The myth of 100% accessibility: why it’s impossible (and what to aim for instead)

There is growing trend of vendors promising your products complete accessibility, which means it will be accessible to everyone. Most of the time, it's the software companies like accessibility overlays that are guilty of this.

But I'm slowly seeing more agencies, whether they specialise in accessible or not, also claim to promise 100% total accessibility. Whether it's a coincidence or not, they seem to come out of the shell as we get closer to The European Accessibility Act.

Regardless, this trend is a major worry.

I'm going to use this opportunity to explain why these claims should raise immediate red flags and how they can cause more damage to you and to the disabled users who will suffer from the consequences of such claims.

And why we should set realistic expectations from the start instead, before you even sign the contract to start the work with the provider of your choice.

Spoiler alert: it's about progress over perfection.

The reality behind accessibility claims and promises

Let's use the industry standard WCAG as an example to understand why 100% accessibility is unattainable. At the time of writing, we are in version 2.2 with version 3 under development.

Just by looking at the version number, you can immediately see that it has been updated multiple times since its inception back in 5th May 1999. That immediately suggests accessibility has evolved.

Think of the number of time you have to update the apps on your phone, the software on your TV, the operating system of your computer. It's a constant evolution, not just to make the user experience better but also fix anything broken, make it more secure and introduce new features.
It is possible that the non-specialised agencies promising 100% accessibility are using the accessibility overlays which also promises such suggestion. If that's the case, you are at risk of making things worse as it is those software that are claiming AI can help to make accessibility complete.

This is why I loudly protest against the use of accessibility overlays. They are guilty of making these claims (and fined for it) yet still persevere by spending millions of their marketing budget to continue pushing that narrative.

But let's assume that this is not the case and the agencies are actually using automated testing. Well, there's nothing wrong with that as I also use automated testing. It plays a big part in my auditing process.

But there are limitations, as these tools can only catch around 30% of accessibilities(Opens in a new window) . The majority of the remaining will involve manual testing (and notice how I deliberately used the phrase "the majority of the remaining" rather than "the remaining 70%" to refrain from thinking 100%).

I'm not saying that AI will not help close some of that gap. But I'm firm believer that AI will not fix accessibility issues in products. The best kind of accessibility auditing and testing is one that involves a combination of automated and manual disabled user testing on a frequent basis.

The SEO parallel: learning from another field

During the earlier days of my career, I was specialising in SEO (search engine optimisation) and you quickly learnt that 100% SEO optimisation for any website is similarly a myth too. It's not because of lack of budget and resources. Even the biggest website in the world will never be 100% search friendly. But it's simply impossible.

Google's algorithms change, much like how best practices change. And it's not coincidence that SEO specialists today have to keep up with the increasing changing landscape of the industry, particularly with AI pushing its way forward.

The value of continuous improvement rather than "perfect" implementation is hugely significant in SEO, and will always be the case. It's not uncommon to see brands requesting regular SEO auditing to ensure that they are up-to-date, follows best practice and maintain their competitive edge in search rankings.

The same mindset is required in accessibility.

What to aim for instead: practical accessibility goals

Instead of aiming for perfection, there are alternative accessibility goals that are not only more realistic but provide you with better return on investment:

1. Prioritising critical user journeys

A huge element of accessibility is to ensure that the user journey is smooth, intuitive, and achievable for all users, regardless of their abilities or assistive technologies used.

This completion emphasises the key aspects of accessible user journeys:

• Smoothness (no major barriers or friction points)
• Intuitiveness (logical and easy to understand)
• Achievability (users can complete their intended tasks)
• Inclusivity (works for all users)

2. Regular testing with actual users with disabilities

The only way to understand whether a product is accessible is to directly have those with disabilities involved in the process. This means conducting regular usability testing with diverse users who have different disabilities and who use various assistive technologies. Their real-world experiences and feedback provide insights that automated testing and accessibility checklists simply cannot capture. Through their direct involvement, you can:

• Identify unexpected barriers that technical audits might miss
• Understand how different assistive technologies interact with your product
• Gather qualitative feedback about the user experience
• Validate that your accessibility solutions actually work in practice
• Build empathy and understanding within your development team

I've mentioned earlier that having one person testing doesn't mean they speak for everyone. This specifically applies to this section: it doesn't mean your product will work for everyone with that same disability. People use different adaptive strategies and assistive technologies, which is why ongoing testing with multiple users is crucial.

Why? Because everyone, whether you are disabled or not, has their own preference, techniques and abilities to make the most of the situation.

3. Setting measurable, specific improvement targets

So if we are going to remove the idea that we need to be 100% accessible, what should we do instead? Focus on setting concrete, achievable goals that can be measured and improved over time:

• Start with baseline accessibility metrics through comprehensive web accessibility auditing
• Set specific WCAG conformance levels as targets (e.g., reaching AA compliance for key user journeys)
• Define quarterly improvement goals (e.g., "reduce critical accessibility issues by 25% each quarter")
• Track user satisfaction scores from people with disabilities
• Measure completion rates of essential tasks across different user groups
• Monitor the percentage of content that meets accessibility requirements
• Set deadlines for fixing high-priority accessibility issues
• Create a product roadmap for implementing accessibility improvements in phases
• Establish regular check-ins to review progress and adjust goals as needed
• Look at the various accessibility ROI and cost metrics that you can track instead

The key is to break down the overwhelming goal of "total accessibility" into smaller, manageable objectives that can be tracked, measured, and celebrated as your organisation makes progress.

And if you are struggling, you can learn how to implement accessibility into your product roadmap from the start.

4. Embracing progressive enhancement

Since we have to accept that accessibility is also a progressive and continuous development, we must embrace this mindset for any hope of seeing gradual improvements.

This means implementing features in layers, starting with the most basic, functional version that works for everyone, then progressively enhancing it with more sophisticated features and interactions.

This approach ensures that your core functionality remains accessible even if certain advanced features aren't immediately perfect (and that is fine) while allowing you to improve the product while ensuring it's working for all users.

5. Building a culture of accessibility

Creating a truly accessible digital environment requires more than just technical solutions. It demands a cultural shift within your organisation.
This starts with comprehensive accessibility training to ensure all team members understand accessibility fundamentals. From designers and developers to content creators and project managers, everyone needs to grasp both the 'why' and 'how' of accessibility.

After that, it's important to embed accessibility considerations directly into your product roadmap. And the earlier we do that, the better. This means incorporating accessibility checkpoints into design reviews, making it part of your definition of done, and ensuring accessibility testing becomes as routine as functional testing. When accessibility becomes part of your standard process rather than an afterthought, you'll catch issues earlier and save significant time, resources and it's cheaper.

Establishing meaningful feedback loops with diverse users is equally vital. Regular consultation with people who have different disabilities helps validate your approaches and uncovers blind spots in your accessibility strategy. This feedback should be documented and shared across teams, creating a knowledge base that grows over time. Combined with ongoing learning about emerging accessibility standards and best practices, this creates a foundation for continuous improvement.

I'm not saying this is easy. Building this culture takes time and commitment. But the goal is to create an environment where accessibility is everyone's responsibility, not just a checkbox or the domain of a single specialist.

Conclusion: Focus on honesty, transparency and continuous improvement over perfection

The most ethical and effective approach to accessibility is one built on honesty and transparency. When providers promise 100% accessibility, they're not just setting unrealistic expectations, they're potentially damaging trust between yourself and your customers. True accessibility work requires acknowledging that it's an ongoing journey of improvement, learning, and adaptation.

Being transparent about limitations and challenges actually builds stronger relationships with users. It shows respect for their experiences and creates space for meaningful dialogue about improvements. 

Remember: the goal isn't perfection – it's progress. It's cliche but also a genuine advice.

Even if we never work together, please be wary of any provider promising guaranteed 100% accessibility. Anyone promising you that is a red flag, as well as the many other accessibility myths that exists out there. Instead, look for partners who are honest about the challenges, committed to continuous improvement, and focused on creating meaningful, sustainable change in digital accessibility.