Author: Calvin Jackson

Why IRL Marketing Is Making a Sweet Comeback in 2026

Posted on by Calvin Jackson

For a while, it felt like everything lived online. Meetings, launches, campaigns, conversations. Faster tools promised more reach, more efficiency, more output. And while AI and automation have absolutely changed how brands operate, they have also changed how marketing feels.

In 2026, people are craving something different. Something human. Something real.

That is why IRL marketing is making such a strong comeback. Not as a rejection of digital, but as a reminder that brands are built through connection. Whether you are a small business, a growing organization, or a Fortune 500 company, showing up in real life creates trust, clarity, and brand awareness that screens alone cannot deliver.

Why Real Life Marketing Matters More Than Ever

Digital marketing is great at getting attention. Real life marketing is what builds relationships.

After years of polished content and auto-generated messaging, audiences can spot what feels generic. They respond more strongly to moments that feel lived in. Conversations that feel unscripted. Experiences that feel thoughtful instead of optimized.

IRL marketing brings brands back to the basics. People connecting with people. Stories unfolding naturally. Moments that stick because they were felt, not just seen.

And the best part is that IRL marketing scales. It just looks a little different depending on the size of your organization.

IRL Marketing Ideas for Small and Growing Businesses

For small and mid-sized businesses, IRL marketing often shows up as moments of visibility and community.

Pop-Up Events That Create Urgency and Excitement

Pop-ups are one of the simplest ways to create excitement. A one-day shop, a weekend activation, or a shared pop-up with another brand gives people a reason to stop by and engage. The temporary nature makes it feel special, and the in-person interaction builds instant familiarity.

Workshops and Hands-On Brand Experiences

Teaching builds trust quickly. Workshops, demos, or small classes allow businesses to share expertise while creating meaningful interaction. People walk away with value, a story to tell, and a stronger connection to the brand.

Brand Collaborations That Expand Reach

Partnering with complementary businesses expands reach and deepens community. Co-hosted events, limited collaborations, or shared experiences introduce brands to new audiences in a way that feels organic and mutual.

Community Events That Build Loyalty

Open houses, customer appreciation events, or casual meetups create space for conversation. These moments do not need to be perfect. They need to be present.

IRL Marketing Strategies for Mid to Large Organizations

For larger organizations, IRL marketing often begins internally and expands outward. The focus shifts from visibility alone to alignment, culture, and long-term brand consistency.

Department Retreats That Strengthen Brand Alignment

More companies are rethinking the traditional offsite. Instead of back-to-back presentations, teams are gathering for retreats focused on collaboration, creativity, and storytelling. Brand workshops and hands-on sessions help teams reconnect with the mission and with each other.

Fireside Chats That Humanize Leadership

Large brands are moving away from only big stages and leaning into smaller, more intentional moments. Fireside chats with leadership, industry voices, or creators allow for honest dialogue and shared values that feel approachable and real.

Invite-Only Brand Experiences for Clients and Partners

Private dinners, curated gatherings, and experiential events create depth. These moments prioritize quality over quantity and build trust through shared experience.

Internal Experiences That Become External Brand Stories

Some of the most powerful brand moments happen behind the scenes. Retreats, summits, and team gatherings can be captured and shared, offering an authentic look at culture and values that audiences respond to.

How IRL Marketing Fuels Content Capture and Brand Storytelling

IRL marketing does not end when the event wraps up. In many ways, that is where its impact really begins.

Real life experiences create content that feels authentic because it is. The laughter in the room. The unscripted conversation. The energy of people gathered together. These are moments no algorithm can recreate.

A single IRL experience can fuel months of storytelling. A retreat becomes a brand video. A fireside chat turns into thought leadership content. A pop-up event becomes social media, email campaigns, and visual proof of community.

When brands design IRL moments with intention and capture them with care, they create a foundation for digital storytelling that actually resonates.

The Future of Marketing Feels Human

The brands standing out in 2026 are not choosing between digital and real life. They are blending them thoughtfully. They are investing in experiences that bring people together and using those moments to tell honest, compelling stories.

At every scale, IRL marketing reminds us of something simple. People connect with people. Trust is built face to face. And the most memorable brands are the ones that show up with intention, warmth, and heart.

Sometimes the most powerful marketing move is creating a moment worth remembering and letting that moment tell the story.

Lemon Ad Stand’s Juicy Take on Innovation

Posted on by Calvin Jackson

At The Lemon Ad Stand, we believe marketing should be anything but bland. We’re in the business of bold flavors, clever storytelling, and results that leave a lasting zing. As we roll through 2025, one thing is clear: the brands that win are the ones that stay fresh—and we’re squeezing every drop of innovation to help our clients do just that.

Whether you’re a government agency, a health organization, or a growing brand ready to scale, we’re bringing bright ideas and smart strategy to the table. So, what’s got us stirred up in the best way?

AI With Human Zest

Artificial intelligence isn’t just the latest buzzword—it’s the backbone of modern marketing…when used with intention. At The Lemon Ad Stand, we use AI to work smarter, not colder. Think customized audience segments, real-time campaign optimizations, smart A/B testing, and tools that help us refine content faster than ever.

But here’s the kicker: we believe in AI with a human twist. That means combining the efficiency of machine learning with the heart and nuance of storytelling. We don’t rely on AI to replace our creative voice, we use it to enhance our speed, precision, and performance.

Whether it’s writing dynamic headlines, predicting which visuals will pop, or refining PPC campaign spend, our AI integrations help squeeze more ROI out of every dollar.

Short-Form Video: Fast, Fresh, and Full of Flavor

By now, you’ve seen it everywhere—short-form video is the content format for 2025. From TikTok to Instagram Reels to YouTube Shorts, audiences are craving content that entertains, informs, and inspires—all in under 60 seconds.

Our creative team is fully juiced up for this challenge. We create video content that hooks in the first few seconds, carries your brand voice, and moves viewers to act. We also help clients strategically repurpose long-form content into snackable bites that stretch budgets and attention spans.

And the best part? We handle it all—scriptwriting, editing, storyboarding, animation, and optimization for each platform.

Authenticity is Our Main Squeeze

Let’s face it: people are tired of polished perfection. Today’s audiences crave transparency, relatability, and a touch of real-life messiness. They want to see the people behind the product, the mission behind the brand, and the voice that makes it all tick.

We help brands show up honestly and unapologetically. From community-driven social content to founder-led video storytelling and user-generated campaigns, we put the real back in “really good marketing.” Because in a world full of filters, authenticity is what cuts through the noise.

Data That Doesn’t Feel Like a Spreadsheet

You can’t have great marketing without great data—but that doesn’t mean it has to be dry. We’re using real-time analytics dashboards, heat mapping tools, conversion tracking, and CRM integrations to make sure your marketing strategy is informed by insight, not just instinct.

But here’s the twist: we translate all those metrics into plain-English insights so you can actually use them. No jargon, no fluff—just clear takeaways that help you make better decisions and spend smarter.

Plus, with growing concerns around data privacy, we build everything with transparency and trust at the core. No shady cookies. Just clean, compliant, ethical tracking and targeting.

Design That Pops Off the Page

From pitch decks to public service campaigns, we’re elevating brands through high-impact design systems that flex across formats. Our visual work is guided by strategy but inspired by bold creativity. That means every font, color, layout, and motion choice is purposeful.

In 2025, good design isn’t just pretty—it’s powerful. It increases time on site, lifts email open rates, and helps viewers remember your message. Whether you need a rebrand, a campaign microsite, or a fully animated explainer video, our design team is ready to dazzle.

We also specialize in building accessible, mobile-optimized creative assets—because inclusive design is no longer optional.

So Why All This Innovation?

Because staying still isn’t our style. The Lemon Ad Stand was built on hustle, humor, and heart. We know that what worked yesterday might not work tomorrow, and we’re not afraid to pivot, experiment, and push boundaries to get better results for our clients.

Innovation doesn’t mean chasing every trend—it means knowing which ideas are ripe, which tools are ready, and which strategies will actually move the needle. That’s where we shine.

Ready to Bring the Juice?

Whether you’re revamping your digital presence, launching a campaign, or just want to know what’s next, we’re here to help you squeeze every drop of potential out of your brand.

Let’s collaborate, innovate, and zest things up.
 Contact us today!

JuJu Watkins, The Branding Of Resilient Athletes

Posted on by Calvin Jackson

Naturally, The Lemon Ad Stand is drawn to The Sweet 16, and like most NCAA fans, we’ve been closely following JuJu Watkins. This 19-year-old basketball sensation has dominated on the court and is making big waves in the branding world. With her impressive roster of endorsements, we’re excited to see how her brand evolves, especially after her recent ACL injury. Will it impact her brand?

The Sweet Spot of Brand Building

Averaging 24 points a game, JuJu has established herself as a standout athlete and a major brand influencer. Her multi-year contract extension with Nike, one of the richest shoe deals in women’s basketball, is just the beginning. She’s also secured deals with Gatorade, AT&T, State Farm, Celsius, NYX Professional Makeup, Dove, NerdWallet, Wells Fargo, Poppi, and Ritz, making her one of the most marketable athletes in the game. These endorsements contribute to a multi-million dollar portfolio and showcase her appeal across industries.

Will Her ACL Injury Impact Her Brand?

While an ACL injury is a tough setback (Cal’s been there), it doesn’t necessarily mean a fall from grace for JuJu’s brand. Injuries can humanize athletes and create a chance to inspire fans. Think of Serena Williams, who came back after a foot injury to win multiple Grand Slam titles, or Simone Biles, whose self-care led to an even stronger return to the Olympics. Derrick Rose’s recovery after his 2012 ACL injury is another example of how athletes can turn setbacks into powerful narratives.

JuJu’s resilience and determination could turn her recovery into a compelling story, making her even more relatable to her audience. By sharing her recovery journey, she can deepen emotional connections with her growing fanbase and attract new sponsorships.

The Lemon Twist: Turning Adversity Into Opportunity

JuJu’s recovery presents a unique chance for her to build on her existing brand. Athletes like Megan Rapinoe have leveraged their injury experiences to create meaningful conversations around body positivity and resilience, which helped them grow their brands. JuJu’s strong portfolio of endorsements, combined with her authenticity, means her brand isn’t solely dependent on her performance on the court. Her recovery journey could even make her more marketable in the long run.

Adding Some Zest to the Mix

JuJu has already proven she’s more than just an athlete. Her personal brand has a future that extends beyond basketball, whether through fashion, advocacy, or other partnerships. The combination of her on-court talent and off-court charisma makes her one to watch. By embracing her recovery, she can continue building on her influence across industries.

At The Lemon Ad Stand, we see this as an opportunity for JuJu to turn the sour into something sweet. With her impressive endorsements — Nike, Gatorade, AT&T, and more — JuJu is showing the world that she’s not just a player but a major brand force.

JuJu's Endorsements

JuJu’s Brand Is Anything But Sour

JuJu’s resilience and powerful partnerships ensure her brand will continue to thrive. We’re confident that she’ll bounce back stronger than ever, turning her recovery into a comeback story to rival the best in sports. If you were following Cal’s recent achilles rupture, you’ll be glad to know that he, too, is a comeback story. He’s finally been cleared to run and jump! 

Stay tuned for more insights, marketing tips, and updates from The Lemon Ad Stand — where we turn challenges into opportunities for something sweet.

The Art of User Flows: Mapping the Journey from Confusion to Delight

Posted on by Calvin Jackson

Ah, user flows! The unsung heroes of intuitive web and app design. Imagine entering a bustling city without a map—daunting, right? User flows are that map, guiding your users seamlessly through the intricate pathways of your digital space. Let’s embark on a journey to understand why these visual blueprints are crucial and how you can craft one that’s not just functional but fun!

Why User Flows Matter

The GPS of User Experience:
User flows help designers visualize the entire user journey, from the moment they land on your site or app to the point of conversion (or departure). They ensure that users never hit a dead end or get lost in the labyrinth of your design.

2. Efficiency is Key:
By mapping out user flows, designers can identify potential pain points or roadblocks early in the design process, saving time and resources down the line.

Improved Collaboration:
User flows serve as a universal language for designers, developers, and stakeholders, ensuring everyone is on the same page and working towards a common goal.

Enhanced User Satisfaction:
A well-thought-out user flow leads to a smoother, more enjoyable user experience, increasing user satisfaction and loyalty.

Steps to Crafting a Stellar User Flow

Step 1: Understand Your UsersBefore you even think about drawing boxes and arrows, you need to know who your users are. Create detailed user personas that include demographics, behaviors, and goals. The more you understand your users, the better you can cater to their needs.

Step 2: Define User Goals What are your users trying to achieve? Whether it’s purchasing a product, signing up for a newsletter, or finding information, clearly define the primary goals of your users. This will be your North Star as you map out the user flow.

Step 3: Map Out Key Steps List all the steps a user needs to take to achieve their goal. Start with broad steps and gradually break them down into more detailed actions. For instance, if the goal is to purchase a product, the steps might include browsing products, selecting a product, adding it to the cart, and completing the purchase.

Step 4: Sketch the Flow Now, it’s time to get visual! Use tools like flowcharts or wireframes to sketch out the user flow. Begin with the entry point (e.g., landing page) and map out each step, including decision points where users might take different paths. Don’t forget to include all possible scenarios, including errors or dead ends.

Step 5: Test and Iterate Your first user flow sketch is just the beginning. Test it with real users to identify any pain points or areas of confusion. Gather feedback and iterate on your design to create a more seamless experience.

Step 6: Collaborate and Refine Share your user flow with your team and stakeholders. Collaboration is key to refining the flow and ensuring that it aligns with the overall goals of your project. Use their feedback to make necessary adjustments and improvements.

Step 7: Implement and Monitor Once your user flow is finalized, implement it in your design. But don’t stop there—monitor user behavior and gather data to see how well your flow is working in the real world. Use this data to make continuous improvements and keep your user experience top-notch.

Conclusion:

User flows are the backbone of a successful web or app design. They transform a chaotic mess into a streamlined journey, guiding users from point A to point B with ease and delight. So, the next time you’re working on a design project, take the time to craft a thoughtful user flow—your users (and your team) will thank you!

Embrace the art of user flows, and watch your designs flourish with clarity, efficiency, and a sprinkle of fun. Happy designing!

How to grow your audience with video

Posted on by Calvin Jackson

Video content, with its magical blend of entertainment and education, is a powerful tool for connecting with your current audience—and expanding your reach.

When you develop and execute a robust video strategy, a whole new world of potential opens up for you and your business. Here at The Lemon Ad Stand, evocative storytelling is our bread and butter—and we know there is no better tool for it than video.

So if you’re ready to join the 93% of businesses who use video as an integral part of their overall strategy, we’re here to help! Connect with us to start growing your audience with video today.

The case for video marketing

Video marketing is an effective way to attract new customers: 83% of video marketers say that it helps them generate leads.

Videos can improve your website’s SEO, increasing page quality and time spent on page. And since video platforms like YouTube have their own SEO opportunities, your video can be optimized to attract exactly the customers you need.

People want to watch videos. Email clicks go up by 300% when videos are added. On social, users are consistently more engaged with video than they are with images—and more engagement means your content will be shown to more people.

How to grow your audience with video

These steps might sound overwhelming, but that’s where we come in! Our creative team can help with all aspects of video creation, from setting goals and building strategy to scripting, recording, and editing. Here’s how to start growing your audience with video:

  1. Research
    Choose your target audience and understand where they’re watching videos, then set goals based on their habits. Think about how you can educate and inspire potential customers.
  2. Set specific goals
    What do you want out of your video content? Choose specific, measurable KPIs.
  3. Map out content
    Decide what kinds of videos you will produce. Think about shareability and SEO as you make a list of videos.
  4. Create your videos
    Plan, record, and edit your videos. As a full-service creative agency, The Lemon Ad Stand can produce high-quality, engaging video content for you—taking the technically difficult pieces off your plate and giving you more time to plan effective strategies for your business.
  5. Distribute
    Share your videos, making sure they are SEO friendly. Don’t forget to set up a reporting structure so you can measure the effectiveness of your videos.

Video content is integral to any business’s marketing strategy. Use it to attract customers who understand your product and connect with your mission. Don’t know where to start? Book a consultation today; together we can create something sweet!

We Can Help: Brand Design

Posted on by Calvin Jackson

Creating or updating a brand can be overwhelming. The choices are hard: lemons or limes? Stands or booths? We know firsthand at The Lemon Ad Stand both how challenging and how rewarding the process of brand development can be. And if you’re wondering where to begin, we suggest right here. .

First, let’s consider what, exactly, a brand is and what it does.

A well executed brand represents and speaks for your company or organization. Your brand will articulate your purpose and validate your expertise.

A brand is also visual: your logo, key color palette, and signature graphics. It appears on your website and social media accounts, and it shapes both your external collateral and internal documents.

Your brand is also the way you speak about your work. Is your tone formal or casual? What words are key to describing your purpose or mission? When you combine the way your company or organization appears and sounds, you have identified your brand.

At its core, a brand is what people who don’t know you already know about you.

Still feeling overwhelmed?

That’s where The Lemon Ad Stand comes in. We can help guide and support you at any stage of the branding process, but here are some helpful questions we ask at the very beginning of a brand design journey to get you started:

Who’s your audience?

Defining who, exactly, your work should reach is an important part of both organizational and brand development. If you’re a nonprofit serving schools, for example, you may have a variety of stakeholders including teachers, parents, and school administrators. If you’re a local bike shop, your answer might be cyclists of all ages.

The Lemon Ad Stand has the tools and expertise to take the guesswork out of your audience research. We can identify and define your potential customers and help you understand your new brand’s audience.

From there, you can begin to anticipate what sort of branding choices target customers would respond to—and move forward in your branding process with these individuals in mind.

What story are you trying to tell?

This is a large question—we know. And there are a few other ways to ask it, too: What do you want strangers to know about you? What matters to you?

You may want a prospective customer to understand your deep level of expertise or your commitment to your community. You may want them to see your sense of humor or passion and understand your organization or company’s history.

At The Lemon Ad Stand, whether we are redesigning a logo or creating brand guidelines, your story remains front and center in our work.

Your brand, like your story, should communicate all of the things that are important to your work.

A well executed brand is a good representative of your story.

What makes you stand out?

Understand your competitors—it’s good business, and it creates good branding, too. If there are others offering similar services or products, it’s important to note how, exactly, you’re different.

If you’re unsure where to start when it comes to market research, that’s okay. We can help, too, and ensure that your brand sets you apart.

Remember, your brand itself is an asset—and developing it is a process both long and worthwhile. We’re here to help along the way—and we can’t wait to get to work!

Set to 20/20 Focus

Posted on by Calvin Jackson

It’s not just a New Year, a New Decade is upon us. Beyond a resolution,  you and your company need to set a 20/20 Focus. Poise yourself to converge and overtake the market with updated branding and marketing strategies to align with your 20/20 focus. 

EXAMINE YOUR BRAND 
•    Review your company culture, call your office as a potential client
•    Refresh your logo and business cards
•    Brighten or mute your brand colors
•    Print branded note cards, consider the lost art of sending letters
•    Minimize the pages on your website

SET YOUR 20/20 FOCUS
•    Visualize where you (your company) will be in 2030
•    Reprioritize your current strategy to align with your new goals
•    Set deadlines for each task associated with the execution of the goal
•    Engage your network, check LinkedIn for experts and connectors
•    Launch and continue to review

As you examine and focus, The Lemon Ad Stand is here to cheer you on and partner up. Lets put our creative juices to work and squeeze the decade. As your creative partner, we’re here to help you attack goals, challenges, and strategize to make this new decade your best yet.

Keeping Art in School

Posted on by Calvin Jackson

Keeping art in school is a subject that Calvin is passionate about. Raised by an artist and educator, Calvin’s foundation as a designer stems directly from his love of art and painting. He enjoys visiting classrooms to discuss art-related careers and especially to host art projects with school-aged children. Most recently Calvin traveled to Brooklyn to host a mixed media painting session with students. Feel free to connect if you’re interested in partnering with The Lemon Ad Stand’s in keeping art in school.

New to Instagram

Posted on by Calvin Jackson

If you’re new to Instagram, you may not know the ins and outs of growing a following. You probably know that you need photos and you need to share them. That’s a great start, but there is more to it.

Let’s cover a few basic tips for anyone new to Instagram.

Quality Imagery

Instagram launched in 2010 as an image sharing platform, where word count wasn’t relevant. It’s all about the image here! This is absolutely still true today. The quality of your image is the most relevant aspect of your account. Don’t post grainy or distorted images. You want excellent lighting and on brand imagery. For specific suggestions about quality imagery, visit this Social Media Today’s article.

Well Researched Hashtags

This is the most critical act for accounts that are new to Instagram. To grow your users organically, you must use relevant hashtags. #NewtoInstagram is a great tag! It’s not specific to your industry but I found it to be remarkably beneficial when we ran our Instragram Series on the topic. #NewtoInstagram is an easy one.

To find hashtags that are relevant to your industry, you’ll need to open Instagram and start searching hashtags. It’s as simple as typing hashtag options into the search bar. Choose the ones that have high followers, are specific to your industry and use them with every single post.

Choose relevant hashtags; not just trendy one. Trendy hashtags get blocked if they are over spammed. Choose wisely.

Create your own hashtags!

You’ll want to create a hashtag that your avid followers can use to help you promote your business, to find your posts and keep the organic growth moving up! We often use #thelemonadstand and #tlas. This allows our followers to put said hashtags into the search bar and find everything we’ve posted.

How Many & Where

In 2019, the maximum number of hashtags allowed is 30. Do you need 30? You need as many hashtags as are relevant to your post but statistics show that a higher number of hashtags garner greater engagement.  Which makes perfect sense, the more options people have to follow, the greater engagement will be.

There is also debate about where to place your hashtags. Should you place your hashtags in your post or as a comment. The definitive answer is, go with what you prefer. Some people prefer to break up the post (I do) while others to add the hashtags to the comments. It’s completely up to you.

Find creative ways to separate your hashtags from your copy. I use a border of ••• and lemons to separate my copy and make it readable.

Go Live!

Throw all your inhibitions to the wind and Go Live! This features allows you to share a video in real time with your followers. The benefit of going live is that Instagram sends out push notifications to your followers, helping to create a buzz.

Wondering what to talk about? Your expertise, of course. If you’re a interior designer, talk to us about latest design trends. Go live and walk us through your most recent project. You can even schedule your “live” in advance, market it and encourage your followers to join you and engage. They can ask questions and share their opinion.

As with all social media, engagement is key. The more followers that are showing up to engage while you are live the more social media equity you are accumulating.

Live is a great method for launching promotions or new products. Show your followers what you have to offer, live and in living color.

Engage

Respond to Comments

As we’ve already mentioned, engagement is key. Especially, when you are new to Instagram. We highly encourage you to activate notifications to your cell phone and respond when you are notified that someone has commented.

Once you have followers who are commenting, chat with them! Love the comment and respond to it.

Follow Your Hashtags

Use that magical search bar to follow your industry hashtags. Give the same level of engagement you are looking for. Comment on others in your industry, follow their accounts and keep in touch. The secret here is for other followers to be intrigued by your comments, so much so that they come and follow you. It’s a little self serving but balance that by making sincere comments and being genuine.

Followers who Unfollow

Don’t take it personally. One day you’ll gain 12 followers only to have lost 8 by the next morning. Unfortunately, there are accounts set up with the expectation that if they follow you, you’ll follow back. Keep in mind that in a lot of instances, these accounts are spammers.

Check your followers’ account! If they have 6 posts and 2,587 followers, be skeptical.

Focus on growing your organic reach, with authentic followers. 

Link in Bio

Whenever you need to guide your followers away from your instagram, to a blog post or deal posted on your website, the most common strategy is to use the phrase “Link in Bio” in the actual post.  At that point, you should have already updated your profile bio and placed the outbound link there.  NEVER, use an outbound link in the body of the post. That lowers your Instagram equity.

Instagram Equity, is a term that I use to reference how you’re managing the algorithm. Are you appearing in followers feeds or being hidden? When your posts are appearing, followers can engage. When you’re working the algorithm correctly, you’re growing Instagram equity.

You got this written on ground, New to Instagram

Diversify Your Communication

As we were in the midst of our #NewtoInstagram series, Instagram became inaccessible for a number of hours. Oh the irony of it all. It reaffirmed for us, a message that we share often, “collect your client’s/follower’s emails”.

E-mail marketing is still the best strategy to maintain consistent communication. If email addresses load directly into your e-marketing software, I recommend that you download them quarterly. Luck favors the prepared. Cherish your email list!

As always, it’s our pleasure to share these tips with you. We hope that your Instagram journey is plentiful and vibrant.

Till we chat again keep your Lemon Ad cool.

What is Web Accessibility?

Posted on by Calvin Jackson

The globally recognized entertainer, Beyoncé Knowles-Carter is likely to be the first and most notable example of the web accessibility awakening. Beyoncé has been named in a class-action lawsuit for lack of ADA web accessibility on her website. Your first thought may be, ‘Beyoncé is a private citizen’, and therefore not required to abide by ADA regulations. Her web team probably thought that too. As your web team we’re here to break this down.

 

” What is Web Accessibility and why is it important to my business?”

In simple terms web accessibility is ensuring your web site’s information and application services are accessible to everyone. Particularly those with disabilities and those who are covered by the Americans with Disabilities Act (ADA).  

WCAG 2.1, also know as Web Content Accessibility Guidelines , are a set of standards for web development. It is a series of guidelines for improving web accessibility for all people and is maintained by the Worldwide Web Consortium.  These guidelines were created, and are modified,  for web developers to use as a minimum benchmark or set of recommendations to create more accessible web content.  

Statistics show that 15% to 19%  of the world population has a disability.

While these guidelines, can’t possibly cover all disabilities, they are designed to provide accommodations for blindness/low vision, hearing loss/deafness, speech disabilities, limited movement, photosensitivity and a combination of these. Whether it is the law or not, providing web accessibility is ensuring access to all potential users. It’s a win/win. It is the right thing to do for consumers and your business.

WCAG 2.1 stems from 4 Principles

Perceivable – ensuring that information and user interface components and applications are presentable in a way that a user can perceive.

Operable – ensures that the interface and navigation are operable for all users

Understandable – dictates that both the user interface and the information being presented is able to be understood by the user.

Robust – The content meets recognized standards in such a way that it can consistently and reliably be interpreted by a wide variety of user agents and assistive technologies.

These 4 principles then get saturated to priority conformance levels A, AA or AAA. Based on the type of website you own will determine the best level of conformance for you. There is no magic formula, every site and solution is unique. Check back for WCAG2.1 pt. 2 for specific elements of the 4 principles and the levels.