Accessibility in Action: Case Study of a Simple Website Done Right

The humble peanut butter website might not seem like the poster child for digital accessibility, but Peanut Butter & Co's online presence (ilovepeanutbutter.com) offers a masterclass in how to make e-commerce accessible without sacrificing style or brand personality.

At first glance, you're greeted by cheerful jars of peanut butter and bold, clean typography. But dig a little deeper, and you'll discover thoughtful accessibility features woven seamlessly into the site's fabric. The standout element? A comprehensive accessibility widget that transforms the browsing experience for users of all abilities.

The accessibility menu isn't tucked away in some forgotten corner – it's prominently displayed with a clear, universally recognisable icon. Click it, and you're presented with a suite of tools that cater to various needs: a seizure-safe profile that reduces flash elements, vision-impaired enhancements, ADHD-friendly settings that minimise distractions, and dedicated options for users with cognitive disabilities.

What's particularly refreshing is how the site handles keyboard navigation and screen reader optimisation. Rather than treating these as afterthoughts, they're built into the core experience. The product grid, for instance, can be navigated entirely by keyboard, while clear heading hierarchies and descriptive alt text make the screen reader experience surprisingly smooth.

The subscription service section – a key revenue driver for many food brands – showcases how accessibility and conversion optimisation can work hand in hand. Large, high-contrast call-to-action buttons, clearly labelled form fields, and error messages that make sense to screen readers all contribute to a shopping experience that works for everyone.

But perhaps the most impressive aspect is what you don't notice. The accessibility features don't scream for attention or disrupt the site's clean, appealing design. They simply work, quietly ensuring that whether you're vision-impaired, using a screen reader, or dealing with cognitive challenges, you can still browse, shop, and engage with the brand's personality.

The content scaling options and readable font alternatives demonstrate an understanding that accessibility isn't one-size-fits-all. Users can adjust text size, highlight important elements, and modify contrast ratios without breaking the site's layout – a testament to robust, flexible design principles.

What sets this implementation apart is its holistic approach. Rather than bolting on accessibility features as an afterthought, Peanut Butter & Co has clearly considered diverse user needs throughout the design process. The result is a site that feels inclusive by design, not by obligation.

For e-commerce brands looking to improve their digital accessibility, this site offers valuable lessons: accessibility can be both comprehensive and unobtrusive, technical and human-centred, compliant and creative. It proves that with thoughtful implementation, making your site accessible doesn't mean compromising on visual appeal or brand experience.

In a digital landscape where accessibility is often treated as a checkbox exercise, it's refreshing to see a brand that understands its true value – not just in meeting guidelines, but in creating a genuinely inclusive shopping experience for all peanut butter lovers. I mean seriously, who doesn't love a huge spoonful of peanut butter?