Repositioning SANscript: Accessibility and Search for B2B

I once spent an entire weekend (my wife and kids were out of town) doing QA and content work for a 1,000+ SKU website launch.

The agency I’d hired had done a lot of the heavy lifting. But all the details? Apparently those were on me. Every product description. Every SEO element. Every broken link and missing image.

The agency was AWOL during crunch time. Then showed up Monday morning to celebrate the launch.

They’d been paid. Six figures. I wasn’t their problem anymore.

When I came back a few weeks later needing support (just help setting up a blog structure for content marketing) they couldn’t help. “We have support partnerships coming soon,” the sales guy said. Sounded great.

Except he got cut two months later and nobody ever followed up. Ghosted.

Customer service is in our DNA. And when it comes to accessibility and search, the devil is in the details.

Two massive shifts are happening in B2B marketing right now:

First: AI search is changing everything. According to SparkToro’s 2024 study, 58.5% of Google searches now end without anyone clicking a website. Buyers get their answers from AI Overviews, ChatGPT, Perplexity instead of visiting your site.

Here’s what people miss: your website is still critical. It acts as a content repository that feeds search engines and AI platforms. When a buyer searches for information, AI platforms pull from websites like yours to generate their answers. If your content isn’t easily findable, well-structured, and accessible, you don’t exist in those AI results.

Your website is a reference library. Search engines and AI platforms need it to be accessible to everyone, optimized for discovery, and filled with relevant, educational content that answers buyer questions during their research phase.

If your content isn’t structured for both traditional search and AI platforms, you’re invisible long before anyone picks up the phone.

Second: Web accessibility went from “nice to have” to legal requirement. Federal contractors face April 2026 compliance deadlines. ADA enforcement is at all-time highs.

But it’s not just about avoiding lawsuits. According to the CDC, more than 1 in 4 adults have a disability. If they can’t use your website, you lose the sale. And Google penalizes inaccessible sites in search rankings.

These problems are connected. Accessible sites rank higher in traditional search AND AI platforms. Fix accessibility, improve visibility. Two problems, one solution.

Most agencies treat these as separate issues (if they address them at all).

SEO teams chase rankings without understanding how AI platforms work. Accessibility consultants focus on compliance without connecting it to business growth. And very few people are thinking about how these strategies integrate.

I’ve also watched companies get burned by “experts” who promise quick SEO wins. One client I worked with saw real progress after three months (finally ranking for competitive terms, traffic climbing) then hired an internal “SEO expert” to take over.

The guy knew nothing. Tanked everything we’d built in about six weeks. Then blamed us when the boss called furious about their plummeting rankings.

I had to walk them through what actually happened: SEO is a long game. Their employee wrecked the progress we’d made. If they wanted results, they needed someone who actually knew what they were doing.

They weren’t interested in hearing it. They’re probably still struggling.

That’s the problem with this industry. Too many agencies cash checks and disappear. Too many “experts” sell quick fixes that don’t exist. Too little focus on actually serving the client.

So we’re doing something different.

My business partner AJ Niehaus and I are repositioning SANscript, which was established in 2000 doing automated catalog publishing for manufacturers like 3M, to focus on what B2B companies actually need in 2026: integrated accessibility, search optimization for both traditional and AI platforms, and WordPress development done right.

SANscript specializes in three services:

Web accessibility compliance (WCAG audits, remediation, ongoing monitoring. I’m a Trusted Tester certified specialist. Not just a compliance checkbox.)

Search optimization (SEO that works in 2026, not 2016. Optimized for traditional search engines AND AI platforms like ChatGPT, Perplexity, and AI Overviews.)

WordPress development (sites built for accessibility and search from the ground up)

We bring combined experience from scaling companies through real growth, working with  manufacturers, and years in agencies. We understand technical buyers, complex products, long sales cycles.

SANscript is a majority woman-owned and based in the Twin Cities. We’re built for B2B companies across the Upper Midwest and beyond.

If you’ve been burned by agencies that overpromise and underdeliver, let’s talk.

No BS. No selling you services you don’t need. Just results and customer service that actually matters