We know what triggers complaints and lawsuits in the real world: parking spaces, entranceways, signage, heavy doors, and so on. Online the legal triggers look a lot different. StoragePug reveals the five most cited barriers, which are very consistent across lawsuits:

1. Missing or inaccurate alt text on images – Screen readers need descriptions to convey information to users. If a screen reader encounters an image with no alt text, it has nothing to say to a visually impaired user. Alternatively, if the alt text is inaccurate or unrelated to the broader story, this can lead to confusion.
2. Poor color contrast – It’s important to achieve the right contrast between text and background colors. Low contrast between the two makes content difficult or impossible to read for users with low vision or color blindness.
3. Inaccessible forms – Forms need to be properly labeled so a screen reader can announce each field’s intent. Forms that lack proper accessibility features like this can be a real problem for self-storage, as many sites now allow users to complete rental applications and make payments online. “It’s also worth noting that if a payment processor’s embedded form isn’t accessible, from a legal standpoint, that’s on the operator, not the processing company,” adds Anthony.
4. No keyboard navigation – Websites must allow someone to tab through the site and interact with every element without the use of a mouse. For payment systems specifically, it’s critical that the entire checkout flow is keyboard accessible and that any third-party payment integrations also meet WCAG standards.
5. Broken or confusing navigation – Menus should be clearly mapped out with no broken links, or else users will face accessibility hurdles. For self-storage, tabs should be in a logical order so users can move through the rental flow step by step, and error messages need to be clearly announced so users understand why they’re not progressing to the next step. Accessible Rich Internet Applications (ARIA) labels, which provide the text for a button, navigation landmark, or other interactive element, are also important (think unit size selectors or date pickers). Lastly, buttons should be descriptive, e.g. “Rent Unit” not just “Click Here.”

There is one final barrier that comes up in lawsuits frequently, and it’s one that surprises a lot of people: “accessibility overlay widgets,” says Nguyen.

Many of these overlay widgets run JavaScript on top of the site and change things like font size, colors, or add a toolbar, but they don’t fix the underlying code that screen readers and assistive tech rely on. This means the site can still fail the WCAG standard most lawsuits reference. And, if a disabled user still can’t use the site, the presence of the widget doesn’t protect the owner legally. Additionally, some widgets can actually make accessibility worse, interfering with assistive technologies like screen readers, overriding keyboard shortcuts, or adding extra UI elements that users with disabilities must navigate around. Advocacy groups like National Federation of the Blind (NFB) have been highly critical of overlay solutions for these reasons.

Lastly, many lawsuits are filed by firms that scan websites automatically for accessibility problems. An overlay widget is easy to identify in the code, which is an immediate red flag, giving someone reason to check out the site. “Plugins that promise instant accessibility often make operators more of a target, not less,” says Nguyen. That’s because if the widget isn’t helping or perhaps making things worse, a plaintiff’s attorney may interpret it as “This company knew about accessibility but relied on a quick fix.” This makes the case even more compelling.

In a perfect world, an ADA-compliant site would be built and the job would be done, but that’s not the reality. ADA compliance needs to be maintained over time. “It’s an ongoing process,” says Nguyen. “Every time you add a new page, update a photo, embed a new video, or change your rental flow, you have the potential to introduce new accessibility issues.”

Nguyen compares it to maintaining your physical facility. “You don’t just pass one ADA inspection and never think about it again,” he says. “You keep your ramps clear, your signage updated, and your accessible units maintained. Your website is the same way. Implementing accessibility testing as part of your ongoing development process prevents new compliance issues from emerging as you update or expand your website.”

Per the NFB, requiring a user to activate a widget to make a site accessible is fundamentally flawed, as the site should be accessible by default. That should be the aim of any web developer. Making a website ADA compliant ultimately improves usability for all customers. “When you build a site that works for someone using a screen reader, you’re also building a site that’s easier to use on a phone, easier for older customers, and easier for someone in a rush,” says Anthony. “Accessibility can also help people in low-bandwidth situations or those facing language or literacy challenges.”

There’s also an SEO benefit. WCAG-compliant websites naturally align with search engine optimization best practices, which can boost visibility in search results. “This means you’re not just reducing legal risk; you’re making a better site that ranks higher and converts more visitors into tenants,” Anthony says.

Are you still thinking of making web compliance a DIY project? If not, what should you look for when choosing a web development partner? “Beyond the basics—a company that understands those top lawsuit triggers and makes sure your site won’t be a target—you want a company that adheres to the technical standard of WCAG 2.1 Level AA. That’s what the DOJ references, and it’s what courts expect,” says Anthony. “They also need to understand individual state regulations. Colorado, California, and Texas, for example, are rolling out their own digital accessibility laws.”

Moreover, it’s imperative that the website company does regular re-audits. These are essential because the guidelines themselves evolve, and courts continue to redefine what they consider compliant. “I’d recommend finding a company that uses a combination of automated scanning tools and manual audits. The automated tools are great for catching the basics [missing alt text, contrast issues, broken ARIA labels], but even the best ones can only detect around 30 percent of WCAG issues,” Anthony says. “The rest requires manual testing with actual screen readers and keyboard-only navigation. Incidentally, these are all things StoragePug does.”