Keeping your website risk-free is more than avoiding fines. It’s about respecting your users, building trust, and letting your digital marketing work without stumbling blocks. At Afinida Marketing, when we talk about organic SEO, paid search, or any other digital marketing campaigns, we also mean let’s build a stable foundation. Here are some practical compliance-wise steps you should take (and keep revisiting).

1. Make image alt text standard practice

Images help your campaigns and your site’s visual appeal. But don’t forget the ones who can’t see them. If an image isn’t purely decorative, it must include alt text, ideally short (under 150 characters) and descriptive. This ensures screen-reader users have the same experience as sighted users.

Pro Tip: Try substituting the image with its alt text. If the sentence still makes sense, your alt text is doing the job.

2. Confirm your color contrast is solid

It’s easy to focus on layout, branding colours, fancy visuals, but overlook whether users with low vision or color-blindness can actually read your content. Here’s what you should check:

• “Regular” text is any font size less than 18 pt/24 px, OR bold text less than 14 pt /19 px, and it requires a contrast ratio of at least 4.5:1.
• “Large” text is any font size that is at least 18 pt/24 px or bold text that is at least 14 pt/19 px and requires a ratio of at least 3:1.

You can use one of the many free contrast checkers online to check your contrast ratios, for example, from WebAIM or Adobe. If your site theme or campaign visuals don’t pass, make sure to adjust.

3. Automate scans, but remember manual checks still matter

Run an automated tool like Google PageSpeed Insights to scan your web page for accessibility, performance, and SEO issues. But here’s the thing: the tool will only catch a subset of problems. Things like keyboard navigation, screen-reader flow, or complex interactive elements often escape automation.

But remember, a perfect score on PageSpeed Insights doesn’t mean your site is fully ADA compliant. The tool only checks a limited range of automated accessibility issues, and it often misses things like screen-reader flow, keyboard navigation, or how interactive elements behave.

So let automation be a first pass, then follow up with manual tests (screen-reader, keyboard only), especially if you’re running paid ads or expect a high-volume audience.

4. Make accessibility part of your campaign health checks

With both organic and paid campaigns under Afinida Marketing’s wing, you want fewer distractions and more focus on results. So incorporate accessibility and compliance into your routine metrics. For example:

• When launching a new landing page, run the alt-text and contrast tests described above.
• Before pushing a display ad or search-ad landing, run the page through PageSpeed Insights or similar.
• On a monthly or quarterly basis, audit your key landing pages for accessibility issues — even if there’s no campaign live.

This way, compliance issues don’t sneak up and affect ROI or user experience.

5. Why this all matters for your business

Here are some reasons why compliance-safe sites matter — beyond “doing the right thing”:

• Users who can’t access your site easily turn away. That’s wasted ad spend and wasted SEO effort.
• Search engines and ad platforms increasingly favor sites with good user experience. Poor accessibility can hurt your performance.
• If your site triggers accessibility complaints (especially if you’re in regulated sectors), you’ll end up spending time & money on remediation instead of marketing growth.
• For brand trust and perception: a smooth, accessible site communicates “we care about everyone” rather than “we’re only focused on clicks”.

6. Action-plan summary

1. For every image that conveys meaning, write alt text and test it by replacing the image in context with the alt text to see if it still makes sense.
2. Audit text/background pairs for contrast.
3. Run PageSpeed Insights (or a similar tool) and fix flagged accessibility issues. Make manual accessibility testing part of the checklist.
4. Revisit landing pages tied to campaigns regularly; check alt text, contrast, keyboard navigation, and screen-reader flow.
5. Monitor campaigns with accessibility in mind: less friction → more engagement → better return.

Keeping your website risk-free from compliance issues doesn’t mean building perfection overnight. It means building habits. When you weave accessibility and compliance into your digital strategy, you’re not just checking a box; you’re holding a door open for every user and possible conversion.

Need a second set of eyes on your site’s accessibility? Or just want to make sure your next campaign won’t get tripped up by compliance issues? Reach out to our team so we can help!