2020 will undoubtedly represent a continuation of lawsuits regarding website accessibility. Unfortunately, dealers are deep-pocketed targets for these lawsuits. What should dealers have to offer the best level of protection against getting sued over ADA issues?
A multi-level approach makes great sense:
- Edit the sites source code so it works with the tools that a disabled user will try to use with the site. Without taking this step, tools designed to help will be problematic at best. Editing the site’s source code is the logical first step. How? Ask your website provider if they have done this. If not, consider leaving for another provider who has. (Hint: Dealer eProcess is the only one who has, so far).
- Add a front end application. This is a tool like Accessibe ( https://accessibe.com/ ) or AudioEye ( https://www.audioeye.com/ ). These tools offer a visual clue that something has been done to make the site more accessible. In reality, anyone who needs a tool will most likely come with their own, but having visible tools could discourage attorneys.
- Ongoing monitoring. The settlements that have been made in connection with ADA accessibility require ongoing monitoring of the sites. This is a crucial step since a dealer’s website is a living thing. There is a constant flow of new pages/tools/etc. Each of these needs to pass the accessibility test. If your site company has a once and done approach, then this is not what you need to protect yourself. (Hint: Dealer eProcess is the only one that monitors your site on a monthly basis at this point).
The bottom line here is that a lawsuit can be very expensive. For dealership employees who are paid on the bottom line, this can be an income crusher. It is worth doing things right, especially if it doesn’t cost you anything more.
Call us at 877-551-2555 or email us at Sales@DealereProcess.com to set up a one-on-one demo to hear more about our best-in-class ADA Accessibility package and our other sales generating tools!