About Us Page: What to Include and How to Write One
What to put on an about us page, a simple structure you can follow, the mistakes that cost trust, and why customers…
Jake Greenfield · 19 Oct 2026
Design
WAVE, axe, Lighthouse and the contrast checker compared. What each is good at, what none of them can see, and why a clean report is a floor not a pass mark.
An accessibility checker is a tool that scans a web page and reports where it fails accessibility standards. The useful ones are free. The important thing to understand before you run any of them is that automated testing finds roughly a third of real accessibility problems, so a clean report is a floor rather than a pass mark.
Here is what each of the main free checkers is actually good at, what none of them can see, and the order we would run them in.
| Tool | Best at | Where it falls down | Cost |
|---|---|---|---|
| WAVE (WebAIM) | Showing problems visually on the page itself, with icons where the fault is. Easiest to understand if you are not technical | Flags a lot that needs human judgment, so the count looks scarier than it is | Free |
| axe DevTools | Accuracy. Fewest false positives of any of these, and explains the rule it is testing | Browser extension, so it is one page at a time. Advanced features are paid | Free tier |
| Lighthouse | Already in Chrome. Gives a score plus performance and SEO in the same run | The score is reassuring and shallow. A 100 does not mean accessible | Free |
| WebAIM Contrast Checker | One job, done properly. Paste two colours, get a pass or fail against the standard | Only tests colours you give it, so you have to find them first | Free |
| Your keyboard | Genuinely the most valuable test here. Finds things no scanner can | Takes five minutes and a bit of attention | Free |
This is the part that matters, and it is why we treat a clean report with suspicion.
Worth its own section, because it produces more false alarms than anything else.
A decorative image, a background shape, a divider, an avatar that adds nothing, should have an empty alt attribute, written as alt="". That tells a screen reader to skip it rather than announce a filename. It is correct, it is deliberate, and it is what the standard asks for.
Plenty of automated reports flag every empty alt as a missing alt. We had exactly this on our own site: an audit tool returned over a hundred “missing alt text” rows, and every one of them was a decorative avatar correctly marked as decorative. If your report is full of these, check a few by hand before you spend a day fixing something that was already right.
That is most of an afternoon at the outside, and it will find nearly everything that is actually stopping people using your site.
You will be offered tools that promise compliance from a single line of script added to your site. We would avoid them.
They are widely criticised by disabled users and by accessibility professionals, they do not fix the underlying markup, and they have not prevented legal claims. Some actively interfere with the screen readers people already use. Fix the site rather than covering it.
A clean automated report means you have no obvious machine-detectable faults. That is worth having and it is not nothing.
It does not mean your site is accessible, and it is not a defence. Under the Equality Act 2010, service providers must make reasonable adjustments so disabled people are not put at a substantial disadvantage, and that covers websites. The standard normally aimed at is WCAG 2.2 at level AA. If you are selling to EU customers, the European Accessibility Act has applied since 28 June 2025 and can reach UK businesses.
If you want to state your position publicly, an accessibility statement that admits what is not yet right is worth far more than boilerplate claiming full compliance you have not tested for.
These are the tools we use on client sites and on our own. The strengths and weaknesses are from running them rather than from their marketing, and the section on empty alt attributes comes from an audit of our own site that was substantially wrong.
The one third figure for what automated testing catches is the widely cited industry estimate. Treat it as a rough order of magnitude rather than a precise measurement, because it varies enormously with the site.
Use WAVE to see problems, axe to confirm they are real, the WebAIM checker for contrast, and your keyboard for everything the scanners miss. Ignore the overlay widgets. Check empty alt attributes by hand before fixing them. And treat a clean report as the start of the job rather than the end of it.
For what good and bad actually look like on a page, see website accessibility examples. Accessibility overlaps almost entirely with usability, so the same work shows up in making a website mobile friendly and in our website audit checklist.
If you would rather someone went through your site properly, including the parts a scanner cannot see, send us the address and we will tell you what we find. On a new build it is included as standard in web design for small business rather than priced as an extra.
WAVE is the easiest to understand because it marks problems visually on the page. axe DevTools is the most accurate with the fewest false positives. Use WAVE to see issues and axe to confirm they are real. Neither replaces testing the site with your keyboard.
They find roughly a third of real accessibility problems. They cannot judge whether alt text is meaningful, whether link text makes sense, whether tab order is sensible, or whether captions are accurate. Treat a clean report as a floor rather than a pass mark.
Often because decorative images correctly use an empty alt attribute, written as alt="", which tells a screen reader to skip them. Many tools flag this wrongly. Check a few by hand before fixing, because an empty alt on a decorative image is correct, not a fault.
We would avoid them. They are widely criticised by disabled users and accessibility professionals, they do not fix the underlying markup, some interfere with the screen readers people already use, and they have not prevented legal claims. Fix the site rather than covering it.
No. It means you have no obvious machine-detectable faults. Under the Equality Act 2010 service providers must make reasonable adjustments for disabled people, and that covers websites. The standard normally aimed at is WCAG 2.2 level AA, which needs human testing.
Tab through the page without a mouse and check you can reach everything and always see where you are. Run WAVE on your homepage and contact page. Check body text contrast is at least 4.5 to 1. Zoom to 200 percent. Then read your link text for repeated "click here".
New website
We design clean, modern sites that turn visitors into enquiries.
What to put on an about us page, a simple structure you can follow, the mistakes that cost trust, and why customers…
Jake Greenfield · 19 Oct 2026
What a contact us page needs, the details UK law says a business website must show, the mistakes that quietly lose enquiries,…
Helen Marsh · 19 Oct 2026
What to put on your homepage, in what order, what to leave off and how to tell if it is working. A…
Helen Marsh · 19 Oct 2026