At the risk of being a non-PC bastard, I must admit that I am torn on this issue for car dealers. How many blind people are driving?
Oh, I got one that will make you fall out of your chair. A high-end prescription eyewear company in South Florida was sued by somebody that was visually impaired. No, I am not sh*tting you.
The main things are (in no particular order);
-An accessibility statement
-Alt tags on images/banner (Think all of your content needs to be able to be read by a machine)
-Navigate via TAB (if you have a NAV menu with a dropdown and can't get to the sub-pieces by tabbing, you will fail this easily). Many of our SRP inventory filters are not going to pass this.
-Contrasting colors have to meet a certain requirement or level of contrast
-Videos must have a pause function
Some of the popular 3rd part ADA scripts are not even compliant themselves but seem to keep lawyers away, accessibe comes to mind. There's another with quite the list of ADA experts trashing it as not even being compliant, but I can't recall the name. It isn't audioeye.
What's important when you start looking into this is that you do not bother thinking about this logically. You will just waste your time. It is not about the consumer, it is about the legalese that right now is poorly defined and being taken advantage of.
On the flip side, some of these firms that are pushing these suits are starting to lose when countersued. Especially when they're hitting hundreds of local businesses. The problem is, and obviously the lawyers know this, is that most local businesses are just gonna pay the ransom, pardon me, I mean settlement. Down here what I've been hearing is $8,500 and they leave you alone. And I mean they completely disappear (shocker!). What then happens though if you don't actually make the ADA fixes, is you can get hit with another suit. You can see the slippery slope here.
NADA is going to start having to put some pressure on third party plugins/products that the website has no control over. Think CarFax and Autocheck reports, trade-in tools, pop-ups, automated marketing tools, e-commerce tools, etc.
We'll see how this shakes out in the end but right now it's a total smash and grab. I honestly think in some cases the law firms are getting a piece of the 3rd party ADA plugin action because sometimes they'll point you straight to one plugin or another. But maybe that's my tin foil hat speaking