Website Accessibility Best Practices for your Theater or Arts Center

Many disabled and neurodivergent patrons encounter challenges with venue websites when buying tickets or researching accessibility.

The Americans with Disabilities Act (ADA) states clearly that:

Tickets for accessible seats must be sold:

• during the same hours;
• through the same methods of purchase (including by telephone, on site, through a website, or through third-party vendors); and
• during the same stages of sales (pre-sales, promotions, general sales, wait lists, or lotteries) as non-accessible seats.

The fundamental principle of the ADA is to provide equal opportunity to people with disabilities. But that doesn't stop with accessible seats. They’re not the only thing making it difficult for disabled or neurodivergent patrons to buy tickets. At INTIX, Dani Rose of Art Reach explained:

“In ticketing, we deal with human beings, face to face, every day. We have to make a decision in that moment that has nothing to do with the policy decisions that are being made above our heads. I think I was able to connect with our community in a very beautiful way, because I acknowledged that human-to-human connection they have to deal with every single day and I was able to provide some realistic solutions for how to navigate situations that might be uncomfortable.”

These ADA requirements were first published in 2010, but years later, there are still significant gaps in provision. In 2024, WolfBrown worked with 63 arts organizations in the US and Canada on an Audience Outlook Monitor study exploring accessibility practices. They identified a need for ongoing improvements in accessibility services, especially in older buildings, with 10% of organizations still unable to offer accessible seating in any section of the house. The study’s still open to new organizations, with free or paid levels of participation on offer.

A parallel study in the UK, Access Culture led by Indigo Ltd, explored disabled audience members’ experiences of buying tickets, attending events, and trusting they’ll be made welcome. In 2025, 17% of disabled audience members said they found it fairly difficult or very difficult to book for cultural events, and 14% do not book online. Instead, they rely on phone calls, in-person visits, or other people to buy tickets on their behalf. And these are the people who do attend events - how many more may not be buying tickets at all? 

In this blog we’re focusing on the steps you can take right away to improve website accessibility. We’re grateful to our partners Indigo Ltd and Accessible by Design for sharing their research and expertise.

We’ll explore: 

• Access information. The information you provide, and the format in which you provide it, can increase disabled visitors’ confidence when they visit a new space.
• Access programs. It’s likely you ask patrons to register or provide evidence of their disability before offering reserved seats, discounts, or companion tickets. Explore ideas to make that as easy as possible for every audience member.
• Accessible website design. Your website might look stunning. But how does it work for users with visual impairments, or those navigating with assistive technology? Make sure you’re designing for every potential audience member.
• Cognitive load. Complex navigation, animation overload, and inconsistent language can prevent people from using your site, just as much as a physical barriers.

Why does website accessibility matter?

In 2025, Indigo Ltd published Access Culture, an Indigo Share: Hot Topic sponsored by pointOne. 85 UK-based cultural venues surveyed their audience members, collecting data and feedback about the experience of disabled visitors. Together, those insights will help creative and cultural organizations create more inclusive experiences. 

Key findings related to websites and ticket booking included:

• Access information: Most disabled visitors check service information in advance, but 71% struggle to find clear information. Websites are often unclear or details are missing.
• Access programs: 90% of disabled visitors struggle to communicate their access needs during booking. The process can feel inconsistent, intrusive, or time-consuming, particularly for people with non-visible disabilities.
• Accessible website design: Disabled visitors are nine times more likely to find online ticket buying difficult. Websites are glitchy or hard to navigate, and many organizations require phone transactions for wheelchair and companion seats.  
• Cognitive load: Limited booking time, confusing information, and small fonts create barriers, especially for visually impaired or neurodivergent users.

“Level of difficulty in booking relates to how good the website is, rather than the ability of the booker to negotiate it!” Respondent, Access Culture (2025)

Website accessibility regulations

The Web Content Accessibility Guidelines (WCAG) 2.2, updated in late 2023, provide detailed information on website accessibility best practices.

It’s usually a requirement for public sector organizations, including local government-run theaters or venues, and some nonprofits, to meet WCAG AA standards. We know of several arts organizations who’ve been audited and challenged under this ruling. For other cultural centers, WCAG may not be obligatory - but it provides a valuable framework to improve patron experience and, potentially, build income and loyalty from your disabled audience members.

This blog is not a summary of WCAG guidelines - they’re well documented elsewhere. We’re interested in helping you bring together research findings, guidelines, and best practices to build a more accessible ticket buying website, from technical setup through to design and content.

How to improve website accessibility

Indigo Ltd end their report with three conclusions, which can both guide best practice and help you make a case for investment in website accessibility:

Accessibility benefits everyone

56% of audiences identify as disabled, and access services bring value to many more. Over a quarter of non-disabled audiences have used physical access aids, and 15% have used performance features like subtitles.

Clearer information is key

75% of disabled visitors research venues before attending, but many struggle to find crucial details. Websites should include easy-to-find transport, navigation, and access details, in a range of formats including photos, videos, and even online chat. AI Assistants on websites can also help, providing detailed content with a simple, AI-powered front end to help people find the information they need, in their own time.

Technology can be an enabler

When designed well, technology enhances accessibility. However, many still find it difficult to use. Industry-wide collaboration and standards can build trust and improve accessibility for all.

In response, we’ve compiled this advice based on expertise from Caspian Turner of Accessible by Design, inspired by his presentations at the Ticketing Professionals conference 2025. Accessible by Design works with arts and cultural organizations to create accessible digital experiences for everyone. 

Caspian's findings from arts organizations across Europe and North America show that no website manager should be complacent: 

• 95% of home pages are inaccessible to some or all disabled users
• On average, there are 56 errors per page on websites belonging to arts and entertainment venues

“Make a conscious decision to create an inclusive website - not an unconscious decision to exclude many of your potential audience members.” Caspian Turner, Accessible by Design

Accessibility information

84% of arts organizations have a webpage dedicated to accessibility services
WolfBrown

Most venues provide basic information about wheelchair access and ticket buying. But that information is often hard to find, unclear, or limited in scope, failing to account for the differing and overlapping needs of many disabled customers. The Access Culture survey showed that this lack of information left patrons feeling uncertain and unwelcome. The biggest barriers to attendance included seating availability, transport, physical access, and confidence that accessibility needs will be met.

How to provide better accessibility information:

• Provide detailed information about accessibility in your venue and purchase pathway. Consider the different needs of physically disabled and neurodivergent audience members and how those needs may overlap.
• Keep information up to date, informing audience members if there’s a temporary change - like an elevator or accessible bathroom that’s out of order.
• Provide information in clear, written language and a range of formats. You may need to communicate in different ways to reach people with visual impairments, d/Deaf or hard-of-hearing customers, and neurodivergent visitors.
• Consider providing an AI Assistant to help people find the information they need based on their own requirements.
• Offer a named contact on your box office team with responsibility for supporting accessibility inquiries.
  
  

Example: Accessibility information at Bristol Old Vic

Bristol Old Vic provides clear information on accessible and inclusive services. Detailed descriptions address everything from parking and street access to bathrooms and seat dimensions. There's a downloadable visual story, ticket buying instructions, and information for people who rely on hearing loops, service animals, or quiet spaces.

The page also links out to filtered event listings, including audio-described, captioned, and sign language-interpreted performances, all tagged and filtered directly from Spektrix.

Resources on accessibility information best practices

• Different Breed: Transform service information into clear, actionable accessibility content, with a free basic plan to get you started.
• Art Reach offers a rich bank of community learning resources, including digital accessibility, accessible spaces, theatre etiquette, and more. 
• Synap-Tix offers an AI assistant specifically for cultural organizations that could be trained to share your accessibility information.
• Your team! Technology’s great, but it should always still be possible to reach a person. Disabled arts attendees told focus groups that one of the most reassuring things to find on an accessibility page was the name of a contact person.
  
  

Accessibility programs

90% of organizations allow audience members to request services via email or phone.
38-46% of organizations provide options to request services during the ticketing process.
WolfBrown

Typically, theaters and event organizers collect information about access needs and store it against customer records. For customers, that information can trigger access to reserved spaces for wheelchairs or service animals, reduced pricing, or free tickets for essential companions. For venue teams, it provides vital information supporting front-of-house preparation and segmented communications, with relevant information based on patrons' accessibility needs. However, many Access Culture respondents found the process of proving their eligibility to be excessive, intrusive, and inconsistent across venues, leading to frustration.

How to set up an accessibility program that works for you and your patrons:

• Collect only the information you really need. Focus on what audience members need from you, not on their diagnoses, and ensure that every question is designed to help you provide a better service.
• Make sure there's space to record overlapping disabilities. A single visitor may require a wheelchair space, captioning, and access to a quiet space, as well as the support of an essential companion.
• Recognize non-visible disabilities and neurodivergence. 
• Keep registration simple. Only ask for evidence where you really need it. Make it easy for people to request services online, by phone, and in person so they can choose the best channel for their needs. Use your CRM system to keep their details on record, so they’re not forced to make the same request every time they attend.

Register once at Scunthorpe Theatres

Scunthorpe Theatres work with Nimbus Disability to make ticketing and access more inclusive. Audience members can choose from three options: registering for a Nimbus Access Card, linking an existing Access Card to the theater booking system, or requesting a free Scunthorpe Theatres Digital Access Pass number. Everything’s designed so they don’t need to enter the same details over and over again, even when they visit multiple venues, and there’s a choice of email or phone contact details for assistance. 

Access scheme best practice: Resources

• The Nimbus Disability Access Card lets customers register once for a single card they can use across multiple venues. It can integrate with your ticketing system to create easy access registration, and access needs are translated into at-a-glance symbols.  It’s not yet widely used in the US or Canada - but why not reach out to venues in your city or state and start a transformation for the better?
  
  

Accessible website design

56% of arts organizations provide high color contrast on their websites.
48% embed alt text for images
25% include captioning for all videos on their websites.
44% ensure their websites are screen reader accessible.
46% perform periodic tests or audits of website accessibility.
WolfBrown

WCAG sets out four principles for accessible content, which it says should be perceivable, operable, understandable, and robust. 

Generally, that means visitors can see and/or hear content, navigate the interface, and understand meaning, even if they’re using assistive technology.  However, WolfBrown’s research shows that only a minority of arts organizations are following simple best practices for web accessibility, and Accessible by Design found an average of 56 accessibility errors on every page published by arts organizations. 

The WCAG guidelines provide comprehensive guidance to improve your site. If you can't manage a full site review right away, look for opportunities to get started. Many improvements don't even need a web developer.

How to get started with accessible website design

• Provide sufficient color contrast. Design event imagery or website color palettes with sufficient contrast ratios to make them visible to users with a range of visual impairments. Free contrast checking tools can help you get this right.
• Include alt text. Alternative, or alt text, helps users who rely on voice assistance to engage with images and design elements on your site. Write simple, relevant descriptions of your event imagery to share its impact with every visitor. 
• Include video captions and transcripts. If you use video on your site, make sure you provide captions. Many video hosting platforms, including YouTube and Vimeo, will auto-generate captions for you. Take time to check them over, ensuring they make sense and that names and titles are spelled correctly. If possible, include a transcript as well, so viewers can engage in the way that’s right for them.
• Use a logical header structure. People who visit your site using assistive technology rely on a logical, hierarchical header structure to navigate effectively. That means a single H1 header at the top of the page, the next level of section headings in H2, and additional subheadings in H3, H4, etc. Make sure you’re using preset heading types, so that the hierarchy’s readable in the page code, rather than adjusting sizes and font weights manually. 
  
  As an added bonus, all of these website accessibility best practices will boost search engine visibility as well!

Accessible design at PAC NYC

PAC NYC made accessibility a priority when they developed their website. Rather than just focusing on compliance, they wanted to create a thoughtful, intuitive, and inclusive online experience that reflected their values as an organization.

Their site, built by Substrakt, presents clear user journeys, high-contrast text, and accessibility information front and center - so visitors can focus on the information that matters and know exactly what they can expect.

You can read more about PAC NYC’s project and other examples in our deep-dive of the best event websites for theatres and arts centers.

Free resources for accessible website design best practices

• Web developers Supercool have written great guidance on how to write good alt text.
• Studio Republic provides a free, easy-to-use color accessibility checker for website and design palettes.
• Wave and WebAIM from the University of Utah make it easy to check for page access issues using contrast checking tools and browser plugins.
• The Microsoft Accessibility checker helps Microsoft users extend website accessibility best practices to Word documents, PowerPoint, email, and more.
• The Voiceover tool on Mac and Narrator on Windows are screen-reading applications. Use them to experience your site from the perspective of a blind or visually impaired visitor.

Paid resources for accessible website design best practices

• Sortsite is an automated tool to test your site for accessibility and usability issues. Check for broken links, spelling errors, browser compatibility, SEO, web standards, and WCAG compliance.
• Deque will run web and mobile accessibility audits for WCAG, ADA, Section 508, and more to help you identify problems.
  
  

Cognitive load

63% of arts organizations offer quiet spaces. Some also offer sensory guides and sensory-friendly performances.
WolfBrown

Through their Access Culture research, Indigo Ltd learned that younger audience members were considerably more likely to identify as neurodivergent than older age groups. 

Among audiences under 35 who responded to Access Culture:

• 21% wanted a quiet space to be available (compared to 13% overall)
• 28% valued social or visual stories (12% overall)
• 49% said their disability was social or behavioral (13% overall)
• 29% needed pauses to discuss or explain (11% overall)

Traditionally, the conversation about accessibility has focused on level access and wheelchair spaces. This growing demographic suggests we should all be more conscious of cognitive load when inviting audiences to events. Quiet spaces and relaxed performances are part of that solution, but your website also has a part to play. "Poor website or booking process" was cited as a problem by 46% of under 35s, compared with 30% of ticket buyers overall.

How to reduce cognitive load in your website design:

• Write using human language. Over half of US adults read below a sixth-grade level.
• Provide clear instructions. Build users’ confidence by helping them understand what to expect and how to move forward in the buying journey.
• Design for customers first. Start with the needs of your customers - not the expectations of your colleagues.
• Don’t rush people. Customer carts should eventually time out, so tickets aren’t stuck in incomplete transactions. But if you’re not expecting a massively high demand onsale, there’s no hurry. Make sure customers have the time they need to interpret an unfamiliar seating plan and navigate the various choices along the way.
• Use reasonable font sizes. If a message matters, don’t hide it away in the small print. Start with a minimum of 12pt, and use headers, lists, and visual cues to organize information. 

How to test the usability of your website:

• Read copy aloud. If you stumble over it, or it doesn’t feel natural, try explaining the same idea verbally, as if you’re talking to a customer. Keep your written copy as close as possible to that verbal description.
• Invite user testing. Ask colleagues from other teams, customer user groups, or even friends and family, to buy a ticket on your site. Learn where they get stuck or feel unsure, improve, and test again. Make sure you include a range of testers including older and younger people, with and without neurological differences, to consider the full range of user needs.
• Check for abbreviations or jargon. Are you asking your customers if they want a Will Call ticket? Or offering Access Seats, without specifying whether you actually mean a seat, or a space for a wheelchair? Often, descriptions are better than titles:
  
  
  
  • Will Call ticket: Collect your ticket from the box office counter when you visit
  • Accessible Seat: Space for a wheelchair or service animal; reserved seating area for best views of the ASL interpreter.
    
    

Social storytelling at Theatre Royal Wakefield and The Courtyard, Hereford

A social story combines text and visuals to explain social situations in a clear and accessible way.

 
Theatre Royal Wakefield included a simple social story on their website, walking visitors through the venue and telling them what to expect. 

The Courtyard in Hereford produces a specific social story for their annual holiday show. As well as introducing people to the venue, this story tells them what to expect to see and hear onstage, and it gives them permission to react to it. The final page provides more detailed notes for parents and caregivers.

Resources for best practices to reduce cognitive load

• Hemingway is a free readability checker, highlighting complex sentences and redundant words. Upgrade to receive AI-powered suggestions for improvement.

Get started with website accessibility best practices

Ready to start improving your website? Excited about creating the best possible ticket-buying journey for disabled and neurodivergent audience members?

We’ve only scratched the surface here. Explore the resources we’ve suggested, reach out to expert partners, or talk to your web developer about their approach to website accessibility. 

If you’re a Spektrix user, we’re always happy to work with you to support your strategy, introduce you to partners, or connect you with other members of the Spektrix Community. Reach out to talk through your questions, ideas, or ambitions with our expert support team.

If you’re not yet using Spektrix but you know your website’s in need of improvement, reach out for an informal chat. From bespoke website solutions to free, white-label subsites, we offer a range of flexible, mix-and-match website tools that could transform your patrons' experience. 

 Bryony Bell is Head of Content at Spektrix and Vice-Chair of the Arts Marketing Association