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What is Web Accessibility & Why is it Important?

Most of us can hardly conceive what life would be like without the internet. The ability to have the world at your fingertips or the click of a mouse. But what if you can’t use a mouse? What if you can’t see the screen of your computer or hear a video playing?

As soon as we ask these types of questions, we can begin to see how the internet can create barriers, leaving some users frustrated and reliant on others. However, once we can recognize these barriers, we can begin to remove them, creating web content, design, and tools that everyone can use regardless of their ability. Here is an introduction to the basics of web accessibility.

What is Web Accessibility?

We have all experienced the annoyance of squinting at a poorly selected font, blurry images, or trying to navigate a page that is not compatible with mobile devices. While these issues are a slight inconvenience, they can restrict or eliminate their internet usage to some.

Web accessibility provides everyone with the same access to digital information without any hindrance, regardless of impairments or disabilities. Users should be equipped with the tools and capabilities to aid in the website’s perception, understanding, contribution, navigation, and interaction.

Why is Web Accessibility Important?

The internet is an essential resource in almost every aspect of life. During the 2020 COVID pandemic, the internet became a lifeline to many, keeping the world connected. The high rate of digital adoption within the past two years has revolutionized our lives and society. Still, a significant percentage of the world’s population is limited or cannot use the internet due to accessibility barriers.

Web Accessibility for Users

Accessibility barriers hinder users with disabilities from interacting and experiencing the internet. According to the World Health Organization (WHO), over 1 billion people have some disability, with the rates continuing to rise from chronic health conditions and population aging.

There are three disabilities or impairments: conditional or situational, temporary, and permanent. Conditional or situational impairment is the difficulty accessing digital information due to the situation. An example of situational impairment would include noise, poor lighting, distractions, or slow internet speed. Permanent and temporary disabilities are more commonly associated with disability, including visual, hearing, neurological, cognitive, and motor issues.

Web Accessibility Benefits for Your Business

Web accessibility often is thought only to remove barriers for users facing disabilities. However, accessibility can be just as beneficial for your online business as it can its users.

Brand Reputation

Having an accessible website creates an inclusive environment for your users while providing them with more meaningful interaction with your website and brand by building trust and reputation. For instance, Facebook has been praised for ensuring its site accommodates blind users.

Expanding Market

Your online business lives and breathes according to your customers. The internet is the best place to reach out to customers and expand your market. By making your website accessible, you will cater to an estimated $1.2 trillion market that the competition could be overlooking. As a result, you are increasing your customer retention and acquisition.

Legal Compliance

Additional, by ensuring your website is accessible, you could mitigate a frivolous ADA lawsuit. One lawsuit is filed every hour either in federal court or in California under the Unruh Act directly violating ADA guidelines.

Web Accessibility can be beneficial for both your customers and your business. But what are the guidelines for Web Accessibility, and how are they determined?

Website Accessibility Guidelines

Users with a disability can change how they interact with the internet using assistive software. However, how users interact is not always predictable. For instance, an individual with low vision could use a screen reader or screen magnifiers. Ideally, a website’s content should be accessible for all users, including users who require assistive software.

The Web Content Accessibility Guidelines (WCAG) are the most widely cited international standards for web accessibility. WCAG included specific checkpoints and recommendations based on a principle-based approach to ensure all users can share in the same experience.

The Four Principles of Website Accessibility

WCAG’s principle-based approach is the foundation for producing content and for anyone who wants to use the web. POUR is an acronym that describes accessibility as perceivable, operable, understandable, and robust.

Perceivable

The state or quality of information and elements on a website has to be capable of being perceived through the senses, leaving nothing left undetectable or invisible. Most users perceive information relying on visuals or sight. Visually impaired users perceive information through sound or touch. For instance, if a user cannot see an image, how can they perceive the content of the article they are reading? Images with well-written alternative text can provide context, allowing them to still perceive the content just as individuals with sight.

Operable

Users must be able to operate a website’s interactive elements. Interactive interface elements such as buttons, navigations, or controls should operate for all users. Users must operate the interface elements by first identifying them and engaging with them. For instance, have you ever tried to click a submit button on a website, and nothing happened? Your interaction with the malfunctioning button has limited your experience or has prevented you from using the website how you intended.

Users who cannot interact with elements physically by clicking, or tapping, rely on the tab key, voice commands, or other assistive devices to engage with elements. Websites should not require actions that some users cannot perform. Some users will even not use your website if they cannot function with a keyboard alone. These barriers can limit your website’s reach and create a poor users experience for all users.

Understandable

Websites should be clear and concise in presentation and format, with predictable patterns of use and design. Users should have no issue comprehending the meaning and purpose of the presented information. The “understandable” principle also applies to user interaction elements such as buttons, semantic markups within the code, and other elements to your site. Everything should have a purpose and a meaning behind your site’s content.

Robust

Robustness is the ability for content to function reliably using various technologies, including assistive devices. Websites need to provide the same information and interactivity, regardless of access through screen readers, touch screens, or web browsers.

The lack of these four principles will make your website inaccessible to your users. Therefore, the WCAG recommendations branch out into more detailed levels of accessibility based on these four leading principles. There are three compliance levels: A, AA, and AAA. Each level increases the requirements for web accessibility compliance, grading the website based on the requirements met.

Closing

The internet has become a modern necessity to everyone, offering independence and freedom unavailable through any other medium. We need to start asking how users interact with our websites and break the barriers to create a more inclusive online environment through web accessibility. Web accessibility allows everyone to access the same digital information without hindrance, regardless of impairments or disability. Providing the tools and capability to your user’s aid in your site’s perception, understanding, contribution, navigation, and interaction.

As you become aware of the importance of web accessibility and its impact on both your company and your customers, it is essential to know you are not alone. Integrating accessibility can seem intimidating at first, but 216digital is here to help. We have a passion for web accessibility and ensuring your business is thriving in a continuously growing medium. If you would like more information on web accessibility or how to make your website accessible today, schedule a 15-minute complimentary consultation with our experts or request a free ADA compliance scan today by clicking the link below.

Request A Free ADA Compliance Scan

Greg McNeil

January 13, 2022

216digital, ADA Compliance, Website Accessibility

Accessibility, ADA Compliance, ADA Website Compliance, Web Accessibility, Website Accessibility
Making the Internet Accessible – The History of Website ADA Compliance

ADA website compliance!

It’s become a popular topic as of late, especially for business owners that have a website.

But, it might surprise you to learn that ADA compliance has been around for quite some time. Its current popularity is a direct result of its evolving legal interpretations for what makes a website accessible.

Below, we’ve plotted the history of Website ADA Compliance and its role in preventing discrimination online.

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Greg McNeil

July 23, 2020

216digital, ADA Compliance, Website Accessibility

ADA Compliance, ADA Lawsuit, ADA non-compliance, ADA Website Compliance
Are ADA Overlays a Liability? Here’s What Accessibility Experts Had to Say
Lawsuits for websites that are not ADA complaint continue to threaten many internet businesses.

These companies often turn to accessibility tools to quickly make their sites ADA compliant, thinking they’ll be protected from a lawsuit.

Accessibility tools (screen overlays and widgets,) such as UserWay, AccessiBe, and AudioEye, work by adapting website content to users’ needs.

Yet, the levels of accessibility that these tools offer varies from overlay to overlay. To cut through the noise surrounding website accessibility tools, we reached out to several industry experts.

The ADA Experts

Kim Testa: The Executive Vice President of the Bureau of Internet Accessibility, industry leaders in eliminating the accessibility digital divide since 2001.

Eli Freedman: The Senior Partnership Success Manager of accessiBe, a two-part web interface and ai accessibility tool hailed as “World-Leading Web Accessibility Technology.”

Richard Hunt: Partner, Hunt Huey PLLC. Hunt Huey PLLC has a national disability rights practice that includes defending real estate developers, retailers, restaurants, shopping centers, banks, apartment owners and managers, hotels, single-family developers, homeowners associations and other enterprises in ADA and FHA litigation.

With their professional insight, we find answers to some of the most pressing questions surrounding the use of website overlays to achieve ADA compliance online.
Are screen overlay products effective for making websites appear to be ADA compliant?

Screen overlay products improve website accessibility by adapting the existing assets of a website to best fit the needs of a disabled user.

These changes are not automatic and must be triggered by the user before making any visible adjustments to a site. We asked Kim, Eli, and Richard their perceptions of the effectiveness of these accessibility tools.

Kim Testa|The Bureau of Internet Accessibility

“In the world of digital inclusiveness and accessibility, overlay products do nothing to ensure the original website code is compliant to WCAG 2.1 A/AA.
They work by “recreating” the web pages with “their” code. A script is then inserted into the website’s original code, which in turn hijacks the user’s screen reader and forces them to learn a new technology. In some instances the overlay solutions make the user identify themselves as someone living with a disability.
Keep in mind that 99% of people that need assistive technology, have their own and do not need, nor want to be forced to use someone else’s. While overlays may sound like an easy, quick-fix – they do absolutely nothing to remediate the accessibility issues of a website, web-based applications, or native mobile apps.”

Eli Freedman | accessiBe

“There has been a lot of buzz in the marketplace discussing why web accessibility overlays are not compliant. We can say for certain that overlay companies pose their solutions as being compliant, when in fact they are not.
Research shows overlays only handle up to 25% of the WCAG requirements leaving the remaining 75% inaccessible and vulnerable to lawsuits. Why? Those overlays only handle the more simple requirements which are the CSS adjustments of a website. For instance, color contrast ratios, stop animations, larger cursors, font colors and sizing, and more.
Where accessiBe differs from other layover tools is that it handles both the foreground CSS adjustments and the 75% ‘heavy background lifting’ WCAG 2.1 AA requirements like Aria attributes, assistive technology compatibility, alt tags for images, contextual understanding Ai that assigns all the correct elemental structures like pop-ups, forms, icons, buttons, and website behaviors.”

Richard Hunt | Hunt Huey PLLC

““ADA compliant” isn’t really a meaningful question because there is no objective regulatory or judicial standard for business website ADA compliance (Government websites covered by the Rehabilitation Act have a standard almost identical to WCAG 2.0 AA). In fact, there isn’t even agreement on why a website has to be accessible under the ADA, and until you know why the website needs to be accessible it is impossible to say whether it meets that need.
We can say that in the broadest terms a website does what the ADA requires if a disabled individual has meaningful access to all the goods and services it offers. That is a subjective standard because it depends on the particular user and their assistive technology. Government agencies, businesses, and lawyers hate subjective standards, so most are using WCAG 2.1 or 2.0 AA as a kind of substitute measure of accessibility. Those standards involve compromises (that’s why there is an AAA standard) which means that even a website that conforms to WCAG 2.1 AA may not be accessible to all users and all assistive technologies.
The courts have not yet resolved whether the compromise represented by WCAG 2.1 AA is good enough to satisfy the ADA or is perhaps even better than the ADA requires. As for overlays, if you don’t know what the standard is you can hardly claim to meet that standard. A claim that an overlay makes a website ADA compliant will always be false, no matter how good the overlay is.”

Bonus Tip: To find out if your website is accessible, you can request our accessibility specialists to conduct a free site scan, by clicking here.

If you install a screen overlay product, will you be less likely or more likely to become the victim of an ADA non-compliance lawsuit?

For many companies, the purpose of installing an accessibility tool is to protect themselves from an ADA non-compliance lawsuit.

But how effective are accessibility screen overlays at protecting your business? Here’s what Kim, Eli, and Richard had to say.

Kim Testa|The Bureau of Internet Accessibility

“Since overlays really don’t fix the issues, websites are wide open for a lawsuit. There are tools on the market that are used to identify websites that are using overlays and widgets…
It’s simple for lawyers to get a list and target the companies using them. There is no magical solution to becoming digitally compliant, the only way to know if a website is compliant is to have a complete audit, both automated testing and manual testing (done by individuals living with disabilities) all done at the same time.”

Eli Freedman | accessiBe

“If a website owner has a layover tool that does not handle the ‘heavy background lifting’ as stated above, they are definitely at a greater risk of being served a demand letter or a lawsuit.

Reports have been received from people in the disabled community in tandem with law firms around the US are grouping together to find websites that are using layovers and targeting them with ADA lawsuits and demand letters as they too know those layovers are not making their websites accessible.”

Richard Hunt | Hunt Huey PLLC

“Plaintiff law firms use software scanning tools to look for non-conformance with WCAG 2.1 or 2.0 at success level AA. A product can only reduce the likelihood of a lawsuit if it makes the website look like it is in conformance when scanned by the most commonly used software tools.
As I understand it software scanning tools will not ordinarily trigger the accessibility features of an overlay that requires a user choice. Thus, if the website relies on the overlay to correct underlying non-conformities based on a user choice the overlay will not reduce the risk of a lawsuit.
It is also important to remember that software scanning tools not only miss errors, they also report false positives. For example, because a scanning tool can’t tell if an image is purely decorative it will mark a decorative image without alt text as a nonconformity even though such images are not required to have alt text under WCAG 2.1 AA.
To reduce the risk of litigation any solution must make the website appear perfect or almost so to the most commonly used scanning tools, whether or not that really makes the website easier to use for those with disabilities. As for plaintiffs targeting websites that use layovers, it would not be surprising if it were perceived by the plaintiff’s bar as a profitable enterprise.”

When using a screen overlay product, can site visitors use their own assistive technology?

Many disabled internet users have been dealing with accessible websites for a long time. Since most sites aren’t aware of their needs, they’ve had to rely on their own assistive technology to navigate the internet.

But if a disabled user tries to use their own tools on a site with an accessibility overlay, can both systems communicate with each other?

Kim Testa| The Bureau of Internet Accessibility

“Yes, but as [I] stated earlier, a user may come to the website with their own assistive technology but, upon entering the site, the script will take over and force the visitor to use the overlay technology, making the user abandon their own, known assistive technology.
Many times when this happens the user will leave the site and never return. Companies are looking to acquire new visitors not frustrate them to the point that they leave. ”

Eli Freedman | accessiBe

“In most cases, yes they can, however, that does not mean that it will be completely compatible with all assistive technologies like screen readers or keyboard navigation only.
In addition, there are certain layover tools that have screen readers embedded within their ‘solutions’ which is purely a marketing gimmick. This is actually counterproductive since those with disabilities have their own assistive technologies and the embedded screen reader’s conflict with their own technologies.”

Richard Hunt | Hunt Huey PLLC

“Whether a particular overlay is compatible with any particular assistive technology is not within my technical expertise. What I can say is that in general, the ADA requires that any facility be accessible to disabled individuals as they come to it; that is, with whatever technology they are accustomed to using. You can’t tell a wheelchair user, for example, that they need to switch to a mobility scooter to enter your store.
A similar principle exists in the Web Content Accessibility Guidelines; that is, they are intended to create accessibility solutions that do not depend on the user’s choice of assistive technology to the extent that is possible. An overlay that is incompatible with the most commonly used assistive technologies, and in particular with the most popular screen readers, won’t be regarded as improving the accessibility of a website for purposes of the ADA.
There may be some assistive technologies so old or so rare that they do not have to be accommodated, but to satisfy the ADA an overlay must work seamlessly with the most commonly used assistive technologies.”

Now it’s Your Turn

At this point, you might be thinking, “Do I need an accessibility screen overlay for my website?”

As you just learned from experts, while you can use a screen overlay to make your website appear more accessible, it’s only helpful to a certain extent.

Keep in mind that whether or not you use an accessibility overlay, there is still some manual remediation you’ll need to do within your website’s code.

Before installing or remediating anything on your own, you should know if your website is ADA compliant. Request a free ADA compliance scan today by clicking the link below.

Request A Free ADA Compliance Scan

After our ADA specialists scan your site you’ll have the expert information needed to proceed with improving your website’s accessibility.

As the environment around website accessibility continues to evolve, we want your business protected from an ADA lawsuit.
Greg McNeil

May 20, 2020

216digital, ADA Compliance, Web Design, Website Accessibility

ADA Compliance, ADA Lawsuit, ADA non-compliance, Website Accessibility, Website Accessibility Tools
216digital Goes Completely Digital – Our experience working from home.

Social distancing has changed our understanding of the modern work environment.

Everyone’s had to learn the best way to adapt their day-to-day, so it can be done remotely.

Like with any major change, transitioning to a digital workspace comes with its pros and cons.

As a small business, we thought we could share a unique perspective on our team’s experience of working from home.

Greg McNeil: CEO/Founder

In 1999, when I started our company, I answered phones, did tech support, dabbled in website development, and search engine optimization (back in the day that was keyword stuffing).
I was a jack of all trades and master of none. Over the years, as we grew, people like Justin, Steve, and Jimmy who were far more capable than me took over those roles.
But now that COVID-19 has temporarily changed our world and my team is working from home, I’m the only one in the office. So, if you call for tech support, I just might be the one answering the phone.
I’m a little rusty so you’ll have to be patient with me, but one way or another I’ll see that your issues get resolved.

Justin Sims: Chief Technology Officer

“Adjusting to the new “work from home” reality has taken me some time, and truthfully, I’m still getting used to it.
I’m grateful for the hour or two I save each day as a result of not having to commute. Nowadays, I work just a few feet from my wife. That’s allowed us to interact more throughout the workday, and in some ways, demystifies our jobs.
Work is no longer some place I go to and return from. It’s a mindset; a mode of operation.
While I do miss somethings about the old way of onsite office work — my sturdy desk with its abundant surface area and my massive whiteboard — I’m uncertain if they’ll be enough pull me back in.”

Roy Wright: Account Executive

“This is actually the first time I have worked from home for this long and overall, I would have to say that I like it.
Not only do I save 5 hours a week minimum driving back and forth to the office, but I also feel that I am slightly more productive at home than work.
I am not quite sure why that is, maybe because I am trying to compensate for not being in the office or maybe it is because there are less distractions.
Although, I do miss getting to see everyone in the office every day.”

Adam Young: Sales Associate Specialist

“As one of the first in the office to begin working from home, I was able to provide an idea of the obstacles and challenges the other team members would face.
This allowed us to work out these kinks and have a smoother transition for the other team members when we transitioned to fully remote.
One of the largest positives for me personally is avoiding the commute, as a typical day I would meet at a coworker’s house, and carpool the rest of the way to work, sometimes spending one to two hours sitting in traffic on the way to and from work.
It does have its drawbacks though, the largest being the difficulty in team brainstorming and planning. As most people have probably found out, it’s just not the same on a video or conference call.
Although if this is the largest issue I encounter, I would say it is well worth the benefits.”

Jimmy White: Marketing Content Writer

“I’ve worked remotely full time in the past. So, while I definitely prefer being in the office, this is something I’m familiar with.
As part of a small business, I’m used to having the rest of my coworkers just a holler away. But, tools like Slack and Zoom have made collaboration from home incredibly easy, despite the distance.
I’ll admit, cutting down on my commute has been nice. However, I’m definitely looking to clear up some space on my kitchen table (it’s currently my new workstation) sooner rather than later.”

Greg McNeil

April 29, 2020

216digital

Coronavirus, COVID19, working from home
The Small Business Marketing Guide to Surviving COVID-19

The coronavirus (COVID-19) has been a drastic agent of change across the globe. It’s forced us to adapt how we live and work to the new pandemic environment.

If things go right and we flatten the coronavirus curve, we could be social distancing for quite a while. Already, this has put many small businesses in a difficult position, especially those that rely on in-store purchases.

It’s important to work together during this time. So, to help other small businesses, we’re sharing this guide to digital marketing during COVID-19. By improving your business’ presence on the internet, not only can you endure the pandemic, but build the foundation for success when it ends.

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Greg McNeil

April 17, 2020

216digital, Applied Ecommerce, Digital Marketing, SEO, Uncategorized, Web Design

Coronavirus, COVID-19, Digital Marketing, ecommerce website, SEO
Marketing Meets the Age of eCommerce

In 2017, Cyber Monday shoppers raked in a record-breaking $6.59 billion dollars. It was recorded as the largest online shopping day ever with sales increasing 16.8% over the year prior. It even topped Black Friday online sales by $1.5 billion, if you can believe it. With numbers climbing each year, it will be interesting to see what sales 2018 bring.

Cyber Monday is the online equivalent to Black Friday shopping, without all of the chaos and waiting in line! It was birthed out of the ever-growing digital age, where millions of consumers have chosen to skip the 3 AM alarm and avoid the unruly mobs at major retail stores. Now with your computer, mobile phone or tablet, you can check out your favorite retail spots at your own convenience. The savings are usually just as good and you don’t even have to leave the comfort of your own home. This means no more cutting into your holiday and interrupting time with your friends and family.

Capitalize on Cyber Monday

If you are looking to take advantage of this growing trend, it is important to keep these tips in mind. Many people believe that most Cyber Monday shoppers already know what they want and are just waiting for sales to begin. This is not always the case. While it is common that most Black Friday and Cyber Monday shoppers form a game plan for where they are shopping, most consumers are visually driven. Don’t underestimate the ability to turn heads and draw attention, even on your website. Suggestive marketing and product placement work just as well in person as they do online, so keep cross-selling and suggestive selling products that are associated with one another. Dedicate an entire section to related products.

Start your content campaign by optimizing your products. SEO is a crucial tool to have all year, not just during this weekend. Doing your keyword research is a habit that never goes out of style, especially right before sales are expected to spike. Content and descriptions rich with SEO keywords will help your products be easily discoverable by the search engines. Be sure to include Black Friday/ Cyber Monday related keywords in your content and use wording that creates a sense of urgency to your consumers, such as “for a limited time only” or “while supplies last.”

Also, plan a schedule for your sales to ensure the correct discounts are applied at the appropriate times. Remember it is important to be competitive to stand out among the competition. Consumers are looking for a minimum of 20% off the original price, but Thanksgiving weekend is the time to go big or go home. You need to get yourself noticed among the thousands of competitors out there.

Social media is also a great way to capitalize on traffic. Not only is it a great way to gain exposure, but social media allows users to engage with your product. Your brand will get more visibility and others can engage with items, even users who aren’t shopping. This is extremely important as these are the users that come back in the future. Much of social media engagement depends on getting your name out there and developing a following.

The Amazon Myth

One thing to keep in mind is sales don’t always begin in the Amazon funnel. It is important to keep your Amazon storefront optimized accordingly, but don’t neglect regular search or PPC campaigns. Contrary to popular belief, most searches don’t begin with Amazon. A research study showed that 70% of searches begin as a query or a phrase in a search engine. If you are one of the consumers who aren’t sure what they want specifically or where to even find it, you would probably want to avoid Amazon initially. You would need to do your research first. Keywords that use phrases like “near me” are a great way to capitalize on that search. It makes more sense to ask a search engine than it does to start browsing blindly through products.

Often times the funnel does direct you towards Amazon if your products are optimized correctly. In optimizing your products for SEO, you actually have the opportunity to capture both types of search queries by using similar keywords. Don’t neglect your organic optimization by just focusing on Amazon when you are trying to gain visibility. It is better to be safe and plan for both than to miss a channel entirely.

Convenience Means Conversions

The beauty of online shopping is the ease of the transaction. Keep all the technical aspects of your page optimized to encourage a positive user experience. Site speed is crucial, especially during the chaos of Black Friday and Cyber Monday. If your site speed is slow or appears to have a lag time, your customers may take their business to one of your many competitors. Timing is everything, especially this weekend. If you can ensure a smooth transaction during heavy traffic, it is much more likely that users will remember this experience. Always leave an impression to keep them coming back, even once the holidays pass.

Greg McNeil

November 28, 2018

216digital, Digital Marketing, Web Design

Black Friday, Cyber Monday, Digital Marketing, ecommerce design, SEO
Let the Fall Festivities Begin

Fall has hit northeast Ohio in full force. Whether you were ready or not, the cold weather is here. For many, that means movie nights, hot apple cider and retreating inside for the winter. However, for the outdoorsy types and autumn fanatics, there are dozens of fun things happening right in our own backyards. Here is a small list of fun attractions from Akron to Cleveland and everywhere in-between for those looking to enjoy the season.

For some, these activities may be familiar and for others, they may be the start of new annual traditions. Be sure to hit all of these local events to keep you entertained and loving this time of year. Some of these activities go year ’round, so be sure to check back again for more fun events next season.

The Cuyahoga Valley Scenic Railroad

Being in the heart of the national park, sometimes we take for granted the splendor of the trails and the trees. If you haven’t had a chance to get out and see the leaves change, take advantage of this week and next. The Cuyahoga Valley Scenic Railroad is an inexpensive and memorable way to see all the wonderful autumn sights that Ohio has to offer.

The CVSR offers many different trips and activities that take you right through the heart of the Cuyahoga Valley. See nature up close and personal in the comfort of a train car. Check out all the different excursions that are available this fall, including scenic tours, wine tasting and even catered events as your tour the foliage.

Carnival of Horrors

If you are a fan of the woods but you’re looking for a more haunting experience, check out the Carnival of Horrors at Blossom Music Center. This haunt was voted the best in the Midwest and is sure to satisfy even the boldest Halloween fans. Admission includes entry to all four houses for a full night of terror and fun.

Buckland Museum of Witchcraft & Magick

Opened in 1966, The Buckland Museum of Witchcraft and Magick has grown to include over 500 genuine artifacts from around the world. This museum was the first of its kind and has been featured by The New York Times, Cosmopolitan and many more big names over the years.

This museum does not only provide a rich history of the Salem Witch Trials and the history of witchcraft, but the staff is also extremely knowledgeable about Raymond Buckland and all things supernatural. If you are a fan of history and folklore, this museum will not disappoint and is sure to provide a fascinating and informative evening.

The Akron Civic Theatre

“The jewel on Main Street” in Akron, Ohio is none other than the historic Akron Civic Theatre. The Civic has housed many big names over the years and many well-known shows. It also

is passionate about showcasing local talent and promoting emerging artists as they begin their career.

The Civic is also home to The Masque of the Red Death, one of The Civic’s most elaborate events. The evening includes food, music, dancing and even unexpected mysteries that occur throughout the night. Be sure to put on your most elegant costumes and disguises, as you will be transported back into a time of luxurious masquerades and macabre tales.

Mapleside Farms

Stop by the Pumpkin Village at Mapleside Farms this week if you’re looking for fun for the whole family. They have everything from corn mazes, to hayrides, to the Jump Park and everything in-between. Don’t forget to stop by Little Mountain Creamery or the bakery for some delicious, fall treats.

We didn’t forget the adults either! Wine Your Way Out is our most popular wine-tasting event. Check out our wine corn maze for some wine sampling, delicious food and a fun challenge. Navigate through the maze while enjoying delicious refreshments along the way.

Enjoy the Season and Everything Northeast Ohio Has to Offer

Fall is a busy time for Ohio residents and there is never a dull moment as Halloween approaches. Check out other local businesses and activities near you to continue the fun. If spooky is not your scene, don’t forget the metro parks and national parks nearby, which are some of the nation’s best. Despite the way you celebrate fall, there is something for everyone. Get out and enjoy these autumn days.

Greg McNeil

October 22, 2018

216digital
Simplicity is Key to Conversions: User Experience (UX) Produces Profit
Our brains are handling a lot right now. Processing work, making plans for the weekend, reminding you to breathe. You clearly have a lot on your plate. When it comes to focus and cognitive thinking, however, as humans we operate a bit differently. The human brain is not an automated processor meant to produce output multiple times a minute. Automated problem solving vs. logic and reasoning are what separate man from machine. We prefer to take on one small task at a time, solve it, process what we learned and move on to the next. The more practical the process, the easier it is for us. It is much more efficient than juggling multiple balls in the air at once. Keep it simple.

Websites and eCommerce stores are no different. Simplistic design and rational navigation will always crank out the most conversions because these factors make sense to our brains. The structure is tailored towards the user. It helps define the overall experience for them and that is a crucial ranking factor with Google. Believe me, they will notice.

Guiding visitors towards the conversion funnel isn’t tricky marketing or a psychological sales trigger. It is just common sense. In fact, most users will expect some sort of assistance leading them through the process, especially the checkout. ECommerce developers know this, which is why the structure or layout of a site is one of many factors in the world of user experience or UX as it is commonly called.

What Makes Up User Experience

At its core, user experience (UX) is simply making the experience of the user, a pleasant one. That’s you. Whether you realize it or not, the structure, the placement, the ease of checkout and any other things related to the function of the site is designed for you. Let’s break down UX to some of its core features and discuss how a website can work with you to meet your goals. There are multiple factors that help a site function and most importantly, help you succeed. Some of the most common features that assist the user conversions include:
- The site’s navigation
- The site’s visual design
- The site’s technical optimization
- The site’s content
Here’s how each of these features makes your life easier and serve a purpose on a website.

Findability

When navigating a site, the easier it is to find what you are looking for, the better. Part of the reason is the conversion process. If you are looking to purchase something or submit a form, all signs should point to this. Users should not have to use a search toolbar to see products or checkout. Most eventually will get bored or frustrated and leave the page. This can lead to an ever-climbing bounce rate as you find more and more users navigating away. Make sure your menu or toolbar is practical and the placement of the pages makes sense. A website with a sensible layout can lead to maximum conversions.

Visibility

A site should absolutely be relatable and appealing. The aesthetic design should pull users and make them want to stay. The main toolbar should be eye-catching and draw the user to it. The best placement for the main navigation center is in the header or above the fold of the page. Most successful sites have their main features in this area, such as the blog, the cart or main login area.

It is often said “less is more” and the same is true of a website layout. In the digital age, the content should be compact and precise. Avoid lengthy paragraphs that would prevent a user from reading the entire post and break up information into more manageable pieces. Use bullets, logos, shorter lines and visual aids to draw the reader through the content. Also, be sure to include interactive buttons, hyperlinks or images that will keep your users stimulated. If it looks pretty, they are going to want to click on it.

Usability

A website has many visitors but they aren’t always human users. It is crucial to remember the robots are watching too. For a site to function properly, there are a number of technical optimization tools to use that will get you into the rankings. Things like SEO, page speed, image alt tags and mobile friendliness will earn you bonus points with the robots. In fact, some of these features are an absolute must with the Google algorithm updates. Missing any one of them could cost you rankings and site traffic.

Avoid the penalties and do your research. Get quality SEO keywords in your content and update it often. It is also vital that your site has an app that caches page content. This will dramatically decrease your load time, which the search engine robots will like. Humans will like it too.

Likability

One of the most challenging tactics to conquer is the site’s content. In order for a user to interact with your site and come back often, you have to have some sort of draw. Users have to like being there. Having quality images and technical cues are great, but at the end of the day, the users are reading your content. If it isn’t engaging or the content is difficult to follow, most users will leave. Some key things to remember in your content, along with optimizing for the search engines, are your style and voice. These should appeal to your audience, in addition to your topic choices. Never talk down to visitors or become too “preachy” in your delivery.

Also, do some marketing trends research. See what people are talking about and join the conversation. It is just as much your responsibility to be entertaining as to be informative. This will help build your audience and most importantly, keep them coming back for more. Focus on digital campaigns and enhancing your visibility.

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For those looking for assistance with digital marketing campaigns and enhancing visibility, 216digital offers Cleveland SEO services to help you with your rankings. We also offer Cleveland web development and digital marketing assistance. Let us help you build your brand and become successful. We are eCommerce developers with a passion to be creative and a drive to help you succeed. Contact us for help with Miva design or if you have been considering Miva developers for your website.
Greg McNeil

August 21, 2018

216digital, Content Marketing, Digital Marketing, SEO, Social Media Marketing, Uncategorized

Digital Marketing, SEO, User Experience, UX
5 SEO Metrics That Won’t Fail: The Recipe for A Good, Old-Fashioned Organic Listing

Between algorithms and techniques, SEO is constantly evolving in order to deliver the best results to users everywhere. With each and every update, best practices are changing and it is vital to stay on top of the game. The best way to remain relevant and become a front-runner with your content is to dedicate plenty of research and care when crafting each post. A well-informed page is a ranking page.

Do Your Research: Keywords Are Crucial

Before you set out to publish engaging and alluring content, it is important to develop a good baseline with in-depth keyword research. Not only does this research help to develop your topics, it allows you to get a sense for what readers are looking for. SEO keywords are your trail of breadcrumbs that help shape your article and give you a vision for the direction your content will go.

Keywords are also an insight into what is going on in the industry. Much like a fad, they are constantly changing depending on the times and trends. Digital marketing is a field where practices and methods can change by the hour, which is why it is so necessary to develop a good baseline of data and strategy. Best practices this month aren’t always in style by next month.

Target Users with SEO Content: Don’t Write for Robots

The best SEO content is natural, keyword-focused content. Google does not want to see content tailored towards the robots. Just write with a natural, conversational tone. People can sense when you talk above them or when writing becomes superfluous. Often times, adding multiple sentences to get a specific keyword ranking, or even dropping words can disrupt the content flow. Don’t ever compromise your quality. A quality SEO writer is first and foremost a writer.

It is vital to remember that content exists to help users and create the best user experience. SEO should reflect this in the tone, as well as the formula. Awkward verbiage or stuffed keywords can signal to Google that the page in question may not have the best SEO-driven content. Also, the language can take your reader out of their element or cause them to seek more engaging information. Similar to cooking, with SEO presentation is everything.

Keep it Fresh: Manage Content Regularly to Remain Relevant

An active domain is a happy domain. If Google scans your indexed pages and the number is regularly growing, it’s going to give your site some recognition. Although there is no penalty or suggested schedule for posting content, it is important to stay relevant. Activity shows the robots that the domain is updated regularly and is well-managed.

Similar to keyword research, keeping up with current trends and topics will also attract users looking for a fresh perspective and applicable tips. Writing about what’s in the news is also a great tactic to stay ahead of your competitors. Content writers that know the market are not only great resources to validate skills, but they are going to attract a larger audience. Websites with a generous following typically have a strong authority and will appear attractive to Google.

Don’t Ignore the Background: Technical Optimization is Crucial

If you haven’t already made the switch to HTTPS, stop whatever you’re doing right now and do it. It is one of the best things you can do for the health and integrity of your website. HTTPS is the most common and most secure protocol available. Not only is it a best practice, but HTTPS protects users from malicious parties that take advantage of your site. If Google detects a secure protocol, you’ve gained a major SEO advantage.

Also, be sure your site is mobile-friendly. Optimizing your site for AMP, or Accelerated Mobile Pages is not only something encouraged by Google, it is necessary to rank at all in the search results. Not having a mobile-friendly site can be a major penalty and hurt the integrity of your site.

Avoid 404 errors at all costs. Nothing will drop your ranking in the search results faster than having a bunch of 404 errors on your site. Fix these broken pages as fast as possible to ensure your links are in working order and boost the overall user experience.

Invest in Your Own Crawl: Audit Your Pages on a Regular Basis

Don’t wait for the search engine robots to crawl your pages. Technology is crucial to ensure your site is behaving as it should. Investing in crawling software to help you manage, strategize and audit your site on a regular basis. SEO strategy is ever-changing and a crawling software will be your best friend to help identify your trouble areas and stay on top of the SEO content. Also, it will help ensure every page is being properly indexed and visible.

If you need help with these tips or some are out of your control, contact 216digital to get the help you need! We are a local agency and Miva developer in Cleveland, OH. For Cleveland web development or assistance with SEO services, 216digital is the extra set of eyes your site needs. We specialize in social media, Cleveland web design and are experts with Miva design.

Though trends are ever-changing and updates come more often than not, one fact remains the same. Google is always seeking to capitalize on user experience. Whether you have a personal blog, a directory or an eCommerce page, keep in mind that your content has a larger audience than you may realize. After all, the robots aren’t the only ones who are watching.

Greg McNeil

July 3, 2018

216digital, Content Marketing, Digital Marketing, SEO, Web Design

Digital Marketing, Miva Design, responsive web design, SEO
Welcoming 216digital’s SEO Specialist

Welcome Joey!

Joey Locicero came on board at 216digital as a Search Engine Optimization Specialist in March 2018. He was a graduate of The University of Akron in 2009. There he pursued a degree in English and Creative Writing and was also an avid member of the university breakout writers group.

He has gone on to pursue writing as a career. He has been published in literary reviews and in journals for poetics and script writing, two of his favorite forms. He has written copy for various industries and always enjoys a creative challenge. He often seeks ways to stretch and develop his creativity.

SEO Specialist at 216digital

Joey has a love for language and thoroughly enjoys crafting content, whether it be for web copy, blogs or social media in general. At 216digital, he will be performing keyword research, trending topics and SEO best practices to better improve client website visibility. With SEO-focused keyword content, we hope to increase our client’s websites rankings in order to drive traffic to the site and maximize conversions.

Networking and outreach are crucial parts of optimizing websites. Joey will also be constantly performing outreach to add potential backlinks to the client’s profile to create an authority with the search engines that will help to increase the site’s ranking overall. This will help to push the site closer to the top of the search results.

A Little More about Joey

In addition to writing, Joey is a self-proclaimed music buff. He loves going to live shows and following some of his favorite local bands, especially within the Akron music scene. He also loves to read and has a deep love for the south. He tries to travel to the ocean, whenever possible.

You can reach him through email at joey@216digital.com

Joey Locicero, SEO Specialist

Greg McNeil

May 4, 2018

216digital, Digital Marketing, SEO

Digital Marketing, SEO