Thank you and welcome everyone. We are so excited to share with you today the impact of accessibility and why marketers truly must champion this idea of digital inclusivity. As it was mentioned today, quickly our speakers, myself Ashley, as a solutions engineer, I really have the ability to not only work with our perspective clients, but also our existing clients to really understand how they're using software, what the services mean and how it all comes together. IAnd I am absolutely honored to have my partner in the webinar today, James. Hi everyone, my name is James Spencer. I'm a partner solutions architect here at AWS and I am one of the technical kind of counterparts to Ashley over here at AWS. And we're going to be talking about some of the tools from the technical side, how to increase your ability to improve your accessibility of all your web apps and your websites and such, and how AWS and other partners can help. Amazing and we always find that when you can build and bring together sales and the technical piece together, it really gives you a holistic view of how to really truly tackle this digital accessibility idea. So before we jump in, I want to quickly go over what you can expect to hear from us today. We'll talk about the true value of digital accessibility, not just the right thing to do or from a regulatory standpoint, but how it truly impacts multiple areas of the business. We'll give you an example of a truly inspiring story from Mars who is truly leading the way in an inclusive experience and kind of putting that in the forefront of their business. And then finally, James and I will go over some practical tips. What do you do with all this information and where the heck do you get started? We will kind of pull that together for you at the end. But without further ado, let's jump right in and kind of set the stage of why we think about investing in digital accessibility as being good for business. And really at its very highest level, of course, it's the right thing to do. But when we truly use it properly, it can expand and reach new segments within our markets and within our business. And not only that, as you are creating and building these websites, being able to drive innovation and inclusivity at the same time is key. Because not only are we teaching people why it's important, but by creating more accessible and inclusive experiences, we can truly start to expand the market of where we're going. And James will go over a couple of these ideas about ROI and some SEO. Yeah, for sure. So yeah, first I just wanted to point out on that slide, for example, projected 17% revenue growth through accessibility. So it's not just the right thing to do, it's also increasing that market potential. As Ashley mentioned, compliance is a major part, but you also want to expand that market reach and not just have accessibility as kind of this checkbox idea, just something to be a one and done kind of thing. Speaking of search engine optimization, for example, SEO, it was kind of leaked, the algorithm for Google for example, was to have a one and done kind of thing. But above all that is actually availability and accessibility. So a lot of times when we say availability, it's, well, is your web app down, is your website down, but it's also that accessibility as far as screen readers and users. So it's not just the right thing to do, it's also the right thing to do. But it's also the right thing to do, it's also the right thing to do. So it's also the right thing to do, it's also the right thing to do. PEAKAbsolutely, and one of the things to keep in mind is if we take just a quick step back, digital accessibility is really a really important part of the SEO. accessibility is really the process of creating an inclusive experience for everyone and especially for those who are disabled. So when we think about the larger case and the importance of digital accessibility, as James mentioned, it's really going to impact things like on-page SEO because as Google acts as that blind user, it's going to ping each and every instance of that issue. So really understanding how these items are crawling your website really helps us identify what remediations can we make that will give us the most bang for our buck. Now one of the things that James and I like to point out is that the need for web accessibility conformance is vast. I know this web or this page has a lot of words on it, but what I want you to kind of pay attention to is some of the highlights. So one billion, this is the estimate of the number of people that are suffering from some type of disability. And when we think about what that means in terms of the market, that could be a potential of six billion dollars that's sitting out there in revenue that we need to tap into. And as James mentioned, we can get people to the website. If we get people to the website, they get to the home page and that home page is not accessible. They have no shot to learn about your program or your software or the goods that you're selling because they can't navigate the links on the page. The other thing that I think this really demonstrates is that digital accessibility is not just important to one area of the world or to one regulator. It is truly a global issue. When you look at things like the U.S. Census Bureau saying 50 percent of U.S. adults over age 65 report having a disability. Now when we think about the population, that includes our own employees as well. And we want to make sure that that experience good for our customers is also good for our employees as they're creating these experiences. The other thing that I think is really interesting to point out is that you will see different areas of the globe. So the United Nations talks about the importance of digital accessibility. The CDC, it's really a global issue that impacts so many areas of the world because disabilities do not discriminate. And unfortunately, it can really impact a lot of different areas of our actual business. So, James, why would you say that digital accessibility is truly a marketing imperative? Yeah, so just in the United States alone, one in four adults have a disability and globally that represents eight trillion dollars of spending power. That's a huge potentially untapped market. A lot of times accessibility isn't super high in the business plans, but it always has to be there and that it should be higher in the business plans because of these kinds of numbers. And it's actually projected that the marketing is projected to reach 6.9 trillion eventually over by the years up to 2030. And by improving your accessibility, you're actually, as I mentioned, improving your SEO and you're also reducing legal risks and PR kind of disasters. For example, if you have litigation coming up and your brand becomes associated with this type of litigation, people are going to shy away from it. And on the counterpoint of that, someone who actually knows that they're able to access your products regularly and has that accessibility, it does cultivate that brand loyalty. They don't have to go around searching as often for something new. They know to come back because they know it's available. And also, we're talking about accessibility as it relates to disabilities. There's a lot of other ways accessibility can come up that you might not necessarily think of. So, for example, think of trying to access a website or something in a busy subway where you can't really hear very well or vice versa. You're driving and you want to have a screen reader read you a website or something on your web page as you're driving. So there's also those kind of impacts to accessibility that you might not think of in those first cases and you can actually bring that to marketing and have that kind of value proposition. That's such a good point because oftentimes you don't think about how digital accessibility is not only helping those with a disability but really, truly how it is kind of good business for all. And James, as you mentioned, trying to listen to a webinar or read a screen when you're on a bus and holding on to something is really difficult. And if that website was more inclusive, that screen reader has the ability to easily go through the content, read out the links, make sure that you understand what that picture means and what the picture is truly trying to convey. And I think that's something that oftentimes we don't necessarily think about. So I really appreciate you bringing up that point of it can be permanent or even temporary. So I know we've talked a little bit about digital accessibility in terms of how it can impact your return on investment, how it can impact your on-page SEO. When we talk about these different impacts that digital accessibility has, one of the things that I think it's really important to understand is that most global regulations are all based on what we call the WCAG guidelines or those web content accessibility guidelines. And they actually are in an A, AA and AAA methodology. And essentially these WCAG guidelines, if you think about it, it's kind of like the one guidelines to rule them all. If you understand these WCAG guidelines, you can really build inclusive websites no matter where you are, no matter what industry you're in. And so we really like to focus on what is at the heart and the center of these regulations, which is WCAG. And because web accessibility is a continuous process, this is not a set it and forget it because we know websites are living and breathing. We have promotions, we have seasonal updates. And so understanding the basis of these regulations is critical. And where we are right now is what we call 2.2. And this was just released last year. And essentially these are the guidelines that help customer or help companies understand how to build an inclusive environment from start to finish on a website. Now, what's interesting about these guidelines is they can be very nuanced and they can update, which is why it's really essential for you and your teams to have trusted partners in this area because as we all know, regulatory items are fast and furious. And the WCAG team and the WCAG guidelines is already slated for the next update for 3.0. And they've already told us, hey, we are focusing on vision and cognitive. And what that tells us is that we need to make sure that our websites, that people can navigate to it. And when they get to our homepage, they can actually follow through the links. Now, the other part to these WCAG guidelines is that having that kind of de facto regulation allows us to have experts on those regulations and allows us at Crown Peak and AWS to provide resources that are familiar with these guidelines, that understand how they're implemented in the real world because some of these guidelines, like I mentioned before, can be quite specific. And it really takes an educated partner to understand what guidelines are applicable to my business. And we understand that your business is key, your brand, you spend years and years building that brand. Let's make sure a minor issue doesn't destroy what you've built. And I know we spoke a little bit about those WCAG guidelines, but James, could you kind of give us a layout of what we're currently looking at and then what we know is kind of coming up? Yeah, for sure. So as we can see here, there's global standards, for example, WCAG, we have the ADA, the EAA, the ACA, the AODA. As Ashley kind of mentioned, WCAG is kind of the one regulation to rule them all. So we do want to make sure we know of all those other ones, all these other acronyms. But when it comes down to it in a pinch, look at the WCAG guidelines, they're going to be the ones that kind of encompass everything. Specifically, I wanted to bring into light the European Accessibility Act. There's a 2025 deadline. So just next year, I forget when exactly, it's the middle of next year, I believe, June 28th, actually. And it's actually a deadline for everything to be accessible digitally. And it also prescribes a directive that penalties for not conforming to the EAA are proportionate and dissuasive. And not only will auditors be looking at those type of things like watchdog groups, but consumers can also report infringements to a court or their regulating body of their own country. So with that, companies need to prioritize sales over compliance. We all know this. But I mean, they need to comply at a base level because, for example, two thirds of companies face some type of litigation and they don't even realize it. So as Ashley mentioned, different partners and different tools you use can kind of remove that undifferentiated heavy lifting of having that baseline accessibility conformance. So, for example, AWS, we have what we call ACRs, which are accessibility conformance reports. You can find these within AWS Artifact. And then whenever your company may be facing litigation, whenever you're trying to do a compliance report or you have an auditor coming up, you have those tools. You have these forms that have already been legally checked. They already conformed to specific standards and you can pass those along to your auditor. You don't have to do that kind of heavy lifting on your own. We've already done it for you. So as Ashley mentioned, having those tools and those partners that already have taken accessibility as kind of that foundational level, that'll go a long way to just allowing you to worry about what differentiates your product. And you still have to keep doing the checks on accessibility as we go. And a lot of the tools will do that. But again, it kind of gives you that baseline of knowing that what you're using will conform to those standards. And I think you bring up a great point when we think about it's not just us as a business, but it's also the partners we're utilizing, our vendors, our third party. And again, AWS really leading the charge on making sure that there are ACRs available for the various areas. So again, just making sure that with these regulatory guidelines, something that we know is they are going to continue to evolve. And in fact, we're seeing a big push in the APAC region specifically regarding some of the Australian laws. So there's just lots of little parts and pieces to regulations that, again, when this is part of our business, we know what's coming up and we understand how to make those moves and pivot appropriately. So when we think about some of the, you know, how to's, what does digital quality and accessibility truly do and truly help when we think about minimizing and reducing the risk? So this is just some of those brass tacks. Let's make sure that if we're doing business, especially in the EU with the EAA coming next year, we need to ensure that we can minimize the risks. How do we do that? Ensure that your website is being scanned continuously and regularly. This means ensuring you have a partner like Crown Peak that has an automated tool that can continuously scan to ensure that those new promotions, those new updates on the website are going out accessible. Being able to rank and get your business aligned into digital accessibility is really important because then you can get multiple departments to the table and explain why this is good for business. Not only are we protecting ourselves, but we can really truly level up our actual information, ensure that we're complying with those various guidelines. So if you're doing business in the EU and it's June 2025, you're not scared. You are ready. You're proactive and you're not afraid. If you're not scared, you are ready. You're proactive and you're not reacting to these guidelines. And finally, ensuring that you have a system that can create those reports, as James alluded to earlier, like the ACR, these reports are essential to not only show regulators, hey, we're doing it, but also to hold ourselves accountable internally and say, this is our goal. We really do want an inclusive experience. And here's the report to show we're doing this and we're implementing this. So I spoke a little bit about reducing some of those risks. And one of the things that the other side of the coin is really amplifying and strengthening your brand, utilizing some of these inclusive techniques. And James, you have some really good information on some of these points. Yeah. As you can see, some of these are a little bit similar to what Ashley talked about in the previous slide. But as far as amplifying your brand, some of the steps include creating, controlling, prioritizing, compiling and reporting. So with creating, when you create your product, when you create your website, developing custom checkpoints that automatically monitor content for your brand's needs and needs. And that's where the key is to make sure that your content for your brand consistency and accessibility issues is key. So as we mentioned, Crownpeak, one of their tools, their tool actually provides you with that consistent monitoring. So after you've already built your website or your web app and you obviously updates are going to be made, new products are going to come out, new seasonal marketing pushes, those continuous checkpoints are going to be kind of coming in and giving you reports as well. So we do want to be proactive, but then you can also be reactive if something does slip through because you get those reports from those tools. Being able to control the output of your authors and publishers. No one likes to have everything looked over their shoulder, but this provides a way to actually get those kind of, you know, ensuring those adherence to those standards and guidelines. Prioritizing accessibility and brand equity issues also allows you to achieve your business goals and objectives more easily. Compiling your important data such as your images, your PDFs, your pages, everything in your digital ecosystem. Websites and web apps can become huge. There's almost no way anyone can manually go through and check every single thing on their own. So being able to compile and report all those gives you a way to actually go through, check them out, make those changes, and then provide that reporting to whoever it may be, whether it's internally or externally. And you can kind of track that presence from going live and allowing you to monitor as you go forward. That's a great point. And I know you'll agree with me here, but images and PDFs, oh, man, that is, those are two of the major items that can cause accessibility heartburn, if you will, digital accessibility heartburn. And we know right now e-commerce, we've got a seasonal push coming. You know, these kind of items are really important to think about ahead of time. And again, if you have images on your site, you upload PDFs, any of these items, these are easy items that people who are litigious can pick out and quickly go to your home page and scan your home page and use one of your main images that may not have an appropriate alt text on it. Images, PDFs, these are things that you really want to kind of take in control and understand what's on your website so that you understand some of those risks. One of the things that we like to show and demonstrate is everything that we say, yeah, this all sounds great. How does it look in the real world? How is this applied in everyday business? And one of the things that we really wanted to point out is one of our partners and customers, Mars. And we call it an accessibility success story. That doesn't quite cover it. One of the major points that Mars points out is that not only are they committed to keeping the sites accessible and convenient for everyone to navigate, but this last sentence, the world we want tomorrow starts with how we do business today. I think that is so powerful because that is exactly right. Mars has been able to understand getting people to the site is incredibly important. So that paid SEO, super important. However, if they get to your site and they can't navigate it, you're just throwing away money. And so Mars taking all of that, understanding their landscape and being able to build out a scalable accessibility program. And as we know, Mars is a global brand, multiple continents, and they have really been able to stay within the compliance framework and regulations all while continuing to add additional business units to their portfolio. And another point with Mars is that they have been working and are ready for EAA. This is no surprise. Their websites know exactly what the impacts are going to be and what we need to do. And it's a really great story to tell that this is a continuous process and Mars has focused on this for quite a while, but it's a continuous process and they have made it kind of forefront to their business to let everyone know that again, the world we want tomorrow starts with the way we do business today. All right, James, take it away. Yeah. So with that, coming from a technical perspective, you want to try and get tools and training for everyone. Your technical team might not be accessibility experts, but they should have some idea of what they're doing as they're going forward and building your product. So one of the best ways, and it's free, is utilizing the World Wide Web Consortium or W3C. They're an international kind of public interest organization that fosters agreements and standards across all technical kind of aspects. They're great for foundational learning of coding, any sort of technical, just understanding how the Internet works. And they also provide these free courses. So for example, they provide a digital accessibility fundamentals course. Anyone can go to it. You don't even need to sign up. You can just Google it and look at the W3C website. It's amongst all their courses, amongst many others. You can check that out. And your technical team, again, this is a great place to start because they're not going to be experts, but they should know at least kind of the basics of how things are working and what they should be looking out for. The next way is technical teams can also leverage different CMS solutions such as Crown P or AWS for with their compliance reports. With that, ISVs, or independent software vendors and solution integrators within those networks that Crown P and AWS might be familiar with, have accessibility as a foundational part of their practice or solution. As I mentioned, many of the tools like AWS, we have what's called AWS Artifact with those ACRs. That's already built in. If you build something with it and you get audited, you get questioned, you can just pull that right up for them. And there's no charge. It's all included. We want to remove that sort of aspect from your technical teams having to build and worry about that stuff. And again, with those tools and those independent software vendors, active reporting to maintain those standards during updates is key. So, yeah, having those tools such as Crown P to provide that continuous monitoring, to give you those updates, it allows you to just, you don't want to set it and forget it, but it allows you to set it and continuously monitor without having to manually go through everything every single time. Again, you might miss something. It happens. So with that, it'll bring it, bubble it up to the surface, and those changes can be made. So, Ashley, when they build a program, maybe you can speak a little bit about that. Absolutely. When we think about building an accessibility program, we talk about how you eat an elephant one piece at a time. We know this is something that we can't just provide a piece of paper and say good luck. So understanding where your website and where your company is right now is critical. We need to know where we are today in order to be able to create a solid plan moving forward. And part of that is building an accessibility program. And that may sound scary, meaning we have to hire and get new resources. It's not. We can take your current teams and ensure that they understand their part in this and pull multiple people to the table and be able to audit in complex environments, multiple levels. There's lots of ways that we can really get the feel for where you're at and then where you want to be and be able to use something like our elite program management at Crown Peak where you can continuously improve on where you are today, but also identify the pieces of the program that are really impactful for that piece of your business. So if you're a heavy e-commerce and you're very seasonal, then having that program manager understand that and really optimizing some of that content is a really critical part in building that accessibility program. And of course, as we build programs and you're building a program, you're building a program, you're building a digital accessibility program. And of course, as we build programs in Crown Peak, we leverage teams and we leverage technology like AWS to ensure that we're building and working with partners that are just as concerned with digital accessibility as we are and really, again, put it at the forefront of their business. So I know we've kind of talked a little bit about this through the way, but what I would like to kind of do is pull it back down to where we can really come in and help. And I'll start with Crownpeak and James will follow up. But really, when we think about how Crownpeak can help any business, whether it's, you know, a small mom and pop or an enterprise like Mars or Unilever, we're able to really understand the full digital quality of the sites and ensure ongoing compliance with all the regulations. So not just one, not just this one, but ensuring that your company stays in compliance. Some of this can include integrations. We have direct integrations within our CMS platform, so our first spirit, so that you have a native integration to digital accessibility while you're creating the content. So in that content creation phase, having a native integration running instantly so that it tells you, hey, this image needs an alt text. Ooh, make sure this link doesn't have a repetitive language in it. And then, of course, one of the things we haven't talked too much about, but I think it's important to understand is when we are talking about digital accessibility, there's two parts. And one part is the automated piece, so all the items that we can scan your website for, that we can use an automated system. And then there's a manual piece to that where no matter what, there's not technologies that anyone or any company can use to say match up a caption to the video, including the context. So no matter what, there will always be a need for a manual tester or manual service. But what's really unique about Crown Peak is we actually pull both of those in-house. So not only do we have the continuous automated software and scanner that's running all the time, but you also have an entire services team, IAAP certified, disability testers, and that can really dive into those specific manual testing issue needs and, again, provide that end-to-end compliance, so ensuring we have our continuous scan on the website, but also ensuring that specific parts of our website, including applications, may need something called a VPAT or may need that additional level of accessibility services. And that's, again, Crownpeak having all of that under one umbrella ensures that you and your team stay consistent and get that information as soon as possible. James, AWS, I know we keep talking about how much it can help, but it really is such a critical piece to what we do. So if you'd like to just detail out a little bit more about how AWS can really help. Yeah, so I've mentioned previously already about the accessibility conformance reports. In those reports, AWS utilizes what's called the voluntary product accessibility template. That's kind of like the standard for reporting within, for accessibility compliance. And a lot of those in that template, a lot of those standards include, for example, Section 508, which is a US standard, EN 301, which is a European standard, and also, as we mentioned, WCAG, WCAG. So utilizing those ACRs within artifact, you're covering all your bases. So if anyone comes in and ever asks about, you know, how are you doing this? What are you utilizing? Does it conform? You can find it there. You can use it and it includes everything that might be applicable to your jurisdiction. Another great way is utilizing in the AWS partner network, for example, APN partners such as Crown Peak are all vetted. Their companies are vetted. Their solutions are vetted on a technical level, but also to an accessibility level. So if you're utilizing those partner networks, you'll be able to cut down your search time for a solutions integrator or a tool by up to 50%. You won't have to search a long list of, for example, if you do a Google search, a long list of results. You might not know which one. You might have to click through 50 of them. You might get sponsored ones that you don't know. Did they just pay for this spot? Utilizing all those partners, those different networks will drastically reduce that time and help you ensure that you get a vetted partner and a vetted tool. And also previously I mentioned your technical team might not necessarily be super familiar with accessibility. So they can utilize that W3C course on the foundational forms of accessibility. That's more of like a 10,000 foot level of what we need to look for. So when your technical team does need to actually start building, they'll keep that high level stuff at the back of their mind. But there is an option such as Cloudscape. Cloudscape is an open source design system for software products. And it kind of gives you the guidelines. It's not necessarily step by step, but it does give more detailed information about what to look for, how to build something. I want to build a nav bar, for example. What is the best way to go around building a nav bar? How can I make it compliant with accessibility? And another way is we do have frequently, we have our own accessibility team and department at AWS. And we frequently have blogs and guidance that are written by the team. And not only that, by the actual VPN director of accessibility, AWS themselves. So let's take a step back from AWS. Kind of the bottom line, what I'm trying to say here is that companies are taking accessibility into account. And you might not even realize it, which actually just goes to benefit you and utilize those things because when they happen, and it's one of those things of not, if it will happen, when things happen, you can always fall back on knowing that what you're using is conformant. Absolutely. And those blog posts, I have found incredibly useful and especially coming from the experts in the field. I think that's key. It's not just someone who went out and said, hey, create me a blog. It is real world experiences of this is what we've seen and this is how it works. And it's been invaluable, an invaluable resource. Yeah. And speaking of those blog posts, a lot of those, like for example, the Cloudscape design system, that might be more technical. Blog posts are written as if I'm just talking, you know, people talking to each other. So it might make a little more sense if, you know, just human readable, I guess you could say. And reading those blog posts because then it'll break things down and kind of explain like this is what James thinks. This is what Ashley thinks. This is what we are prescribing and talking to you about. That's a great point. And, you know, to kind of take everything we've talked about and to sum it up, if we can give you four major takeaways from today's, you know, the webinar and presentation really is that digital accessibility is of course the right thing to do, but it can absolutely open up new revenue streams, especially when we think about inclusive design. So again, all of our marketers out there, it's great that we're getting people to the website, but can they navigate it when they get there? Can they get to the product or the blog? That's really what we want to show and prove that there are those revenue streams available. We have to tap into them. And the way we do that is creating an inclusive environment that's good for everyone. And another big point for us is that accessibility, digital accessibility, is a continuous process. And because it's a continuous process, you really need to leverage both automation and services together to get that true view and that true end-to-end compliance with digital accessibility. And with that, we mentioned a lot of different acronyms, the EAA, the ADA. Kind of what we want to go back to is make sure to drive home that point. If you have any questions, if you need any guidance, look to WCAG. That's kind of the one conformance to compliance to rule them all, as Ashley mentioned. Utilizing that, that will answer most of your questions. And then if you have any more, you can dig a little bit deeper. And then lastly, as I mentioned, networks remove about 50% of that noise and that effort in searching for products and solutions integrators. So utilize the AWS Partner Network, utilize Crownpeak and their partners and associates to know that you're getting something that's been vetted. You know someone who knows what they're talking about. It's not just some fly-by-night shop. That way you also can have that support. If you do have questions, you can come back to AWS or Crown Peak and say, Hey, we need help with this. We need support with this. You have someone also to act as kind of that expert, subject matter expert in those areas to kind of fill in the gaps where they might fall within your own team themselves. Exactly. All right. Well, now that we've kind of had those four takeaway nuggets, we'll open it up to our Q&A section. Perfect. Thank you, Ashley. And thank you, James, for that presentation. So yeah, let's jump into some Q&A. We have our first question here from Susan. And she asked, How do B2B websites fare with regards to compliance requirements? Are we held to the same consumer website standards when we have no e-commerce component? Great question. Yeah, so I'll speak to that first a little bit. Yeah, everything will be held to, as I kind of mentioned in my example of being on a noisy subway or listening in your car, you are going to be held to that same standard for accessibility. And again, with those upcoming guidelines with the EAA, different users, even business to business users, we utilize inclusivity in our businesses. And if someone from another business is unable to access your digital space, it has to be conformant. It can get reported. It might lose a business to business deal, for example, if it's just not accessible. Absolutely. And what we've seen just in the industry at large is that companies are actually holding each other accountable for some of these items and especially digital accessibility because it is more well known, more companies are starting to understand the importance of it. So, James, I absolutely agree that, you know, oftentimes it seems like we may focus on B2C because that's a big chunk, but B2B is just as important because it's still the same population that we're looking at, which means you want to address and ensure that that population, even your employees or business to business, has that same inclusive experience that anyone else would. Perfect. Thank you both. So next question we have, she stated, Okay, so what now? We understand there are regulations and market opportunities. What actions should we prioritize next to align accessibility with our marketing goals? So I was going to say I'll start on this one and then turn it over, James. I think a great place to start is, as James mentioned, leveraging a partner, understand where your site is today. And that is not something that costs money. Just being able to determine first and foremost, where is your site at today? And what are the issues that we would rank as high priority? And what I mean by high priority, these are items that we know are cited in demand letters. So things like I mentioned before, images. Oh, man, that's a huge one cited in these demand letters that the image doesn't have the appropriate alt text. It can sometimes read out the file name of the image, which is, you know, 100 characters of craziness. So it's really important that we're thinking about what we can do today, which is scan the site, see where we are today, and then work with the partner to understand what items can we solve immediately to reduce that risk right away? And then what items can we solve ongoing that will, again, keep us in compliance while opening up some of the items that we need to solve? And then what items can we solve ongoing that will, again, keep us in compliance while opening up some of the new segments and the new markets because our content is accessible? Yeah, and I'll add to that and just reiterate, there's so many free, free courses, free way tools to learn about accessibility on that baseline foundational level. W3C is amazing. That's where actually I first learned how to start coding. Just because it's very, it's speaking of it's very accessible. It's very easy to get to. It's for it's easy to read. And it does provide that, like I said, that foundational level where you're technical speaking as a technical person, your technical team might not have that the forefront of their mind. But if they all they have all learned from that, they might unconsciously, you know, be, you know, following those guidelines, following those rules, or maybe as they're working, it'll just pop up in their mind. Oh, I need to change this. This isn't the right way to do it. And so there's just so many free options. And again, like I mentioned, AWS has what's called the cloud scape design pattern. So when they do it, and again, it's free all this stuff that there's so many free, you know, in addition to partners and tools, there's so many free courses, free ways to learn free ways to check what you're doing. That's what I would recommend to get started just kind of establishing that accessibility 101 kind of baseline level with not just your experts, not just your marketing, not just just everyone across the board. That's my recommendation. That's perfect. It's a very well bounded approach for someone that's just starting out. So thank you both. Next question that we have here is how does enhancing SEO through accessibility impact brand visibility? Oh, I'll touch that one first. It's huge. It's huge. As I mentioned with SEO, specifically with Google, a lot of their different criteria there, I forget exactly how many criteria there was so many criteria, but there was like kind of a top 10. As far as indexing when they do scraping and crawling, and a huge one is accessibility. Being able to having your site available and accessible, not just for disabilities, not just those, but also it monitors for like dead links. You could think about that if there's pages that link to your page, that's considered accessibility. All those sorts of things. So that is actually drives. It'll pop your search way up just having those things in the top. That's actually the number one. It's just availability and accessibility. That's considered the number one kind of scoring rank. If you don't have those, like everything else, I'm not going to say it doesn't matter, but it's a drop in the bucket compared to the other criteria. I could not agree more. And when we think about SEO, a lot of our clients have actually seen that digital accessibility does not work in a vacuum. And in fact, it directly impacts multiple areas of the business. Number one is on-page SEO or that technical SEO. So digital accessibility, so many of the best practices that ensure compliance with digital accessibility are also best practices for on-page and technical SEO. So when we think about alt text, when we think about metadata, keywords, there's lots of different items that impact digital accessibility that directly impact that on-page SEO. And we've seen certain clients really be able to expand their presence because when customers used to get to the home page, it was so inaccessible that they could not navigate past the home screen. And you will never know what you don't know. So being able to ensure that those experiences are accessible really helps that algorithm and the search engine with Google. Perfect. Thank you. So we have time for maybe just two more questions. So here's one from Roy. He asked, how granular are the app reports? Can it report per customer's visit and their movement in our website? Ashley, I'll let you cover that one first. Perfect. Yeah. So great question. So depending on what the report is, we are actually looking at it at a website level and then breaking it down into groups so that we can start to understand more of a long-term view. We do reports on specific pages, web pages, different conformance levels. So it does get granular down to the page. We're not necessarily looking at the paid SEO or how much traffic is coming to the site necessarily, but once how people are getting there using digital accessibility. Yeah. Roy, I guess I saw the question of the links. I'm going to be dropping them in chat for you in just a moment. And for everyone else, you can all see it. You can all check them out for some of those courses and frameworks. Yeah, thank you, James. Yeah, I did see that request come in. Okay, so one more question, because we're almost at time here. So this is a really good one. What are the teams that marketing should be partnering with to drive accessibility optimizations? And to that, what roles are essential in supporting these efforts? Okay, I'm going to start by saying everybody, every team. So obviously, that's the answer. But truly, the teams that we see coming to the table immediately with this is for sure your, of course, developers. Marketing is a huge one because marketing is obviously doing a lot of the promotions. Operations is a huge one because as we're identifying some of these issues, we're actually creating resources that stay with the position rather than the person so that those resources can help your teams build better. James, do you have an answer to that as well? Yeah, no, I was going to say, as I kind of mentioned with my answer about where to get started, everyone, everyone should be partnering together. It's, it's not just an isolated silo. It's a it's got to be a company wide, a business wide kind of approach. Like, the example I was kind of giving is your technical team. You know, they might not be familiar with everything. If they don't have any sort of background, they could spend, you know, six months building a product or building a Web app name you're ready to push it, push it to production, and then you find out when it's going to review non of it is conforming to, you know, is conforming to conforming to the guidelines. All of a sudden that six months the six months of work, it might not all be wasted but you have to go back to the drawing board in a lot of a lot of ways, but you're talking about accessibility so it's It's important that it's important that it's everyone is kind of everyone is kind of on that same saving effort, saving that lift, and making sure you're there from the ground up. So absolutely, it needs to be everybody. Again, I just want to reiterate, that brand loyalty, I don't know how much we covered that, but once you have a loyal customer that maybe they do have a disability, it can be a challenge for them to find a product that works for them. So once they do find one, they might not want to go through that whole search and that whole rigmarole over and over. So by creating that level of accessibility and conforming religiously, they're able to come back, they are able to know what they're getting with your business. It's perfectly summarized. Well, with that, we're almost at time, so I'm going to stop here with questions. There are a lot of them. So I just want to let our audience know, anything we didn't get to today will be followed up via email. But before we wrap things up, Ashley, James, do you have any final closing remarks for our audience today? Ashley, I'll let you go first. Yeah, I'll start by saying first and foremost, thank you for the time. It's digital accessibility is something that James and I can talk about and draw and talk for hours and hours on end. But really, at the end of the day, digital accessibility is good business and it's the right thing to do. It can impact multiple areas. And if there's any additional questions, concerns, regulatory questions, please don't hesitate to reach out. James? Yeah, that's basically what I was going to say was, this is not just a talk at you kind of thing. This is supposed to be a discussion. If you have any other questions, any other things you would like to share, feel free to share those, feel free to reach out. We have some different ways of support. You can reach out directly to myself, you can reach out to AWS, you can reach out to our accessibility departments. It's not meant to just be, OK, this is what we do and that's it. It's ever evolving, it's a continuous thing. Things always change, not just within the business space, but also within the compliance space. It's one of those things where the journey doesn't end. So you should always try and keep those things in mind, understand those things at a base level, and then try and keep up with them as they go forward and utilise those tools and those different partners that actually, you know, they are keeping up with them as they go forward and they can help you out definitely in that way. So you don't always have to be the one 100% focused every time. You can lean on those people and use their expertise. Perfectly stated. Well, thank you again both for being here today and to our audience members just for being so engaged and joining the conversation. I do want to, you know, just one quick reminder, there are some resources in that Docs tab. So if you haven't clicked around yet and seen those, please stop by and make sure that you pick up your virtual resource. But with that, again, thank you, James, thank you, Ashley, thank you to our sponsor today as well, Crown Peak, for making this webinar possible. The webinar was recorded, so we will be sending a link to that recording via email so you can re-watch it, share it with your team, and feel empowered to make some changes in your organisation. So with that, thank you, everyone, and we'll see you on the next one. Take care. Thanks, everybody. See you.