Five WCAG Mistakes That Are Costing You Conversions
You've probably seen the statistics. One in five people has a disability. Your site might technically pass an automated accessibility test, but are you actually reaching that audience?
The truth is, many teams unknowingly create barriers that push potential customers away. These aren't obscure edge cases. They're common mistakes that affect real people trying to use your product right now.
Let's walk through five accessibility issues we see repeatedly in audits, and more importantly, how to fix them.
Invisible focus indicators
Picture this: you're navigating a website using only your keyboard. You tab through links and buttons, but you can't tell where you are on the page. This is what happens when focus indicators are removed or barely visible.
Many designers remove the default browser focus outline because they find it visually unappealing. Fair enough. But removing it without providing an alternative leaves keyboard users lost.
The fix is straightforward. Design a custom focus state that fits your brand. Make it prominent, with at least 3:1 contrast against the background. Your keyboard users will thank you, and your conversion funnel will see the difference.
Form errors that screen readers miss
Error messages that only show up visually are a conversion killer. A screen reader user fills out your contact form, hits submit, and hears nothing. They don't know what went wrong or how to fix it.
The solution involves proper ARIA labels and live regions. When an error occurs, announce it. Tell users which field has the problem and what they need to do. Better yet, validate as users type so they catch issues before submitting.
Good error handling isn't just accessible. It reduces frustration for everyone and increases form completion rates across the board.
Colour as the only indicator
Red means error. Green means success. Simple, right? Not if you're among the 8% of men and 0.5% of women with colour vision deficiency.
When colour is the only way to convey information, you're excluding millions of users. This shows up everywhere: form validation, data visualisations, status indicators, interactive elements.
Add icons, patterns, or text labels alongside colour. Your charts can use both colour and texture. Error messages can include warning icons. Success states can show checkmarks. The information becomes accessible to everyone, regardless of how they perceive colour.
Low contrast text that strains everyone
Light grey text on white backgrounds might look sleek, but it creates real problems. Users with low vision struggle to read it. Older users find it difficult. Even people with perfect vision squint when reading it on their phone in bright sunlight.
WCAG requires a contrast ratio of at least 4.5:1 for normal text and 3:1 for large text. These aren't arbitrary numbers. They're based on research into what people actually need to read comfortably.
Test your colour combinations. There are free tools that calculate contrast ratios instantly. When in doubt, go darker. Legibility always wins over aesthetics.
Buttons that don't look like buttons
Flat design led to a trend where everything looks the same. Links that look like buttons. Buttons that look like text. Clickable elements that look decorative.
This creates confusion for everyone, but particularly impacts users with cognitive disabilities who rely on familiar patterns to navigate interfaces.
Make interactive elements obvious. Use established patterns. Buttons should look pressable. Links should be underlined or clearly differentiated from body text. Maintain consistency throughout your interface.
Moving forward
These five issues represent just the beginning. Real accessibility goes deeper than checklist compliance. It requires understanding how diverse users actually interact with your product.
The good news? Most accessibility improvements make your product better for everyone. Clearer focus states help all keyboard users. Better error messages reduce support tickets. Higher contrast improves readability in any lighting condition.
Start with these common issues. Test with real users. Build accessibility into your workflow rather than treating it as a final polish step. Your conversion rates, user satisfaction, and bottom line will reflect the effort.
