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Another issue of customer usability is access for people with disabilities. The number one disability group most affected by this concern is the blind. Target.com was recently sued by the National federation of the blind due to its lack of access to screen reading programs that allow blind users to interface with the site. Therefore, it’s worth your time and money as a business owner to avoid possible altercations. The actual layout of the web site should conform to usability standards useful to any customer no matter if they’re blind or sighted. The only added advantage for the blind would be a link listed in the navigation bar that allows for the user to move from the navigation bar to the text or meat of the site. It’s good practice to avoid graphic links or links in JavaScript because they are not readable by screen readers.    

Instead, use text links and buttons. Security protocols that require the use of vision need an audio component. These protocols usually require the user to look at a graphic and type the letters and numbers they see. An audio file with numbers and letters will do the same thing so long as the audio file is sufficiently distorted to the point where the blind user must listen closely to pass the protocol. It’s never a bad idea to be sure that tables are well organized. Organized tables are great for the blind and even better for sighted users. Adding textual descriptions of products next to pictures serve as a means by which the blind can view products as well as added information for sighted customers. Many blind users with low vision have computer software that magnifies print and changes color and contrast for better viewing. Therefore, it isn’t absolutely necessary for your business to have color and font options unless you want them. However, a well organized site always helps.

Finally, your site needs to be attractive to customers. Consider choosing a logo for your service or products. Find a logo that’s fun, catchy, colorful, and memorable. Flashy graphics are always fun. Just make sure they don’t overwhelm your customers or serve as a nuisance to people with low vision or screen reading software. Consider adding audio to your site. People like to listen to information as well as read it. The audio can be something as simple as a video demonstrating your best product, a welcome note from the owner, light music in the background, or announcements of events your business is sponsoring.

Either way, the audio needs to be clear and pleasant to listen to. Recording audio over the telephone is definitely not the best choice. Text is always good, but too much text can be a problem, so choose your words wisely when describing products and services. Using key words make it easier for search engines to find your business. In short, an attractive site should appeal to as many senses and types of people as possible without making them feel like they’re in a fun house.

Creating an online component to your business is a great form of internet marketing. The key things to remember are customer usability for everyone, attractiveness, and the ability for you to build the web site without too much difficulty.

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