Global demographics are rapidly evolving – and a significant portion of the population is aging. Alongside this shift comes an increased need for senior living facilities. However, as more of how people gather information moves online, it’s critical to craft a website that resonates with and is easily navigable by older adults.
In this post, we discuss how companies can create accessible and engaging websites for seniors and older adults to reach this demographic – in addition to any critical decision-makers in this demographic.
How to Design a User-Friendly Website for Seniors
Understanding the aging process and adjusting your website's design is paramount to capturing and maintaining the attention of your senior living audience. As we age, how we interact with our world – both online and offline – changes. Understanding how our perceptions and focus change with age is essential to making your website user-friendly to seniors.
Here are some critical factors to consider so your website can adhere to the needs of older adults.
Use Larger Fonts and Sharp Color Contrasts
Vision concerns are common among seniors and can heavily influence their online experience. Employing large, clear fonts and utilizing sharp color contrasts can significantly improve readability and user engagement by guiding their attention more clearly. Sans-serif fonts may be easier for seniors to read, and using colors such as black text on a white background can enhance contrast, making text more readable. Designing a straightforward layout makes it intuitive where visitors should look so they can get critical information quickly.
Make Interaction Easier
Clicking on small or closely placed elements can be frustrating for seniors who may have arthritis or diminished manual dexterity. Ensuring buttons and links are large enough to see and easily clicked without inadvertently activating a neighboring element can create a more enjoyable user experience. Similarly, keeping web page navigation and scrolling simple and intuitive is important.
Avoid Cognitive Overload
Cognitive decline is an unfortunate reality many seniors face. An overload of information or complex navigational features can cause frustration and disengagement. Simplifying the structure and design of your website, avoiding jargon, and reducing the number of interactive elements on a page can provide a more streamlined user experience.
Split Information into Smaller Sections
Long blocks of text can be daunting for any reader, but particularly for those with age-related vision or cognitive challenges. Breaking content into smaller, digestible sections with clear headings can make information more easily consumed by seniors. Utilize bullet points and lists to highlight important details and key takeaways.
Provide Clear, Simple Steps
When instructing visitors through processes on your website, such as making a reservation or completing a form, it's essential to provide clear, step-by-step guidance. Numbered lists and a logical progression can make the path forward obvious, reducing confusion and the likelihood of users abandoning the task. Error messages should also be simple and specific, offering clear instructions on how to resolve the issue.
Writing Tips for Your Website
In addition to the design elements, how information is presented and communicated is equally essential for a senior audience. No matter how user-friendly your information is, you won’t stand out from the competition if it isn’t relevant in the first place!
Here are some tips for putting together your web content:
Keep it Short and Concise
Long-winded explanations and complex text passages can deter seniors from engaging with your content. Keep your messaging concise, focusing on delivering a few critical points. Content should be informative without being overwhelming or laborious to read through.
Active Voice and Positivity Rule
Active voice is direct and engaging – and a suitable approach for seniors who appreciate clarity and simplicity. Additionally, framing content in a positive light can enhance the user experience. For example, use active, guiding messages such as, "Click here for more information."
Reach Your Senior Audience with McClatchy
When reaching the senior demographic, the right marketing channel can amplify your message. McClatchy’s Premium Audience Network offers precise targeting and rich demographic information to help you connect with each segment of your audience effectively. Seniors are not a monolithic group and have diverse interests, needs, and priorities. McClatchy's reach can help ensure your website resonates with this multifaceted audience.
Catering to the needs of older adults through user-centric website design and content is an increasingly vital aspect of digital marketing and customer service. By incorporating these tailored approaches, your website can become a beacon of accessibility and satisfaction for seniors, ultimately leading to a more positive user experience and enhanced engagement with your brand.
Contact us today to learn more about how McClatchy can help reach your senior living audience!
