How do you win leads from the European Accessibility Act as a software company?

You win leads from the European Accessibility Act by answering your buyers’ questions before they choose a supplier. Build an explainer page, a “does my service fall under it” page, a checklist, a deadline page and a software selection page. Link them to your product and take the facts from government sources.

You sell software to online shops, banks or platforms whose customers are consumers. Their teams ask whether your product helps them get to EAA compliance. We build that kind of knowledge base within content marketing. How to keep that content accurate and current is covered in regulation as a lead source.

What do you need to know about the EAA as a software supplier?

As of 28 September 2026. The EAA has applied since 28 June 2025 and imposes accessibility requirements on banking services, e-commerce services, e-books, self-service terminals and payment terminals, according to the FPS Economy. The European Commission also lists, among others, computers, smartphones, telephony services and passenger transport.

The Dutch column comes from Ondernemersplein. A pure B2B tool usually does not fall directly under the law. For a website, read whether your Belgian website falls under the European Accessibility Act.

So where is the pipeline? In the software your buyers use to run their consumer service: online shop platforms, payment and banking software, booking systems, e-book platforms, forms and CMS.

How much search volume is there around the EAA and WCAG?

Little around the name, more around the standard. These are average monthly search volumes over the last twelve months, from Google Ads data (28 September 2026, CPC in dollars):

So people search far more for the solution than for the law. “wcag” gets 3,600 searches a month in the Netherlands, almost eight times the name of the directive. And “toegankelijkheidsverklaring” (accessibility statement) is searched mainly by Dutch users, because that statement is mandatory there. An article about the law attracts the people who will soon choose a tool, without you paying per click.

Which pages do you build around the European Accessibility Act?

Do not build a tenth explainer page about the law, but the pages your buyer needs to decide.

For the technical side, link to existing explanations, such as how to make an existing website accessible and common web accessibility mistakes. If you sell in both countries, make two versions of the “does my service fall under it” page. The threshold and the supervisor differ, and a Dutch buyer also asks about the statement.

What does a buyer ask a supplier about its component?

An online shop or bank builds its service from supplier components: a checkout, a payment form, a booking module, a chat widget. If that service falls under the EAA, your component is included in the check. So your buyer’s questions are concrete:

• Does your component work with a screen reader? The FPS Economy mentions, among other things, information through at least two senses and information that screen readers can read.
• What may we write about you in our accessibility statement? In the Netherlands, that statement must be on the website or app.
• What falls under the exceptions? Ondernemersplein mentions videos, audio recordings and documents from before 28 June 2025, and third-party content you have no control over.
• What do we do ourselves, and what does your tool handle? Put that line on your product page. Then sales does not have to explain it in every quote.

Answer every question on your product or selection page. Do not promise compliance you cannot demonstrate: your buyer remains responsible for their own service.

How do you keep EAA content current when guidance changes?

The EAA itself is fixed, but implementation differs per country and guidance shifts. Three things deserve a fixed review moment:

1. The threshold per country. Belgium and the Netherlands define small businesses differently, see the table above.
2. The Belgian 2030 deadline. Micro-enterprises that provide services have until 28 June 2030. A deadline page on a fixed URL without a year stays relevant until then.
3. The supervisors’ pages. The FPS Economy page was last updated on 27 August 2025. Show the date of your last review visibly on your own page.

More about that rhythm in our content refresh strategy. Want to know whether AI assistants still mention you after a change? We measure the same buying questions for clients every month.

What does EAA content cost compared to Google Ads?

Anyone advertising on “wcag” in the Netherlands pays about 3.49 dollars per click, mostly for people looking for an explanation. You pay for an article once and it keeps bringing in clicks. Work it out yourself with the click-or-article calculator. Content with us starts at 950 euros per month for 5 articles, for a minimum of three months and with no setup fee.

When we are not the right choice

If you need a legal opinion or an accessibility audit, bring in a lawyer or an audit firm. We write content that attracts buyers, not a declaration of conformity. If you only sell to companies outside the EAA, this rule brings little pipeline. Then choose another trigger from regulation as a lead source.

Frequently asked questions