Why Dealerships Should Be Worried About ADA Compliance on Their Websites

A recent conversation with a motorcycle mechanic who got sued for having a non-ADA compliant website underscored an important truth: if your website isn’t accessible, you’re opening your business to legal risks and lost opportunities. For dealerships, where the online experience is critical to driving leads and sales, ADA compliance isn’t optional—it's essential.

The Growing Risk: Lawsuits and Government Fines

In recent years, lawsuits over non-compliant websites have steadily increased, and government fines now start at $50,000 per incident. These legal actions aren’t just a possibility; they’re a reality for businesses that fail to meet accessibility standards. While attorneys are responsible for ensuring their own websites are compliant, the same diligence should apply to dealership sites. A single lawsuit can lead to repeated legal challenges and hefty fines until the necessary changes are made.

The Problem with Overlays and Plugins

Many web design firms today prefer to point clients toward accessibility overlays and plugins as a quick fix, rather than investing in proper coding practices. The promise is simple: insert some code, and you're done. However, this approach comes with significant drawbacks:

• False Sense of Security: Overlays may check that certain elements exist, but they can’t ensure that your content is structured correctly for all users.
• Incomplete Coverage: Approximately 75% of accessibility checks need to be performed manually. Overlays can mask issues rather than solve them.
• Performance Issues: Plugins and overlays often add extra code, which can slow down your website. This not only degrades user experience but also negatively impacts SEO.
• Inequality of Access: Since overlays depend on third-party code that must be activated, users with disabilities might still face obstacles accessing your content—defeating the very purpose of the law.

Why True ADA Compliance Matters

The purpose of the ADA is to provide equal access to goods and services for everyone, regardless of their physical abilities. When a dealership's website relies on temporary fixes like overlays, it fails to meet this mandate. A truly accessible website requires:

• Properly Coded Elements: Fixing the root cause in your website’s code ensures that content is accessible and navigable for all users.
• Manual Validation: Regular audits and manual checks to catch issues that automated tools may miss.
• Optimized Performance: Removing unnecessary plugins and streamlining code leads to a faster, more user-friendly experience.

The Hidden Costs of Non-Compliance

Rebuilding your website to be fully ADA compliant may seem expensive—small websites can cost $5,000 or more to update. However, compare that to the potential costs of non-compliance:

• Legal Fines: Fines can start at $50,000 per incident and accumulate with repeated lawsuits.
• Lost Revenue: Inaccessible websites turn away a significant segment of the market. In 2010 alone, statistics showed:
  • 8.1 million Americans were blind or had severe vision impairments.
  • 7.6 million had difficulty hearing.
  • 19.9 million had trouble using touchscreens, trackpads, or a mouse.

As the number of Americans with disabilities grows—especially with the aging Baby Boomer population—missing out on this market isn’t just a legal risk; it’s a lost opportunity.

Best Practices for Dealership Websites

To avoid the pitfalls of non-compliance, dealerships should adopt a proactive approach:

1. Invest in Quality Code: Work with developers who understand ADA standards and can build accessible websites from the ground up.
2. Conduct Regular Audits: Utilize both automated tools and manual testing to identify and fix accessibility issues.
3. Prioritize User Experience: Focus on creating a seamless, efficient experience for all users, which will also enhance your site's performance and SEO.
4. Educate Your Team: Make ADA compliance part of your digital strategy and ensure everyone—from designers to content creators—understands its importance.

Conclusion

Your dealership website is more than just a digital brochure; it’s a critical tool for driving leads and sales. Failing to address ADA compliance not only risks hefty fines and legal battles but also alienates a significant portion of your potential customers. By investing in proper coding practices, avoiding quick fixes like overlays, and focusing on genuine accessibility, dealerships can create a welcoming, efficient, and profitable online presence.

Don’t wait for a lawsuit to force your hand. Start making your website ADA compliant today and open your doors to every customer, regardless of ability.