Accessibility means designing products, services, and environments so that people with disabilities can use them independently and effectively. On digital platforms, it means that every user, regardless of visual, auditory, cognitive, or motor impairment, can reach and interact with your content without barriers.
Accessibility is more than a legal obligation. It is a commitment to inclusive design. Accessible campaigns keep you compliant with regulations, broaden your audience, and improve the experience for every visitor on your site.
Starting 28 June 2025, the European Accessibility Act (EAA) requires all websites operating in the European Union to meet defined accessibility standards.
What WCAG is
The Web Content Accessibility Guidelines (WCAG), developed by the World Wide Web Consortium (W3C), are the global benchmark for digital accessibility. The guidelines define how websites and digital content stay usable for people with a wide range of disabilities, focusing on usability, readability, and interactivity.
The four accessibility principles
WCAG rests on four core principles:
Perceivable: Users can perceive the information presented to them. Content remains available to at least one of their senses.
Operable: Interface components and navigation work through a range of input methods, including a keyboard.
Understandable: Content and interface behavior stay clear and predictable, so users can understand and act on them.
Robust: Content stays compatible with a wide range of user agents, including assistive technologies, so it remains accessible over time.
WCAG conformance levels
WCAG defines three levels of conformance:
Level A: Basic accessibility. It removes some key barriers, though it can still exclude many users.
Level AA: The widely accepted standard. It addresses the major accessibility issues, is often the level named in legislation, and balances inclusivity with design flexibility.
Level AAA: The highest standard. It addresses nearly all accessibility needs, though it is not practical for every content type.
How Insider One templates support accessibility
Insider One aims to give every user an equal experience. Web templates are built to meet core accessibility requirements directly in the template code, so the criteria below are handled for you before you start designing.
WCAG criterion | How Insider One templates meet it |
|---|---|
All elements available in templates are structured so that assistive technologies can interpret them correctly. | |
Elements follow a reading sequence that matches user expectations. | |
The purpose of each input field that collects information about the user is programmatically determined. | |
When keyboard focus moves to a component, it can also move away from that component using the keyboard alone. | |
All template functionality is operable through a keyboard interface. | |
Focusable components receive focus in an order that preserves meaning and operability. | |
Assistive technologies can determine each link's purpose from its link text. | |
When a component receives keyboard focus, no part of that component is hidden. | |
When an input error is detected automatically, the item in error is identified, and the error is described to the user in text. | |
Labels or instructions are provided wherever content requires user input. | |
Status messages are exposed through roles or properties, so assistive technologies can present them without moving focus. |
Cross-Platform and Enhanced App Templates deliver the best accessibility experience compared to platform-specific templates.
Accessibility adjustments require changes to HTML and JavaScript code, so campaigns created after August 2025 are in scope.
Best practices when designing campaigns
Templates cover many accessibility needs by default, though your design choices decide whether a campaign stays accessible once it is live. Follow these practices in every campaign you build.
1.1.1 Non-text Content: Add alt text to every image element so that assistive technologies can convey the image content to your users. For an explanation of what alt text is and how to write it, see Alt Text.
1.4.1 Use of Color: Avoid using color as the only way to convey information, so that sighted users who cannot distinguish between certain colors still understand your content.
1.4.3 and 1.4.6 Contrast: Keep enough contrast between text and its background, so that people with moderately low vision or impaired contrast perception can read it without contrast-enhancing assistive technology.
1.4.5 Images of Text: Use real text rather than an image of text to present information in your templates.
Link placement: In Action Builder, add links to individual text and image elements rather than to the template or layout as a whole. This gives assistive technologies a clearer target and improves the experience for keyboard users.
FAQs
Which Web Suite templates are accessibility compliant?
All Cross-Platform and Enhanced templates are designed to meet accessibility compliance standards.
What can I do if my existing templates or campaigns are not accessibility compliant?
Contact the Insider One team for guidance and for the code adjustments needed to meet accessibility requirements.
How does accessibility apply to Onsite Experiment campaigns?
Onsite Experiment runs A/B tests on your website, so your base website must meet accessibility standards first. The Insider One team reviews any additional customizations made through Onsite Experiment to confirm they stay accessibility compliant.
Do I need to make manual adjustments for accessibility?
New Responsive and Enhanced campaigns need no manual adjustments. Any custom code or styling you add should follow the accessibility best practices described above.
Are gamification templates included in accessibility compliance?
Yes. Gamification templates are covered by the same accessibility standards as other Web Templates.
What to do next
Insider One handles the structural side of accessibility inside your Web Templates, and your design choices cover the rest: alt text, color, contrast, real text over images of text, and link placement. Review your active campaigns against the best practices above, and rebuild any pre-release Cross-Platform e or Enhanced campaign you want to bring into compliance.
If a campaign needs code-level adjustments, contact the Insider One team.