Over 575,000 Australians are vision impaired, with more than 66,000 people who are blind. For these customers, navigating websites often means relying on screen readers, keyboard navigation, and other assistive technologies to access information, make purchases, and connect with businesses.
Yet many Australian websites remain difficult or impossible for people with vision impairments to use. Simple barriers like missing image descriptions, poor colour contrast, or inaccessible forms can exclude a substantial customer base from your business.
The landscape is shifting. Recent legal cases have highlighted the risks of inaccessible websites, while new government standards demonstrate growing expectations for digital inclusion.
If you’re wondering whether your website works for customers with vision impairments, and how WCAG compliance fits into Australian business obligations, you’re asking important questions. Here’s what you need to know about creating accessible websites that serve all customers while managing potential risks.
What is WCAG compliance and why does it matter in Australia?
WCAG stands for Web Content Accessibility Guidelines – international standards that explain how to make websites usable for people with disabilities, particularly those with vision impairments. Think of it as a comprehensive framework ensuring your website works for customers who might use screen readers, navigate with their keyboards instead of a mouse, or need higher colour contrast to read your content.
The current standard is WCAG 2.2 Level AA, which became the global benchmark in 2023. These guidelines are built around four core principles that make websites accessible:
Perceivable: Information must be presentable in ways users can perceive, whether through sight, sound, or touch. This includes providing text alternatives for images and ensuring sufficient colour contrast for customers with low vision.
Operable: Users must be able to operate interface components and navigation. Your website should work with keyboards, not just mice, and avoid content that causes seizures or other accessibility barriers.
Understandable: Information and interface operation must be understandable. This means clear navigation, predictable functionality, and help for users who make input errors.
Robust: Content must be robust enough to work with various assistive technologies, from screen readers used by blind customers to voice recognition software.
In Australia, WCAG compliance connects directly to the Disability Discrimination Act 1992 (DDA). The Australian Human Rights Commission has issued “Guidelines on equal access to digital goods and services” under the Disability Discrimination Act, stating that following WCAG should make it far less likely that an individual or organisation would be subject to complaints about the accessibility of their website.
Beyond risk management, accessible websites deliver genuine business benefits. They rank better in search engines, provide superior user experiences for everyone, and tap into Australia’s substantial vision-impaired market while demonstrating commitment to inclusive customer service.
Legal landscape and complaint risks in Australia
Australia’s approach to web accessibility is complaint-driven rather than prescriptive. The Disability Discrimination Act 1992 prohibits discrimination against people with disabilities across all areas of public life, including online services. While the DDA does not explicitly mention web accessibility, it has been interpreted to include online accessibility obligations.
The Australian Human Rights Commission receives complaints regarding alleged Disability Discrimination Act violations and attempts to resolve complaints through conciliation. This is an informal process handled outside of the court system. If conciliation fails to resolve the problem, plaintiffs may be able to pursue monetary damages in the Federal Court of Australia or the Federal Circuit Court.
Several cases demonstrate potential consequences for businesses with inaccessible websites. In 2014, Gisele Mesnage, who is blind, filed a lawsuit against supermarket chain Coles for alleged accessibility barriers that prevented her from shopping on the company’s website while using a screen reader. The case, which was ultimately settled out of court, was the first web accessibility lawsuit to reach the Federal Circuit Court.
Earlier, Bruce Maguire, who is visually impaired, filed a case against the Sydney 2000 Olympics Organizing Committee (SOCOG) citing accessibility issues on the official Olympics Games website. Maguire was ultimately rewarded $20,000 AUD by the Human Rights and Equal Opportunities Commission.
These cases established important precedents. However, it’s worth noting that complaints must be filed by individuals who experience discrimination. There are no automatic penalties or routine government audits of business websites.
The Australian Human Rights Commission’s guidelines are not legally binding and should be read in conjunction with the whole of the Disability Discrimination Act. An organisation or individual may not be protected from a finding of unlawful discrimination if they claim that they conformed with, or relied on, the Guidelines.
The practical reality is that following WCAG 2.2 Level AA standards significantly reduces complaint risk while ensuring your website serves customers with vision impairments effectively.
Common accessibility barriers affecting vision-impaired customers
Understanding where websites typically create barriers for vision-impaired users helps prioritise improvements. Here are the most common issues that prevent these customers from using Australian business websites:
Missing alternative text for images prevents screen reader users from understanding visual content. Product images, logos, charts, and even decorative graphics need descriptive text alternatives that convey their meaning and context.
Poor colour contrast makes text difficult or impossible to read for customers with low vision or colour blindness. Many websites use trendy light grey text on white backgrounds that fail accessibility standards and exclude customers who need higher contrast.
Inaccessible forms create major barriers for customers trying to contact businesses, subscribe to services, or complete purchases. Problems include missing labels, unclear error messages, and required fields that aren’t properly identified to screen readers.
Non-keyboard accessible navigation prevents customers who cannot use a mouse from accessing website features. This includes dropdown menus, image galleries, and interactive elements that only respond to mouse clicks.
Videos without captions or audio descriptions exclude customers who are deaf-blind or have multiple impairments. While primarily affecting hearing, captions also help customers using screen readers in noisy environments.
Complex navigation structures confuse customers using assistive technologies. Unclear menu systems, inconsistent layouts, and unexpected page behaviours create significant barriers for screen reader users.
PDF documents without accessibility features remain completely inaccessible to many assistive technologies. The Commission’s view is that organisations who distribute content only in PDF format, and who do not also make this content available in another format such as RTF, HTML, or plain text, are liable for complaints under the DDA.
These barriers don’t just affect customers with permanent vision impairments. Consider customers using mobile devices in bright sunlight who need higher contrast, users with temporary eye injuries, or older customers who benefit from clearer navigation and larger text.
Practical steps to achieve WCAG compliance
Achieving WCAG compliance doesn’t have to overwhelm busy business owners. Here’s a practical approach that addresses the most common barriers:
Start with a professional accessibility audit. While free online tools can identify obvious issues, they catch only about 30% of accessibility problems. A comprehensive manual audit by experienced professionals provides the complete picture of what needs fixing and how barriers affect real users.
Prioritise high-impact improvements first. Focus on changes that help the most customers: adding descriptive alt text to images, improving colour contrast ratios, fixing form labels, and ensuring keyboard navigation works throughout your site.
Work with developers who understand accessibility. Not all web developers have accessibility expertise. Choose professionals who can implement WCAG standards properly from the start rather than applying patches that might create new problems.
Plan for ongoing maintenance. Accessibility isn’t a one-time project. New content, features, and updates can introduce barriers if not created with accessibility in mind. Regular audits and maintenance ensure continued compliance and positive customer experiences.
Test with real users when possible. The Commission strongly encourages web designers to use expert advice and information that is up to date with web content publishing and access challenges and solutions. There is no complete substitute for user testing, and designers should, wherever possible, involve users of assistive technology in the testing and evaluation of the accessibility of their websites.
Use available resources. The Australian Human Rights Commission provides guidance documents, and organisations like Vision Australia offer resources for businesses. These can help your team understand accessibility requirements and best practices.
Allow adequate time for implementation. Depending on your website’s complexity, achieving full compliance might take several months. Plan systematically and tackle improvements methodically rather than rushing through fixes that might miss important details.
Remember, the goal is creating genuinely inclusive experiences that work for customers with vision impairments, not just meeting minimum technical requirements.
Avoiding common compliance mistakes
Many Australian businesses make costly mistakes when approaching accessibility. Here’s what to avoid:
Don’t rely on accessibility widgets or overlays. These automated tools promise quick fixes but often create more barriers than they solve. They’re not recognised as adequate solutions under Australian guidelines and can increase complaint risk rather than reducing it.
Don’t depend solely on automated testing. While automated tools help identify obvious issues, they miss the majority of accessibility problems that affect real users. Manual testing and expert review remain essential for genuine compliance.
Don’t treat accessibility as a checkbox exercise. The goal is serving customers with vision impairments effectively, not just meeting technical criteria. Focus on user experience and practical usability.
Don’t attempt complex fixes without expertise. Some accessibility improvements require deep technical knowledge. Poorly implemented solutions can make problems worse and potentially increase legal risk.
Don’t assume compliance eliminates all complaint risk. While proper WCAG compliance significantly reduces risk, the complaint-driven nature of Australian accessibility law means someone could still file a complaint. Focus on creating genuinely accessible experiences.
The most successful approach combines expert guidance with ongoing commitment to serving all customers effectively, including those with vision impairments.
Moving forward with confidence
WCAG compliance in Australia represents both a practical necessity and a business opportunity. With over 575,000 Australians who are blind or vision impaired, accessible websites open doors to substantial customer segments while reducing complaint risks under the Disability Discrimination Act.
The complaint-driven nature of Australian accessibility requirements means you’re unlikely to face issues unless someone experiences barriers and files a complaint. However, following WCAG 2.2 Level AA standards provides strong protection while ensuring your website genuinely serves customers with vision impairments.
Beyond risk management, accessible websites benefit everyone. Clear navigation, good contrast, and well-structured content create better experiences for all customers, not just those using assistive technologies.
As Australia’s population ages and vision impairment rates increase, businesses that embrace inclusive design will have competitive advantages over those playing catch-up. Your website should welcome every potential customer, regardless of their vision capabilities.
Ready to ensure your website serves customers with vision impairments effectively? I’d love to learn about your business and discuss how we can create a website that works for everyone while managing your compliance considerations. Book a consultation today to explore your options.
