{"id":130963,"date":"2025-05-28T09:25:26","date_gmt":"2025-05-28T06:25:26","guid":{"rendered":"https:\/\/elementor.com\/blog\/?p=130963"},"modified":"2025-11-11T10:10:00","modified_gmt":"2025-11-11T08:10:00","slug":"from-awareness-to-action-how-excluding-one-user-can-cost-you-an-entire-audience","status":"publish","type":"post","link":"https:\/\/elementor.com\/blog\/from-awareness-to-action-how-excluding-one-user-can-cost-you-an-entire-audience\/","title":{"rendered":"From Awareness to Action: How Excluding One User Can Cost You an Entire Audience"},"content":{"rendered":"\n

Breandan, who lives with progressive vision loss, shared a truth that every digital creator should hear:<\/p>\n\n\n\n

“So the reason why there aren’t blind or partially sighted people online buying from you is because your website’s not accessible<\/strong>. If it was accessible, imagine what that experience is like for someone like me. Imagine how many people I will tell about this. I imagine how many of my family and friends will actually crowd in to also support that business because they know the difference it makes for me.<\/strong>“<\/p>\n\n\n\n

Inaccessibility doesn\u2019t just push one person away. It impacts how entire communities interact with your brand.<\/p>\n\n\n\n

\u201cNot 100% sighted \u2014 and not 100% included\u201d<\/h2>\n\n\n\n
\"\"<\/figure>\n\n\n\n

Breandan opened with honesty: he didn\u2019t think about accessibility until it became unavoidable.<\/p>\n\n\n\n

“Up till the age of about 22, 23, I didn’t know what accessibility was. Did I even care? I was getting on with life and studying and my first job.”<\/p>\n\n\n\n

But after being diagnosed with a genetic eye condition, the digital world began to look different \u2014 and not just visually.<\/p>\n\n\n\n

“Disability was actually the interaction of three things: the body… the environment around me… and the rest of my background.”<\/p>\n\n\n\n

He calls them the “three B’s”: body, barriers, and background. And he illustrated how each of these played a role in his experience. His body was changing \u2014 his sight was deteriorating. The barriers emerged when the tools he had previously used at work became harder or impossible to interact with. Even though the systems hadn’t changed, his ability to access them had. Finally, his background \u2014 including his upbringing and cultural context \u2014 shaped how he responded to those changes, with initial feelings of guilt, denial, and hesitation to ask for help.<\/p>\n\n\n\n

This framework reframes disability not as a fixed label, but as a dynamic interaction between the individual, the environment, and the social lens through which they navigate the world.<\/p>\n\n\n\n

It\u2019s a reminder that accessibility isn\u2019t just about compliance \u2014 it\u2019s about understanding the full context of people\u2019s lived experiences.<\/p>\n\n\n\n

From London to New York: Two Models, Two Realities<\/h2>\n\n\n\n
\"\"<\/figure>\n\n\n\n

Breandan shared striking contrasts between his experience in the UK and the US. In London, a thoughtful question from his boss changed his outlook:<\/p>\n\n\n\n

“My boss came up to me one day and said to me, ‘Breandan, do you think a larger screen would be helpful?’ I hesitated… but it actually made my work a lot easier.”<\/p>\n\n\n\n

That simple offer wasn\u2019t just kind \u2014 it reflected what Breandan calls the social model of disability<\/strong>, where the burden is on systems, not individuals, to remove barriers.<\/p>\n\n\n\n

By contrast, in the U.S., Breandan noticed a more individualistic approach:<\/p>\n\n\n\n

“It\u2019s kind of exhausting to be always on the hook for your own advocacy… that to me is not the social model.”<\/p>\n\n\n\n

His takeaway for web creators? Don\u2019t wait for users to ask. Build inclusivity from the start.<\/p>\n\n\n\n

COVID-19: Shared Barriers, Shared Insights<\/h2>\n\n\n\n
\"\"<\/figure>\n\n\n\n

When the pandemic hit, Breandan returned to Ireland. And for a brief moment, he noticed something unusual:<\/p>\n\n\n\n

“Suddenly everyone was locked down. Suddenly everyone had barriers.”<\/p>\n\n\n\n

He felt, for the first time, that his experience wasn\u2019t isolated \u2014 and that brought unexpected confidence:<\/p>\n\n\n\n

“I found in a strange way that my own sense of myself and my own confidence increased because I felt more of an equal.”<\/p>\n\n\n\n

But post-pandemic, many of the same inequities returned \u2014 and with them, the urgency of keeping accessibility front and center.<\/p>\n\n\n\n

Awareness Isn\u2019t Enough<\/h2>\n\n\n\n

Breandan reminded us that while awareness days like GAAD are important, they\u2019re just the beginning:<\/p>\n\n\n\n

“It\u2019s not enough just to do a once-off and put an overlay on a website. We have to actually have a method for constantly reviewing it and keeping that door open.”This is where tools like Ally by Elementor<\/strong> <\/a>come in \u2014 helping web creators maintain more  inclusive experiences without needing to reinvent their process every time.<\/p>\n\n\n\n

Shared Responsibility<\/h2>\n\n\n\n

So, whose job is it to make websites accessible? According to Breandan:<\/p>\n\n\n\n

“I feel it really is a shared responsibility… Sitting around waiting on disabled people to ask is not what I call creating conditions.”<\/p>\n\n\n\n

That shared responsibility spans individuals, companies, designers, and governments. And in the digital space, web creators are on the front lines.<\/p>\n\n\n\n

Accessibility Isn\u2019t Just a Barrier \u2014 It\u2019s a Business Multiplier<\/h2>\n\n\n\n
\"\"<\/figure>\n\n\n\n

Too often, businesses assume people with disabilities “aren\u2019t their audience.”<\/p>\n\n\n\n

“The argument that says, ‘I don’t have people with disabilities on my website’… well, maybe that’s because it’s not accessible.”<\/p>\n\n\n\n

And the impact of inclusion stretches far beyond one user:”Imagine how many of my family and friends will actually crowd in to also support that business because they know the difference it makes for me.”<\/p>\n\n\n\n

Final Words to Web Creators<\/h2>\n\n\n\n

Breandan closed with a reminder of just how vital this work is:<\/p>\n\n\n\n

“You’re actually doing the most vital work to bring the kind of edge cases into the mainstream. And that’s a way of doing good and doing well\u2026So keep going.”If you\u2019re using WordPress, tools like Ally by Elementor<\/strong><\/a> can help you take that next step \u2014 not as an afterthought, but as part of your core process. Because creating for everyone isn\u2019t extra work \u2014 it\u2019s simply good work.<\/p>\n\n\n\n

<\/p>\n","protected":false},"excerpt":{"rendered":"

A powerful lesson for web creators from Breandan Ward\u2019s accessibility journey.
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