How to Write an Accessibility Statement: The Complete 2024 Guide

In today‘s digital landscape, having an accessible website is no longer optional—it‘s a necessity. With over 1 billion people worldwide living with some form of disability, organizations have both a moral and legal obligation to ensure their digital content can be accessed and understood by everyone, regardless of ability.

A critical piece of this accessibility puzzle is crafting a clear, comprehensive accessibility statement. When done right, an accessibility statement serves as a powerful declaration of your commitment to digital inclusion and a roadmap for continued progress.

What is an Accessibility Statement?

An accessibility statement is a page on your website that outlines your commitment to digital accessibility. It details the specific ways in which your site aims to be accessible, the guidelines and standards you strive to meet, and how users can get in touch with accessibility-related feedback or issues.

Think of it as your public pledge to embrace and advance digital equity. It‘s a reflection of your values, a key component of your broader accessibility strategy, and a way to build trust and engagement with your audience.

Why Every Website Needs an Accessibility Statement in 2024

The case for having an accessibility statement on your website has never been stronger:

It‘s a moral imperative. At the most fundamental level, striving to make your digital content inclusive is simply the right thing to do. It recognizes the inherent dignity and equal rights of people with disabilities. An accessibility statement makes your stance clear.
It‘s good for business. The potential market of people with disabilities is huge. The American Institutes for Research estimates that working-age people with disabilities have a disposable income of nearly $500 billion. Those with accessible sites are well-positioned to engage this audience.
It builds trust and loyalty. An accessibility statement sends a strong signal that you value all your users. This can boost brand reputation and customer loyalty. In fact, a 2020 survey found 77% of consumers said diversity and inclusion were key factors in choosing which brands to support.
It may be legally required. Depending on your location and industry, you may have a legal duty under laws like the Americans with Disabilities Act (ADA) or EU Web Accessibility Directive to meet certain accessibility standards. An accessibility statement helps show your compliance efforts.
It keeps you accountable. The process of writing an accessibility statement forces you to thoroughly assess and document your site‘s current accessibility status. This creates internal accountability and a benchmark for measuring progress over time.

Still not convinced? Consider these eye-opening web accessibility statistics:

71% of web users with a disability will simply leave a website that is not accessible
83% of people with disabilities say they would shop more online if companies improved their accessibility
Accessible websites have better search results, reduced maintenance costs, and increased audience reach

In short, embracing accessibility and showcasing that commitment through an accessibility statement is not just a nice-to-have in 2024—it‘s a must-have. It‘s good for users, good for business, and increasingly, a legal and ethical obligation.

Step-by-Step Guide to Writing an Effective Accessibility Statement

Now that we‘ve established the why, let‘s dive into the how. Here‘s a step-by-step guide to crafting an accessibility statement that informs, inspires trust, and helps drive real progress:

1. Make a strong commitment to accessibility

Open with a clear, unequivocal statement of your dedication to digital accessibility and inclusion. Explain why this matters to your organization and how it aligns with your broader mission and values. For example:

"At [Company], we believe deeply that the web should be accessible to everyone. We are committed to making our website and all digital content as inclusive and barrier-free as possible. Accessibility is core to our mission of [your mission]."

2. Specify the guidelines and standards you aim to meet

Reference the specific accessibility standards or guidelines your site aims to comply with, such as the Web Content Accessibility Guidelines (WCAG). Be as precise as possible, noting the version and conformance level you‘re targeting (A, AA, or AAA). For instance:

"We strive to adhere to WCAG 2.1 Level AA success criteria across our site. This means our content aims to be perceivable, operable, understandable, and robust for all users, including those using assistive technologies like screen readers."

It‘s important to be transparent here. If you‘re not yet fully meeting your target standard, that‘s okay—just be upfront about it and outline your plan for getting there (more on that in step 4).

Also mention any relevant accessibility laws or regulations you comply with, like the ADA or Section 508, if applicable to your organization.

3. Outline your accessibility measures and features

Next, detail the specific steps you‘re taking to make your site more accessible. This could include things like:

Alt text for images and non-text content
Video captions, audio descriptions and transcripts
Keyboard-only navigation
Minimum color contrast ratios
Descriptive link text and heading structure
Accessible forms and error messages
Compatibility testing with assistive technologies

Use plain, jargon-free language to keep this section understandable to all. Concrete examples can help illustrate how these measures create a better user experience.

Also highlight any accessibility features unique to your site or industry. For example, an ecommerce store might describe their accessible product filtering and checkout flow, while a media site could tout their commitment to audio description and closed captioning.

4. Acknowledge current limitations and plans for improvement

Radical transparency is key to an effective accessibility statement. If there are areas where your site does not yet meet your target accessibility standard—and there likely will be—don‘t sugarcoat it. Openly acknowledging your current gaps and limitations can boost credibility.

More importantly, share concrete plans and timelines for addressing these issues. This shows that accessibility is an active priority, not an afterthought. For example:

"We are aware that some older PDF documents and video content on our site are not yet fully accessible. We are actively working to ensure all PDFs and videos meet WCAG 2.1 AA standards by Q2 2024. In the meantime, users can request accessible alternates of any content by emailing [email protected]."

Don‘t promise anything you can‘t deliver, but do challenge your organization to set ambitious, achievable accessibility goals. Regular progress updates can maintain momentum and accountability.

5. Invite feedback and provide clear contact channels

Accessibility is a collaborative effort, and your users are some of your most valuable partners. Encourage them to alert you to any accessibility barriers they encounter on your site or share ideas for improvement. Provide multiple clear, easy feedback channels, such as:

A dedicated accessibility feedback form or email address
A toll-free phone number
Postal mailing address
Links to your social media profiles

Also specify an expected response timeframe so users know when they can expect to hear back. A simple statement like "We aim to respond to all accessibility inquiries within 2 business days" helps set clear expectations.

Some organizations go a step further by inviting users to participate in accessibility testing or focus groups. If you offer these opportunities, your accessibility statement is a great place to promote them.

6. Keep your statement current

An outdated accessibility statement erodes trust and calls your overall commitment into question. Plan to review and update your statement at least annually to reflect your site‘s evolving accessibility status, new features or fixes, and the latest industry standards.

Dating your statement also helps readers gauge the freshness of the information. Consider adding a "Last updated" notice at the top or bottom of the page.

Remember, your accessibility statement is a living document. As your site‘s accessibility improves over time, your statement should grow along with it, celebrating progress and continually reaffirming your commitment.

Accessibility Statement Examples from Leading Companies

To help illustrate these best practices in action, let‘s look at accessibility statement excerpts from a few well-known companies:

Apple

Apple‘s accessibility statement leads with a strong, succinct commitment to inclusion:

"We believe accessibility is a human right and technology should be accessible to everyone."

It goes on to detail Apple‘s specific accessibility features across products, spotlight key milestones and innovations, and offer multiple feedback channels. The page is cleanly designed, easy to navigate, and itself a model of accessibility.

Airbnb

Airbnb‘s accessibility statement stands out for its warm, user-focused language:

"To help ensure all guests feel welcome and included, we‘re working to make every part of the Airbnb experience more accessible, from browsing the website to staying in a listing. We welcome your questions and feedback."

It includes dedicated sections for its website/app, community support, and Experiences offerings, with clear info on current accessibility features and limitations. The statement is also translated into over 30 languages, reflecting Airbnb‘s global reach and inclusivity.

Gov.uk

As a government entity, the UK‘s Gov.uk uses a standardized accessibility statement template across its many sub-sites and services. This consistency makes it easy for users to quickly find key info, like conformance status, known issues, and contact channels.

The statement follows WCAG 2.1 AA criteria and the Public Sector Bodies (Websites and Mobile Applications) Accessibility Regulations 2018. It‘s clear, comprehensive, and honest about current limitations.

Here‘s a quick comparison of these three examples, showing how they address key accessibility statement components:

Company	Commitment	Target Standard	Known Limitations	Feedback Methods
Apple	"Accessibility is a human right"	Aims to meet WCAG 2.1 AA	None specified	Email, phone, chat, ASL
Airbnb	"Working to make every part of the Airbnb experience more accessible"	Aims to meet WCAG 2.1 AA	Some images lack alt text, some buttons lack labels	Email, dedicated contact form
Gov.uk	"Committed to making its website accessible, in accordance with the Public Sector Bodies (Websites and Mobile Applications) (No. 2) Accessibility Regulations 2018"	WCAG 2.1 AA	Some older PDFs not fully accessible	Email, phone, postal address

While each takes a slightly different approach, all three statements lead with a clear accessibility commitment, reference specific standards, acknowledge limitations, and provide feedback channels. They serve as strong models for organizations looking to craft or improve their own accessibility statements.

Tips and Best Practices for Crafting Your Accessibility Statement

In addition to the key components we‘ve covered, here are some general tips and best practices to keep in mind as you write and refine your accessibility statement:

Use clear, jargon-free language. While it‘s important to reference technical standards like WCAG, don‘t let your statement get bogged down in insider lingo. Use plain, everyday language wherever possible to keep your message broadly accessible.
Make your statement easy to find. Don‘t bury your accessibility info deep in your site. Link to your statement prominently from your homepage footer, main navigation, or accessibility help page. Many users will look for terms like "Accessibility," "Diversity and Inclusion," or "Disability Services."
Offer your statement in multiple formats. In addition to web-friendly HTML, provide alternate formats like plain text, large print, and audio to accommodate different access needs. Translate your statement into other major languages as appropriate for your audience.
Engage your legal team. While not strictly a legal document, your accessibility statement should align with relevant laws and regulations. Have it reviewed by legal counsel to ensure it accurately represents your compliance status and commitments.
Treat it as part of a larger accessibility strategy. An accessibility statement is a key piece of your overall digital inclusion efforts, but it‘s not the whole picture. Couple it with a robust internal accessibility policy, ongoing staff training, regular accessibility audits, and continued dialog with disability communities.
Celebrate your progress. As you update your accessibility statement over time, don‘t just focus on gaps and limitations. Be sure to also highlight the positive strides you‘ve made and barriers you‘ve removed. Share quick win success stories and long-term impact metrics. Infusing your statement with a sense of momentum can inspirecontinued progress.

Embrace Accessibility, Showcase Your Commitment

In an increasingly digital world, an accessibility statement is far more than an informational web page—it‘s a powerful declaration of your values and a roadmap for a more inclusive future.

By crafting a clear, comprehensive, and transparent accessibility statement, you not only provide valuable guidance to your users—you position your organization as a leader in digital equity and inclusion. You signal that you value and prioritize the needs of people with disabilities, and you invite all your stakeholders to join you in building a more accessible world.

As you develop your accessibility statement, remember that perfection isn‘t the goal—authentic, sustained progress is. Be upfront about your current challenges, but resolute in your commitment to overcoming them. Invite ongoing dialog and feedback from the disability community, and strive to not just meet but exceed the latest accessibility standards and best practices.

Most importantly, ensure your accessibility statement is backed by real, tangible action. Regularly assess and improve your site‘s accessibility, foster an internal culture of inclusion, and make accessibility a core part of your brand identity and user experience.

In doing so, you not only open your digital doors to millions of people with disabilities worldwide—you help set a new standard of inclusion and access for your industry and beyond.

That‘s the true power of an accessibility statement. It‘s your public pledge to embrace accessibility not as a one-time fix, but an ongoing journey and a daily practice. By committing to and continually working toward digital inclusion, you help create a web that works better for everyone.