From June 2025, binding requirements for digital accessibility will apply in Austria for many private sector offerings. Those who check now avoid costly rework.
Who the regulation affects
Affected parties include online shops, banking services, booking systems, e-books, and telecommunication services aimed at consumers. Microenterprises with fewer than ten employees and low turnover are exempt for services.
Therefore, the assessment always begins with a clear classification: Which offering falls under the obligation, and which part of your digital presence is affected?
Proof in practice
Not only an accessible product but also documentation is required.
- Accessibility statement with status and contact options
- Test protocols according to WCAG 2.1 Level AA
- Description of the testing methods used
- Plan for rectifying known defects with deadlines
The most common defects
In almost every audit, we find the same issues: insufficient contrast, missing labels for form fields, mouse-only operation, missing alt text, and videos without subtitles. Most of these errors can usually be fixed without a complete rebuild.
The biggest leverage lies in forms and the ordering process, because revenue is lost there if operation fails.
Four-step approach
First, an inventory with automated tests, second, a manual review of the most important processes, third, rectification by priority, fourth, team training to ensure new content remains accessible. This process takes four to twelve weeks, depending on the scope.
Accessibility is not an add-on at the end of a project, but a characteristic of good software.
The European Accessibility Act: An opportunity for innovation and customer proximity
The European Accessibility Act (EAA) is more than a legal requirement. It is an invitation to make products and services accessible to everyone. Companies that embrace this challenge open up new target groups and strengthen their brand reputation. It is not just about compliance, but about a better user experience for everyone. The transition requires strategic planning and the integration of accessibility into all development phases. A proactive approach not only avoids penalties but also creates a sustainable competitive advantage. Consider the demographic development in Austria: The 65+ age group is constantly growing. These individuals often rely on digital accessibility to participate in social life.
What are the benefits of accessibility beyond legal obligations?
Accessibility significantly expands the potential customer base and improves the user experience for all users. It leads to better search engine discoverability, as accessible content is often more SEO-friendly. It also strengthens the company's image as a socially responsible and inclusive enterprise. Employees with impairments can better use digital tools within the company, increasing internal efficiency. An accessible design is often a clearer and more intuitive design for everyone. Studies show that companies with a high degree of inclusion are more innovative.
A concrete example: a large Austrian online retailer invested early in the accessibility of its shop. In the first twelve months after implementation, it recorded an increase in conversion rate of 0.8% among users over 55 years old. This resulted in additional revenue of over 200,000 euros per year. This demonstrates that investments in accessibility can achieve directly measurable business successes that go far beyond mere compliance.
How high is the risk of non-compliance with the EAA?
Non-compliance with the European Accessibility Act in Austria can lead to significant penalties and reputational damage. The exact amount of fines varies depending on the nature and severity of the infringement. In addition to direct financial sanctions, lawsuits from advocacy groups or individuals are also possible. Such proceedings are often lengthy and public, which can permanently damage the brand image. Consumers are increasingly valuing corporate social responsibility. Negative headlines regarding accessibility can lead to a loss of trust and deter customers. A decline in customer loyalty and sales is the logical consequence. Furthermore, public tenders or funding may be linked to accessibility standards, which would then be missed.
Imagine a medium-sized Austrian credit institution offering online banking that is not accessible. A customer with a visual impairment cannot make transfers independently. After a complaint and an investigation, the supervisory authority could impose a fine of several thousand euros. Additionally, the bank could experience a loss of trust among potential new customers due to negative reporting in social media and local newspapers. This quickly adds up to significant financial and reputational damage, which far exceeds the cost of early adaptation. Investing in a WCAG audit prepares you comprehensively.
What role does WCAG 2.1 AA play in EAA implementation?
The Web Content Accessibility Guidelines (WCAG) 2.1 at conformance level AA form the technical basis for fulfilling the European Accessibility Act. They define detailed success criteria that digital content must meet to be accessible. These criteria cover a wide range, from alternative text for images to sufficient contrasts and keyboard operability. EN 301 549, which the EAA references, is essentially based on these WCAG standards. Successful implementation requires a deep understanding of WCAG principles. Companies must ensure that their development and design processes consistently take these guidelines into account. A WCAG 2.1 AA audit is thus the gold standard for EAA conformity and helps you prepare for a WCAG audit.
A typical scenario in an Austrian company is the review of the online ordering process. Here, the WCAG criteria for form fields become particularly important. One criterion states, for example, that all form fields must be clearly labelled (WCAG 2.1 Success Criterion 3.3.2: Labels or Instructions). If these labels are missing or not programmatically linked, screen reader users cannot operate the fields. A manual WCAG test reveals such deficiencies. Another criterion is sufficient contrast (WCAG 2.1 Success Criterion 1.4.3: Contrast (Minimum)). If the font colour on a background is too weak, people with visual impairments have difficulty reading. Identifying and rectifying these specific WCAG violations is at the core of EAA implementation.
The most common defects: Practical examples from audits
From our experience in numerous audits for clients in Austria and Germany, we can clearly identify the most common defects. These problems are universal and occur in almost every digital offering that has not yet been systematically optimised for accessibility. Often, these defects can be resolved with manageable effort if one knows where to start. Targeted correction of these points brings a big step towards compliance and an improved user experience. It is crucial to identify these weaknesses early to avoid expensive rework shortly before the deadline.
- Insufficient contrasts: Texts or controls do not sufficiently stand out in colour from the background. Example: Light grey text on a white background. This is a particular obstacle for people with visual impairments or colour blindness. According to WCAG 2.1 AA, the contrast ratio for normal text must be at least 4.5:1.
- Missing alternative texts for images: Graphics, icons, or photos have no descriptive alt text in the HTML code. Screen readers cannot then interpret this content. Example: A product image without alt text is read out to a screen reader user as "Image" or "Graphic" without information about the product.
- Lack of keyboard operability: Many elements can only be controlled or operated with a mouse, but not with a keyboard (Tab key, Enter). Example: A dropdown menu that cannot be opened with the keyboard, or a button that cannot be focused. This is a major problem for people with motor impairments or for screen reader users.
- Form fields without labels or association: Input fields are visually recognisable, but the associated label text is not technically linked to the field. Example: An input field for "Email" without an `` element that is correctly linked. Screen readers cannot then know what the field is for.
- Videos without subtitles or transcripts: Audiovisual content is not accessible to deaf or hard of hearing individuals if no text alternatives are available. Example: An explainer video on a product page without subtitles.
- Hierarchy and structure errors: Incorrect use of headings (H1, H2, H3) or missing structuring with lists. Example: Headings are defined only by font size, but not by HTML tags. This makes navigation difficult for screen readers.
- No language attribute: The primary language of a page or parts of the page is not declared in the HTML code. Screen readers may then choose the wrong pronunciation. Example: A German page does not have `lang="de"` in the HTML tag.
Rectifying these defects often does not require a complete redesign, but rather targeted adjustments in the code and the content management system. Regular tests and training are crucial to avoid such errors in the future. Consideration of these aspects should begin in the conceptual phase and run through the entire development process. This is also a key point in digital annual planning for 2027.
Best Practice: How an Austrian banking service provider implemented the EAA
A leading Austrian banking service provider saw the EAA not as a burden but as an opportunity to make its digital presence future-proof. The project started two years before the legal deadline. First, a comprehensive inventory of the entire online banking platform and the associated mobile apps was carried out. This involved both automated tools and manual tests with screen readers and keyboard control. The Zensations experts identified over 150 critical defects, primarily affecting WCAG 2.1 AA criteria.
In the next step, a prioritisation plan was created. The defects were classified according to their impact on usability and their technical complexity. Errors in core functions such as the login or transfer process had the highest priority. In parallel, the bank's development teams were trained in accessibility. These training sessions covered not only technical aspects but also raised awareness of the needs of different user groups. An "Accessibility Champion" was established in each team, serving as a point of contact for questions.
Rectification was carried out iteratively, starting with the most critical points. Monthly audits by external experts monitored progress. An important component was the introduction of an "Accessibility Style Guide" for all new design and development work. This style guide included specifications for contrasts, font sizes, form design, and the implementation of ARIA attributes. After 18 months, the majority of the platform was EAA-compliant. The banking service provider published a detailed accessibility statement on its website, including contact options for feedback.
The result was impressive: in addition to EAA compliance, the bank recorded an increase in customer satisfaction and a reduction in support inquiries regarding digital barriers. The platform was now significantly easier to use not only for people with disabilities but also for older users and occasional users. This strengthened the bank's image as a customer-oriented and innovative company. Furthermore, the bank was able to score points in public tenders in the following year because it could demonstrate accessibility standards. Comprehensive accessible web design is not a cost factor, but an investment.
Accessibility in content creation and editing
Accessibility is not just a matter of design and code, but begins with content creation. Editorial teams play a key role in ensuring that texts, images, and videos are accessible from the outset. This means that accessibility must be considered right from the planning of an article or campaign. Training for editors is essential to raise awareness of the needs of all users. If editors understand the basics, many problems can be avoided before they even arise. Early rethinking saves time and resources in later processing.
Some specific measures for content teams:
- Clear and simple language: Avoid complex sentence structures and jargon wherever possible. Texts should be easy to understand. This is helpful not only for people with cognitive impairments but for all readers.
- Meaningful heading hierarchy: Use headings (H1, H2, H3 etc.) correctly to structure the text. Do not jump from H1 to H3. This helps screen reader users navigate the text.
- Descriptive link texts: "Click here" is not a good choice. Instead, describe the link destination precisely, e.g., "Further information on the EAA". This is crucial for screen reader users' navigation.
- Alternative texts for images: Every relevant image requires a short, concise alt text that describes the content or purpose of the image. If an image is purely decorative, the alt text can remain empty (alt="").
- Transcripts and subtitles for audio/video: Provide transcripts or subtitles for all audio and video content. For videos with dialogue, closed captions (which can be turned on and off) are ideal.
- Use lists correctly: Use HTML lists (`
- `, `
- `) for enumerations, instead of just visually representing them with hyphens.
- Check colour contrasts: Pay attention to sufficient contrasts when choosing font and background colours. Online tools can help check WCAG compliance.
A content brief should already take these points into account to ensure that the created content is accessible from the outset. In this context, content briefs that work for humans and AI are particularly valuable, as they also consider the structural requirements of accessibility.
The "Plan for rectifying known defects with deadlines": Your roadmap to conformity
The European Accessibility Act requires not only the identification of defects but also a concrete plan for their rectification. This plan is an essential part of your documentation and must include deadlines. Without such a roadmap, audit results often remain merely on paper, and actual implementation stagnates. A well-structured plan shows the authorities and your customers that you take the issue seriously and are actively working to make your digital offerings accessible. It creates transparency and accountability within your company.
An effective defect rectification plan should include the following points:
- Defect listing: A detailed list of all identified accessibility defects, ideally with reference to the respective WCAG success criteria. For example: "Missing alternative text for image 'logo.png' (WCAG 2.1 AA, 1.1.1)."
- Prioritisation: Classification of defects according to their criticality (e.g., blockers, severe, moderate, minor). Blockers are problems that make use impossible for certain groups (e.g., non-keyboard-operable login forms).
- Responsibilities: Clear assignment of each defect to a team or person responsible for rectification (e.g., Development Team A, UX Team, Editorial).
- Action description: A brief description of the necessary steps for rectification. Example: "Implementation of `alt` attributes for all relevant images; training for editorial staff on future Alt-text maintenance."
- Deadlines: Realistic but binding timeframes for rectifying each defect. For critical defects, these deadlines should be short; for minor defects, they can be longer. Example: "Rectification of critical defects by Q3 2024; rectification of severe defects by Q4 2024."
- Verification mechanism: How will it be ensured that the rectification was successful? This can be done through re-testing, internal quality controls, or external audits.
- Resource planning: A rough estimate of the required effort (man-hours, budget) for rectification. This helps with internal argumentation and resource allocation.
An Austrian e-commerce company identified 80 defects after an audit. Instead of trying to fix everything at once, they created a plan. The 15 most critical errors in the checkout process (e.g., non-keyboard-operable form fields) were resolved within six weeks. The 30 severe defects (e.g., missing alt texts) followed in the next three months. The remaining, less critical defects were distributed over the next half year. This structured approach enabled efficient implementation and reduced the stress associated with the legal deadline. They developed this plan in close cooperation with us as a digital agency and were thus able to optimally utilise their resources. This is also an element in planning a digital consulting project.
The free GEO Check: Your first step towards greater accessibility
Implementing the European Accessibility Act can seem like a complex task. Many companies wonder where to even begin. This is precisely where Zensations' free GEO Check comes in. It offers you an uncomplicated and quick entry into the topic of accessibility and your current situation. The GEO Check is specifically designed to provide you with initial orientation and highlight the most urgent areas for action in your digital presence. It does not provide full audit depth, but it is the ideal initial impulse to initiate the most important steps. This service is a valuable first point of contact and helps you get a feel for the scope of the task before making larger investments.
What does the free GEO Check include?
- Analysis of your homepage: An initial technical review of your website's homepage for basic accessibility features, such as correct HTML structure, contrasts, and the availability of alt texts for selected images.
- Identification of critical defects: Highlighting one or two obvious and critical defects that could severely impair use for certain groups.
- Initial recommendations: Short-term recommendations for action that you can implement independently to improve accessibility.
- Assessment of effort: A first rough estimate of the potential effort for a comprehensive accessibility audit and the necessary corrections.
- No obligations: The check is completely non-binding and serves for your information.
A medium-sized tourism business in Tyrol used the GEO Check. We analysed the homepage of its booking portal and found that the main navigation area was not keyboard-operable. This was a "blocker" for people who cannot use a mouse. Although the check only covered the homepage, this one hint was so valuable that the business immediately commissioned a comprehensive audit. The GEO Check opened their eyes to the urgency and showed that even small errors can have a big impact. It is the ideal first step to gain an overview and understand how measuring GEO: Meaningful signals beyond rankings can also provide valuable insights in the field of accessibility. Start today with the free GEO Check and tackle accessibility in your company.
Accessibility as a quality feature and innovation driver
Accessibility should not be seen as an annoying obligation, but as an integral part of product quality and a driver for innovation. If you design your digital offerings to be usable by everyone, you automatically promote better design. The need to find solutions for different needs leads to creative approaches and often to generally better user experiences. Accessibility forces designers and developers to think outside the box and create intuitive solutions that benefit everyone. It is a sign of foresight and social responsibility.
Furthermore, the demand for accessibility can optimise internal processes. Teams must work more closely together, from conception to quality assurance. This leads to higher communication density and a better understanding of the effects of design and development decisions. Dealing with WCAG standards can also improve overall code quality, as it encourages cleaner structures and semantically more correct HTML. An investment in accessibility is therefore an investment in the future security and competitiveness of your company. It positions you as a pioneer in an increasingly inclusive digital world and is closely linked to topics such as UI and UX Design.
A concrete example from the field of innovation: a software company developing a new project management app integrated accessibility from the outset. They not only used high contrasts and keyboard operation but also extended functions such as adjustable font sizes and alternative input methods. Through this approach, they discovered that their app was also popular with power users without disabilities, because the customisation options increased efficiency. What began as an accessibility requirement became a unique selling point that made the app more attractive to a wider audience. The company was able to market this as an innovation feature and gained market share.
The path to permanent accessibility: Process instead of project
Compliance with the European Accessibility Act is not a one-off project that ends with achieving conformity. It is a continuous process that must be integrated into the corporate culture and daily workflows. Digital products are constantly evolving: new content is added, functions are expanded, and designs are updated. Each of these changes can potentially create new barriers if accessibility is not consistently considered. A sustainable approach therefore requires not only initial adjustments but also mechanisms for quality assurance and continuous improvement. It is a paradigm shift from sporadic corrections to a continuous commitment.
Important elements for permanent accessibility:
- Regular audits: Periodic reviews of your digital offerings by internal or external experts to identify new defects early.
- Team training: Continuous training of designers, developers, editors, and QA teams on current accessibility standards and best practices.
- Integration into the development process: Accessibility as an integral part of every phase of software development, from conception and design to implementation and testing.
- Automated tests in CI/CD pipelines: Integration of automated accessibility tests into Continuous Integration/Continuous Delivery (CI/CD) pipelines to identify problems as soon as code is checked in.
- Accessibility guidelines: Creation and maintenance of internal company guidelines and style guides that define accessibility standards.
- Feedback mechanisms: Establishment of channels through which users can provide feedback on barriers. These can be contact forms or special email addresses.
- Monitoring and reporting: Regular monitoring of the accessibility situation and reporting to management on progress and challenges.
An Austrian energy provider implemented an "Accessibility Sprint" in its agile development process. Every three months, a sprint was dedicated exclusively to rectifying accessibility defects and implementing new accessible features. In addition, every new content entry was checked by an automated tool for basic WCAG violations. In the event of critical violations, the editor received a direct notification. This approach ensured that accessibility remained a living part of product development and did not become an afterthought. This turns a project into a continuous process that permanently secures the quality of the digital offering.
Frequently Asked Questions
Is an automatic test sufficient?
No. Tools find about one third of the problems. Keyboard and screen reader tests are necessary.
Which standard applies in Europe?
EN 301 549, which is essentially based on WCAG 2.1 Level AA.
What does an audit cost?
The effort depends on the number of pages and processes. A focused audit usually starts at a few days.
Your next step
Would you like to implement this topic for your company? We will examine your starting position, name the three most effective measures, and tell you the effort and timeframe. Email us at office@zensations.at or start with the free GEO Check.
Read more at Zensations
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