Despite the prominence of the World Wide Web in people’s everyday lives, most web presences in private sector organizations still fail to comply with contemporary accessibility standards. As a consequence, a large group of users – i.e., people with impairments – is excluded from accessing these web presences. In order to explain the managerial rationale, an exploratory case study was conducted in three industry sectors. The results of the analysis shed light on organizations’ motivations to implement or reject web accessibility standards, reveal positive and negative consequences of implementation, and provide in-depth insights into the determinants for successful and unsuccessful web accessibility implementation. This study supports organizations in making better decisions on the implementation of web accessibility.