How to Audit Your Website for Accessibility with Bet Hannon

A few months ago we heard from Amber Hinds about the importance of accessibility and how her WordPress plugin can help you create more accessible content. She also said that you need a human being to catch most accessibility issues – that’s where Bet Hannon comes in. Bet tells us all about what to look for when auditing your website, and how to execute a sampling audit. We also talk about a TON of tools. In Build Something More, listeners get a pre-and post-show. The pre-show is all about beer. The post-show is about database queries.

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Joe Casabona: Real quick before we get started, I want to tell you about the Build Something Weekly newsletter. It is weekly, it is free, and you will get tips, tricks, and tools delivered directly to your mailbox. I will recap the current week’s episode and all of the takeaways, I’ll give you a top story, content I wrote, and then some recommendations that I’ve been using that I think you should check out. So it is free, it is a weekly, it’s over at howibuilt.it/subscribe. Go ahead and sign up over at howibuilt.it/subscribe.

Hey, everybody, and welcome to Episode 219 of How I Built It, the podcast that offers actionable tech tips for small business owners. That’s a relatively new tagline I’m trying. It used to be “the podcast that asks, ‘how did you build that?'” But we’re expanding beyond that and I’m really excited about that. First, before we get into it, I want to thank our sponsors: TextExpander, Restrict Content Pro, and The Events Calendar. You’ll be hearing about them later in the show.

But first, I want to bring on Bet Hannon. Bet Hannon is the CEO of Bet Hannon Business Websites. We are going to be talking about their website accessibility sampling audit. In an earlier episode, I spoke to Amber Hinds about accessibility in general, their tool, the Accessibility Checker. Now we’re going to learn how an agency actually goes about doing an audit and helping their clients not get sued and have a more accessible website. So Bet, how are you today?

Bet Hannon: I’m great. Glad to be here.

Joe Casabona: Thanks for coming on the show. For those of you who are not Build Something Club members, bet and I had a fantastic pre-show conversation about craft beer. So if you are interested in that, you should become a Build Something Club member over at buildsomething.club. But for now, Bet, before we get into the nitty-gritty, why don’t you tell us a little bit about who you are and what you do.

Bet Hannon: Great. So I run an agency that’s focused on WordPress. I got involved with WordPress in about 2008 after I had worked for 15 or so years in nonprofit management and doing some techie geeky things for the organizations that I served. But my position got downsized in that financial crisis and kind of stumbled into starting to do a little freelancing and then develop that into an agency. And have been loving it. I love problem-solving for people. Every project is like a little puzzle to solve.

Joe Casabona: Yes, absolutely. That is what I also enjoyed about. When I was doing the full-time freelance website making thing, that was always my favorite part. I wrote a plugin recently, the first one in a while and I was like, “Man, I miss this.” So I’ll have to make it a habit of coding regularly. You lose it too. I guess it’s kind of like riding a bike. But men, things change.

Bet Hannon: I know. I’m missing more. I’m doing more. I’m doing less and less of that myself, you know, as I’m running the agency. But it is nice to get in. What I miss is diving in and doing Gravity Forms customization.

Joe Casabona: Nice, nice. Well, not nice that you miss it, but nice that you would do it. I always liked customizing Gravity Forms. So you got into WordPress in 2008. So this is your second recession, we’ll say. As we record this, there’s still a global pandemic.

Bet Hannon: We actually have been doing okay. I was kind of worried for a bit. You know, a lot of folks really just figuring out they need websites or they need to revamp their websites, or they need to repurpose their websites. So we’ve been doing okay.

Joe Casabona: That’s great. That’s interesting. I had a conversation with Brad Morrison back in May 2020 about that very thing. Like we were both kind of making websites in 2008, 2009. And I feel like whenever there is a recession, people realize they need to pivot or improve their online presence. I mean, especially true with this current one because…yeah.

Bet Hannon: Right, right. Figuring out how to get information out there about when they’re going to be open or how they’re going to do curbside pickup or all of that stuff. I am kind of notoriously bad for giving unsolicited feedback about websites. So when I go to the local restaurant and I’ve looked up their thing, and I go, “Hey, your colors here are not accessible and this is terrible on mobile.”

Joe Casabona: Man, I would do the same thing, where I’m like, “This should really be like that.” However, the PDF doesn’t download or whatever. Your website not…”

Bet Hannon: Last week I went to the dentist. I paid the dentist bill from a couple months ago, but there’s no way to pay it online. I had to call and give them and do it over the phone. So when I went in, I said, “You should really not be taking those numbers over the phone. It’s easy to make a payment form. Call me.”

Joe Casabona: Yeah, exactly. “Let me know.” I’m always incensed when you can’t pay for something online or whatever. So you have a WordPress agency now. Would you say that your main focus is accessibility or it’s just something you bake into every website?

Bet Hannon: Well, it’s something we bake into every website. We got started with accessibility almost four years ago now. We had a client where we were doing administrative maintenance on their site and they are… they’re still our client. They were our a big agricultural Water District in California. And because of the way they’re connected to the state of California, they became aware that they were going to have some accessibility requirements. And they asked about what needed to happen. We said, “Oh, we could refer you to somebody.” And they said, “Well, we want to work with you. Let’s all learn this together.”

Joe Casabona: Wow.

Bet Hannon: So we dived in, and our entire team got trained and learned a lot about accessibility and worked through a lot of that with the client and just really got hooked. When you start diving into what makes the site accessible, but also the power of making the website available to more people and usable by more people and seeing how it really can impact people’s lives, whether they have a permanent disability or a temporary disability even, you know, to be able to use the sites. And so we just really got excited about that.

Some of the best advice I got as an agency owner was never ever put accessibility in a proposal as something to be refused. That you should never put yourself in a position of allowing the client to throw people with disabilities under the bus in terms of bringing down the cost. That for me it’s staking our reputation as an agency on… everything we do has accessibility baked in. And I truly believe that accessibility is going to be what mobile responsive used to be five or 10 years ago.

In another five to 10 years, everybody will be doing accessible websites and it’ll just be what every self-respecting developer does. So we’re just kind of on the early curve for that.

Joe Casabona: I love that. When you said that it reminded me a lot of responsive web design. Because that was something that I felt I got in on early. I saw Ethan Marcotte talk about it super early. I put it in my proposal as like, “Do you want a responsive website?” And then I was like, “Why am I even asking? It’s just going to be part of it. It’ll be part of the cost. If they want to buy a cheap website from someone else, they can.”

Bet Hannon: Yeah. And quite frankly, more often than not, when I talk to clients, and I say, “Look, this is part of what we do. We bake it into everyone. There are some legal requirements that you may or may not have. You need to do this,” and they’re like, “Oh, yeah, thanks. I hadn’t even thought about that yet.” So they’re usually grateful for having it or the topic being brought up.

Joe Casabona: Absolutely. I mean, it’s our job right to advocate on behalf of our clients and inform them, right? When I go to a pizza shop, the pizza shop should expect that I know how to make the perfect pizza. I shouldn’t expect that they know how to make a website. Right?

Bet Hannon: Well, it’s kind of what we do as freelancers and agencies. The client comes to us and they may say, “I want this one inch of website.” And we start looking at their… our job is to kind of take a consultative approach and to say, “If you added this on, this would really impact your business in a positive way. You can really grow your business by adding this thing on,” or “tell me about how you do the sales process. Oh, we can help automate that for you.” You know, so that you’re taking more of a consultative approach to helping people understand what they might need that they don’t yet know that they need.

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And now let’s get back to it.

Joe Casabona: So you mentioned that your team got trained. What was that like? Is there a certification process for accessibility?

Bet Hannon: Mm hmm.

Joe Casabona: All right. I was going to add a second part of that question, but your face lit up. So go for it. How was it like?

Bet Hannon: There are. They’re both. There’s some online journey. There’s a ton of training that you can do out there. So if you’re just starting out and you’re wanting to learn more about website accessibility, some free options for doing that are going to WordPress TV. And there have been a bunch of presentations at various WordCamps on some of the technical pieces for accessibility. I’ll just be the first to confess that I’m not the lead developer at our agency. So some of those kind of technical pieces are not where I would necessarily be helpful to people. But there are tons of presentations from WordCamps to start getting going.

There are some LinkedIn Learning pieces. Joe Dolson, who’s an accessibility advocate within WordPress has a great LinkedIn Learning course on Accessibility and WordPress. Very helpful. And then we had our folks do Deque, D-E-Q-U-E, deque.com, they do services around accessibility, but they also have some learning pieces. You can buy basically a membership for a year to do their self-paced online learning pieces. So we have everybody in our group do their base level, which is just awareness about disabilities, and what different accommodations are. So just kind of educating our team about what those are.

And then our lead developer has been doing more advanced pieces in preparation for taking a certification exam. So there’s the International Association of Accessibility Professionals. They actually have some certification pieces. Those are several levels, in fact. Those are kind of where our folks are going.

So as you may or may not have guessed, one of the ways that you might you would test a website for accessibility might be to use yourself a screen reader. So screen readers are what people who have visual impairments might want to use, and it reads out loud things that are on the web page. We’ve done that, and our developers done that for a long time. But we became aware like, I don’t know, maybe like six months ago, sort of like, well, you can use these tools, but are you using them like a visually impaired user would use them?

So I did a little networking and found the consultant and agency, that is the Oregon Federation for the Blind refers people to. So if I experienced blindness and I needed to get training, my state would send me to this guy to learn how to use a screen reader. And we sent her to do training with him, our lead developer. And that was amazing because we had known for sure, but sure enough, people who are blind or visually impaired use screen readers differently than maybe we had anticipated. And so that then helps us be better at testing what we’re doing and how we’re building things out.

Joe Casabona: Wow, that’s really interesting. I’ll mention one more resource that I read. Because there’s a chapter in my book on accessibility. But I read “Accessibility for Everyone.” It’s a book by Sarah… Oh, my gosh. Her last name is escaping me right now. I’m very sorry, Sarah. Oh, no, it’s not even Sarah. It’s Laura Kalbag. Laura Kalbag. That’s right. Sorry. But the book is fantastic. I will link that and everything that Bet just mentioned in the show notes over at howibuilt.it/219.

Your mention of using a screen reader is very interesting because for my book, there’s a video component where I tried using one in order to show my readers how to use it to test. And honestly, it’s just I had never used one before. So I don’t think it was the most effective demo. But that leads me to ask another question, which is there must be resources in general for testing accessibility with a target audience. Right? So for example, I have transcripts for this podcast. I suspect that there’s a way for those who… Forgive me, I don’t know that I… The proper terminology is escaping me but people who are deaf or have hearing impairments. Is that the right way to put it?

Bet Hannon: Mm hmm, hard of hearing.

Joe Casabona: Okay. Someone got upset with me for saying hard of hearing

Bet Hannon: Well, all kinds of groups, there are a variety of takes on things. Hard of Hearing is what I do see often.

Joe Casabona: Okay, cool. That’s what I thought too. Okay, cool. But in any case, I guess, are there resources for you to test accessibility features with those who are most likely to use them?

Bet Hannon: Do you mean doing testing with disabled users?

Joe Casabona: Yes.

Bet Hannon: The actual disabled users?

Joe Casabona: Yes, yes.

Bet Hannon: Well, people with disabilities often are chronically underemployed, and so if you have a way that you want to do a lot of testing, you could certainly do some networking to find people who could help you with testing. I think you should never ever ask a disabled person to test for you without getting compensated.

Joe Casabona: Of course.

Bet Hannon: I mean, think that’s just rude. We have several folks that test for us and consult with us when we have questions. Sometimes you’re testing a site and it’s just really hard to get a sense for… you know, if you tagged into this in a certain way, it might get you into a trap that you couldn’t get out of. You know, what are the clues? And so, just kind of having people do some testing for us. So we have a few people that do that for us.

Joe Casabona: Got you.

Bet Hannon: But resources for finding those people, I don’t… I mean, that’s going to vary quite widely.

Joe Casabona: Got you. But there are resources available if you do some networking, like you said, and ask around.

Bet Hannon: Yeah. You know, I would ask around. I mean, there’s some state agencies in your state, probably. You could network around about where do they send people when they need training? And then those people who are doing training on those things may often do some consulting like that on the side.

Joe Casabona: Awesome. That makes perfect sense. This has already been super informative. Now, you have a website accessibility sampling audit. In a previous episode, I think I mentioned this earlier, with Amber Hinds, we kind of talked about like the WCAG ratings and things like that, which is sort of an automated thing, right? You go to a website, you get a rating. If it’s double, great. If it’s triple, even better. But we still need a person auditing your website, right?

Bet Hannon: Yeah, yeah. Right. There are a variety of tools that are out there, automated tools there where you can test your site. And wave.webaim.org is the one that Amber was probably talking about. That’s one of the best known. Lighthouse is another one. It’s a Chrome extension that you can put in in the specter tools and you can look at there. They’re great. Those automated tools are really good and important to us because they can help save you a lot of time.

The important thing to remember about them is that they only catch about 30% of the accessibility issues. And you may get some false positives and false negatives. And you’ll always need humankind of… you’ll need to look at things with a human eye. Those testing tools are never going to be enough to say that you’re fully accessible. So, for instance, an AI tool can tell you “yes or no, there’s an alt tag for this image.” Yes is good, No is bad. But if the alt tag is the name of the file, jpg49678, that’s not compliant. So it can give you the false negative that you had all the alt tags are taken care of when they’re not really.

So you want to make sure that you’re using those tools as they’re intended, to do some basic screening, but at the same time that you’re really looking at things. Even the tools that Amber and her team have put together are great but they really require you to engage. And that’s the thing with accessibility. There is really no just put a plugin on or just pay to make it go away. You really have to learn what’s accessible and what’s not and implement it regularly.

Accessibility has some parts for WordPress, and that’s what we deal with almost always. For WordPress, some parts of accessibility are in the theme. So whether your menu is accessible or not is largely controlled by your theme, for example. Your color contrast of your buttons and your color contrast is set by your theme. But a huge piece of accessibility is your content. So when you’re putting in content, are you making sure that the images have alt tags? Are you making sure that the H tags and the headings are nested without skipping any levels? So a lot of that content piece is stuff that people are just going to have to learn and learn to implement correctly as they go.

Joe Casabona: That’s a really important point. I think Amber made the same point, right? Because Accessibility Checker… I don’t know if you’ve used it.

Bet Hannon: Oh, yeah.

Joe Casabona: She gave me a pro version. That was an inaudible “oh, yeah.” But the education part is really important. When I look at my blog posts and I see the kind of score I get, it’s like, “Hey, you have two h2 tags in a row here and you skipped an h2 tag or whatever it is.” Because I always forget if the… maybe this is a question you can answer for me. The site title is an h1 in most themes, which means your blog post…

Bet Hannon: No, the page title is the h1.

Joe Casabona: The page title is the h1. Okay.

Bet Hannon: Yeah, yeah.

Joe Casabona: So if I’m looking at a blog post… gosh, I should know this, but I don’t right now. If you’re looking at a blog post, should the title of the blog post be an h1 or an h2?

Bet Hannon: Well, the title of the post or the page will be the h1. And that should be taken care of in the theme. The theme should handle that for you. And then when you start putting in H tags for kind of organizing your content, you should start with h2s. And you can go you can skip from an h2 to an h2. You just can’t go from an h2 an h4.

Joe Casabona: Right.

Bet Hannon: I think people often don’t quite understand or get that you shouldn’t use the H tags to style font. Right?

Joe Casabona: Right.

Bet Hannon: An H4 four can have as big a font as the h3 or the whatever. But you’re kind of organizing the content. I sometimes say it’s like when you were in high school English, and you had to do that outline with the Roman numerals and the capitals and then the lowercase Roman numerals and lowercase letters, and you have to kind of build it out in that way. My team doesn’t like that because “who learns to do that in English class anymore?” is what they tell me. Then I feel old.

Joe Casabona: Really? Hold on. We can talk about this in Build Something More because it’s a sidetrack. People don’t learn how to do that in English class anymore? I’m outraged.

Bet Hannon: Ohhh, yes. Well, you graduated before No Child Left Behind really diminished education.

Joe Casabona: Oh, gosh.

Bet Hannon: My wife is a college professor and sometimes what people have not learned in high school is quite astounding.

Joe Casabona: Ah, that saddens me.

Bet Hannon: Yeah, it is. My team sometimes talks about it as nesting file folders. That’s a different example that you can talk about. Like the whole drawer is the h1 and then you can have h2s and then nested folders. But you have to make sure that you don’t skip any.

Joe Casabona: That’s interesting. I’m going to bet like most of my blog posts are inaccessible because I guess it was just always like a mental block for me. I thought the site title was h1, the page titles h2. So I always started in on h3.

Bet Hannon: Oh, okay. Yeah, yeah.

Joe Casabona: I better go back and fix all those. I reckon that there’s like…

Bet Hannon: A few at a time. And that’s the thing. When people realize that they’ve been doing something incorrectly… I mean, know better, do better. That’s the thing. When you know better you can do better. And so when you realize that you may have not done that correctly over time, it can seem insurmountable. I mean, it just seems like this overwhelming task, I mean, if you have hundreds or thousands of posts to deal with.

So the key is start and do a little at a time. Just make a goal to do two of them a week or three a week. It doesn’t take very long once you figure out what you’ve done. And then just kind of make your way through them. There are some tools for doing that. There’s a couple of really great alt tag checker tools. So there’s a free one in the repository—and now I’m going to forget its name, but we can put it in the show notes—that basically when you install the plugin, it’ll show you all the images in your media library and just show you which ones are missing alt tags.

Joe Casabona: Oh, great.

Bet Hannon: But then you still need to go back and fix them. And then there’s a paid tool, and it costs like $200 a year. I don’t remember the name of it, either, we’ll get into the show notes… Sorry, guys. I know it’s two, guys. Well, one is written by my friend Andrew Wilder and his team, but the other one I don’t even know. But anyway, the paid tool is really nice because it pulls in all existing alt tags. It will use AI to try and generate an alt tag based on what’s there. You have you still have to go in and kind of like say, “Oh, that’s not quite right. Let me actually fill this out.” But it gives you that help, that start. And then when you fix it there using that plugin, it fixes it on every post that’s used that image. So if you have a lot of images, it’s probably worth getting that paid tools.

Joe Casabona: Yeah, for sure. For 200 bucks saving you hours of work. That’s really interesting. Because as we’re talking about this, I thought I could probably make a plugin that loops through the content of all of my posts and just bump up the heading. I’d still need to check.

Bet Hannon: Yeah. If you knew it, you could do that, I suppose.

Joe Casabona: I’d have to make sure it doesn’t go above h2. So I’d have to say, “Is this an h3 change to an h2, or whatever.” It would have to be smarter than just looping.

Bet Hannon: If you knew you were consistently making the error, right?

Joe Casabona: Yes. For me personally, I’m confident I consistently make that error. You know why I’m confident? I write in Ulysses, which is a fantastic writing app. It’s markdown, and it exports directly to WordPress. And I always start with an h2 for the document title, and it bothers me, and then I do h3 for all subsequent headings. So I know for a fact.

Bet Hannon: Oh, yeah, yeah, yeah. If you start fixing it, you could do that. You might be able to do that. I got into doing more database query stuff a couple of years ago. We had a really large site with a ton of stuff, and very active site. We were going to be doing a new theme for them. And there’s always that problem where you have the active site where there’s WooCommerce, or an active blog, or whatever, and then like, you’ve got to pull that back together.

So I was experimenting with a plugin that purportedly was going to merge in the changes from the production site. And in the testing, it looked all great. But during the time we had it in development, it got stuck in some kind of a loop with Gravity Forms entries. And I had 15 million, with an M, additional extraneous entries. I just had to start learning how to write queries to get stuff out because it was so huge. I couldn’t even get it to load.

Joe Casabona: Jeez. That’s horrifying.

Bet Hannon: It was crazy.

Joe Casabona: There was a plugin a few years back that I guess was not viable market wise. It was bought by Delicious Brains.

Bet Hannon: By the time I was looking at this, they’d already pulled that off.

Joe Casabona: Oh, man.

Bet Hannon: This was another one. But it’s a difficult problem. It’s not an easy problem to solve. Anyway, I learned how to do a little bit of SQL.

Joe Casabona: Very nice, very nice. We can talk about that in Build Something More because I have some fun stories.

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And now let’s get back to it.

Joe Casabona: We haven’t even talked about the service yet, the website accessibility sampling audit. Tell us how that works, how you put it together, why you put it together, all that fun stuff.

Bet Hannon: So you might want an accessibility audit of your site to help you know what things are wrong. Like you have been doing some of these things to try and fix things, but there may be still things that you are not sure are problems yet. And it is difficult with accessibility to know… It’s kind of like SEO—knowing where you’re kind of moving toward. It’s a moving target or that’s kind of fuzzy sometimes. So getting an audit is a great thing to do.

Traditionally, an accessibility audit would look at every single page in detail and give you a detailed report of every single page of your website. And as you might imagine, that’s a labor-intensive thing because that’s a lot of work. So even if you have a moderate-sized site, it could run you into tens of thousands of dollars. And so what we discovered is that, by and large, if you have problems on with accessibility on your site, you can catch a lot of those with a sample of your content. So we developed an audit that was taking a sample of your content, and then you as the site owner can get this report. And then you have to extrapolate from there.

If on your site audit we note that you have images without alt tags, you probably have a lot more than those then on the pages we looked at. So we try to work with folks to do around 25 URLs or so. Even sites that are really big blogs with thousands of posts, you really don’t need more than about three or four posts to do that. Unless you have a blog with a variety of authors. So we try to tell people, you know, try to get all of your page templates represented, try and get a good kind of representative sample of content through time. So like maybe if you start changing and doing better with your H tags now… but we’re only looking at those, we might not pick up that you still have that problem earlier.

Joe Casabona: Got you.

Bet Hannon: So we want to look at content creation through time. We want to get a variety of the authors on the blog. So maybe one person is continuing to do this one thing that is creating accessibility issues. Look at various features. If you’re doing a WooCommerce site or some other eCommerce site, you know, you want to look at the checkout process, you want to look at its membership site, looking at the process for doing that, and just try to work with them to come up with around 25 URLs to look at in terms of doing that.

Joe Casabona: That’s right.

And then we produce a big report. Often the reports are more than 15 pages. We actually give them a list of everything we looked for whether or not they violated it so they know what we checked for. We use those automated tools, but then we have human beings checking the page. And then if we run into something where we’re not sure about, we’ll call in our consultants and have people with actual disabilities looking at the content as well. And then we do include an hour of consultation time at the end.

So then you can jump into a Zoom call, we can explain it to you, we can demo problems for you, show you why it’s a problem. Some people find that really helpful. If you want, you can bring your… we don’t need to do the remediation. But if you have a regular developer you work with, you can bring them on the call and we can make it more of a technical call about how they might need to fix that or what they might want to do to fix a problem.

Joe Casabona: That’s great. That sounds a lot like when Gutenberg first rolled out I created a course, and I basically said like, “How to audit your website to see if it’s ready for Gutenberg.” Very similar. Page templates. I said just like, “Pick a sampling of old and new posts.” But content through time is a very nice, snappy way to put it. I know exactly what you’re saying and I think that’s great. Authors, various features, things like that.

And then the one-hour consultation at the end. Patrick Garman came on the show a few weeks ago. They have in a WooCommerce performance site audit, also includes some consultation time. This was not a planned question or anything like that, but do you think that the audit has been a good addition to your business? Do you think it’s helped your business a lot? Because it seems like it’s an idea that’s catching on more, at least in the WordPress space.

Bet Hannon: It is. I do think we have to be careful about taking on too many. It takes about two weeks start to finish and we only onboard one a week just because it represents a pretty good chunk of labor for us. And keeping up with our other projects is kind of priority in terms of paying the bills. But it is a good thing. Because most of an accessibility audit is done from the front end, we’re able to do audits on sites that are not WordPress. We can do a Shopify site or a Wix or Weebly site. But those folks don’t tend to want to do those kind of things. But you can do it on any kind of other platforms that someone might want to do.

I think people are increasingly concerned. I’m seeing that more niche-driven. So for a bit, we had a ton of audits for food bloggers. So a pretty well-known food blogger got sued around accessibility, and it just raised that awareness for everybody that they… On the one hand, a good number of them are like, “I don’t want to get sued.” But what they also do know that it’s an important thing to do. They can increase their audience, it gives more people access to their content. So they definitely aren’t just anxious about being sued. And I want to be careful about not throwing around the fear-monger kind of thing.

Joe Casabona: Right. Right.

Bet Hannon: I mean, it is about not getting sued at one level, but it’s also that there are a lot of really great reasons to make your site accessible.

Joe Casabona: Yeah, absolutely. I’ve said this on the show before. People ask me how I grew my show so quickly, and I think one of the big growth points in the show’s history is when I added transcripts. I saw a definite increase in traffic to the site and even an increase in listenership. Sometimes it’s not just the deaf and hard of hearing who want to read the transcript. It’s people who maybe can’t listen at that moment and or maybe they want to read along while they listen.

Bet Hannon: I have seen statistics go by that say that 80% of the videos on LinkedIn are played without sound.

Joe Casabona: Wow.

Bet Hannon: 80%. It’s very high. It’s pretty high like that for Facebook, too. I think about that, well, one of the times when I’m surfing LinkedIn is in the early morning when I don’t want to wake somebody up, or when I’m in a waiting room somewhere, pre-COVID, or where I just can’t listen. But I sure watch videos go by and yeah, the captions.

Joe Casabona: For sure. I mean, that’s super interesting. 80%. That’s wild. For me, it’s usually maybe I listened or watched something and I remember a phrase and I want to find that phrase. So even for those who do listen or watch with the sound on, the transcript or the captions, the searchable text is invaluable to a lot of people.

Bet Hannon: Well, you’re getting the search engine juice from that too.

Joe Casabona: Yeah, exactly.

Bet Hannon: Right?

Joe Casabona: Yeah.

Bet Hannon: When you think about captions, you have to think about whether it is… if it’s a video, often you’re doing captions because the video is conveying something of the conversation or the interaction as well. But for a podcast, doing the transcript… Well, I often do listen to podcasts at time and a half or, you know, I bump it up. If you got a transcript for me to read, it’s much faster. I can read a lot faster than I can listen.

Joe Casabona: Yeah, yeah, for sure. Awesome.

Bet Hannon: So it’s not just situations where I might be time pressed and I just want to skim through stuff.

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Joe Casabona: I know some well-known, big time podcasters who have kind of poo pooed transcripts because they don’t feel the added cost is worth it. And I’m just like, “First of all, you’re making more money than I am podcasting.” Even if you don’t use… Rev is expensive. My virtual assistant transcribes the videos I sent her so I know that she understands the task at hand, and she transcribed a 30-minute video in like three hours. Worth it. Worth it to pay her that. It’s cheaper than Rev.

Bet Hannon: And there’s some other services that are up and coming too. And I think we will see more and more of those.

Joe Casabona: I’ve been using otter.ai. Any place that offers an educational discount, I’ll grab it.

Bet Hannon: I just heard about Otter today in another… I was in a meeting this morning and somebody mentioned that one.

Joe Casabona: How funny.

Bet Hannon: I hadn’t heard about it.

Joe Casabona: What’s that called? That’s called something. You hear about it once and you hear about it everywhere.

Bet Hannon: Synchronicity

Joe Casabona: Oh, man.

Bet Hannon: Oh, no.

Joe Casabona: There’s something effect. I’ll look it up for the post-show. But anyway, we could talk tools all day. I mean, I guess that’s helpful, right? It’s an accessibility show. But otter.ai and Descript both offer educational discount, so if you have a .edu address, you can get it at like half price. So I’ll just snag those. I’ve been pretty happy with Otter. There’s a few things, but it’s AI, transcription.

Bet Hannon: Right. And I don’t know if it kind of produces a transcript, but I do know that I’ve been seeing going around that Zoom is giving… For Zoom, they’re giving free on the fly too closed captioning for meetings.

Joe Casabona: Yes.

Bet Hannon: But if that gets saved in a file, that would be checked out.

Joe Casabona: Yeah, absolutely.

Bet Hannon: There’s a way to turn that on in your account. Even if it’s live transcription, stuff like that is often a little buggy. But at least you’ve got something to start with from there.

Joe Casabona: Again, you can hire an editor to edit it or have your virtual assistant read through and just spellcheck. It’s probably easier for them. So yeah, absolutely. Gosh, this has been super great. As we wrap up, if somebody wants to get started, maybe they have a website, and they’re not sure if it’s accessible, what are some tips to get started?

Bet Hannon: Well, the first would be don’t be tempted by what are called the overlay plugins. So it’s big business right now. Those overlay plugins have huge amounts of venture capital pouring in. So their ads are everywhere, and they want to suck you in with just “buy our service and everything will be taken care of.” And they don’t. So don’t get sucked in with that. And then just start educating yourself about what needs to be there. I’d say the very base kinds of pieces are the things that we’ve already talked about in this podcast. You know, your alt tags and you’re heading tags, and then just start trying to work your way through testing your site, getting your content squared away.

But ask questions. There are tons of people out on Twitter and LinkedIn and other places that are, if you have a question, willing to look at that and give you some, you know, not free consulting, but point you in the direction of some resources.

Joe Casabona: Awesome. That’s fantastic. And with alt tags—again, I think I brought this up on the show previously, but I do want to drive this point home—it should be as descriptive as reasonably possible. Is that kind of the way to put it?

Bet Hannon: Right. Yeah. We have a blog post that should come out on our site in another couple of weeks about alt tags. We’re in process with it. But yeah, you want to make it descriptive of the image, but you never want to put in the word image or photo or graphic or anything like that, because the screen reader reads that out loud. The screen reader already tells someone that it’s an image. And so you would just say, you know, “Father and child playing on the beach on a sunny day.” You know. It shouldn’t be too horribly long but it should be… If it’s a photo of a person, it can say, “Photo of Joe Casabona, an incredibly good-looking Italian man.”

Joe Casabona: Well, thank you. You’re making…

Bet Hannon: You can embellish your own text.

Joe Casabona: Yeah, there you go. People will probably picture like Fabio or something. Maybe Fabio is like old-timey reference and newer, good-looking Italian man. That’s interesting. So “father and daughter on beach on a sunny day” is good. But maybe like, father and daughter on beach sunny day with red pale and father’s wearing like green swim trunks. That’s too much.

Bet Hannon: Too much detail. Too much detail. Right. Yeah. Well, the thing you don’t want to do is you don’t want to put anything in a meme-like image with text on the top. People do that a lot. They just go to Canva and they’ll make a little meme thing to promote an event or to promote whatever. The thing is, when you do that, you need to make sure that you’re providing alternatives for that. So you can do it but you just want to make sure that…

For instance, we have clients where they’re doing a lot of events driven pieces. They might make that graphic, but then in the text of the post, they need to… so that the alt text on the graphic can say, “Graphic promoting this event, details in the post below.” And then the person can skip into the content and get the details.

Joe Casabona: Yeah, details in the post below. That’s another thing that I think Amber mentioned. Go ahead.

Bet Hannon: But the thing is, if you only put that little Canva image that’s kind of meme, like, Google can’t see that text either. So you’re not getting any search engine juice off of that.

Joe Casabona: That’s really interesting. So you wouldn’t necessarily want to have that exact text in the alt tag if it’s also like the title of the post and mentioned in the post below. Is accurate that accurate?

Bet Hannon: Right, right. It becomes repetitive.

Joe Casabona: Okay. Cool, cool.

Bet Hannon: And actually, people who are using screen readers, which the alt text is about people who are using screen readers, like the rest of us, they skim through content. When we all go to a website, we just skim through, and we’re looking at the headings, and we’re looking for what interests us. We’re not really reading every word. So people who are using screen readers are skimming through, and they’re skimming through to look at the headings, H tags, come back to play on the links. And you want to make sure your links are set up so that the link text, the part that gets underlined or made into a colorable or whatever that effect is, but that link text is descriptive because often they’re just skimming through the text and having the screen reader read out that text to them. So if all of your link texts say “click here,” “click here,” “click here,” there’s no context. They’re gone.

Joe Casabona: Oh, jeez. Wow. All right. Lots of really good…

Bet Hannon: So “click here to learn more about accessibility. Click here to do blah, blah, blah. Click here to download a blah, blah.”

Joe Casabona: Yeah. Love that. Right. And then I guess the same with buttons. You don’t just want to say like, “Click here.” You want to say like, “Enroll today” is usually what I put. But maybe I put “enroll today in Podcast Liftoff” or whatever.

Bet Hannon: Right. I mean, yes, potentially. And then you remembering that buttons are really just links.

Joe Casabona: This will be the last question before we wrap up. We’ve been talking forever.

Bet Hannon: [inaudible 00:51:51]

Joe Casabona: I know. I know. It’s just such a great conversation. This is mostly for me, and I hope the listeners are getting something out of it. With anchor tags, you can add a title text, right?

Bet Hannon: Mm hmm.

Joe Casabona: What’s the utility of the title text? Can I say like, “Enroll in the clickable tags” and then have a title that has more context? Or is that kind of like frowned upon?

Bet Hannon: Oh, you’re asking me more of a technical question now. I’m sure there’s an answer, but I don’t know.

Joe Casabona: All right. I mean, that’s a good answer too because that means at least you weren’t presented with some hard opinion on it. I’ll find something…

Bet Hannon: You gotta remember I’m very rarely any more in the content in that way.

Joe Casabona: I’ll find the link for the show notes for that because that’s…

Bet Hannon: Cool.

Joe Casabona: Again, we didn’t talk about that. It just came to my brain and I wanted to ask.

Bet Hannon: Yeah, for sure.

Joe Casabona: Before we wrap up, you gave us some great tips, do you have any trade secrets for us?

Bet Hannon: Oh, yeah. Just don’t get hooked into those overlay things. They are… I really try not to say this very often, but they’re really kind of evil. A, they purport to fix all your problems, but they can only deal with the 30% that’s AI. They kind of make it sound like you won’t get sued if you use them. But that’s not really the case. Actually, we’re seeing some cases where people are being targeted because they’re using them. And the predatory lawsuit people know that they can’t take care of everything. They’re hooking people in a way that just feels kind of manipulative and not very… just not a good heart behind that.

Joe Casabona: It’s snake oil.

Bet Hannon: It’s snake oil. It really is. And because it’s an overlay, so it’s fixing some of those accessibility problems on the fly as your page is loading, which is adds extra bloat, slows your site down, do those increasingly focusing on speed. So it’s not great for your search engine kind of results and all of that as well. And when you stopped paying for that service, all of those problems are still there. You haven’t fixed anything. You’re paying all that money to the service over time and nothing’s getting fixed.

Joe Casabona: That’s really interesting. So these overlay products are not like, “Here’s what’s wrong.” It’s like, “Here’s what we’re telling you is wrong and we’re just going to add a little JavaScript to fix it or whatever.”

Bet Hannon: It’s like, “We will try and fix the things we can fix.” So they’ll use AI to put in alt tags, which may or may not be correct. They’re just guessing at the alt tags. And then they put these little, they put some little tools over on the side. Well, if you are a person that has a tool, an accessibility tool that you use on the web, if you have a screen magnifier or you already use some kind of colorblind filter thing, you have tools that you already are familiar with that you have installed that you want to use. And so those little accessibility tools things, it’s kind of like, look at me, I’m trying to be accessible is what it comes down to.

And for people with disabilities, it’s sort of like saying to them, “Hey, you should leave the tools that you like and all the shortcuts for to use my second rate thing that’s going to come…” Because those tools conflict them. They create a conflict. So you should leave the tools that you know, and like, and know all the shortcuts to and use my special tool over here that I paid minimal bucks for.”

Joe Casabona: It’s almost like a virtual signal.

Bet Hannon: It’s frustrating. It’s a virtue signal but it’s really… it’s like telling the person in the wheelchair, “You got steps in front of your restaurant, you need to go around and use the ramp and come to the kitchen.”

Joe Casabona: Jeez.

Bet Hannon: It’s really offensive.

Joe Casabona: Absolutely. And it just goes to show you, right? Because…

Bet Hannon: I get that people want to be concerned about accessibility, but take some time to think it through in.

Joe Casabona: Yeah. I mean, be concerned and then find an actual solution and not some Band-Aid that you bought at the dollar store.

Bet Hannon: Yeah, exactly. Exactly. Those services are not cheap either. And that’s the thing. Over time, you’re paying a lot of money, but it’s not really getting fixed. It’s just a kind of a cover-up that’s going to go away when you stop paying.

Joe Casabona: Yeah, absolutely. It just goes to show you that the best way you can be accessible is to write good semantic HTML and know the best practices. That’s just…

Bet Hannon: Yeah, exactly.

Joe Casabona: Awesome.

Bet Hannon: Know better and do better.

Joe Casabona: Yeah, know better and do better. I love it. Bet, this has been such a great hour we’ve been talking for. We may talk about other stuff in Build Something More. So be sure to catch our pre-show where we talk about craft beer, our post-show where we talk a little bit more over a build something club.

Bet, if people want to learn more about you, and they should, where can they go to find you?

Bet Hannon: You can find me on Twitter @BetHannon, and then our website is bhmbizsites.com.

Joe Casabona: Fantastic. I will link those and lots of stuff that we talked about. This is a tool-heavy episode. So it’s going to be long show notes over and howibuilt.it/219. Bet, thanks so much for joining us today. I really appreciate it.

Bet Hannon: It’s been great. Thanks for having me.

Joe Casabona: Thanks to everybody listening. I really appreciate it. Thanks to our sponsors, TextExpander, Restrict Content Pro, and the Events Calendar. Until next time, get out there and build something.

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