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10-Day Marketing to Seniors PART 1 of 10
Design tips for making your website senior-friendly
By STC Staff Writer
Niche markets, like the Baby Boomers, and Seniors, in general, are a select group of sophisticated individuals that merit special attention when it comes to marketing to them.
They aren’t nearly as swayed by hype as the younger generation tend to be since they have lived many years, gaining considerable real-world experience, and have developed specific attitudes to what they want and expect from any business. Understanding this reality can equip you with the knowledge of ways to satisfy their personal requirements, raising the bar for a higher success rate.
Seniors generally have specific ways that they like to receive information that is usually different from millennials. If your audience consists of older people, then you need to ensure that you organize your site correctly.
* Use Shorter Sections – Seniors want to find the information they need without a lot of clicking around. Use shorter sections and make it clear how to get to the next section with directional cues and images.
* Put Important Info Up Front – Older people aren’t going to search around for the information that you want to give them. If it’s not up front and first, they may not ever see it.
* Use Consistent Navigation – Show your audience immediately how your website is designed and how navigation works on your website. If you make it clear how it is organized right away, they’ll be less likely to click away because they’ll understand how it works. Keep the navigation the same on every page of your site for consistency.
* Make Opening and Closing One Click/Tap – This is very important because a lot of seniors don’t have quick reflexes and need it to be simple to click through. Make it one click or one tap to do things and provide instructions.
* Keep Website Visually Clean – White space is very important to make it easier for seniors to read the content on your website. Remember the refrain, “less is more” when it comes to designing the pages of your website.
* Use Larger Buttons – This is very important for touch screens because some elderly people have shaky hands and it will be easier for them to tap and find larger buttons that have good descriptions of what they do if you tap them.
* Use Larger Body Text That’s Adjustable – Try to use at least 16-point font as your standard font for sites designed for older people and make the font easily adjustable. While it’s true that most computers and tablets enable you to adjust these things yourself, many seniors won’t take the time or don’t know how, so if you can provide instructions that will be helpful too.
* Use Colors That Are High Contrast – As people age their eyesight changes, and it’s harder to see certain colors. If you use high contrast colors such as black text on white background, and fewer colors, it will look better to them and look great to everyone else too.
* Provide Text Transcripts of Multimedia Content – While using a lot of different types of media is a good thing for the content on your website since people learn in different ways, always provide a transcript in the text of all multimedia content for your non-hearing audience members.
Of course, all your websites should be responsive. They should work seamlessly on any device. Consider which device your audience most likely uses and optimize for that device to ensure that the seniors using your website can get the information they need easily.
Next time we’ll look at some common mistakes you’ll want to avoid when marketing to seniors.
If you are interested in additional information as outlined in this article, need assistance in applying this information, or just want more resources, contact us for FREE (no obligation) and we will do our best to accommodate you.