A common scenario where a **small, local service business** was targeted with an ADA demand letter due to basic accessibility failures on their standard marketing website.
A local service provider business (e.g. a boutique marketing agency) based in the U.S. operated a website that marketed its services and allowed clients to contact via online forms. The owner, with fewer than 5 staff, had invested in a standard website theme but had not specifically addressed accessibility for users with disabilities.
In early 2024, the business received a demand letter alleging the website violated the ADA because it contained accessibility barriers for visually impaired users relying on screen reader software. The letter claimed that the business’s website lacked properly labelled form fields, had poor or missing alt text, and failed keyboard only navigation.
The key issue was the vulnerability of small businesses using off the shelf templates that fail to meet WCAG standards for interactive elements like forms, combined with the low barrier of entry for demand letters.
The business settled, paid a fine, and undertook comprehensive remediation to avoid further legal action.
The business conducted a full website audit, fixed key accessibility issues (alt text, headings, keyboard navigation, accessible forms), and added an accessibility policy page. They also implemented ongoing internal checks and engaged their developer on a retainer to monitor future updates for accessibility. The owner publicly noted that although the cost was a shock, the remediation improved user experience generally, benefiting all users, not just those with disabilities.
SMB
ACCESSIBILITY
Focuses on small to midsize businesses and demand letter defense.
This case serves as a crucial warning for **SMBs and local service providers** that their size is not a defense against ADA claims. Investing in basic accessibility from day one, particularly for forms and key navigational elements, is far cheaper than settling a demand letter and performing costly retroactive remediation. The owner noted that the remediation ultimately improved the user experience for everyone.