Consumers with visual and audio impairments often turn online for the same reason that the average shopper does - it's convenient. However, if your website hasn't been designed to optimize their experience, you could be losing out on valuable sales. This article from Practical Ecommerce provides actionable tips to enhance your site:

Strategies for Website Accessibility, for Ecommerce

Some of the steps suggested include:

1. Offering text when and wherever possible, including alternate attributes or descriptions for image and closed captioning or text transcripts for video.
2. Design your site to be easy to navigate with a keyboard.
3. Use contrasting colors.
4. Provide detailed labels for links.
5. Display tables in HTML, not as images.
6. Consider the accessibility of downloadable documents.

What is the most common request to receive your website more accessible? What features to you appreciate that make it easier for you to peruse a website?

One of the advantages to being a small business is that you probably have a much more personal story to tell about yourself, your company, and your products. When marketed on your website, adding this personal touch helps your customers connect with your brand and can help garner you more sales.

This article from Practical Ecommerce goes into 7 Ways to Add a Personal Touch to Your Ecommerce Site:

1. Show them how products are made.
2. Really show them how something is made. 
3. Share real stories. 
4. Share common, non-controversial interests.
5. Share employees’ accomplishments. 
6. Show your fun side.
7. Create a page that’s shareable.

Have you considered any of these strategies or do you currently employ them on your website? We'd love to hear (and see examples) of what works well for your store.