Where good intentions fall apart online.
Introduction
Most business owners don’t set out to exclude people.
They care about their work. They invest in branding. They hire designers. They launch with excitement.
And yet, many of those same websites actually shut people out.
Not because of malice.
Not because of laziness.
But because accessibility is treated as optional or “something we’ll fix later.”
That’s what we mean by ethically broken.
A website can look polished, feel modern, and still fail the people it’s meant to serve.
What “Ethically Broken” Actually Means
An ethically broken website is one where values and outcomes don’t match.
You might believe in inclusion or community impact, but your website tells a different story once someone tries to use it.
For example:
- Someone navigating by keyboard alone cannot reach your main call-to-action
- A screen reader can’t interpret key images or page structure
- Text looks beautiful but fails basic contrast standards
- Forms are technically “there,” but impossible to complete without a mouse
None of these issues are obvious if you don’t experience them yourself.
That’s the problem.
Most websites still fail to meet basic accessibility standards. Even well-funded, professionally designed sites often exclude users without anyone realizing it.
Beyond a “Nice-to-Have”
Accessibility is often framed as a legal requirement.
And yes, compliance matters.
And it’s also one of the clearest growth opportunities most businesses overlook.
When a website is accessible, it performs better across devices and removes friction that blocks engagement.
Accessible websites work better for everyone.
When a site works for screen readers, keyboards, voice input, and assistive tools, it also works better for:
- Aging users
- Mobile users
- People with injuries or temporary limitations
- People navigating quickly or under stress
Exclusion is rarely intentional.
But impact still counts.
Why Most Websites Get This Wrong
Automated accessibility tools are useful.
They catch obvious issues quickly and give teams a place to start.
And right now, they only catch about 30% of accessibility problems.
That’s not because the tools are careless. It’s because accessibility isn’t just technical. It’s human.
Automated scans can detect missing alt text or contrast errors. They can’t understand confusion, cognitive load, unclear language, or why a page technically “passes” but still doesn’t work for someone using assistive technology.
Ethics, context, and lived experience aren’t baked into the core of these tools yet.
Maybe one day AI will get better at recognizing those nuances. But we are not close. For now, accessibility still requires human judgment and intentional design decisions.
That 70% gap is where good intentions fall apart.
The Question Most Business Owners Should Be Asking
Instead of asking,
“Is my website accessible?”
A better question is,
“Where might my website be unintentionally excluding people?”
That question requires more than a scan.
It requires context, judgment, and values-aligned decision-making.
Which is exactly why we created Ethically Broken.
Find Out If Your Website Is Ethically Broken
Ethically Broken is a short, plain-language resource that helps you:
- Understand where accessibility gaps actually show up
- See how good intentions can still lead to exclusion
- Ask better questions of your designer or developer
- Evaluate your own site without shame or overwhelm
This is not a technical manual.
It’s an entry point for people who want their website to match their values.
If you care about building a website that reflects your values and supports growth, start here.
Enter Your Email to Access Ethically Broken
When your website works for more people, your message travels further, your impact grows, and your values show up where it matters most.
If you’re ready to take an honest look at your site, Ethically Broken is the place to begin.
