Build A Website To Meet WCAG 2.2 AAA Requirements

At Design Web Louisville, we take accessibility very seriously. We want to be your trusted partner in creating accessible and inclusive web experiences. Our commitment to excellence extends to ensuring that our designs meet the highest standards of accessibility, aligning with the Web Content Accessibility Guidelines (WCAG) 2.2 AA level for all of our website projects, with sensitivity for AAA where possible.

What is WCAG 2.2 AAA?

WCAG 2.2 AAA represents the most stringent level of accessibility, aimed at making web content more accessible to a wider range of people with disabilities. This includes individuals with visual, auditory, physical, speech, cognitive, language, learning, and neurological disabilities. Meeting these requirements ensures that your website is accessible to the broadest audience possible.

Our Approach

  1. Thorough Assessment: We begin by conducting a comprehensive audit of your existing website to identify any accessibility barriers that need to be addressed.
  2. Designing for All: Our design philosophy centers on inclusivity, ensuring that all users, regardless of their abilities, can navigate and interact with your website seamlessly.
  3. Technical Excellence: We implement the latest technologies and coding practices to meet or exceed the WCAG 2.2 AAA standards, focusing on aspects like readability, navigation, and compatibility with assistive technologies.
  4. Continuous Testing: Accessibility is an ongoing commitment. We conduct regular testing with real users, including those with disabilities, to ensure that our designs remain accessible and user-friendly.

Key Features of AAA Compliance

  • Enhanced Text Accessibility: Larger font sizes, higher contrast ratios, and the option to adjust text settings without losing functionality.
  • Comprehensive Navigation Aids: Including detailed headings, labels, and the ability to navigate via keyboard, speech, or other assistive technologies.
  • Advanced Audio and Video Controls: Ensuring that all multimedia content is fully accessible, with captions, sign language interpretation, and audio descriptions.
  • Consistent and Predictable: A coherent and predictable layout and operation of web pages to facilitate ease of use for all visitors.
  • Detailed Help and Support: Providing extensive support and guidance to help users navigate and interact with the website effectively.

Why Choose Design Web Louisville?

At Design Web Louisville, we believe in creating websites that everyone can use and enjoy. Our dedicated team of designers and developers are experts in accessibility and are committed to delivering top-tier, compliant web solutions. Partner with us to make your website not only visually stunning but also universally accessible.

Contact Us

Ready to elevate your website’s accessibility? Get in touch with us at Design Web Louisville to discuss how we can help your site meet and exceed WCAG 2.2 AAA standards. Together, we can create a web experience that is inclusive, accessible, and impactful.

8 Customer-Centric Approaches to Enhance Retention in a Crowded Market

In business, one of the keys to success is customer retention. Companies no longer focus only on customer acquisition. They see the value in keeping their loyalty because retaining them costs much less than acquiring new ones. However, increasing retention can be tricky when competitors use strategies to divert their attention. Yet, businesses that make buyers the heart of their company can greatly enhance retention even in a crowded market.

What Is Customer Retention?

Customer retention is about the strategies and actions companies use to keep their existing consumers engaged and satisfied over time. It is a crucial metric that businesses can measure to see if their efforts are working. Typically, customer retention involves understanding their needs and delivering consistent value and experiences that maintain strong relationships. When businesses implement customer-centricity, they can sustain a loyal consumer base that guarantees steady revenue and positive word-of-mouth.

How to Calculate Your Customer Retention Rate

To calculate the retention rate, use a formula that looks like the following:

  • [(Number of customers at end of period – Number of new customers acquired during period) / Number of customers at start of period] x 100

Measuring this metric is crucial because it quantifies how well a business maintains its existing customer base. A high retention rate indicates you have retained many customers, meaning they find your offerings valuable. Therefore, you likely have high customer satisfaction, which pertains to revenue growth over time. On the other hand, a lower retention rate suggests areas needing improvement. If you believe your retention rate could be higher, various customer-centric strategies are available to help.

1. Implement a Feedback Loop

A feedback loop is a powerful tactic to understand your customers. When companies analyze and act on feedback, it can be an excellent way to identify areas for improvement. Customers want to know that you are listening to their concerns, and responding to their feedback helps with this.

Addressing customer feedback is essential to showing their opinions are heard and considered. Plus, feedback provides valuable insights that guide decision-making. By entering this approach into your retention strategy, you can continuously refine your offerings while bolstering customer bonds.

To learn more about how they feel about your business, consider creating customer surveys and posting them on social media or through emails. Platforms like SurveyMonkey let you easily create them through templates and gain feedback in real-time. You could also make a webpage on your site for customers to send their feedback. Ensure you promote it across various channels to let them know you are there to listen.

2. Start a Loyalty Program

Loyalty programs are an effective way to reward repeat customers for their continued loyalty. These programs often enable opportunities for customers to earn points, discounts or special offers.

One example of a company that delivers a successful loyalty program is SHEIN. The online fast-fashion company offers a VIP program to reward its customers for purchasing, writing reviews and daily check-ins on the app or website. Its shoppers then earn points they can redeem for discounts on future purchases.

Consider implementing a rewards program like SHEIN’s. The company makes it easy to join and use. Plus, it ensures buyers easily understand how it works by providing a terms and conditions page on its website.

3. Engage Customers Through Personalized Emails

Communicating with your customers can be a great way to keep them engaged. This strategic approach is crucial because it initiates repeat purchases. However, the emails should be highly personalized, so you make them feel like a valued client. As you cater to their preferences, a personalized email will encourage them to continue engagement with your brand.

Consider gathering customer data to create these personalized emails. That way, you can include relevant product recommendations, special offers and information.

4. Enhance Customer Support

Engaging shoppers through support systems is essential to understanding their issues and providing customized solutions. However, improving this department requires investments in quality support tools and educating staff to handle inquiries efficiently and empathetically.

The most effective way to achieve this is by offering multiple communication channels. Consider opening up your support systems through phone, email, chat and social media. Then, ensure your customer care team is prompt and effective in offering resolutions.

5. Provide a User-Friendly Shopping Experience

One of the most important ways to boost customer retention is through user experience. Visitors often turn into repeat shoppers when you design an online platform that is intuitive and easy to navigate. For online stores, ensure you have these qualities for your website:

  • Fast-loading times
  • Clear product descriptions
  • High-quality videos and images
  • Seamless checkout process

Features like search filters, product comparisons and reviews can also enhance the user experience. These facets of the user experience minimize frustrations and make the shopping process more enjoyable. In turn, you encourage consumers to return and shop for more items.

6. Create Exclusive Offers for Loyal Customers

Consumers love special deals, and sending offers exclusively to them is a great way to recognize their loyalty. With such exclusivity, you do more than incentivize their continued support — you also help them feel special. Consider offering something unique that is unavailable to the general public. This could be early access to new products or discounts. When businesses aim their strategies toward buyers, they encourage continued loyalty and long-term engagement.

7. Show Your Appreciation for Their Support

Showing gratitude toward your clients is an effective way to enhance retention. Whether through a thank-you email or a site-wide sale for customer appreciation, you can make customers feel important through various methods. However, the one strategy that leaves a truly memorable impression is through handwritten notes.

Chewy — an online pet store — has a reputation for this. It often sends handwritten cards to express gratitude or sympathize with a lost pet. This level of personal touch creates a deep emotional connection, making the shopper feel highly valued. Actions like these show you genuinely care for the customer beyond transactions, maintaining their loyalty for a long time.

8. Build a Community Dedicated to Customers

Creating a platform where customers can connect is impactful for making them feel like they belong to something. When consumers feel like they are a part of a group with shared interests, this can be a great way to engage further with a brand. Numerous companies build communities to enhance connection and drive brand advocacy. Many times, they do this through social media, where current shoppers can join a private group. It can be good for sharing tips and company news. Plus, you can amplify your reach alongside gaining deeper insights.

Boost Customer Retention by Employing Key Strategies

Numerous strategies are available to enhance customer retention. Yet, the key is understanding your shoppers and how you can provide value to them. Remember that every interaction is an opportunity to build a lasting relationship. Prioritize your buyers’ needs and experience, as they will become your most powerful advocates in a crowded marketplace.

Eleanor Hecks is editor-in-chief at Designerly Magazine. Eleanor was the creative director and occasional blog writer at a prominent digital marketing agency before becoming her own boss in 2018. She lives in Philadelphia with her husband and dog, Bear.

This Type of Leader Is Necessary at a Growing Digital Marketing Agency

With the world being highly interconnected, the marketing field is shifting at lightning speed. Each change brings fresh opportunities and new challenges. This makes digital marketing ever so vibrant, as it is constantly evolving. However, handling these shifts and leading a digital marketing agency to growth is no small feat — it calls for effective leadership.

Yet, with various types of leadership in the digital marketing space, there is one that champions the rest. This type of leader possesses a unique blend of foresight, adaptability and innovative thinking to guide a digital marketing agency towards success. If you are part of this fast-paced industry or aspire to be, you will know the truth in this — the right kind of leadership can turn challenges into stepping stones for growth.

The Unique Challenges of a Growing Digital Marketing Agency

Running a growing digital marketing agency comes with unique challenges. The rapid pace of change and evolution is the most prominent among them. Each day, new technologies, platforms and digital marketing strategies emerge. Algorithms update, consumer behavior shifts and marketing trends evolve at warp speed. As a leader, you must stay ahead of these changes, adapt quickly and ensure your team is well-equipped to navigate this changing landscape.

With this pace of change is the constant necessity for innovation and creativity. In the digital marketing space, there is no place for complacency. In fact, at least 50% of marketing agencies strongly agree creativity is essential to long-term growth. Therefore, it is always in your best interest to create continually and execute cutting-edge campaigns that reach your client’s target audience and resonate with them. Inspiring and fostering creativity among your team members is key to staying ahead.

Additionally, the digital marketing industry is fiercely competitive. Agencies need to build and maintain strong relationships with their clients to achieve growth. This requires a deep understanding of their business goals, proactive communication and consistent delivery of results. As a leader, you must cultivate a client-centric culture within your agency and ensure your team strives to exceed client expectations at every step.

Different Types of Leaders in Digital Marketing

In digital marketing, various leadership styles have been observed, each with strengths and limitations:

  • Transactional leaders: These leaders operate primarily based on routines and performance metrics. They reward or penalize their teams based on predefined targets and benchmarks. While this approach can ensure consistency and discipline, it may stifle creativity, which is vital in digital marketing.
  • Transformational leaders: Transformational leaders inspire and drive change. They are visionaries who motivate their teams to go above and beyond the call of duty. They cultivate an environment of trust, encouraging innovative thinking and embracing new marketing strategies.
  • Servant leaders: Servant leaders put the needs of their team and clients first. They focus on the growth and well-being of their staff, fostering a nurturing environment. This approach can lead to high team morale and superior client service, but it also requires the leader to balance being supportive with driving results.
  • Laissez-faire leaders: These leaders give their teams the autonomy to make decisions. They trust their team’s skills and expertise, offering guidance only when necessary. This leadership style can spur innovation and employee satisfaction. However, it requires a highly motivated and competent team to be effective.

The Ideal Leader for a Growing Digital Marketing Agency

In many respects, an ideal leader for growing a digital marketing agency aligns with the transformational leadership style. These leaders can facilitate continuous change, which is integral to managing the complexities of digital marketing. They motivate others to think more creatively while fostering a work environment that thrives on constant learning and adaptability. Transformational leaders maintain a strong visionary perspective, which aids in keeping the agency at the forefront of digital marketing.

Furthermore, transformational leaders instill purpose and provocation in their teams. They value their employees, promoting a culture that aligns individual goals with the overarching objectives of the agency. This approach ensures the staff remains agile and efficient in the face of industry changes.

A key example of a transformational leader is Neil Patel — a recognized figure in digital marketing. Under his leadership in Neil Patel Digital, he has succeeded in growth and sustainability. Patel is credited for establishing a solid company culture, emphasizing an innovative approach, and encouraging his employees to take risks and think outside the box.

His ability to inspire his team led his company to create groundbreaking marketing strategies and high-profile client wins. Patel’s leadership shows the potential of transformational leadership in driving growth in a digital marketing agency.

Cultivating Yourself Into the Ideal Leader

Becoming the ideal leader in a growing digital marketing agency involves intentional self-development. Here are some strategies to help you cultivate essential qualities:

  • Adaptability: Embrace change as the only constant. Stay updated with industry trends, learn new technologies and encourage your team to do the same. Create a flexible environment where change is an opportunity, not a threat.
  • Empathy: Understand the needs and concerns of your team and clients. Foster open communication and encourage feedback. Show genuine interest in the well-being of your team members, and they are more likely to reciprocate with loyalty and education.
  • Innovation: Encourage new ideas and be willing to take calculated risks. Be a culture where your company celebrates creativity and sees failure as a stepping stone to creation.
  • Continuous learning: Keep shaping yourself into the ideal leader for your digital marketing agency. Attend workshops, webinars, and conferences related to leadership and digital marketing. Reading and educating yourself about new strategies, tools, and industry developments will help you stay on top of your professional development.
  • Feedback and self-evaluation: Regularly assess your performance as a leader. Invite input from your team, reflect on it and make necessary adjustments. This process will help you improve and show your commitment to growth, inspiring other team members to do the same.

Growing as a Transformational Leader

Transformational leadership is the optimal style for a thriving digital marketing business. By inspiring change, fostering innovation and maintaining adaptability, transformational leaders can manage the industry’s challenges well.

As the leader of your agency, your role is pivotal in guiding your team toward growth. Embrace the qualities and cultivate yourself into a transformational leader, as it can be the key to unlocking immense potential in this highly evolving industry.

Eleanor Hecks is editor-in-chief at Designerly Magazine. Eleanor was the creative director and occasional blog writer at a prominent digital marketing agency before becoming her own boss in 2018. She lives in Philadelphia with her husband and dog, Bear.

Why Your Web Agency Should Be Committed to Creating Less E-Waste

Old electronics — such as computers, televisions and cell phones — are considered e-waste. How you get rid of these items can impact the environment. Focusing on green production helps companies protect the environment for future generations, be good stewards of their local resources and reach like-minded consumers wanting to embrace an eco-cause.

Committing to reduced carbon output and preserving resources is easier than you might think. You will gain a lot of traction with those wanting to do business with eco-friendly companies. Here are some things you could do and why you should be doing them.

1. Recycle and Reuse

The Environmental Protection Agency mentions recycling electronics reduces pollution by lessening the amount of new materials necessary to produce new items. It also keeps old devices out of landfills. Some e-waste leaches into the soil and contaminates groundwater, impacting everything from local wildlife to human drinking water.

Upgrading a computer system rather than completely replacing it might also save your agency money. Electronics are a considerable expense, so stretching them further is sensible.

2. Sell Old Devices

Small businesses often need upgrades to keep software up to date or keep up with a growing enterprise. If you are scaling up by buying new electronics, consider how well the old ones work. Are they in a condition where you could reset them to factory settings, trade them in or sell them to make a few bucks?

You can even offset the cost of purchasing new electronics by selling your current equipment. You will reduce e-waste and get paid to do it.

3. Keep Devices Out of Landfills

It might be tempting to pitch that smartphone that no longer works and send it out with the trash. However, this is not the best way to dispose of electronic devices.

Experts estimate people around the globe contributed about 33.8 million metric tons of e-waste in 2010, but the number keeps rising as new phone models, computer hard drives and other modern electronics advance rapidly. Make it a policy to recycle responsibly if you must trade your old devices in for new ones.

4. Know the Laws in Your State

Regulations surrounding e-waste vary from state to state and even from one town to the next, so learn the rules where you run your business so you do not rack up any fines. Some laws are more stringent than others. If you are not sure you comply, talk with an expert on local regulations and ensure you change policies as necessary to meet expectations.

5. Pay Attention to Partnerships

Who does your web agency partner with and how do they handle e-waste? Look at all your service providers as well as suppliers. For example, if you work with a hosting company for your website, be aware of its ongoing impact on the environment and whether it throws old servers into landfills.

Web hosting is a $90.42 billion industry with steady growth. You can find an organization with similar policies to yours regarding reducing carbon footprint. Ask the tough questions to verify you are doing your part and any company you support is, too.

6. Be Aware of Toxic Substances

As electronic parts break down, they seep back into the environment, and can poison local land and water. Some items are worse than others. Do your due diligence and research how to reduce the toxic waste your enterprise produces. Also, take the time to look for ways to ensure your old electronics do not turn into a problem for future generations.

7. Fund Research

Taking items to dedicated recycling centers is sometimes the only option. However, scientists are researching how you can recycle different components and reuse them instead of just throwing them away.

For example, one European project called CROCODILE considers cobalt recycling and how old batteries can take on new life. Look for cutting-edge solutions to a growing problem and invest in them to improve the impact of e-waste in the future.

How Worried Should Your Brand Be About E-Waste?

It might seem like a small contribution to delay buying new machines or recycling responsibly. After all, giant corporations may not be overly concerned about doing the same and they have much more of an impact. It is crucial to remember that if smaller brands come together and do their part, they can set an example for the rest of the world and safeguard the environment.

Eleanor Hecks is editor-in-chief at Designerly Magazine. Eleanor was the creative director and occasional blog writer at a prominent digital marketing agency before becoming her own boss in 2018. She lives in Philadelphia with her husband and dog, Bear.

Mastering the Art of Product Page Designs

Product page designs can make or break conversion rates. Big players, such as Amazon and Walmart, use a formula to ensure each page has images, descriptive text and calls to action (CTA) to drive buyers through the sales funnel. Outside of the basic data each page needs, there are a number of things e-commerce brands can do to improve customer experience (CX) and see an increase in revenue.

The best way to figure out how to create stellar product page designs is by studying what successful companies do. Here are six favorite examples and why they work.

1. Grab Their Attention

Consumers see numerous ads each day. Standing out from the noise of marketing means companies must figure out how to grab attention. The headline or product title is often the first thing users see. A descriptive heading pulls them in and answers the question of whether the item is right for their needs.


Bellroy sells slim wallets with lots of storage. They use pointed headlines, such as “Slim Sleeve,” “Hide & Seek” and “Flip Case.” The user knows what the product is when they click on the landing page link.

People also have no question about the product’s category from these descriptive terms. The keywords shoppers are most likely to use can serve as an excellent way to refine headings.

Spend time on the call to action (CTA) and make sure the wording engages the user. Use action words and keep the language short.

2. Use Clear Images

A crucial part of product page designs is showcasing the product via photos. For e-commerce stores, the user has no way to experience the item if they don’t do so through visuals. They aren’t in a physical store where they can touch, smell and hold the product in their hands. Photos are one of the ways they can understand the finer details of an item’s design.

When researchers asked people what website features they value, 91% said visuals attracted them. The images must tell a story and showcase inventory from all angles. Consider what the consumer most wants to know before making a purchase. Showing color might require a close-up of the surface. Size needs a comparison to a familiar object. Answer the questions users have before they ask them.


Tower Sealants shows how much images add to a product description. Each of their product packaging designs comes in a different color to make it easily recognizable. Customers who’ve ordered the item in the past can easily identify it.

Note the similar placement for images in each product box. The user knows where to look for the image and glances to the right each time as they scan down the product page’s design. Showing some consistency helps show a company is reliable.

3. Create a Hierarchy

The best designs embrace a visual hierarchy. The impact is subtle but still draws the user in and makes pages predictable. Create a visual hierarchy with a color palette, text size and style. For example, you might bold the title and make it larger than the body text.


Seattle Chocolate Company uses bold and larger text for the product page title. They also bold the purchase options to make them stand out. Another thing they do to set a few features apart is use bold colors, such as pink for the reviews and green for the “Add to Cart” CTA.

4. Utilize the Power of Video

A video can say more about a product than static images. Add some music and text overlay and users become more likely to watch to the end and turn from browsers into buyers.

The 2023 Application of Video Marketing Statistics Report showed 91% of marketers use video content. Keep up with competitors by showcasing popular items and giving users an immersive experience.


V-Flat World shows their photo backdrop boards in various settings and includes a video to explain how they work and how to set them up. Embedding the videos gives users an opportunity to see the product from different perspectives. Users can choose to view them or not, depending on where they are in the buyer’s journey and the push they need to know if the item is right for their needs.

5. Evoke Emotions With Color

Most product page designs use colors that pop to grab attention. However, the psychology of colors indicates some hues might bring forth emotions in the viewer.

For example, most people like the color blue. Red evokes passion and excitement. Black can be seen as elegant or serious.

Add product page design colors to your style guide so each item has a similar look. You may need to do some split testing to see which shades work best for your target audience.


Kettle & Fire uses three colors repeatedly throughout their site–a soft, earthy yellow, white and bright red. By using the red as more of an accent color, the design pulls the user in and encourages them to take action.

Note how the red is used in the discount offer selection box and the CTA. Because the rest of the page is neutral, the CTA pops and grabs attention. The color generates excitement and pushes the user to add the item to their cart.

Study Successful Product Page Designs to Learn

Which products sell best on the brand’s site? A clue to improving current descriptions is to repeat successes and replace failures. Apply the things learned from studying the website examples above and find the right combination of elements to drive conversions.

Eleanor Hecks is editor-in-chief at Designerly Magazine. Eleanor was the creative director and occasional blog writer at a prominent digital marketing agency before becoming her own boss in 2018. She lives in Philadelphia with her husband and dog, Bear.

Artists Portfolio Website Design

An art portfolio website is essential to making sure that you maximize all opportunities to gain and increase an audience for your artwork. Art portfolio websites connect your natural ability to your target clients and what they are looking for. An art portfolio website usually represents some or all of a carefully curated collection of art and example work, and it’s a great place to explore the critiques of the art pieces and movements. We loved having the opportunity to work with Valerie to create a style, look, feel and function for her artist website that really complemented and highlighted her diverse portfolio of styles and let her work really stand out.

About TIMMONS ART: Valerie Timmons is a Louisville-based artist whose genre-spanning work includes landscape, portraiture, still life, minimalism, and geometric abstraction. While her paintings may vary wildly in style and even mood, their unifying tonal element is a rich emotional resonance that finds as much beauty in the turbulence of a non-representational tempest of form and color as it does in the clean-lined serenity of a still life.

Wholesale Website Design

About Falls City Lumber: Falls City Lumber is a full service specialty wholesale lumber company providing quality products from quality suppliers since 1985. We pride ourselves on our incomparable ability to offer quality lumber and specialty products at a very competitive price.

Festival Ad Designs

We have been a proud sponsor of the Big four Art Festival for seven years, and we love to see how the community has embraced and supported local arts. From the very first year, when we had the most highly attended event recorded at the Big Four Bridge lawn through a few rainstorms and even COVID, it has started strong and grown to be the highlight event we look forward to kicking off festival season every year.

Cooking and Events Website Design

Cooking@Millie’s needed some technical website repair on forms that were not functioning properly. We were able to quickly find and solve the problem, which had been a long-standing issue.