Ensuring accessibility in WordPress projects isn’t just a legal or ethical responsibility—it’s a powerful value-add for clients.
But how do you effectively communicate its importance and integrate it into your sales process?
On May 19, 2025, our Head Geek Ron Zasadzinski joined other agency owners on a panel to answer that very question.
During this joint event presented by the national WordPress Accessibility Meetup* and the Fort Collins Internet Pros Meetup, panelists shared insights on positioning accessibility as a competitive advantage, overcoming client objections, and pricing accessibility services effectively.
*This panel discussion is available in its entirety (with captions and transcript), thanks to the awesome peeps at Equalize Digital.
About this panel discussion
During this joint event presented by the national WordPress Accessibility Meetup and the Fort Collins Internet Pros Meetup, panelists shared insights on positioning accessibility as a competitive advantage, overcoming client objections, and pricing accessibility services effectively.
Whether you’re struggling to get client buy-in or looking to refine your sales approach, this conversation provides actionable takeaways to help you confidently sell accessibility in WordPress projects.
About the participants
Amber Hinds, CEO of Equalize Digital
Amber Hinds is the CEO of Equalize Digital, Inc., a company specializing in WordPress accessibility and maker of the Accessibility Checker plugin. She is the lead organizer of the WordPress Accessibility Meetup, board president/co-lead organizer of the WP Accessibility Day nonprofit, and participates in the WordPress core accessibility team.
Through her work at Equalize Digital, Amber is striving to create a world where all people have equal access to information and tools on the internet, regardless of ability. Since 2010, she has led teams building websites and web applications for nonprofits, K-12 and higher education institutions, government agencies, and businesses of all sizes, and has become a passionate accessibility advocate.
Gen Herres, Founder of Easy A11y Guide
Gen Herres is the Founder of Easy A11y Guide, which helps website owners & agencies to improve their accessibility. With 15 years of WordPress development experience, and five years of accessibility, Gen brings practical knowledge from working on over 1,000 websites to the accessibility space.
Gen is a DHS Trusted Tester for Section 508, a well-known speaker, and an accessibility advocate. She’s spoken at meetups, on podcasts, at WordCamp US, and WP Accessibility Day, and is an IAAP member. She’s helped plugins, themes, and web agencies refine their accessibility processes and websites that real people can use. She also organizes the Baltimore WordPress meetup group.
Ron Zasadzinski, Founder and CEO of CodeGeek
Ron started CodeGeek in 2002, and since then, he and his team have worked with clients all over the U.S. to create custom websites and web apps.
Whether in business or in life, Ron’s goal every day is to help people be the best they can be. He’s passionate about making the web more accessible and inclusive for everyone. Ron is involved in several ventures, including co-founding the Fort Collins Internet Professionals (FCIP) Meetup and being a flight instructor with over 30 years and 8,000 hours of flying experience.
In his free time, Ron enjoys following NASA missions with great interest, hiking, skiing, and traveling with his wife to see the many wonders this world has to offer.
Scott Tobin, Founder and President of Sector45
Scott Tobin is the Founder and President of Sector45, a specialized medical marketing agency serving the aesthetic industry. With over 18 years of experience in medical marketing and more than 25 years in digital marketing, he brings deep expertise in internet services, strategic planning, SEO, search marketing, and practice growth.
Scott is dedicated to helping medical professionals enhance their online presence and achieve long-term success in an increasingly competitive landscape.
Accessibility resources
Web accessibility:
Accessibility tools and resources:
- Accessibility Checker (Equalize Digital) — WordPress plugin with free and paid options.
- WAVE – browser-based accessibility testing
- axe DevTools – browser extension from Deque
- NVDA – free screen reader for Windows
- VoiceOver – built into macOS
Watch the panel discussion
The presentation is about 1.5 hours long, and you can watch the full recording right here.
Video transcript available on the Equalize Digital’s WordPress Accessibility Meetup page.
Featured image credit: WordPress Accessibility Meetup and Fort Collins Internet Pros Meetup (past events)