[jtolj]

#1.

I run a SAAS product that helps digital agencies scan/monitor/remediate sites for accessibility issues, and unless one of their clients was recently sued I have a pretty low success rate getting them to start a trial.

There could be a lot of other factors at play (I'm terrible at sales, my landing page isn't good enough, etc), but my sense is that it's not something that is on the radar for most small/medium agencies and freelancers.

These are the folks that are building a whole lot of the web, including the local businesses that people using assistive technologies would really like to be able to access easily.

[shkkmo]

Perhaps your marketing efforts are directed in the wrong place. You are trying to convince digital agencies that they will be able to convince their customers of the value of accessibility. This sort of second order education is hard to pull off.

You might have more luck trying to raise awareness among businesses directly. If businesses start asking their agency/developer about accessibility, you'll probably see better uptake rates.

[jtolj]

Definitely a possibility, as it not a route I've tried. As I mentioned I'm terrible at marketing and sales ;).

My own experience working in a digital agency was pretty much the same though. If a client was sued or received a demand letter, they came to us asking about accessibility. When we brought it to the client, they often just saw it as us trying to upsell them.

In the end, we just shot for WCAG AA on everything whether the client asked for it or not and built the additional testing into our costs.