Danish
The EAA comes into force on 28 June 2025, requiring businesses to ensure accessibility on their digital platforms. Beyond being a legal obligation, the Act offers significant opportunities to enhance your SEO, improve user experience, and boost conversion rates. This article explores how the EAA can become a competitive advantage for your business – and why it’s crucial to act now.
What is the EAA?
The European Accessibility Act (EAA) is legislation that applies to European businesses, mandating accessibility on digital platforms. Enhanced accessibility aims to enable people with disabilities, such as the visually impaired, to navigate content using tools like screen readers and other assistive technologies.
The EAA applies to businesses operating within the EU, regardless of their location. Non-compliance can result in hefty fines and damage to a company’s reputation.
WCAG 2.1 AA
The EAA aligns with the Web Content Accessibility Guidelines (WCAG 2.1 AA), which provide recommendations for making web-based services more accessible and inclusive for people with disabilities.
POUR Principles
At the core of the EAA are the POUR principles: Perceivable, Operable, Understandable, and Robust. These principles form the foundation of accessibility, ensuring that all users, regardless of physical, sensory, cognitive, or technological limitations, can engage with digital solutions equally.
By integrating these principles into design and development, businesses not only comply with the EAA but also create an inclusive user experience that fosters digital equality and inclusion.
When does the EAA take effect?
The EAA takes effect on 28 June 2025. By this date, businesses must fully implement EAA requirements to avoid penalties.
Is your business ready for the EAA?
To ensure your business complies with the EAA, it’s vital to take specific measures, such as:
- Testing frameworks with tools like Axe-core.
- Using descriptive alt-text for images.
- Ensuring buttons have clear, readable labels.
Failure to comply could result in significant costs, both in terms of penalties and lost customers. Let us help you meet EAA requirements, optimise your SEO, and enhance user experience – contact us today!
Can the EAA be an SEO and CRO opportunity?
While the EAA mandates businesses to ensure accessibility, it also creates a unique opportunity to optimise digital content. Compliance goes beyond legal obligations, strengthening your digital presence.
An accessible platform enhances search engine visibility, boosts conversion rates, and offers a more user-friendly and inclusive experience for all visitors. Let’s delve into how EAA compliance can boost both your SEO and CRO – and why it’s a worthwhile investment for the short and long term.
Accessibility as a ranking factor in SEO
Improved crawlability and comprehension
Headings (H1, H2, H3, etc.) should follow a logical order to facilitate navigation for screen readers and users. Clear structure also helps search engines better understand and index content, potentially resulting in higher rankings.
Enhanced mobile optimisation
The EAA requires accessible mobile experiences. A responsive site that is easy to navigate on mobile devices improves both usability and search engine rankings for mobile-based searches.
Focus on speed and technical performance
Ensuring all site elements function correctly enhances user experience and reduces technical errors, improving Core Web Vitals metrics – key SEO factors.
Optimisation of images and videos
Alt-text for images and captions for videos not only improve accessibility for users with disabilities but also help search engines understand, index, and rank this content in relevant searches.
Accessibility enhances user experience and conversion rates
Easy navigation drives conversions
Clear menus, readable button text, and straightforward navigation reduce user frustration. Accessibility features, such as readable text and contrast-friendly design, enhance overall user experience and readability, leading to higher conversion rates.
Lower bounce rates, higher engagement
Accessible, well-functioning sites often have lower bounce rates and longer session durations – signals search engines reward with higher rankings.
Accessibility = Trust
Accessible websites signal that a company values all customers’ needs. Visible accessibility declarations can build trust and loyalty among users.
Consequences of non-compliance with the EAA
Fines and legal sanctions
Failure to comply with the EAA can lead to substantial fines. EU countries are required to enforce the rules, with penalties varying by country and reaching up to €3 million. Companies may also face suspension or removal of products/services.
Damaged reputation
Non-compliance can result in businesses being perceived as irresponsible or exclusive, damaging their reputation and driving customers and partners to competitors who prioritise accessibility.
Loss of traffic and conversions
Without an accessible website, businesses exclude a significant audience of potential loyal customers. Lack of accessibility can also negatively impact search performance, leading to lower visibility and fewer conversions.
Which businesses does the European Accessibility Act apply to?
Here are some of the industries affected by the EAA:
E-commerce and online service providers
- Websites and apps aimed at consumers
Retail and restaurants
- Point-of-sale systems
- Self-service solutions
Manufacturers, importers, and distributors of computers and electronic devices
- Computere og cellphones
- Communication- and phoneequipment with computerfunctionality
- Mediaequuipemnt with computerfunctionality
- E-book readers
- Self serving machines
Furthermore these distributors are obligated to ensure accessibility of their products packaging, manuals and labels.
Aviation and transport
- Websites
- Mobileapps
- Point-of-sale units, kiosks and self serving machines
- Electronic tickets
- Transportinformation including realtime travelinformation
The EAA also applies to non-EU airlines operating flights from the EU.
Financial services and online banking
- Websites
- Consumer banking services
- Mobile apps
- ATMs and self-service machines
- Contact information
Media streaming and telephony providers
- Mobile apps and websites
- Communication and telecoms equipment with computing capabilities
- Media devices with computing functionality
Media providers must also ensure that the services used to deliver that content and their functionalities provide equal access for people with disabilities.
B2B and B2G organisations
Companies selling technology or software to public or private customers must follow the EAA requirements
Healthcare organisations
The EAA does not directly address healthcare unless the services offered are the same as the technologies or solutions mentioned above.
To comply with the EAA, providers must publish accessibility statements describing how they fulfil the requirements of the law.
If your business operates in or with these industries, it’s essential to take EAA compliance seriously.
Get help with EAA compliance, SEO and CRO
The European Accessibility Act is not just a legal obligation but also an opportunity to create stronger digital solutions that reach broader audiences and improve conversion rates.
At IIH Nordic, we help businesses navigate EAA requirements and implement strategies that maximise visibility and user experience. Contact us today to learn more.
