Why CTA Accessibility Matters for Mortgage Brokers
Your website's call-to-action buttons are the gateway between potential clients and your services. However, if these crucial elements aren't accessible to all users, you're potentially losing valuable leads. For mortgage brokers, ensuring CTA accessibility isn't just about compliance – it's about maximising your website's ability to convert visitors into clients.
Accessible CTAs benefit everyone, including users with visual impairments, motor disabilities, cognitive differences, and those using assistive technologies. When your call to action strategy includes accessibility considerations, you're opening your services to a broader audience whilst improving the overall user experience.
The Essential Elements of Accessible CTAs
Colour and Contrast Requirements
Your CTA buttons must meet specific colour contrast ratios to ensure visibility for users with visual impairments. The minimum contrast ratio should be 4.5:1 for normal text and 3:1 for large text. This applies to both the button text against its background and the button against the surrounding page content.
Avoid relying solely on colour to convey important information. Instead of just using a red button to indicate urgency, combine colour with text like "Apply Now – Limited Time Offer".
Size and Touch Targets
Mobile users, including those with motor impairments, need adequately sized touch targets. Your CTA buttons should be at least 44x44 pixels, with sufficient spacing between clickable elements. This ensures users can easily tap your buttons without accidentally selecting nearby elements.
Clear and Descriptive Text
Generic phrases like "Click Here" or "Read More" don't provide context for users relying on screen readers. Instead, use descriptive text that explains exactly what happens when the button is clicked:
• "Get Your Free Home Loan Assessment"
• "Download Our First Home Buyer Guide"
• "Book Your Consultation Today"
• "Calculate Your Borrowing Capacity"
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Technical Implementation for Better Accessibility
Proper HTML Structure
Use semantic HTML elements like <button> or properly marked-up <a> tags rather than generic <div> elements styled to look like buttons. This ensures screen readers and other assistive technologies can properly identify and interact with your CTAs.
For buttons that trigger actions on the same page, use the <button> element. For links that navigate to new pages, use the <a> element with a valid href attribute.
Focus Indicators
Keyboard users need clear visual indicators when they navigate to your CTA buttons using the Tab key. Ensure your buttons have visible focus states that are distinct from their normal appearance. This might include a coloured outline, change in background colour, or other visual cue.
Alternative Text and Labels
When using icons in your CTAs, always include alternative text or aria-labels that describe the button's function. If you have a phone icon next to "Call Now", the alt text might read "Phone icon – Call our mortgage specialists now".
Testing Your CTA Accessibility
Keyboard Navigation Testing
Test your website using only your keyboard. Can you navigate to all CTA buttons using the Tab key? Are they clearly highlighted when focused? Can you activate them using the Enter or Space key? This basic test reveals many accessibility issues.
Screen Reader Compatibility
Use free screen reader software to test how your CTAs are announced. The button's purpose should be immediately clear from the announcement. If you hear "button" or "link" without context, your CTA needs improvement.
Colour Blindness Considerations
Use online tools to simulate how your CTAs appear to users with different types of colour vision deficiencies. Ensure your buttons remain visible and their importance is still conveyed through means other than colour alone.
Common CTA Accessibility Mistakes to Avoid
Insufficient Contrast
Light grey text on white backgrounds or subtle colour combinations might look sophisticated but can be impossible for some users to read. Always test your colour combinations against accessibility standards.
Tiny Click Targets
Small buttons that are difficult to click on mobile devices create barriers for users with motor impairments and frustrate all users. This is particularly important for mortgage brokers whose clients often browse on mobile devices whilst researching home loans.
Vague Button Text
Buttons labelled "Submit" or "Continue" don't tell users what will happen next. Be specific about the action and outcome, such as "Submit Loan Application" or "Continue to Interest Rate Comparison".
The Business Benefits of Accessible CTAs
Accessible CTAs don't just help users with disabilities – they improve usability for everyone. Clear, well-contrasted buttons with descriptive text reduce confusion and increase conversion rates. Larger touch targets reduce mis-clicks and user frustration.
For mortgage brokers, this translates directly to more leads and better user engagement. When potential clients can easily find and use your contact forms, application buttons, and consultation booking tools, they're more likely to take the next step in their home buying journey.
Improving website accessibility also supports your google ranking, as search engines favour sites that provide good user experiences. This means your SEO-optimised website performs better when accessibility is prioritised.
Integrating Accessibility into Your Website Development
If you're considering a website upgrade, accessibility should be a core consideration from the start. Working with developers who understand accessibility requirements ensures your new site meets current standards and provides the best possible experience for all users.
Professional website development that includes accessibility planning creates high-conversion websites that work for everyone. This approach to website design considers not just how your site looks, but how it functions for users with diverse needs and abilities.
When planning your call to action strategy, remember that accessibility improvements often benefit your entire user base. Clearer navigation, better contrast, and more descriptive text make your website easier to use for everyone, not just users with disabilities.
Accessible CTAs are an investment in your website's performance and your business's growth. By ensuring all potential clients can easily interact with your calls-to-action, you're maximising your website's conversion potential whilst demonstrating your commitment to inclusive service.
Ready to improve your website's CTA accessibility and boost conversions? Call one of our team or book an appointment at a time that works for you.