How Companies Can Implement the POUR Principles in Their Digital Strategy Ahead of the EAA

An effective method for creating inclusive digital experiences is to follow the four core principles of digital accessibility: Perceivable, Operable, Understandable, and Robust (POUR). These principles, which form the basis of the Web Content Accessibility Guidelines (WCAG), serve as a framework for making digital products accessible to everyone, including people with disabilities.

Let’s explore how companies can implement these principles in their digital strategy to ensure compliance while also enhancing the user experience.

Perceivable – Information Must Be Accessible to Everyone

Challenge: Users with visual impairments or cognitive disabilities may struggle to process content if it is not presented in multiple formats.

Key Considerations:

• Alt text and text alternatives – Ensure that images, icons, and infographics have descriptive alt text for screen readers.
• Clear contrasts – Use color contrasts that meet WCAG guidelines to improve text readability.
• Transcriptions and captions – Audio and video content should include captions and transcripts for users with hearing impairments.
• Responsive design – Information should be equally accessible across different devices and screen resolutions.

Tools to Use: WAVE, Contrast Checker, axe DevTools

Operable – User Interfaces and Navigation Must Be Functional

Challenge: If a website or app cannot be used without a mouse, or if interactive elements are hard to access, users with motor impairments may face barriers.

Key Considerations:

• Keyboard navigation – All functionality should be accessible via keyboard-only navigation without requiring a mouse.
• Predictable interactions – Links, buttons, and forms should function in a logical and consistent manner.
• Avoid time limits – Give users enough time to complete actions, especially when logging in or filling out forms.
• Focus indicators – Clearly highlight which element is active to assist keyboard users.

Tools to Use: Keyboard Accessibility Tester, NVDA Screen Reader

Understandable – Content and Functions Must Be Easy to Comprehend

Challenge: If information is unclear, or if a website’s structure is inconsistent, users may struggle to navigate and understand the content.

Key Considerations:

• Plain language – Use clear, concise language and avoid jargon or technical terms without explanation.
• Consistent navigation – Menus, buttons, and links should be placed in the same location across all pages.
• Clear error messages – If a user makes an error in a form, provide specific feedback on what needs to be corrected.
• User-friendly forms – Ensure form fields are clearly labeled and include help text when needed.

Tools to Use: Hemingway Editor, Readable, SiteImprove Accessibility Checker

Robust – Content Must Work Across Different Technologies and Assistive Tools

Challenge: If a website or service is not compatible with assistive technologies such as screen readers, or if it contains code errors, it may be impossible for some users to interact with the content.

Key Considerations:

• Standardized HTML and ARIA attributes – Ensure that code is correctly structured to support screen readers.
• Test with different browsers and devices – Verify that your website functions properly in various environments and with assistive technologies.
• Automated testing and manual review – Combine automated accessibility tests with manual assessments to identify issues.

Tools to Use: W3C Validator, Lighthouse, JAWS Screen Reader

How to Get Started with Implementation

Integrating the POUR principles into your digital strategy requires a structured approach. Here’s a step-by-step guide to getting started and ensuring your organization is ready for the EAA before June 2025.

1. Conduct an Accessibility Audit

Before improving digital accessibility, you must understand your current status.

• Use automated tools like axe DevTools, Lighthouse, and WAVE to detect technical issues.
• Supplement this with a manual review of your website’s design, interactions, and content.
• Engage users with disabilities in testing to gain real insights into problem areas.

Tip: Combine automated and manual testing – automated tools detect code-related issues, but real users identify experience-related barriers that technology might miss.

2. Create an Action Plan with Clear Priorities

Once the audit is complete, you need a strategic plan to address identified issues.

• Define goals – What improvements must be made to meet WCAG 2.1 AA standards?
• Prioritize – Focus first on critical elements such as navigation, forms, and media content.
• Assign responsibilities – Who in the organization is accountable for what?

Tip: If internal resources are lacking, consider hiring an accessibility expert for guidance.

3. Integrate Accessibility into the Design and Development Process

Accessibility should not be an afterthought but a built-in part of product development.

• Developers: Ensure semantic coding and compatibility with assistive technologies.
• Designers: Use high-contrast colors, clear icons, and responsive layouts.
• Content creators: Write in plain language, structure headings properly, and add alternative text for media.

Tip: Incorporating accessibility early in design and development reduces costs for later adjustments.

4. Educate and Involve the Entire Organization

Long-term accessibility success requires everyone in the organization to understand and apply the principles.

• Host workshops and training on WCAG and POUR.
• Provide internal accessibility guidelines and checklists.
• Foster a company culture where accessibility is seen as a standard practice, not an extra cost.

Tip: Include accessibility training in new employee onboarding to reinforce long-term compliance.

5. Test and Iterate – Accessibility Is an Ongoing Process

Accessibility work is continuous, and improvements should be regularly tested and optimized.

• Conduct recurring user tests with individuals who have disabilities.
• Combine automated tests with manual assessments.
• Publish and update an accessibility statement outlining actions and improvements.

Tip: User testing provides invaluable feedback – what seems functional in theory may be impractical in real use.

Conclusion

Implementing the POUR principles into your digital strategy is essential for complying with the EAA and WCAG 2.1 AA. But accessibility isn’t just about legal compliance – an inclusive digital experience increases business value by reaching more users, enhancing customer experience, and strengthening brand credibility.

By integrating these principles now, you can ensure your company is fully prepared when the EAA takes effect in June 2025.

Read more about the EAA and how to ensure compliance in our previous article here.

Want to know more about how we can help and get in touch with us here.