Your senior business website needs to be relevant, easy to navigate, and mobile friendly (or many people will never see it).
The importance of website relevance to your visitors is obvious – they are looking for information and you want to connect with them and form a relationship that ultimately leads to doing business together. So the information on senior business websites needs to not only be relevant to their specific search, but everything else about your presentation should appeal to their interests, as well. The visual content of your site should communicate that you are talking to them and that your values and quality standards are consistent with theirs.
There is another type of relevance that is also of critical importance: the content of your site, as seen by search engines such as Google, must be relevant to the search terms that people in your target audience are using to find products and services such as yours. Creating this relevant content is a big part of what is called search engine optimization or SEO, and it is this content that tells Google your site is a good match to their user.
At Senior Market Connection, we start with the latest CMS site architecture and create all content with the goal of maximizing relevance to the type of searches that your target customers will be making. On top of this structure, we apply a strong working knowledge of the wants, needs, and desires of older adults and the products and services they seek through a background in gerontological science and more than a decade of experience in marketing to seniors.
Your website’s navigation and layout is particularly important when serving older adults. Content must be clearly organized and navigation easy to use, without the over use of animations; color and contrast decisions must be carefully considered to avoid frustration in older visitors; font and image sizes must be larger than on sites aimed at a broader range of ages. The goal is to avoid fatigue and make it easy to find important information quickly to keep older visitors engaged longer and increase the number of pages viewed. All the effort put into attracting new visitors is for naught when they leave after a few seconds on the homepage because of confusing navigation or unappealing content.
Along with containing relevant content and being user-friendly, it is critically important that your site is built properly and that it works well on all devices (mobile-friendly or responsive). Google penalizes poorly constructed sites in their rankings and considers non-responsive sites to be irrelevant to smartphone users, omitting the sites entirely from their search results.
All Senior Market Connection websites are mobile-friendly and optimized for search using the latest industry-standard plug-ins and architecture. We use Yoast® SEO and Google Search Console to bring state-of-the-art optimization to every page and ensure peak visibility and technical compliance for all major search engines. Our sites are designed on desktop, tablet, and smartphone screens in parallel to ensure that your site will look and function as good as possible for every user, no matter what type of device they are using to search online. In addition, every site we build is equipped with Sucuri® security software to protect against malicious attacks and unauthorized access.