Accessibility for all: How The A11Y Collective increased their traffic 4.4x in 6 months

The A11Y Collective is a leading e-learning platform focused on web accessibility created by the team at Level Level – a full-service WordPress agency. The A11Y Collective’s mission is to make sure everyone can use the internet as intended, spreading knowledge and skills to make a significant impact. They offer courses tailored for web designers, developers, webmasters, product owners, and web editors, covering accessible web design, coding, and content.

Despite their invaluable resources, as a new site, The A11Y Collective needed to build topical authority in the accessibility space in order to start performing well in search engine results.

That’s where we come in. 

We partnered to boost their organic traffic, recognizing the growing importance of accessibility regulations, especially with new legislation coming to Europe in 2025. Our aim is to establish The A11Y Collective as the go-to web accessibility resource for businesses, developers, and designers and build their authority ahead of time.

Accuracy is crucial in accessibility, so we’ve built a portfolio of insightful, user-focused articles that answer searchers’ questions – and this has been reflected in a 4x increase in organic traffic over 6 months.

So, how did we do this?

Engaging and accessible content – a recipe for success

We started working with The A11Y Collective in Q4 2023 on a Content Growth plan of 4 posts per month, with the first piece being published at the end of the year.

Since we began publishing content, their organic traffic has seen remarkable growth. In less than 6 months, it has grown 4x the starting numbers, with 77% of that traffic coming from Ellipsis content.

Achieving this consistent growth isn’t easy, but we have made it possible with a unique blend of innovative technology, human creativity, and meticulous planning and production processes.

Topic coverage

The articles we’ve created with The A11Y Collective primarily focus on practical tutorials about web accessibility and best practices for following regulations such as:

• • The Web Content Accessibility Guidelines (WCAG)

• • ADA (Americans with Disabilities Act)

• • Section 508

• • The European Union’s Web Accessibility Directive

We map out relevant topics for each quarter and then use FALCON AI – our machine learning model – to predict the optimal combination of keywords, title, sentiment, tone of voice, and topics.

The outlines are sent to The A11Y Collective team so they can give us helpful feedback on whether anything else can be incorporated into the content, ranging from expert insights into accessibility best practices to tweaks to accessible code snippets.

This has helped us craft content that is truly useful for the target audience – from web designers and developers to large corporations that want to train their employees to follow accessibility guidelines – from the outset.

Writing and review process

Articles are written by our expert in-house team, including a Technical Writer who provides the more technical pieces with helpful and accurate HTML and CSS examples.

Initially, I was a bit sceptical because accessibility is a complex topic with many specific rules and a lot of know-how. However, the writing team at Ellipsis has truly impressed me with their extensive research! The articles are great, and the numbers speak for themselves. Plus, the team at Ellipsis is an absolute pleasure to work with.

– Caitlin de Rooij, Product Owner at The A11Y Collective

On top of the written content, our in-house Graphic Designer creates custom in-article graphics and featured images for a more engaging piece, increasing the article’s value and crafting a more cohesive look for their blog.

And, of course, all featured and in-article graphics comply with WCAG recommendations, thanks to a hands-on introduction to accessible design by The A11Y Collective’s team.

Tracking results and constant improvement

The last step of the Content Growth process is to constantly monitor performance and look for opportunities to further optimize. With The A11Y Collective, we’ve been enjoying great results from all types of articles, including technical tutorials, examples of great web accessibility, and practical advice for designers and developers.

For example, these are the results of an article that explains how “skip to main content” links work and why people should include them in their blog posts. In less than 3 months, it reached almost 2K organic clicks and is on the first page of the SERP.

Initially I might have been a little bit sceptical but I have to be honest and say I’m truly impressed. The collaboration, the flow of communication, the quality of the articles and ultimately the increase of visitors have exceeded my expectations. I’m actually looking forward to the monthly check-ins as they always bring a smile to my face.

– Taeke Reijenga, Founder & trainer at The A11Y Collective

Ellipsis and The A11Y Collective – A winning duo fighting for better web accessibility

The A11Y Collective is a company motivated to drive real change in the world of web accessibility – creating a space where each person, regardless of their abilities, can navigate the wealth of information online.

We’re incredibly proud of this partnership and look forward to helping The A11Y Collective team increase its authority even further and become the go-to resource for professionals.