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Nearly half of UK websites risk excluding visitors with disabilities because they need accessibility improvements, according to new research.
The State of Accessibility Report analysed Google’s Accessibility Scores for more than 1,200 UK websites across 14 sectors to reveal those that need the most improvement – and which are digitally inclusive. Travel and tourism companies have the worst online accessibility, with more than three-quarters (79%) of websites needing improvement.
Following travel websites, hospitality companies have the second-worst online accessibility, with 70% of websites needing improvement. Legal companies also rank poorly, despite often dealing with people in vulnerable situations, including disabled clients.
It follows a report last year that found that 80% of UK adults with disabilities say they feel excluded by poor website accessibility and believe brands are missing out on millions of pounds worth of sales as a result.
Issues such as small font sizes and low colour contrast can prevent some website users from buying products or accessing critical services.
Accessibility in websites shows disabled people that they matter
Tania Gerard, an accessible marketing consultant and founder of Tania Gerard Digital, is neurodivergent and finds some websites difficult to use.
She said: “I’ve abandoned the checkout many times if I’ve found it difficult to make a purchase. But when accessibility is poor, customers don’t just leave a website; they form a lasting impression of that brand. It tells them the brand hasn’t considered their needs, which erodes crucial trust. Accessible design isn’t just about the compliance side, it’s about showing people they matter.”
| Sector | Percentage of websites requiring improvement |
| Travel and tourism | 79% |
| Hospitality | 70% |
|
Fashion retailers |
64% |
|
Retail |
63% |
|
Legal |
61% |
Councils have the most accessible websites in the UK, with just 8% needing improvement, likely because they are legally required to comply with the Web Content Accessibility Guidelines.
GP surgeries had the second-most accessible websites (23%), followed by utility providers (26%), charities (39%), and employment websites (41%).
| Sector | Percentage of websites requiring improvement |
| Councils | 8% |
| GP surgeries | 23% |
| Utilities | 26% |
| Charities and not-for-profit organisations | 39% |
| Employment |
41% |
Warbox, which conducted the research, analysed Google’s PageSpeed Insights Accessibility Scores for over 1,200 companies across 14 industries. Scores of 90 or above are good, 50-89 need improvement, and scores below 50 are poor. Warbox calculated the percentage of companies scoring below 89 in each sector to rank the industries that need the most improvement in online accessibility.
