Understanding the Digital Accessibility Landscape
In today’s digital-first rental market, your apartment website isn’t just a marketing tool—it’s the front door to your properties. Yet for the 61 million Americans living with disabilities, that door might be effectively locked if your website doesn’t meet accessibility standards.1
The Americans with Disabilities Act (ADA) safeguards the rights of people with disabilities, and this legislation extends to the digital realm, including websites. The ADA ensures equal access to goods, services, and employment—including apartment rentals.
For property managers, developers, and leasing professionals, understanding ADA compliance for apartment websites isn’t just about avoiding legal complications. It’s about expanding your market reach, demonstrating social responsibility, and creating an inclusive user experience for all potential residents.
Why ADA Website Compliance is Critical for Property Managers in 2025
Legal Requirements and Risk Mitigation
Non-compliance can lead to lawsuits, fines, and reputational harm. The multifamily housing industry has seen a rise in digital accessibility lawsuits with plaintiffs citing Title III of the ADA.2
The Department of Justice (DOJ) has made it clear that web accessibility falls under ADA requirements.3 Real estate websites are public-facing and must provide equal digital access.
Business Benefits Beyond Compliance
ADA compliance isn’t just about legal protection:
- Expanded Market Reach: Tap into a significant population of renters with disabilities
- Improved User Experience: Accessibility enhancements often improve usability for all visitors
- Enhanced Brand Reputation: Reflects your commitment to equality and inclusion
- SEO Boost: Accessibility improvements can positively impact your search rankings4
- Competitive Edge: Many competitors overlook accessibility—position yourself as a leader
Key WCAG Guidelines for Apartment Websites
While the ADA does not list specific technical requirements, the DOJ and courts frequently refer to the Web Content Accessibility Guidelines (WCAG). As of 2025, WCAG 2.1 is the primary benchmark for compliance.5
1. Perceivable Information
Ensure all users can perceive your content:
- Alt Text for all property images, amenity icons, and floor plans
- Video Captions and Audio Descriptions for virtual tours and video walkthroughs
- High Color Contrast to enhance legibility of text over background images
- Responsive Design so content adapts to mobile and desktop devices
2. Operable Interface
All website features should be operable by keyboard:
- Online applications
- Maintenance requests
- Virtual tour navigation
- Floor plan selection
- Appointment scheduling
3. Understandable Information
Ensure your content and interface are intuitive:
- Logical, consistent navigation menus
- Plain language and minimal industry jargon
- Clear error messages and form field labels
- Predictable behavior of interactive elements
4. Robust Content
Make your site work across technologies:
- Well-structured HTML compatible with assistive tools
- Cross-browser and cross-device testing
- Ongoing updates to keep pace with accessibility standards
How to Make Apartment Websites WCAG 2.1 Compliant
Conduct an Accessibility Audit
Start with a third-party audit to identify issues like missing alt text, poor color contrast, or lack of keyboard functionality.
Prioritize High-Impact Areas
Focus first on key renter touchpoints:
- Property search and map filters
- Floor plan viewers and virtual tours
- Rental application forms
- Accessible contact options
Train Your Team
Everyone involved in your website needs accessibility knowledge:
- Content creators: alt text, semantic structure
- Designers: contrast, responsive layout
- Developers: WCAG implementation, ARIA roles
- Marketers: accessible campaign materials
Document Your Accessibility Efforts
Keep records of:
- Completed audits and fixes
- Monitoring procedures
- Staff training
- Public accessibility statement
Common Accessibility Issues on Apartment Websites
Virtual Tours and Interactive Media
- Often fail screen readers
- Require keyboard navigation
- Need audio/text descriptions
Complex Floor Plan Tools
- Rely heavily on mouse
- Add keyboard accessibility
- Offer text or downloadable PDF versions
PDF Documents
- Ensure PDFs are searchable, tagged, and structured for screen readers
Third-Party Integrations
- Vet vendors for accessibility compliance
- Test embedded tools (e.g., rent payment, scheduling)
- Provide alternatives if needed
Creating an Accessibility Statement
A website accessibility statement should include:
- Your commitment to digital inclusion
- Compliance guidelines (WCAG 2.1)
- Known limitations and how you’re addressing them
- Contact information for accessibility support
- Date of last review/update
Conclusion: Going Beyond Compliance to Inclusion
ADA compliance is more than just a legal obligation—it’s an opportunity. By offering truly inclusive digital experiences, you’re not just expanding your potential tenant base—you’re also positioning your brand as forward-thinking and socially responsible.
Start today: audit your website, implement best practices, train your team, and monitor continuously. Accessibility is not a one-time project—it’s a commitment.
Need Help With Your Apartment Website’s ADA Compliance?
Our team specializes in making multifamily property websites accessible while enhancing their marketing effectiveness. Contact us today for a complimentary accessibility review.
Disclaimer: This article provides general information about ADA compliance for apartment websites and should not be construed as legal advice. For specific legal guidance, consult a legal expert in digital accessibility.
Footnotes
- Centers for Disease Control and Prevention (CDC) ↩
- UsableNet 2023 Web Accessibility Lawsuit Report ↩
- U.S. Department of Justice Web Accessibility Guidance ↩
- Google Search Central Blog – Accessibility and SEO ↩
- ADA Title II Web Accessibility Guidance ↩
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