Overview
Out of our sample of 80 University of Massachusetts (UMass) Boston webpages, we found that one webpage did not include a search bar. After consulting with UMass Boston management, it was clarified that this webpage served as a landing page for a marketing campaign. As such, it is considered part of a specific process for which Web Content Accessibility Guidelines (WCAG) 2.1 does not mandate a search bar or additional navigable elements. However, some industry professionals suggest that incorporating a search bar and other navigable elements can enhance overall accessibility.
The absence of a navigation bar or search feature can make it difficult for users to explore the UMass Boston website.
Authoritative Guidance
The Web Accessibility Initiative’s WCAG 2.0 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 Boston management told us that this webpage was used for generating marketing leads and is therefore designed to guide users to engage with the marketing materials. UMass Boston management added that navigational tools like a search bar or a navigation menu will lead users away from the landing page.
Recommendation
UMass Boston 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
Based on its response, UMass Boston is taking measures to address our concerns regarding this matter.
| Date published: | December 26, 2024 |
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