The best part of our job is that we get to meet amazing therapists, counselors, coaches and psychologists doing amazing work. We had the pleasure of working with Karen Midyet to launch her new coaching business, Coaching Aging Adults.
Knowing The Target Audience: Intentional Website Design
The target audience for the Coaching Aging Adults website was very clear:
Aging adults, caregivers, retirees and upcoming retirees, as well as other businesses she can consult with about the challenges associated with aging.
This meant that the majority of people using this new website would adults over 50 years of age.
So we had to be sensitive to this population and make sure the design would help them as they navigate the website and not hinder them from being able to get the resources they seek.
A key piece of our research for this project was a resource guide from the National Institute on Aging containing research on the key factors of making a website senior friendly.
Here are some key points from the research that we took into account:
1: Use High-Contrasts to Make Text Easy to Read
We knew that a large part of Karen’s audience may be reading with impaired vision in their older age.
One thing we made sure to do was always use high-contrast color combinations (with backgrounds and text) to make sure text was easy to read.
2: A Larger Font Sizes
Like the previous point, we needed to ensure that text was easy to read.
Another way to do this was to use larger font sizes all around.
In the Divi settings, we set the body font size to 18 pixels. The average text size for a typical website is 16 pixels.
This would ensure text would be easy to read on the page.
We also used large font sizes for all the headers so that readers could easily understand they were moving into a new section of the page:
3: Allow Additional Space Around Clickable Targets
Another way we made the website easier for the older demographic of users was to make sure that all buttons and clickable areas had plenty of space.
This will make clicking on those objects much easier for those with aging eyes or those not as experienced on a mouse like younger generations are.
Notice the large font size and overall size of the buttons. This makes clicking so much easier!
4: Give Instructions Clearly
Most other websites I’ve worked on targeted much younger demographics.
A younger audience may be more used to button shapes or intuitively recognize links when they see them.
With the older demographic, we made sure to use clear instructions so that users would know what we were asking them to do and how to move to the next step.
It also meant using the phrase, “Click here to…” more often than on other websites:
What Karen Had To Say
I hope you enjoyed taking a little peek behind the scenes of the process behind coachingagingadults.com.
This project was a true collaboration and both Karen and I are excited about the results and looking forward to seeing how this new website serves her new business.
Here’s what Karen had to say about the process: