Built Online Podcast: "Most Businesses Are Ignoring 1 Billion Buyers — This Fix Changes Everything | ft. Michael Paciello"

Release Date: July 28, 2025
Hosted by: Cody McGuffey
Guest: Michael Paciello

Introduction to Accessibility in Business

In this episode of Built Online, host Cody McGuffey engages in a pivotal conversation with accessibility expert Michael Paciello about the often-overlooked market of consumers with disabilities. Paciello emphasizes the critical need for businesses to incorporate accessibility into their online platforms to tap into a vast, underserved customer base.

Key Quote:

"Start thinking accessibility because you're leaving a lot of money, a lot of potential customers out there on the table just because you haven't designed or haven't thought about ensuring that your site is keyboard accessible."
— Michael Paciello [00:00]

Understanding the Size and Diversity of the Disability Market

Paciello highlights that 1 in 4 adults in the United States—a staggering 25% of the population—live with some form of disability. These disabilities range from profound physical impairments, such as blindness and mobility loss, to hidden cognitive disabilities like dyslexia. Recognizing this diversity is essential for businesses aiming to create inclusive environments.

Key Quote:

"The largest portion of individuals with disabilities in the world, not just here in the US, are individuals with some form of cognitive disability. They're often referred to as hidden disabilities."
— Michael Paciello [02:28]

Aligning Business Incentives with Accessibility

Cody and Michael discuss the mutual benefits of accessibility. By serving customers with disabilities, businesses not only expand their market reach but also enhance their brand reputation and customer loyalty. Paciello points out that accessible design often leads to a better user experience for all customers, not just those with disabilities.

Key Quote:

"When you actually do serve them, it actually serves you. And as soon as you align those incentives, that's how great business happens."
— Cody McGuffey [04:02]

Practical Steps to Enhance Website Accessibility

1. Implementing Alternative Text (Alt Text):
One of the simplest yet most effective steps businesses can take is adding descriptive alternative text to images. This aids users who rely on screen readers, enabling them to understand the content and purpose of images on a website.

Key Quote:

"Make sure that every image you put up of that product that you're showing has what's called an alternative text description."
— Michael Paciello [09:37]

2. Ensuring Accessible Forms:
Accessible forms are crucial for transactions and interactions on a website. Paciello advises businesses to ensure that all form fields are navigable and usable, catering to users who may depend on keyboard navigation or other assistive technologies.

Key Quote:

"Make sure those form fields are accessible and usable."
— Michael Paciello [10:43]

3. Adhering to Web Content Accessibility Guidelines (WCAG):
Following established guidelines like WCAG ensures that websites meet international accessibility standards. This not only aids compliance but also guarantees a consistent user experience across different platforms and regions.

Key Quote:

"If you follow the Web Content Accessibility Guidelines, you'll be able to code them correctly."
— Michael Paciello [16:42]

The Role of Technology and AI in Accessibility

Paciello envisions a future where Artificial Intelligence (AI) and automation significantly bolster accessibility efforts. Tools that provide automatic captioning and adaptive interfaces can expedite the process of making websites more accessible. However, he cautions that while AI can handle many tasks, human oversight remains essential to address personalized and nuanced accessibility needs.

Key Quote:

"Eventually, the system and the interface will adapt to the user. Well, no, that's the ultimate vision."
— Michael Paciello [25:07]

Benefits Beyond Compliance

1. Enhanced SEO Performance:
Accessible websites often perform better in search engine rankings. Search engines like Google prioritize sites that offer a cleaner and more intuitive user experience, which is inherently a feature of accessible design.

Key Quote:

"Google's algorithms look for accessibility. They're trained to look for accessibility."
— Michael Paciello [28:10]

2. Increased Brand Loyalty and Reputation:
Businesses that prioritize accessibility tend to foster strong loyalty among customers with disabilities. Paciello compares this loyalty to that of nostalgic brand preferences, where consistency and reliability build enduring customer relationships.

Key Quote:

"When people with disabilities find something that works for them, they are loyal. They are brand loyal."
— Michael Paciello [21:21]

Marketing and Public Relations Advantages

Incorporating accessibility into business practices not only broadens the customer base but also enhances public perception. Featuring individuals with disabilities in marketing materials can resonate with a wider audience, fostering empathy and strengthening brand image.

Key Quote:

"Put someone in with a disability in your ad or tell about how you make your site usable and accessible to people with disabilities. I think you will immediately gain certainly this, the disability market... and the non-disabled population who have an empathic, sympathetic feeling."
— Michael Paciello [28:48]

Rapid Fire: Insights from Michael Paciello

Towards the end of the episode, Cody engages Michael in a rapid-fire segment to glean personal insights and advice.

• Favorite Business Book:
  "Rethinking Competitive Advantage by Ram Shrin."
  — Michael Paciello [30:40]

• What He Wishes to Know Before Starting:
  "How much work it took. Time and dedication."
  — Michael Paciello [31:24]

• Worst Business Advice Received:
  "You should get involved with this or that person," which led to unsuccessful partnerships.
  — Michael Paciello [31:35]

• Work Hours Per Week:
  "Probably around 80 hours."
  — Michael Paciello [32:36]

• Defining a Creator:
  "Someone who's got vision, someone who is truly innovative, someone who is truly creative and uses their imagination."
  — Michael Paciello [35:02]

• Who Should Be a Business Owner:
  "Anyone with an entrepreneurial character, anyone who comes up with an idea that they think will make a contribution to society."
  — Michael Paciello [35:59]

Conclusion: The Imperative of Accessibility

The episode concludes with a reaffirmation of the importance of accessibility in the digital marketplace. By embracing inclusive design principles, businesses can unlock a vast and loyal customer base, enhance their brand reputation, and stay ahead in the competitive digital economy.

Final Quote:

"I hope this gets out to the masses, to all the folks that are thinking about who am I going to reach, who am I going to get to really think about those billion plus people internationally with disabilities that are out there just waiting for you to launch your next project."
— Michael Paciello [37:51]

Resources Mentioned:

• AudioEye: A platform for enhancing website accessibility. audioeye.com
• Webable: Michael Paciello's startup focusing on accessibility solutions. webable.com
• LinkedIn: Connect with Michael Paciello through his LinkedIn profile.

Empowering your online business with accessibility not only opens doors to a broader audience but also fosters an inclusive digital environment for all.