In August of 1910, President Theodore Roosevelt delivered a speech outlining his vision for a New Nationalism in the United States. He described a future with equal opportunities and a fair playing field for all citizens, saying:

“Practical equality of opportunity for all citizens, when we achieve it, will have two great results. First, every man will have a fair chance to make of himself all that in him lies; to reach the highest point to which his capacities, unassisted by special privilege of his own and unhampered by the special privilege of others, can carry him, and to get for himself and his family substantially what he has earned. Second, equality of opportunity means that the commonwealth will get from every citizen the highest service of which he is capable.”

Roosevelt used this promise to call for an end to special government protections. By focusing on his ideal outcome, he imbued a policy issue with relatable, emotional significance. This is an example of visionary leadership.

Visionary leaders lead through imagination. They see a distant, possible future, create a plan to achieve it, and inspire others to believe in that plan enough to work toward it alongside them. This style is often associated with progress and change—it’s popular with activists and in the tech world—but visionary leadership skills are versatile. Visionary techniques can help spark inspiration in any industry. Learn about the key elements of visionary leadership and decide whether it’s right for your company.

What is visionary leadership?

Visionary leaders dream big and lead through inspiration, using storytelling and strong communication skills to paint a picture of the future. Their passion and compelling vision can generate excitement, motivate employees, and create a powerful company culture that embraces new ideas. Visionary leaders are also creative thinkers who consider alternative approaches to achieve growth.

Visionary leaders focus on ambitious, long-term goals, and innovation, and their leadership style prioritizes bringing employees into the “why” behind company decisions.

Characteristics of visionary leaders

1. Future-oriented
2. Innovative
3. Resilient
4. Inspirational communicators
5. Emotionally intelligent
6. Empowering

In visionary leadership, leaders use their vision to inform daily operations and guide employees toward success. Here are the key elements of the visionary leadership style:

Future-oriented

Visionary leaders believe their ideas can improve an industry, society, or even the world. They focus on long-term goals and think far into the future. Leaders use their vision for the future to unite and inspire team members and help integrate that vision into daily operations.

Innovative

Visionary leaders adopt a growth mindset and embrace change. They encourage employees to question the status quo, innovate, and brainstorm unique approaches, establishing a culture of experimentation and creative problem-solving.

Resilient

Visionary leadership requires persistence to overcome obstacles. These leaders are passionate believers who remain committed to their core values and ideas when faced with challenges or even failure. This confident leadership style bolsters employee morale. When leaders show resilience, they communicate their continued belief in the company vision, helping employees endure uncertainty.

Inspirational communicators

Visionary leaders need strong communication skills to inspire others to see and buy into their vision. Leaders practice inspirational communication to generate excitement, using imagination, enthusiasm, and optimism to describe what they hope to accomplish. Telling a powerful story about your company’s future may help motivate employees, attract investors, or draw media attention.

Emotionally intelligent

Emotional intelligence is the capacity to be aware of, control, and express your emotions, and to handle interpersonal relationships with empathy. Strong interpersonal skills help leaders generate goodwill and build loyalty with employees. When team members feel connected to leadership, it can motivate them to contribute to the company vision, seek mentorship opportunities, and grow their skills.

Empowering

Visionary leaders recognize and foster talent and the potential for the greatness of others. They strive to create an environment where employees feel respected and valued so that they can do their best work. Delegating work, granting autonomy, and recognizing accomplishments are all ways of empowering others.

Pros and cons of visionary leadership

Visionary leadership can be impactful, but it may not be effective in every instance. Here are the pros and cons of applying visionary leadership:

Pros

• Unites employees. A clear vision provides a rallying point—employees will understand they are working toward a shared goal.

• Encourages innovation. Building a culture of experimentation makes space for innovative ideas.

• Provides clear goals. The leader’s vision acts like a compass—it provides clear direction and enables consistent decision-making.

• Encourages growth. Visionary leaders help employees learn and grow. Leaders encourage team members to step out of their comfort zone and take on challenging tasks.

• Builds a positive environment. Providing support and embracing employee ideas helps build a strong company culture.

Cons

• Dependency. Organizations may become too dependent on the leader’s vision. When this happens, employees may struggle to make decisions without input.

• Burnout. Visionary leaders provide inspiration and encouragement for the entire organization—the pressure to support others may increase the risk of burnout.

• Tunnel vision. If leaders become too fixated on their goals, they can overlook issues or dismiss important feedback.

• Not always practical. Visionary leadership encourages innovation and disruptions—this may not be effective in highly regulated industries.

Visionary leadership vs. other leadership styles

The most effective leadership style depends on business goals, industry, and team needs. Visionary leadership is uniquely future-focused—it emphasizes change and long-term goals. Here’s how visionary leadership differs from other management approaches:

Visionary leadership vs. bureaucratic leadership

Bureaucratic leadership is structured and well-organized. It uses a hierarchical management system in which the leader retains ultimate decision-making power. Bureaucratic organizations use rules and standardized procedures to achieve consistent results. Unlike visionary leadership, bureaucratic leadership emphasizes following protocol and discourages questioning the status quo.

Visionary leadership vs. democratic leadership

Democratic leadership is collaborative and engaging. Leaders work closely with team members and incorporate their opinions into the decision-making process. Democratic and visionary leadership both support employee development and engagement. In democratic leadership, leaders and employees work together to define goals. With a visionary approach, employees may work collaboratively with management to set goals, but the leader’s vision ultimately determines the broad direction.

Visionary leadership vs. autocratic leadership

Although both autocratic and visionary systems place an emphasis on strong leaders, implementation and practices are very different. Autocratic leadership is rigid and inflexible, with leaders making unilateral decisions without incorporating employee feedback. These organizations have strict rules and demand compliance. Autocratic leaders discourage questioning. Visionary leaders, on the other hand, are flexible and open-minded. They encourage employees to question decisions and processes in pursuit of innovative solutions.

Visionary leadership vs. transformational leadership

Visionary and transformational leadership share many similarities. These styles use charismatic leadership to spark excitement and motivate employees. Both systems embrace change and encourage innovation. However, visionary leadership focuses on outcomes and an ideal future state, whereas transformational leadership emphasizes investing in individual employee development to facilitate the changes necessary to reach goals.

Major events like pandemics, tariffs, and trade wars can all massively disrupt supply chains. Even when the economic landscape is calm, supply chain operations require a degree of flexibility; changes in demand, resource discovery and depletion, and the weather can all affect the flow of goods around the world.

Businesses regularly assess, track, and measure the effectiveness of their supply chain strategy using the SCOR DS model, which stands for Supply Chain Operations Reference Digital Standard. This tool is useful for assessing, managing, and improving supply chains by making the most informed supply chain management decisions possible.

What is the SCOR DS model?

The Supply Chain Operations Reference Digital Standard, or SCOR DS model, is a comprehensive, open-source supply chain analysis system first created in 1996 and updated periodically by the Association for Supply Chain Management (ASCM) to account for technological advancements. “The SCOR DS model was created based on the insights of 70 subject-matter experts from around the globe, and the processes are designed to apply to nearly any product or service,” says Mindy Weinstein, the ASCM’s Director of Communications. By providing benchmarks and best practices, the SCOR DS model helps companies and organizations manage their supply chains.

The SCOR DS model has four sections:

• Processes. The SCOR process section includes standardized descriptions of the processes a supply chain requires to fulfull customer orders.
• Performance. The performance section offers an approach to measuring and assessing how well your supply chain works.
• People. The people section provides standardized definitions of skills needed to manage the talent involved in supply chain activities.
• Practices. The practices section bridges the other three sections by providing tested, repeatable tips that can improve supply chain performance and help you meet business goals.

The SCOR DS model is often applied to businesses with particularly complex supply chains, such as big box retailers with tens of thousands of suppliers. However, the model is malleable and can be used to assess the supply chain efficiency of a small business. While straightforward linear supply chains exist, most are dynamic with multiple moving parts, so a systematized set of best practices and standards can help achieve efficiency.

7 SCOR DS processes

1. Plan
2. Order
3. Source
4. Transform
5. Fulfill
6. Return
7. Orchestrate

There are seven SCOR Digital Standard process elements that provide a framework for optimizing supply chain performance. Although these primary processes apply to most supply chains, they are often modified to fit the specific needs of individual businesses.

For a top-level conceptual view, the model is represented as two overlapping infinity loops: supply feeding into demand and back again, with synchronization and regeneration processes cycles playing out in tandem. Six supply chain processes (plan, source, transform, order, fulfill, return) sit within these loops, all underpinned by the orchestration process.

Mindy underscores that the seven SCOR processes are not part of a linear timeline. “Everything happens at once and sometimes in different orders or by looping back to repeat processes. The model is interconnected, dynamic, and synchronous, just like today’s supply chains.”

To illustrate how this model works, Mindy uses yoga pants as an example in each SCOR DS stage:

1. Plan

In the planning stage, you assess supply and demand for a particular piece or product. “For example,” Mindy says, “if demand [for yoga pants] typically spikes in January as people kick off their New Year’s resolutions, we plan for that demand by making sure procurement knows how much material to purchase, production knows how much to make, and transportation is prepared to deliver the level of output.”

She adds that planning also includes preparing supply chain issues such as natural disasters that may hinder production or delivery, or even a spike in demand due to an influencer’s social media post. Using supply chain forecasting can help you mitigate issues as they arise.

2. Order

The ordering process focuses on the demand side of the supply chain in more detail: when and where customers, whether individuals or businesses, purchase goods. Returning to the yoga pants example, Mindy says that the order stage involves “how many pairs are ordered in what sizes and colors, how the customer will pay for the yoga pants, when the pants need to be delivered, and any other order details.” This phase overlaps with the planning phase and includes supply planning and order management—the process of tracking orders, inventory, and fulfillment.

3. Source

This SCOR DS process covers the key aspects of strategic procurement from supply chain partners. On the tactical side of a product like yoga pants, Mindy notes that this involves the ordering of materials, tags, stickers, and packaging. Sourcing also includes “receiving those material orders and transferring the materials to the production steps,” she says.

This stage includes racking raw materials, managing supplier agreements, and overseeing quality control. “From a strategic standpoint,” Mindy adds, “focus on ensuring the material is ethically sourced, the material is of the appropriate quality, and the supply is steady and affordable. You also need an action plan for supply disruptions.”

4. Transform

The transformation stage includes the manufacturing process and describes how the final product is made. It includes production activities, such as manufacturing a finished product or assembling a product with custom-engineered, standard-stock, or made-to-order pieces. It also covers storing, staging, and packing—all activities that need to be completed in preparation to ship products. For this process, Mindy emphasizes that “from an ethical standpoint, it’s important to ensure your producers are treated well and paid fairly.”

5. Fulfill

This stage of SCOR DS includes the distribution and delivery of finished products on time and in full via freight, air, trucking, or other means. It covers the full order fulfillment process, including import and export requirements and interim warehousing, if necessary. When it comes to determining your most effective routes for fulfillment, Mindy says that efficiency applies to both time and environmental impact.

6. Return

Return processes involve any products that are returned, whether by customers or to suppliers. Products or parts may be defective when you receive them from a supplier, or you might have received an incorrect order. On the customer side, those yoga pants may not work for their needs or be the right fit. Returns management facilitates the flow of returns between customers and a business.

This stage includes customer interactions and support for returned items. Depending on the situation and the product, you may be able to resell returned products (either at full price or with a discount), or you may need to dispose of them in an environmentally responsible manner that meets sustainability standards.

7. Orchestrate

Orchestration overlaps with the other six supply chain processes and ensures operational support. “Supply chain is not just a function of a company,” Mindy says. “It’s an integral lifeblood of a business. It is connected to and supported by the other major organs of a company. Human resources finds and supports the talent that makes supply chain processes possible, IT supports the technical systems that enable operations, accounting pays the bills, and so on.” Your legal team might ensure regulatory compliance, while your risk management team helps you navigate around threats to your business—all in support of a perfectly synchronized supply chain.

Essential SCOR DS performance metrics

There are more than 250 SCOR DS metrics to analyze, divided into three levels. The metrics your business prioritizes will be contingent on your operations and needs, but in general, they should help you achieve agility, asset management efficiency, costs, reliability, and responsiveness.

Level 1

Level 1 metrics are key performance indicators (KPIs) that measure the health of a supply chain compared to industry standards. ASCM corporate members can see how their performance measurement on a given metric compares with others in their industry.

Using Mindy’s yoga pants example, you might compare the percentage of yoga pants orders with on time delivery, in full, without damage, and in the right size and color—known as “perfect customer order fulfillment”—with competitors’ average numbers to see how you stack up.

Level 2

This level of SCOR DS performance metrics goes into more complex detail, assessing subcategories of various Level 1 metrics. For example, “perfect customer order fulfillment” has four Level 2 metrics, one of which is “customer order perfect condition.” Level 2 metrics help identify the causes of performance gaps in your Level 1 metrics, identifying the areas where you might be falling behind.

Level 3

This level spotlights any performance gaps in Level 2 metrics. According to Mindy, an example of a Level 3 metric is “percentage of customer orders or lines received damage free,” which she notes ties back to activities like inspecting products upon delivery and obtaining customer confirmation that the items were received in acceptable condition.

“When a metric shows that a process is not performing well,” Mindy adds, “the SCOR user would next turn to best practices for ideas about how to improve the process. These would then help form an improvement plan to improve the KPI.”

Pros and cons of SCOR DS

Using SCOR DS to evaluate, manage, and make operational improvements to your supply chains comes with pros and cons:

Pros

• It’s a universally used system with shared vocabulary and process knowledge, making it easy to use with other businesses in multiple environments.
• It offers the ability to compare your business’s performance metrics to industry standards.
• It can save you money. Mindy reports that the typical results for SCOR DS users include two to six times return on investment in the first year, 30% faster digital transformation project implementation, and reduced IT operating expenses.

Cons

• There is a steep learning curve when first using the SCOR DS model, which could be time-consuming and potentially costly—SCOR training courses, for instance, can cost more than $1,000.
• You’ll need access to reliable internal data resources for accurate metric comparisons, and setting up a system to gather supply chain analytics is an extensive endeavor in itself.
• The complexity of the model can be overwhelming for smaller enterprises, and adapting the model to niche industries may require hiring a consultant.

eBay has made several UX enhancements to help customers find local listings, fast–shipping items, and more.

Shoppers today expect quick delivery of their items, along with an ability to shop locally. eBay is addressing these needs by offering a suite of solutions that allow customers to find fast shipping/local items, while providing accurate delivery estimates and retail standards information on Search item cards.

Discover Fast Shipping Items with Ease
eBay is unique because it has an extensive long-tail of inventory and a distributed ownership model, where inventory is sourced from thousands of sellers. The global and decentralized nature of the seller network makes it challenging for any predictive model to deliver accurate and comprehensive shipping and delivery estimates. eBay invested in artificial intelligence to overcome this complexity by considering factors such as the customer’s proximity to the item location, the chosen shipping service, the seller’s shipping history and real-time data synchronization. This allows eBay to achieve high accuracy and coverage for delivery estimates.

Delivery Estimates on Item Cards
Search item cards now display delivery range estimates for all fast shipping items, whether paid or free (Free delivery in M-N days /+$9.99 delivery in M-N days), and customers can quickly identify items with fast delivery to make confident purchase decisions.

Ability to Filter Fast-Shipping items
eBay has simplified finding fast shipping items by adding a filter named “Shipping and pickup”. Customers can use this feature to find items with fast shipping times more efficiently (2-4 days in the US; 1-3 days in the UK and Germany).

Additional Ways to Shop: Local Pickup, Click & Collect
Earlier this year, we launched the Shipping and pickup filter, which consolidates all delivery options (Free shipping, Local pickup, Click & Collect) into a single filter. Customers can use this feature to shop with their preferred choice of delivery.

For local pick up items, customers need to know the driving distance prior to making a purchase decision. To address this need, eBay now displays precise distance values on item cards, showing the exact distance between the buyer and the item’s location.

Highlighting Items That Meet eBay’s Top Retail Standards (eBay Top-Service)
To enhance clarity and ease of use, eBay has introduced the new eBay Top-Service badge in Germany, helping customers easily identify items that meet high-quality retail standards, such as fast and free shipping, easy returns, and trusted sellers. This initiative simplifies the shopping journey by removing confusing and overlapping signals like “eBay Plus” and “eBay Garantie”, ensuring a straightforward and efficient shopping experience.

These updates represent a major advancement in our dedication to delivering a seamless and efficient shopping journey. We look forward to continually enhancing the eBay experience for our valued customers.

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You can A/B test Amazon product listings

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Children start developing language skills when they’re around 12 months old. They learn by imitating—kids observe their parents and caretakers and often repeat phrases that they hear around the house. If you were shaping a young child’s vocabulary, you might choose to adjust your tone by sticking to kid-friendly language; leaving The Sopranos playing nonstop might result in a two-year-old picking up some colorful phrases.

Modifying your language around children is a way of leading by example. By using certain words, you’re modeling the behavior you’d like to see. This practice makes it easy for kids to understand your values and expectations. Business leaders can use a similar approach to model good communication and teamwork for their employees.

Leading by example helps founders set standards and establish a trusting culture. Learn about the benefits of leading by example and discover the key elements of this approach.

What does it mean to lead by example?

To lead by example is to model the behavior you expect from your employees. Leaders set the company tone. They’re responsible for determining company values, developing corporate policies, and making high-level business decisions. To lead by example, leaders hold themselves to the same standards they expect from their staff. This involves making ethical, values-based decisions, treating employees with respect, and following office protocols.

As a leader, your actions speak as loudly as your words. If the values you display in your daily life align with your stated principles, it will show your team you have integrity. For example, if a founder sent an email explaining that they want to reduce distractions by instituting a “no pets in the office policy,” they could lead by example by refraining from bringing their 16-foot ball python into work. Setting the right example will inspire employees to act similarly.

Why lead by example?

• It builds trust
• It fosters a positive work culture
• It sets expectations
• It encourages accountability

Leading by example can have a positive impact on every level of an organization. See how setting a good example can inspire employees, bolster corporate culture, and support your bottom line:

It builds trust

When words and actions align, leaders appear honest and principled. Holding yourself to the same standard as your employees can build trust by showing the team your values are genuine. It proves you don’t consider yourself above the rules. In an office with a shared water cooler, a leader who follows the protocol of replacing the water jug after dispensing the last cup of water would show employees they believe in their policies and are committed to doing the right thing.

It fosters a positive work culture

Leadership has a strong impact on corporate culture. When leaders are responsive, respectful, and engaged, it boosts employee morale and helps create a positive environment. A strong corporate culture also helps encourage employee engagement.

This will also support your bottom line. A strong culture can lead to higher productivity and reduced employee turnover. Employees are more likely to become disengaged or start looking for a new job if they’re in a toxic work environment.

It sets expectations

Demonstrating working standards sets a benchmark for employee performance. As a leader, showing your commitment to your work by putting in the effort may be more effective than asking employees to work hard. Leaders can set expectations by sharing transparent updates, responding to communications, and following through on their own tasks.

The leader of a book club, for example, could set a strong example by completing the required reading before each meeting and showing up with prepared discussion questions. This would set the tone for the club and help other members understand they can reliably expect to engage in a thoughtful and thorough conversation. The same goes for a manager leading weekly check-in meetings.

It encourages accountability

When leaders model accountability, employees are more likely to follow suit. Leaders practice accountability by holding their own work to a high standard and taking action to address missteps. A culture of accountability helps your team achieve high-quality results. When employees see they won’t be punished for revising their work, they’re more likely to call out potential concerns and work toward a good solution.

Characteristics of founders who lead by example

• Integrity
• Work ethic
• Respect
• Trust
• Humility

Leading by example goes beyond good decision-making and other high-level leadership decisions—it addresses a founder’s actions and working style. Here are some key traits any successful leader relies on to lead by example:

Integrity

Leading by example means leading with integrity. Founders demonstrate integrity by acting in accordance with their values while working and making company decisions. This behavior helps underscore company values and set expectations. A strong set of company principles provides a consistent decision-making framework for all team members.

Work ethic

If you want to lead by example, you have to put in the work. An engaged leader who attends meetings and takes an interest in projects shows employees that hard work is the norm. Absentee leadership makes employees feel like no one cares about their work, which can easily lead to decreased productivity and higher turnover.

Respect

Leaders demonstrate empathy and respect through good communication and constructive conflict resolution. This involves treating employees with kindness and using professional language in both written and verbal communications. Setting this example at the highest level will inspire team managers to practice respect while working with their subordinates. When leaders are condescending or volatile, it creates a culture of fear and toxicity.

Trust

Effective leaders place trust in employees. They set a strong example, provide clear expectations, and take a step back to allow teams to complete projects without micromanaging. Giving employees space to complete their work communicates that you believe in their judgment and skills. A trusting culture promotes efficient work and bolsters employee engagement. Micromanaging, on the other hand, can result in bottlenecks and reduced creativity.

Humility

When leaders accept feedback and own their mistakes, it shows employees that vulnerability is acceptable. This helps employees feel more comfortable taking risks and voicing their concerns. Listening to and acting on constructive criticism demonstrates that you’re working to improve as a leader. When leaders are inflexible and unapproachable, team members may feel less comfortable bringing up new ideas.

How leading by example compares to other leadership styles

Leading by example is a management style you can combine with a variety of approaches to leadership. In a bureaucratic management system, for example, leaders could set an example for adhering to company protocols and following the rules. A transformational leader could model behavior by questioning the status quo—this might inspire employees to follow suit and identify opportunities for innovation.

These are some common leadership styles that could be compatible with leading by example:

• Bureaucratic. Bureaucratic leadership uses a clear, hierarchical management structure and standardized rules or protocols. Bureaucratic leaders make team decisions and enforce rules.

• Democratic. Democratic leadership uses a collaborative decision-making process and places heavy emphasis on employee opinions. Democratic leaders organize teams by providing support and encouragement.

• Transformational. Transformational leaders are charismatic visionaries. Transformational leadership strives to inspire employees and motivate change.

• Organizational. Organizational leadership focuses on team-building and mentorship. Organizational leaders nurture employees and work to establish strong team practices.

The internet is primarily a visual medium. For a person with a visual impairment, most websites would be difficult, if not impossible, to navigate if it weren’t for specific accessibility features built right into HTML. That’s where Accessible Rich Internet Applications (ARIA) come in.

ARIA features tell screen readers what is on the page, allowing them to interpret web interfaces for people who are blind or visually impaired. It helps create a richer and more functional experience for people who use screen readers and other assistive technologies to access the web.

If you run a website, adding ARIA properties can make it easier for visitors to access and interact with your web content.

What is ARIA?

Accessible Rich Internet Applications (ARIA) is a set of attributes you can add to HTML elements on a website to improve accessibility for people who use assistive technology like screen readers. ARIA is especially useful for dynamic or custom web interfaces with interactive or changing content. It can tell a user what is a clickable button or dialog box, and it can explain the state of dynamic elements like drop-down menus.

The World Wide Web Consortium (W3C), the international standards body that governs web standards like HTML and CSS, also develops and maintains ARIA. A working group within the W3C called the Web Accessibility Initiative (WAI) focuses on making the internet easier to use for people with disabilities. The W3C is not a regulatory body, so it can’t enforce compliance, but many countries follow the recommendations from the W3C standards, including ARIA, to inform their accessibility laws and guidelines.

Why is web accessibility important?

Web accessibility is essential for people with disabilities who need to use the web, sometimes the only place to find important government and community resources. Effective accessibility allows people with visual, hearing, mobility, or cognitive disabilities to access the web as fully and independently as someone without disabilities.

Equal access to businesses for people with disabilities is a civil right in the US, as required by the Americans with Disabilities Act, and web accessibility can be as important as accessible bathrooms, curb cuts, braille-labeled public buildings, closed captions, and elevators. According to the US Department of Justice Civil Rights Division, “the ADA’s requirements apply to all the goods, services, privileges, or activities offered by public accommodations, including those offered on the web.” The Department notes that businesses may choose how they provide web accessibility, and ARIA is a common method.

Effective and thorough web accessibility benefits everyone, often helping people beyond the targeted accessibility need (e.g., low-bandwidth users and mobile device users). Plus, it contributes to cleaner, faster, and more user-friendly websites overall. From a business perspective, an accessible website also broadens your audience—15% of the world’s population has a recognized disability. When people find a business that considers their needs, they’re more likely to stay and shop.

How does ARIA impact accessibility?

ARIA improves accessibility. It lets screen readers and other assistive technologies understand what custom elements on a web page do by defining roles and behaviors. It can help describe dynamic changes, like when content updates without a page refresh. It also improves labels and makes the relationship between visual elements clearer. It communicates hidden or inactive states on the page so the screen reader doesn’t read them out loud if they’re not necessary. This makes the page less “cluttered” for the user.

How does ARIA work?

ARIA adds extra layers of meaning to web elements through three main components: roles, states, and properties. These components describe what an element is, what it’s doing, and how it relates to other elements, ensuring users get the full picture of what’s happening on a page.

Let’s break down how each of these ARIA elements functions in practice:

ARIA roles

ARIA roles define what an element is or what it’s supposed to do. For example, role=“button” tells a screen reader a specific HTML element behaves like a button. A modal window might be called out with role=“dialog,” while a group of navigational links can be labeled with role=“navigation.”

ARIA states

States describe conditions that can change with interaction. For example, aria-pressed=“true” means that a button element is toggled on. A collapsed menu state would be aria-expanded=“false,” while aria-disabled=“true” means the element defined is not interactive. You can update states with JavaScript to reflect changes in the user interface (UI).

ARIA properties

Properties are ARIA elements that provide additional information about elements so screen readers can have more context. The property aria-label creates an accessible name for a given element, while aria-labelledby can link to another element that then labels this one. The property aria-describedby will point to descriptive help text, and aria-controls indicates that the element controls a different one, like a button that controls a panel.

Let’s explore how you might use each in practice.

aria-label

Aria-label adds a custom label directly to an element, as in the following example. It’s used when there is no visible text.

×

aria-labelledby

When you already have visible text acting as a heading or title, you might use aria-labelledby to point to another element’s ID that provides a label, like this:

Payment Options

aria-describedby

If you want to add hints, explanations, or warnings that add extra context to a label, you could use aria-describedby, like so:

Must be at least 8 characters

ARIA best practices

ARIA is a powerful tool for enhancing web accessibility, but with great power comes great responsibility. While ARIA can make complex, dynamic content more accessible, misusing it can actually harm accessibility rather than help it by overcomplicating page elements. Here are some core guidelines to ensure you’re using ARIA in a way that supports users who rely on assistive technologies:

• Use native HTML first. There are plenty of basic HTML elements accessible to screen readers by default. It’s a best practice to use those first, and only use ARIA code when HTML doesn’t include an accessible element.
• Don’t add ARIA where it isn’t needed. The WC3 says, “No ARIA is better than bad ARIA.” That’s because misused ARIA code can confuse a screen reader or even entirely break the accessibility of the web page.
• Always update ARIA states dynamically. The ARIA states of an interactive element need to reflect the actual state of that element. You don’t want a dropdown that has been opened to still have code that says aria-expanded=“false” because someone using a screen reader won’t know that it has been opened. You can use JavaScript to update ARIA states as the UI changes.
• Make sure all ARIA references are valid. If you use an ARIA attribute like aria-labelledby or aria-describedby, you’re pointing to other elements. You want to make sure the ID you use is correct (and exists), or your screen reader will not get any usable information.
• Use pattern guides. Pattern guides (also known as design patterns or widget patterns) are detailed implementation guides for common interactive user interface components. They help ensure that custom widgets are keyboard accessible, screen reader compatible, built consistently (to reduce confusion), and designed with advanced user interface controls in mind. You can access these via the Patterns menu on the WAI-ARIA Authoring Practices website.

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Brand management: How do you manage your brand as you expand into new niches? Learn how to build brand awareness while delivering a great customer experience.

Ecommerce automation: Improve and scale your operations using automation. Learn how to leverage Amazon analytics and AI to track sales and automate manual tasks to improve efficiency.

Popular products: Dig into the Amazon Best Sellers list and explore sales rankings in Amazon stores to discover top-selling products and opportunities to boost your brand’s performance.