According to recent estimates, roughly 60 million Americans over the age of 12 are currently affected by hearing loss, but experts suggest that this number will likely double by the year 2060. As hearing disabilities become increasingly common, it is critical for business leaders and content creators alike to carefully consider the needs of individuals affected by hearing loss when planning their content and communication strategies.
With so much vital work and education taking place on digital platforms, making websites inclusive is not only a legal obligation but a moral imperative. This comprehensive guide will explore the importance of web accessibility for people with hearing disabilities and provide actionable strategies for thought leaders looking to develop more inclusive, accessible online experiences for the members of their communities.
What is website accessibility?
Take a moment to consider just how much audio and video content you encounter in online spaces on a daily basis. It is no secret that businesses in today’s digital landscape rely heavily upon multimedia content to drive engagement and grow their audiences. Additionally, businesses across nearly every industry have been increasingly embracing online and hybrid work arrangements to boost workplace efficiency and provide more flexible work environments to employees of a wide range of backgrounds and abilities.
“Website accessibility” or “web accessibility” refers to the inclusive design and development principles that ensure individuals with disabilities can engage fully and equally with information shared via digital platforms. To ensure a website is accessible to individuals with hearing disabilities, steps must be taken to ensure that all information originally shared online in an audible format is provided in an alternative format that can be easily understood by digital visitors with hearing loss.
Hearing loss or deafness can create barriers to accessing information on websites that rely heavily on audio content. For example, online videos or podcast episodes are often inaccessible to those with hearing disabilities. The consequences of failing to provide equitable online experiences for those with hearing loss can be dire. Not only does a lack of accessibility contribute to discomfort and frustration for many individuals with disabilities, but business leaders who fail to invest in digital accessibility solutions may be putting themselves in very real legal jeopardy.
Common web accessibility mistakes
Despite the growing emphasis on digital accessibility, recent reports indicate that the vast majority of websites still fall short of achieving full web accessibility. While many of the most common web accessibility errors negatively impact users with visual disabilities, there are still several mistakes that result in online content being insufficiently inclusive of those who are Deaf or hard of hearing. A few of these common missteps include:
- Failing to provide accurate video captions: An overwhelming percentage of internal and external business communications now take place via video. Whether it’s an online video ad or an internal training Zoom call, all video that is shared online should include accurate captions to ensure viewers with hearing loss don’t miss any important information.
- Not offering written transcripts of audio recordings: Audio recordings, such as podcasts and webinars, are often posted online without full and accurate transcripts included. Information shared in an audio-only format is inherently less accessible to individuals with hearing disabilities. That’s why it’s vital to provide accurate written transcripts of these kinds of communications.
- Choosing to forego ASL interpretation: While captions and transcripts are widely regarded for their accessibility-enhancing capabilities, some individuals who are Deaf or hard of hearing still need or prefer to receive real-time ASL translation of live communications and events. ASL interpretation also enables individuals who communicate primarily via sign language to engage directly during live communications like webinars and conference calls, so providing an on-screen ASL translator for video communications ensures seamless and equitable synchronous discussions.
The digital divide is amplified when websites do not prioritize accessibility hearing features because it makes it much more difficult for individuals with hearing disabilities to fully engage. Without these accommodations, people may experience significant barriers that hinder both their access to essential services and their ability to enjoy recreational content. In the long run, this lack of accessibility can result in more negative brand experiences for consumers with disabilities or, in some cases, legal action.
Web Content Accessibility Guidelines: WCAG at a glance
The Web Content Accessibility Guidelines (WCAG) serve as an international standard for making web content more accessible to people with disabilities. Many of the guidelines were designed to specifically address the needs of those with auditory disabilities and to help businesses and web developers offer online experiences that are perceivable, operable, understandable and robust for all users.
For people with hearing disabilities, WCAG suggests the following accessibility measures:
- Providing captions for pre-recorded content: Captions help users with hearing disabilities follow along with video or audio content. Accurate captions provide more equitable content viewing experiences to all audience members and ensure that every viewer receives the same information from a video, regardless of their disability status.
- Offering on-screen ASL interpretation: WCAG encourages web developers to include on-screen ASL interpretation of audio and video content because ASL interpreters use sign language to more effectively communicate the emotion and underlying intent of spoken dialogue than can generally be communicated via captions alone. This can be a valuable accessibility tool for both live and pre-recorded communications.
- Transcribing audio-only content: WCAG also suggests using transcripts to ensure that audio content is accessible to all users, including those who are Deaf or hard of hearing. Transcripts should include written representations of all spoken text, as well as all non-speech audio elements like sound effects and music cues so no context is missing for audience members with hearing loss.
These accessibility guidelines help developers build websites that cater to all users, and WCAG is constantly updated to ensure the recommendations are on par with the latest advances in digital technology and global trends pertaining to accessibility.
Legal requirements: What you need to know
If you’re looking to establish an online presence in any way, shape or form, it is vital that you familiarize yourself with all legal requirements that pertain to digital accessibility. In the United States, two key pieces of legislation govern accessibility:
- Section 508 of the Rehabilitation Act: This law requires federal agencies and organizations that receive federal funding to make online platforms and communications accessible to people with disabilities. This includes providing captions, transcripts and other media alternatives for individuals with hearing loss.
- The Americans with Disabilities Act (ADA): The ADA mandates that public and private institutions (including businesses) ensure that their websites are accessible to people with disabilities. Recent rulings have solidified the fact that the protections offered by the ADA extend to both physical and digital spaces, so it is crucial for web developers and business leaders to invest in ADA-compliant online solutions.
These laws emphasize the importance of ensuring that digital platforms are not only functional for all users but also compliant with established accessibility standards. Failure to comply with these legal standards can result in legal action against businesses or individuals, which is why it is so important for business leaders to prioritize the accessibility of their online spaces.
Web accessibility + compatibility
Investing in assistive technology solutions and other accessibility tools is just the tip of the iceberg when it comes to ensuring your online experiences are inclusive and engaging for all. While there are many tools, applications and solutions available to modern web developers looking to enhance accessibility, not all tools are accessible themselves. Different individuals utilize different kinds of accessibility tools, so digital creators need to make sure their online experiences are fully compatible with a variety of communication solutions.
To ensure compatibility with assistive technologies, including captioning and sign language, consider the following:
ARIA attributes
Accessible Rich Internet Applications (ARIA) attributes are a set of HTML attributes designed to enhance the accessibility of web content for those who rely on assistive technologies like screen readers. These attributes help make dynamic web content and complex user interface elements (like menus, forms and widgets) more navigable and understandable to online visitors with disabilities. ARIA attributes are used to provide additional context, improve navigation and support interactive content so individuals who rely on assistive technologies to engage in online spaces can do so fully and equally.
Media alternatives
When creating content, it is critical for developers and creators to use alternative media like alt-text, captions and transcripts for multimedia content. Text-based information can be easily parsed by screen readers and read aloud to community members who rely on this assistive technology to engage online. Captions and transcripts also improve accessibility in and of itself for viewers with hearing disabilities, as well as those with neurodivergent conditions and specific learning needs.
Web accessibility benefits everyone
By adhering to web accessibility guidelines and investing in tried-and-true assistive technology solutions, business leaders, web developers and content creators can offer more engaging, equitable online experiences to community members who are Deaf or hard of hearing. However, the benefits of digital accessibility don’t stop there. Consider this: When you post a written transcript of a YouTube video online, search engines can then crawl the text of your video and factor its information into their search algorithms. This can boost your online visibility while simultaneously supporting the diverse needs of your viewers.
Similarly, providing written captions or transcripts of multimedia content makes the information more readily available to any individual who needs or prefers to engage with content in a readable format, or for people who are trying to tune in while from noisy, public spaces. Some companies, like Verbit, also offer interactive, searchable transcript formats that make information more dynamic and engaging for all viewers.
If you’re interested in learning more about supporting your online audience with accurate, compatible assistive technology solutions ─ or just want more information about the growing need for widespread digital accessibility ─ reach out today to speak to a member of the Verbit team about our tailor-made technology solutions for online content and communications.