Here’s a problem we see constantly: businesses invest in accessibility improvements but then fail to tell anyone about it.
They install ramps, train staff, make websites accessible, and then… silence. People with disabilities don’t know these spaces are welcoming. Potential customers never find them. The investment in accessibility goes largely unnoticed.
This is a massive missed opportunity.
Accessibility isn’t just an ethical imperative—it’s a competitive advantage. But only if you communicate it effectively.
The Marketing Gap
Many businesses fall into one of two traps:
Trap #1: Silent Accessibility They’ve done the work but don’t market it. Why? Often because they’re uncomfortable talking about disability, worried about seeming performative, or simply don’t know how to communicate it effectively.
Result: Customers with disabilities don’t know they’re welcome. Word-of-mouth is limited. The business misses out on a significant market segment.
Trap #2: Accessibility Washing They make vague claims (“we’re inclusive!”) without backing them up with specifics. They use stock photos of people with disabilities without genuine commitment. They make promises they can’t keep.
Result: People with disabilities feel exploited. Trust erodes. The business gets called out on social media. Reputation damage.
Neither approach works. There’s a better way.
The Authentic Accessibility Marketing Strategy
Effective accessibility marketing is built on three pillars:
1. TRANSPARENCY
Be specific about what you offer:
- Instead of: “We’re accessible”
- Say: “We have accessible parking, level entry, accessible toilets, hearing loops, braille menus, and staff trained in disability awareness”
Specificity builds trust. It shows you’ve thought through accessibility comprehensively, not just added a ramp and called it done.
Where to communicate:
- Website accessibility page (detailed, honest, no jargon)
- Google Business profile (accessibility features listed)
- Social media bios and posts
- Marketing materials and brochures
- Email signatures and customer communications
2. AUTHENTICITY
Share real stories, not stock photos:
- Feature actual customers with disabilities (with permission)
- Share staff training experiences and learnings
- Highlight specific accessibility features in action
- Show the “before and after” of accessibility improvements
- Be honest about what you’re still working on
Authenticity resonates. People can spot performative inclusion from a mile away. When you’re genuine, people trust you.
Where to show authenticity:
- Behind-the-scenes content
- Video testimonials from customers with disabilities
- Staff spotlights on accessibility initiatives
- Blog posts about your accessibility journey
- Honest conversations about challenges and solutions
3. CONSISTENCY
Accessibility marketing isn’t a one-time campaign—it’s ongoing communication:
- Regular social media posts highlighting accessibility features
- Monthly newsletter updates on new improvements
- Website content that’s always up-to-date
- Staff training that’s continuous, not one-off
- Feedback loops with disability communities
Consistency shows commitment. It tells customers: “We’re serious about this, not just jumping on a trend.”
The Marketing Channels That Work
Social Media:
- Share accessibility tips and insights
- Highlight customer stories and testimonials
- Post behind-the-scenes accessibility training
- Engage with disability communities and organisations
- Use relevant hashtags (#AccessibleBusiness, #InclusiveTourism, #UniversalDesign)
- Create accessible content (captions, alt text, clear language)
Website:
- Dedicated accessibility page with detailed information
- Accessible design (WCAG compliant, clear navigation, readable fonts)
- Alt text for all images
- Video captions and transcripts
- Clear contact information for accessibility questions
- Testimonials from customers with disabilities
Email Marketing:
- Highlight accessibility in newsletters
- Share accessibility tips and resources
- Announce new accessibility improvements
- Invite feedback from customers with disabilities
- Use accessible email design (good contrast, readable fonts, simple layout)
Content Marketing:
- Blog posts about accessibility benefits
- Guides to accessible features
- Case studies showing ROI of accessibility
- Educational content about different disabilities
- Interviews with disability advocates and customers
Partnerships:
- Collaborate with disability organisations
- Feature their content and perspectives
- Sponsor accessibility events
- Partner on awareness campaigns
- Seek their input on marketing messaging
The Messaging Framework
Effective accessibility marketing uses this framework:
FEATURE → BENEFIT → STORY
❌ Weak: “We have accessible toilets” ✅ Strong: “Our accessible toilets provide dignity and independence for guests with mobility challenges. Meet Sarah, who told us: ‘Finally, a hotel where I can travel without anxiety.'”
❌ Weak: “We’re inclusive” ✅ Strong: “We’ve trained all staff in disability awareness because we believe every guest deserves respect and understanding. Our team speaks sign language, understands invisible disabilities, and goes the extra mile to make everyone feel welcome.”
❌ Weak: “Wheelchair accessible” ✅ Strong: “Fully accessible from parking to bedroom to dining. Level entry, accessible bathroom with grab bars and roll-in shower, accessible dining area with adjustable tables, and staff trained to assist without assumptions.”
What NOT to Do
❌ Don’t use inspiration porn – Photos of people with disabilities “overcoming” challenges ❌ Don’t be vague – “Accessible upon request” is not a marketing strategy ❌ Don’t patronise – Avoid phrases like “special needs” or “wheelchair-bound” ❌ Don’t make promises you can’t keep – Overpromising damages trust ❌ Don’t ignore feedback – If customers point out accessibility gaps, respond and improve ❌ Don’t treat accessibility as a charity – It’s good business, not charity ❌ Don’t forget digital accessibility – Your marketing materials must be accessible too
The Business Case
Why invest in accessibility marketing?
Reach: You’re communicating with 30-40% of the population who benefit from accessible design Loyalty: Customers with disabilities are highly loyal when they find welcoming spaces Word-of-Mouth: The disability community shares information actively and widely Reputation: Authentic accessibility marketing builds trust and positive brand perception Competitive Advantage: Many competitors still ignore accessibility—this is your differentiator ROI: Studies show accessible businesses see 10-15% revenue increase from accessibility-focused customers Future-Proofing: As regulations tighten and awareness grows, early adopters lead the market
We4Able’s Role in Your Marketing
Our certification provides powerful marketing assets:
- Credibility – Independent verification of accessibility
- Visibility – Listed in We4Able directory, reaching accessibility-conscious customers
- Content – Case studies, testimonials, and certification story to share
- Differentiation – Clear competitive advantage over non-certified competitors
- Trust – Third-party validation that you’re genuinely accessible, not just claiming it
Getting Started
- Audit your current communication – Are you talking about accessibility at all?
- Gather stories – Collect testimonials and experiences from customers with disabilities
- Create an accessibility page – Make it detailed, honest, and easy to find
- Train your team – Everyone should be able to discuss accessibility confidently
- Plan content – Regular social media, email, and blog posts about accessibility
- Seek certification – Get We4Able certified and use it in your marketing
- Engage communities – Build relationships with disability organisations
- Measure and adjust – Track engagement, gather feedback, continuously improve
The Bottom Line
Accessibility marketing isn’t about exploiting disability or performing inclusion. It’s about:
- Being honest about what you offer
- Building genuine relationships with customers
- Creating competitive advantage through authentic commitment
- Contributing to a more inclusive world
- Growing your business in the process
When you market accessibility effectively, everyone wins.
Customers with disabilities find welcoming spaces. Your business attracts loyal, engaged customers. Your team feels proud to work for an inclusive organisation. Your reputation strengthens. Your revenue grows.
That’s not just good marketing—that’s good business.
???? Ready to communicate your accessibility story? At We4Able, we help businesses market their accessibility authentically and effectively.