Overview
During our audit, we determined that 1 webpage of our sample of 80 University of Massachusetts (UMass) Amherst webpages did not have a search bar. After discussing with UMass Amherst management, we determined that this page was used as a landing page for a marketing campaign. This makes the page part of a process, and therefore, a search bar or other navigable elements are not required for Web Content Accessibility Guidelines (WCAG) 2.1 compliance. However, certain industry sources argue that including a search bar and other navigable elements would improve accessibility.
A lack of a navigation bar or search bar prevents users from easily exploring the website or finding additional information.
Authoritative Guidance
The Web Accessibility Initiative’s WCAG 2.1 states,
Success Criteria 2.4 .5,
More than one way is available to locate a Web page within a set of Web pages except where the Web Page is the result of, or a step in, a process.
Additionally, private industry sources, like Bureau of Internet Accessibility, state,
Many landing pages remove the navigation bar to improve conversion rates. This isn’t strictly necessary, and it can be frustrating for people who want to explore your website without reentering the URL. . . .
The [landing page with a navigation bar] has an effective [call to action (CTA)] and strong sales copy, but the navigation bar is still accessible. The page’s layout keeps the user’s attention on the CTA button, but it doesn’t prevent users from visiting other parts of the website.
Reasons for Issue
UMass Amherst told us that this webpage was used for generating marketing leads and is designed to guide users to engage with the marketing materials. It indicated that navigational tools, like a search bar or navigation menu, will lead users from the landing (marketing) page.
Recommendation
UMass Amherst should consider adding a navigation bar and search box on its landing page as a way of further enhancing user accessibility.
Auditee’s Response
The University will take this under consideration; however, a marketing landing page is a webpage that does not include searchable content and is made to be seen only by people who have clicked on a digital ad from platforms such as Facebook, Instagram, and Google Search. This is a common practice and an industry standard.
Auditor’s Reply
As noted above, best practices state that including a search bar and other navigable elements improves website accessibility. A lack of a navigation bar or search bar prevents users from easily exploring the website or finding additional information. Given these reasons, we recommend that UMass implement our recommendation in this area.
| Date published: | December 30, 2024 |
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