The Importance of Digital Accessibility for B2B Companies: A Competitive Advantage

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Many B2B companies assume that digital accessibility is mainly a concern for B2C businesses that sell directly to consumers. After all, they reason, their customers are other businesses, not individuals with disabilities. But this view is too narrow. Businesses are made up of people, and many of those people have access needs.

In this guide, we’ll explore why accessibility matters for business-to-business companies, how it affects procurement decisions, and what steps businesses can take to stay competitive.

The Overlooked Role of Accessibility in Business Procurement

B2B companies often fail to recognise that the businesses they sell to may be highly inclusive, employing professionals with disabilities across procurement, operations, and management. In the UK, nearly one in four working-age adults are classed as disabled, which means it is highly likely that decision-makers in client organisations will have access needs.

If an employee with access needs is responsible for researching, comparing, and purchasing high-precision equipment or software, an inaccessible website can create unnecessary obstacles. The outcome is a direct impact on productivity and purchasing decisions.

For example, a procurement specialist using a screen reader may struggle to navigate B2B websites that lack proper labelling and structure. A finance officer with limited mobility might be unable to complete an online transaction if the checkout process is not keyboard accessible. These are not rare scenarios; they are everyday realities that affect B2B procurement.

Why Accessibility Matters for B2B Clients

Unlike individual consumers, business users facing accessibility barriers rarely complain. Instead, they quietly shift their business to competitors that provide a seamless experience. For B2B clients, accessibility is not just a convenience; it is a deciding factor in whether they choose to buy from you.

Ignoring B2B digital accessibility leads to:

  • Lost sales opportunities: If staff cannot access your B2B platform, they will turn to a more accessible competitor.

  • Damaged brand perception: Inclusive businesses may doubt your values if your digital presence excludes professionals with disabilities.

  • Compliance risks: As new rules like the European Accessibility Act B2B take hold, accessibility will move from a “nice-to-have” to a contractual requirement in many markets.

If your organisation is unsure where to begin, our Become Compliant services can help you meet accessibility requirements with confidence.

Does the European Accessibility Act apply to B2B?

Yes, in many cases. While often discussed in consumer contexts, the European Accessibility Act B2B obligations extend to procurement, digital platforms, and services where accessibility is contractually required.

Accessibility as a Competitive Advantage for B2B Companies

Forward-looking B2B companies are realising that accessibility drives more than compliance; it drives growth:

  • Reputation and credibility: Accessible B2B websites signal inclusivity, strengthening partnerships and building trust with clients.

  • Future-proof compliance: Meeting accessibility standards today reduces future risks when the European Accessibility Act applies.

  • Better UX for everyone: Practices such as clear navigation, logical structure, and well-labelled forms improve user experience across the board.

Learn more about how accessibility supports growth in our guide on the benefits of digital accessibility for businesses.

Final Thoughts

The idea that accessibility is only a B2C concern is outdated. B2B companies that overlook accessibility risk alienating valuable clients, losing revenue, and falling behind competitors who prioritise inclusivity. Ensuring that digital platforms and websites are accessible is not just about meeting regulations; it is about unlocking opportunities, strengthening client relationships, and leading in an increasingly inclusive economy.

Take the first step by assessing your own digital presence with our Accessibility Scanner Tool. It highlights issues that may be preventing clients from engaging fully with your business, giving you the insights needed to move forward with confidence.

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FAQs

B2B websites are online platforms designed for business-to-business transactions, where companies showcase products or services to other organisations rather than individual consumers.

The four common types of B2B are producers, resellers, governments, and institutions. Each interacts differently with suppliers and procurement processes.

Accessibility ensures that all professionals, including those with disabilities, can engage with your digital services. For B2B companies, this means wider reach, stronger compliance, and better customer relationships.

 

Learn more about common digital barriers to accessibility that can prevent clients from engaging with your business.

If a procurement officer cannot access your B2B platform, they are far more likely to switch to a competitor that prioritises accessibility, which directly impacts sales.

In B2B, purchasing cycles are longer and involve multiple stakeholders. A positive, accessible customer experience builds loyalty and increases the likelihood of repeat contracts.

Accessibility impacts reputation, compliance, and revenue. It is not simply about meeting legal requirements but about ensuring every client and partner can do business with you effectively.

See more FAQs

Website accessibility monitoring is the fundamental process of scanning your website to detect any issues that could prevent users with disabilities from using it. Automated web accessibility monitoring tools continuously check for accessibility issues across your site, providing instant alerts for new and updated content, as well as your overall site health.

 

They track compliance with standards like the Web Content Accessibility Guidelines (WCAG) and show you how accessible your site is, where it should be, and what improvements should be made to deliver a better experience for all users.

 

In addition to measuring your compliance, they also provide a clear picture of your progress over time, so you can track the impact of your improvements and maintain ongoing accessibility.

The two main types are automated and manual monitoring. Together, they provide you with a comprehensive view of how accessible your site is and where improvements are needed.

 

  • Automated monitoring uses specialised web accessibility monitoring tools to scan your website for non-compliant features and common issues, such as missing alt text, poor colour contrast, or keyword navigability issues. These tools can also provide instant alerts for when site elements present accessibility risks and site health reports so you can prioritise any issues.

  • Manual monitoring is where accessibility experts and testers come in to review your site as a real user would, often using assistive technologies like screen readers. They will usually check how easy it is to navigate through pages, interact with content, and understand messages or instructions. The aim is to identify any areas which may present barriers for individuals with disabilities.

Accessibility monitoring is crucial for ensuring that everyone can use and experience your site in the same way, regardless of ability. It is also essential for staying compliant with standards like WCAG and with laws like The European Accessibility Act 2025.

 

Without regular monitoring, accessibility issues can easily appear when new pages are added, content is updated, or designs are changed.

 

Continuous website accessibility monitoring gives you a framework to:

  • Stay compliant

  • Improve user experience

  • Respond to issues quickly

  • Track progress over time

Accessibility monitoring should be integrated into your process rather than a one-time check. Websites can change frequently, with new pages, designs, and content changes, but each update can introduce accessibility issues.

 

Continuous monitoring, both manual and through an automated website monitor, is recommended to catch any issues as soon as they appear, particularly after any big changes, such as adding interactive elements, redesigns, and when legal or accessibility guidelines are updated.

 

Even without significant changes, monitoring should be a consistent part of your organisations website maintenance.

 

The more you test the better, but for those looking for an exact amount, ideally once a month is a good starting point to catch any emerging issues.

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