Initial research on Web accessibility was focused on testing completed Web pages. More recently, the focus is moving to integrating accessibility features into coding tools such as Dreamweaver 8 and plugins notably LIFT. Thus accessibility is being considered slightly earlier in the development process. However, the state of Web accessibility is still disappointing even on websites that have followed the guidelines and or used evaluation and coding tools. We are proposing an approach to start considering accessibility much earlier. Our purpose is to address accessibility in the context of what is to be done and who will be participating. In this paper, we present views of Web developers about this approach. We then show (using a case study) how Web developers can elicit accessibility requirements alongside functional requirements and integrate the two to obtain conceptual models with explicit traces of accessibility requirements integrated with functional requirements. Finally we discuss lessons learnt from the case study and common benefits of the approach for Web accessibility and Web projects.