Accessible Website: What Swiss SMEs Should Keep in Mind

Imagine someone wants to book an appointment with you but can't fill out the form because they can't read the light-grey text on a white background. Or someone operates their computer with the keyboard alone and gets stuck in your menu. These people are no fringe group. An accessible website ensures they too reach their goal, and as a bonus everyone else benefits as well.

Accessibility sounds like a big, complicated topic. But it isn't. Here I'll explain, without jargon, what it's about, what applies legally to Swiss SMEs and where you can concretely start.

What does «accessible» actually mean?

An accessible website is one that as many people as possible can use, including those with an impairment. That includes people who see poorly, are blind, hear with difficulty, have motor limitations or struggle with text and concentration.

Many of them use assistive tools: a screen reader that reads the screen aloud, magnification or control via the keyboard alone. For that to work, the website has to be built technically clean. So it's less about extra features than about solid craftsmanship in the background.

Is there an obligation in Switzerland?

Different things often get mixed up here, so let's take it in order. In Switzerland, the Disability Discrimination Act (BehiG) so far primarily obliges public bodies, that is the federal government, cantons and in part municipalities, to make their digital offerings accessible. For private companies there is currently no general legal obligation to make a website accessible.

But: the direction is clear. The BehiG is currently being revised, and the pressure to involve private providers more strongly is growing, partly driven by developments in the EU, where the European Accessibility Act has obliged many companies since 2025. Swiss SMEs with customers in the EU or with an online shop are therefore well advised not to tackle the topic only once they have to.

My honest advice: don't get hung up on the question «Do I have to?». The more interesting question is «What's in it for me?». And there the answer is unambiguous.

Why accessibility pays off for every SME

An accessible website is not a niche topic for a small group. It makes your site better for everyone:

• You reach more people: Roughly one in five people has some form of impairment. Those are potential customers you'd otherwise lose at the door.
• Better visibility on Google: Clean code, sensible headings and described images help search engines understand your site. Accessibility and good SEO go hand in hand.
• Pleasant for everyone: Good contrast, clear type and a logical structure also help people without impairments, for instance out in bright sunlight or with small phone text.
• A professional signal: A thoughtful, accessible site shows that you take your work seriously. That carries over to your whole business.

The most important basics, without tech gibberish

You don't have to get hands-on yourself, but it helps to know what matters. These are the points with the greatest impact:

• Enough contrast: Text and background must stand out clearly. Light grey on white may look elegant, but for many it's barely readable.
• Alt text for images: Every important image gets a short description. That way a screen reader knows what's shown, and so does Google.
• Operable with the keyboard: Anything you can click must also be reachable without a mouse. A simple test: can you get through your site with the Tab key?
• Clear structure: Headings in a sensible order, labelled form fields, a logical sequence. That's the skeleton everything is built on.
• Understandable language: Short sentences, clear words. That helps not only people with reading difficulties, but anyone in the rush of everyday life.

If you want to dig deeper: the international standard for this is called WCAG. Level «AA» is considered a common, readily achievable target, but you don't need to know the name to have a good site.

How to assess your own site

A first impression is quickly formed. Click through your website with the keyboard. Check on your phone whether everything stays easy to read. See whether the text is still clearly recognisable in low-contrast spots. Even that often reveals where things snag.

For a thorough review you then need someone to look at the code behind it, because many barriers are invisible and sit in the technology. This is exactly where it helps if a site is built clean from the start, rather than coming out of an overloaded site builder.

A good start, not a giant project

Accessibility isn't a hurdle you have to clear perfectly in a day. It's an attitude: build so that no one is excluded. With new projects it's almost a freebie if it's considered from the outset. With existing sites, the biggest barriers can often be removed with manageable effort.

I build websites by hand and on a clean foundation, accessibility is part of my basic equipment for me, not a surcharge. If you'd like to know where your site stands and what can be improved, we'll gladly look at it together. Simply get in touch with me via the contact form. And if you'd like to dive deeper, you'll find more articles on websites for SMEs.