What to consider before buying an Accessibility Tool
The European Accessibility Act has led to a flood of new tools. The buzzwords AI, automation, everything made easy are a must. Not a day goes by without us being offered a new tool. Unfortunately, hardly any new tool brings the hoped-for benefits.
Buzzwords instead of solutions
The majority of providers of new digital accessibility tools present themselves with a visually appealing, modern website. When visiting such sites, one is quickly confronted with a multitude of pleasant-sounding buzzwords: Terms like "artificial intelligence," "automation," "intuitive," "easy to understand," or even "one-click solution" dominate the self-presentation. These buzzwords are intended to suggest innovation, technical sophistication, and user-friendliness – often without immediately clarifying which specific functions or actual benefits lie behind these promises. The focus is often more on marketing than on a transparent presentation of the product's actual capabilities.
The solutions promise more than they can actually deliver. They often create the impression that digital accessibility can be achieved completely and permanently with minimal effort – for example, through automated checks, AI-based corrections, or plugins that supposedly meet all accessibility requirements with a single click. In practice, however, it turns out that these promises are rarely kept. Technical barriers are not consistently eliminated, semantic and structural problems persist, and, above all, the individual needs of users with disabilities are often not adequately considered. Instead of a holistic and sustainable approach, short-term, superficial solutions often dominate, creating the impression of accessibility without ensuring its actual implementation.
Of course, overlays should not be omitted here as a prime example. However, they are not the only providers of this kind; they are merely the most striking example. We can remember: If the words "very simple" and "digital accessibility" appear in the same sentence, something must be wrong.
The more aggressive the acquisition, the worse the tool
The more aggressive the acquisition, the greater the doubt about the actual quality of the offered tool. Vendors who use intrusive marketing, regular cold calls, mass emails, or the targeted approach of decision-makers without technical background knowledge often focus on sales over substance. This form of acquisition suggests that the product is not convincing through its own conviction or proven success in the market, but must be sold through pressure and glittering promises. Instead of a sound, sustainable approach to digital accessibility, a quick, seemingly straightforward approach is often offered – often without consideration for standards such as WCAG, real usability tests with affected users, or long-term maintainability. In such cases, the acquisition is not intended to educate, but primarily to close a deal. And that in turn raises the question: If the tool were as good as claimed, would it really be necessary to sell it so aggressively? Why does nobody else uses overlays if they are so great?
Sorry for the overuse of the overlays as example: When my favorite provider—those in the know know who I mean—targets small and medium-sized providers with targeted phone calls, false information, and threats, the rules of decent business conduct have been far exceeded. A good provider would advertise the positive attributes of their product and wouldn't need this kind of acquisition. It's also a shame that they're supported by a large funding organization that subsidizes the use of the tool. The fact that critics are intimidated with legal action, or the threat of legal action, is just the cherry on the cake.
Pay attention to the costs
When choosing a digital accessibility tool, you should pay particular attention to the cost structure, especially when it comes to subscription models. Many providers lure users with seemingly low entry-level prices or free trials, which then turn into expensive, often confusing subscriptions after a short period. In these cases, it is crucial to read the terms and conditions (T&Cs) carefully, as they often contain hidden clauses. For example, automatic renewals, unclear cancellation policies, or additional fees for supposedly "advanced features" that were not communicated transparently at the outset. In many cases, providers deliberately lure users into a "subscription trap" where it is difficult to cancel the subscription or fully understand the costs upfront. The clever design of these contracts often results in users paying more than they originally expected – or even for features they don't need or that don't work as promised.
Another problem is that providers often lure users by offering very low prices initially, which can increase significantly after a certain period of time or upon renewal. Without clear information about price trends or the final price over the entire period, many users are overwhelmed by the rising costs and then decide to continue the subscription due to the effort or urgency involved, even though they may not really need it.
It is therefore advisable to carefully review the terms and conditions before signing up for a subscription, compare alternative providers, and ensure that you have full control over cancellation periods and potential costs at all times. You should also make sure that the promised features of the tool actually justify the price and that no hidden costs or additional offers unnecessarily increase the price.
Always request a free demo. If the tool is to be integrated into your website or elsewhere, make sure that the tool can also be removed seamlessly and easily.
Summary
Here are a few tips to look out for:
- Ignore buzzwords: Ask about specific features, repeatedly. If you don't receive concrete answers after the third follow-up, throw the tool in the nearest trash can. Salespeople are masters of ambiguous answers. Simply hang up if you don't receive clear information.
- The more aggressive the marketing and acquisition, the less useful the tool is. This is our experience; good tools don't need this kind of behavior.
- Always ask for a free demo. Even if you purchase the tool, pay particular attention to cancellation options, especially with subscription models. Unfortunately, there are nasty subscription traps that can be very costly, especially for smaller website operators.
- Involve a neutral digital accessibility expert who can provide an unbiased evaluation of the tool before purchasing it. This is always cheaper than tying yourself to an unsuitable tool.
No tool can completely solve your digital accessibility problems. You need to change the mindset about accessibility in your organization and the ways of working that created the barriers. If you can't do that, even the best tool won't bring about significant improvements.