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A - Which legally you must comply with.
AA - Which you should achieve; or your site will still be inaccessible to a large number of people.
AAA - Which should be aspired towards as far as is possible.
Achieving accessibility Practical measures you can take include structuring
site so that it will work with a screen-reader; ensuring
site can be navigated without
aid of a mouse; and enabling viewers to change
text size and background colours.
Ensure that you provide alt-tags for sounds and video, not just for images; and make sure that
text you provide is descriptive (i.e. not 'company logo'). You should also make use of descriptive links (i.e. not 'click here' or 'learn more'), as screen-readers read links out of context.
How to check your site There are many partly-automated 'accessibility checkers' on
web (the most well known being Bobby: bobby.watchfire.com and
most thorough being Site Valet: valet.webthing.com/access/url.html); which assess websites against their interpretations of
W3C-WAI guidelines. You can use these 'checkers' to see how your website fares accessibility-wise, but you must not rely on them.
Accessibility checkers can't be perfect, and it must be emphasised that a website is not accessible just because one or more says so. For example, most don't check whether alternative image text is appropriate; and those that do mostly get it wrong. (Believe it or not, technology still has its limitations)… The checkers can also (less commonly) note accessibility issues where there are none, due to their interpretation of
guidelines.
Does accessible = boring? Accessibility does not mean that your website has to be black and white, boring, or text-only. Many sites have used text-only pages as a solution to accessibility; however by following
W3C guidelines it should be unnecessary in almost all cases to go down this route.
Take a look around www.fwoss.com. Our site is neither colourless nor dull, yet it is AAA compliant throughout. Accessible websites do not need to be designed very differently to inaccessible ones; they just need to be carefully constructed with flexibility in mind.
What you can do Getting your website accessible need not be a headache if you go to a qualified software development company. Make sure you run their website through one of
above checkers first, to see how it fairs.

Polly is the research director for Fire Without Smoke Software Ltd (FWOSS)