Hi again 👋

Imagine two coffee shops on the same street. They're both highly rated, sell great coffee, at the same prices, to the same people.

One has steps at the entrance.
The other doesn’t.

If you use a wheelchair, there’s no decision to make. You go to the coffee shop you can actually get into.

But that's not the end of the story.

That coffee shop may have got the sale, but it's also the one you’ll go back to next time.

And the one you’ll suggest when meeting family.

And the one you’ll take friends to without thinking.

The coffee shop with steps doesn’t just lose a single sale in isolation. It simply never gets considered at all.

And that’s the important part.

This story isn’t really about steps. They’re just the physical version of the inaccessible friction that exists on many, many websites.

When there are two sites, both highly rated, with the same product, same price and same customer intent - but only one works for them. The accessible site becomes the default, and the other site never gets a look in.

No complaint. No feedback. No obvious failure.

Just customers choosing the option that lets them get on with what they came to do.

This is why accessibility isn’t just about removing blockers or fixing edge cases.

It’s about becoming the obvious choice.

When you make it easy for people to buy from you, they don’t just convert. They come back. They recommend you. They stop looking elsewhere.

And the good news is, this isn’t about rebuilding everything.

It’s about removing friction where intent already exists.

Talk soon - and Merry Christmas! 🎅
Dave

P.S. Thanks for reading - have a great rest of your day.