How Digital Accessibility Drives Customer Loyalty and Growth

Shownotes

In this episode of OnBase, host Chris Moody sits down with Chad Sollis to discuss why digital accessibility is a strategic priority for brands today. Chad shares his journey from graphic design to marketing leadership, highlighting the importance of accessibility in enhancing brand reputation, compliance, and consumer loyalty. He breaks down the key principles of accessibility, how it impacts SEO, and best practices for embedding accessibility into marketing and product development.

Best Moments

• 03:00
  Chad’s unconventional journey from graphic design to marketing leadership.
• 10:00
  Why accessibility should be a strategic priority for senior leaders.
• 15:00
  The connection between SEO and accessibility: how structure improves discoverability.
• 22:00
  Overcoming accessibility challenges and integrating best practices into business processes.
• 30:00
  How brands can measure the ROI of their accessibility initiatives.

About the Guest

Chad Sollis is a seasoned marketing and product leader with over two decades of experience in driving business growth and innovation across various industries. As the Chief Marketing Officer, Chad spearheads strategic initiatives in brand development, product marketing, growth, revenue operations, and customer engagement.

As a data-driven executive, Chad has demonstrated a remarkable ability to scale businesses, having contributed to the growth of companies from $30 million to $3 billion in annual revenue and helping 4 companies execute successful IPOs. With a diverse background that includes leadership roles at market-leading companies such as Adobe, Pluralsight, Vivint, and Traeger, he has generated a wealth of expertise in marketing, digital products, and technology spanning both B2B and B2C sectors.

Connect with Chad.

Key Takeaways

• Digital Accessibility is a Brand Imperative: One in four Americans has a disability, representing $20B in buying power. Accessible experiences foster loyalty and repeat business.
• SEO and Accessibility Go Hand-in-Hand: Proper use of header tags, alt text, and navigation structures benefits both search rankings and user experience.
• Prioritizing Accessibility in Design & Development: Integrating accessibility into design, development, and QA processes ensures it becomes a natural part of content creation rather than an afterthought.
• Measuring ROI on Accessibility: Companies that invest in accessibility see improved website traffic, increased conversions, and long-term customer loyalty.

Quotes

“When companies design for accessibility, they’re not just meeting compliance requirements—they’re creating more inclusive and engaging experiences for all customers.”

Tech Recommendations

• Storyblok – Headless CMS that streamlines content personalization and accessibility.
• Amplience– An AI content platform.
• Mutiny – AI-driven personalization platform to optimize user experiences.

Resource Recommendations

Books:

• Extreme Ownership by Jocko Willink
• How to Win Friends and Influence People by Dale Carnegie

Shout-outs

• Scott Harris, VP of Performance Marketing at Box.com – Marketing expert with a deep understanding of growth strategies.
• Nick Rico, Chief Commercial Officer at Lucid Software – Growth leader with a background in finance and marketing.
• Manuel Rietzsch, VP, Revenue Marketing at AudioEye – Revenue marketing leader driving accessibility-focused initiatives.