Prioritise and Fix the Most Important Issues
Not every accessibility issue has the same impact.
Start with problems that prevent visitors from accessing important information or completing essential actions.
For example, a contact form that cannot be completed using a keyboard should receive attention before a minor decorative issue.
Frequently Asked Questions About Website Accessibility in Zimbabwe
What is website accessibility?
Website accessibility is the practice of designing and developing websites so that people with different abilities can perceive, understand, navigate and interact with the content.
Why should Zimbabwean businesses care about website accessibility?
Accessibility helps businesses make their websites easier to use, reach more potential customers and reduce barriers that may prevent people from accessing important information or services.
What is WCAG?
WCAG stands for Web Content Accessibility Guidelines. It is a set of internationally recognised recommendations developed by the World Wide Web Consortium to help make websites and digital content accessible.
What is the recommended WCAG standard?
WCAG 2.2 AA is a useful target for many organisations. It includes criteria covering text contrast, keyboard access, navigation, forms and other aspects of accessibility. Specific legal or contractual requirements may differ depending on the organisation and jurisdiction.
Can WordPress websites be made accessible?
Yes. WordPress websites can be improved through accessible themes, proper heading structures, descriptive links, alternative text, accessible forms and suitable development practices. However, the accessibility of a WordPress website depends on its theme, plugins, content and configuration.
Do accessibility plugins make a website fully accessible?
No. Plugins can help with certain issues, but they cannot automatically resolve every accessibility problem. Manual review, proper development and testing with assistive technologies remain important.
Does website accessibility improve SEO?
Some accessibility practices overlap with good SEO practices, including clear headings, descriptive links, meaningful alternative text and organised content. However, accessibility does not guarantee higher search rankings.
How can I test whether my website is accessible?
Start with tools such as WAVE, Lighthouse and axe DevTools. Also test keyboard navigation and review important website forms and documents. Automated testing should be combined with manual evaluation.
Is website accessibility only important for large organisations?
No. Any organisation with an online presence can benefit from accessibility improvements. Small businesses, schools, NGOs, retailers and professional service providers should all consider the needs of their website visitors.
Build a More Accessible Business Website with Tremhost
Your website should make it easier for customers to discover your business, understand your services and take action.
Accessibility is an important part of achieving that goal. Clear content, readable text, accessible forms, good colour contrast and consistent navigation can help make your website more inclusive and easier to use.
Whether you are building a new website or improving an existing one, accessibility should be considered alongside design, performance, security and mobile responsiveness.
Tremhost provides website design and hosting services for businesses looking to establish and strengthen their online presence.
Explore Tremhost Web Design or Tremhost Web Hosting to learn more.
Build a website that welcomes more visitors. Make your business accessible online.
