The Ontario Broker - June 2018 - 11

YOUR DIGITAL ACCESSIBILITY COULD
BE COSTING YOU

DON'T LIMIT WHO CAN VISIT YOUR BUSINESS
Often when people think about accommodating disabilities they
only consider those with mobility issues, but the reality is that 70%
of disabilities are invisible (mental health, speech, intellectual, etc.).
To be fully accessible and see a true profitable return, your business
needs to take into consideration all disabilities, including mobility,
vision and hearing. By adapting your business to be accessed by all,
you offer those who have disabilities a place they can visit in person
that doesn't limit them. This will speak directly to and encourage a
large number of the population to support your establishment. While
it may be easy to think that you don't need to accommodate those
with disabilities because they don't come into your business, you'll
be shocked to see how many new customers will show up once you're
accessible. And those new customers often become loyal repeat
customers as well.

Some barriers are easy to notice, such as inaccessible building
entrances, but many businesses have digital barriers that are equally
as limiting. When websites aren't AODA (Accessibility for Ontarians
with Disabilities Act, 2005) compliant, businesses are automatically
discouraging a specific group of consumers from using their business
and are losing customers. Websites that incorporate hard-to-read
text, keyboard navigation limits or audio/video content without
transcripts force Canadians with disabilities to not do business
with them. Not because they don't want to, but because they can't.
The process of navigating through a website to fill out a form, order
a product or gather more information is often challenging, causing
them to leave the website altogether. People with disabilities might
choose to work with a competitor simply because their website is the
only one equipped for their disability.

EXPAND YOUR NETWORK WITH FRIENDS
AND FAMILY

ADD TO YOUR WORKFORCE, IMPROVE
YOUR TALENT, AND GROW

Prioritizing accessibility at your business can have an impact for the
loved ones of people who have disabilities. As people with disabilities
choose your business over others, it's likely that they'll bring their
friends and families with them. Whether it's because they support
the changes you're making or because you're the only business that's
accessible to them, changes in accessibility can attract a variety of new
customers.

Becoming AODA compliant helps everyone access your business as
a customer, but it can also help your business grow internally. Too
often, talented Canadians aren't able to find positions where they can
apply their knowledge and skills, because businesses don't consider
them as potential employees. Employers could be overlooking great
employees who bring unique value and perspective to your business.
While the average accommodation cost for an employee with a
disability is $500, most cost nothing. If your workplace has a building
barrier that's precluding someone from joining your staff team,
the Government of Canada offers accessibility grants to help fund
improvements to encourage more accessible workspaces.

Insurance brokers shouldn't think of AODA compliance as a
nuisance or something they're required to do. Brokers should view
it as a way they can improve the lives of Canadians, while creating
new opportunities for their business. Increased accessibility benefits
everyone!

Candybox is an IBAO Affinity Partner providing insurance brokers with digital marketing services since 2012. Find out more at candyboxmarketing.com.
Accessibility Ontario is an education and training organization that helps businesses of all sizes meet their provincial accessibility compliance requirements. Accessibility
Ontario offers AODA online training, website accessibility audits, document remediation, and hands-on training on how to make accessible documents, websites, and mobile
apps. Find out more at accessontario.com.

WWW.IBAO.ORG

JUNE 2018

http://www.candyboxmarketing.com http://www.accessontario.com http://WWW.IBAO.ORG

Table of Contents for the Digital Edition of The Ontario Broker - June 2018