Dealership Website ADA Compliance and Accessibility

Dealership ADA Compliance

Dealership Website ADA Compliance and Accessibility


When you think of accessibility for people with disabilities, it probably calls to mind images of entrance ramps, elevator access and Braille signage. These are all the result of the Americans with Disabilities Act (ADA). Enacted in 1990, the ADA was designed to provide equal access to those who have conditions that hinder their ability to perform certain daily functions. As specialists in auto dealership digital marketing know, since the internet had yet to become popular in 1990, the ADA didn’t need to address website accessibility issues.


Legal Issues

Accessibility for websites didn’t become a legal concern until 2016, when Guillermo Robles filed a lawsuit against the Domino’s Pizza chain. Robles, who is blind, claimed he was unable to order a customized pizza on Domino’s website. While the court ruled in favor of Domino’s, the Court of Appeals decided to overturn the 2016 ruling, opening the door for the Supreme Court to reconsider the case. Business groups had hoped the Supreme Court would take up the case and render a decision that would end the flood of website accessibility lawsuits that followed, but the court declined to review Robles v. Domino’s, leaving the field open for more lawsuits.


ith unique circumstances, including inventory pages that change frequently. Additionally, the federal government hasn’t adopted a “good-faith standard” that takes things like broken links and accessibility gaps into consideration. Because of this, dealerships should work closely with auto dealership digital marketing professionals to ensure their websites are ADA compliant.


Your Compliance Plan

To stay in compliance with ADA regulations, dealerships should start with the following plan.


  1. Test and Audit. Start by testing your website to determine its current level of accessibility. There are several free accessibility tools online, but these are basic. It’s best to consult with an expert who can provide you with valuable information on accessibility issues and help you fix them.
  2. Remedy. Work with your experts and your IT team to ensure your website is accessible.
  3. Maintenance. Making your website accessible is essential, but your site must stay accessible. Employees who have access to edit the website should be trained in compliance issues. In addition, your dealership can conduct periodic audits or hire a third-party to audit your site.
  4. Documentation. Documenting your process will allow you to transfer information to employees when anyone involved compliance leaves your dealership. You don’t want to lose productivity by reinventing the wheel.
  5. Stay informed. Laws are always in flux. Stay up to date and keep up with best practices for remaining in compliance.

Understanding ADA compliance issues and being proactive in keeping your dealership’s website compliant is the best way to avoid becoming the target of a lawsuit. You’ll save time, expense and headaches.


Start at Start Dealership Consultation

Let’s get started on the road to success. At no charge to you, ZMOT’s complimentary consultation includes actionable steps that you can implement in your dealership today to turn both your showroom and digital traffic into actual buyers. Our process was designed with over 40 years of experience owning and operating multiple dealerships and refining every aspect of day to day operation. We’ll conduct a thorough assessment and offer proven strategies for your dealership to improve lead generation and conversion performance without increasing expenses. We’ll answer questions every dealer wants to know but doesn’t know who to ask. Are you ready to Start at Start? Just sign up below, and we’ll be in touch shortly.

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