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Onward Ability

Onward Ability

Empowering Workplaces Through Accessibility-First Solutions

Onward Ability is a corporate accessibility partner offering tailored programs that help organizations become more inclusive, compliant, and human-centric. Through assessments, training, and strategic consulting, they bridge the gap between accessibility awareness and actual implementation.

Operating at the intersection of corporate responsibility and real-world impact, Onward Ability needed a website that matched its mission: simple, inclusive, and professional.

The Challenge

Onward’s brand was grounded in purpose, but their previous digital presence didn’t reflect their expertise or empathy. Their original website had:

  • A static, content-heavy layout with poor hierarchy
  • Insufficient clarity around their service offerings
  • Accessibility paradox: the site advocating accessibility wasn’t fully accessible itself
  • No clear calls to action or user paths for HR leads or DEI officers
  • Lack of credibility-building content (e.g., testimonials, certifications, use cases)

They needed more than just a redesign—they needed an accessible experience that proved their values in action.

 

The Solution

We crafted an experience-first website strategy, aligned with WCAG 2.2 AA standards, and purpose-built to serve both corporate decision-makers and individuals with disabilities.

  1. Accessibility-By-Design: Every UI component—from font sizing to contrast to keyboard navigation—was designed for inclusion.
  2. Persona-Driven Navigation: Two clear user paths: HR & Compliance Teams and Employees & Advocates. Each with tailored CTAs, content, and services.
  3. Service Blueprinting: Broke down complex services into clear, skimmable sections with use cases and expected outcomes.
  4. Certification & Trust Signals: Embedded logos, affiliations, and accreditations with short explanations to build trust quickly.
  5. Testimonial Modules: Real stories from corporate clients and accessibility champions to show both ROI and social impact.
  6. Conversion Ecosystem: Added accessibility audit booking forms, lead magnets (e.g., “Accessibility Readiness Checklist”), and email capture.

 

The Process

  1. Audit – Content & accessibility gap analysis
  2. UX Design – Focused on inclusive UI/UX patterns
  3. Content Architecture – Refined tone to suit HR professionals, DEI leads, and legal stakeholders
  4. Accessibility QA – Manual testing with screen readers, keyboard nav, and color blind filters
  5. Launch & Monitor – Tracked engagement via form completion and call bookings

Outcome

  • 47% increase in form submissions from HR/Compliance teams
  • 3x increase in accessibility audit inquiries
  • 39% more time spent on service pages due to better hierarchy and legibility
  • Passed 100% of Lighthouse accessibility audits (manual + automated)
  • Received positive feedback from clients with visual, cognitive, and motor impairments

Conclusion

For Onward Ability, accessibility isn’t just a service—it’s the standard. Their new website doesn’t just talk the talk; it walks the walk.

Inclusion begins where access is no longer an afterthought.

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