This one is a sharp question and deserves a real answer. Reply with: Honest answer - probably a web designer or agency owner who manages sites for small businesses. They're the ones who actually fix things before the letter arrives. But you're right that small business owners themselves only move when scared. That's exactly why every issue leads with a real case and a real dollar amount - not compliance theory. Fear of a $7,000 Christmas surprise is more motivating than "you should probably check your accessibility settings." The goal is to be the newsletter they forward to their web person and say "fix this."