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In the mainstream I've spent a considerable amount of time learning WCAG to help small businesses both get ahead of this and increase their marketability. There are some decent tools you can employ on a monthly fee too, that will help expedite the process and then monitor your site for you.
Most people who have a disability that's applicable here, if the site has a proper accessibility portal, will simply file a report if something doesn't work. There are absolutely lawsuit scammers who try to scare site operators though. They used to give up if you didn't reply, but recently I had a meeting with a mainstream accessibility specialist and they told me that those lawsuits are actually being filed now. They've had to ramp up their legal support in order to accommodate.
Most of the time, if one of these scammers sees the effort you've put in, they'll just move on. None of my clients in the mainstream have been contacted yet.
On the adult side, I had a client who was willing to invest in this. They had realized that they had a new demographic primarily containing people with visual impairment disabilities, hearing impairment disabilities, and mobility impairment disabilities. We didn't put a tremendous amount of effort in, but it turned out to be a very good investment. The demographic seemed to open up. They were surprisingly verbal on social media about adult, which I didn't expect.
There's a lot you can do at the foundational level to ensure you're accessible. It's not cheap, because you need someone who has gone through the guidelines, learns the tools, and has preferably attended seminars on the subject. There is very little ongoing investment though besides subscribing to a monitoring tool and making small incremental changes to ensure compliance. That same client sent me to a conference a few years back and I went to one of these seminars. It was honestly eye-opening. Everyone is leaving money on the table by not being accessible, in my opinion. You do not have to be perfect, just hit the majority of important guidelines.
I can answer more questions if there's anything specific.
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