How to design websites for Seniors
Designing websites for seniors isn't just about making text bigger. It's about reducing friction, building trust, and accommodating a wide range of physical, cognitive, and technical abilities.
June is Seniors Month in Ontario. Some of our clients are Senior-focused, such as GRAN, Alzheimer Association, Mosaic Home Care and Vyta, so this is a good time to consider just what makes a website work well for older Canadians.
Many organizations mistakenly assume all seniors have the same needs. In reality, a 65-year-old retired executive using an iPad daily and an 85-year-old with limited vision and little technology experience may have very different expectations.
This is a group that has lived through dramatic technological change. They didn’t grow up with computers, cell phones, or even microwave ovens! So as a group, they have a varied amount of experience with computers and anything online. They aren’t stupid; it’s just that this is newer technology for them and many still find it frustrating. We don’t want to make it more complicated for them; we want to REDUCE the amount of friction.
Here are some key considerations when designing websites for seniors.
Prioritize Simplicity Over Features
Seniors generally value clarity more than novelty. A useful rule is: if a first-time visitor has to stop and think about what to do next, simplify it.
| Do | Don’t |
|---|---|
| Use clear navigation with obvious labels Design straightforward page layouts Include one primary call-to-action per page Use consistent design throughout the site | Build complex mega-menus Hide navigation menus Use pop-ups Play videos automatically Use excessive animation and transitions |
Optimize for Tablets
Many seniors prefer tablets over smartphones because of the larger screen.
Test thoroughly on:
- iPad
- Android tablets
- Desktop computers
Don’t assume a mobile-first design automatically works well for seniors.
Use Larger, More Readable Typography
Age-related vision changes affect contrast sensitivity and reading speed. Accessibility standards such as the World Wide Web Consortium WCAG guidelines provide a strong baseline.
| Do use | Don’t use |
|---|---|
| Minimum 18px body text 22-24px for key content areas Line spacing of 1.5 or greater Left-aligned text High contrast between text and background | Light gray text Thin fonts Long paragraphs Text embedded in images |
Make Navigation Obvious
Many seniors are less familiar with modern web conventions. Navigation should be visible at all times and use plain language.
| Do use | Don’t use |
|---|---|
| Home About Us Services Contact Us | Discover Explore Solutions Hub Connect |
Increase Click and Tap Targets
Remember, your visitors are more likely to be using a tablet, and many are experiencing reduced dexterity.
Buttons should:
- Be large enough to tap easily
- Have generous spacing
- Clearly indicate when clicked
- Avoid requiring precise mouse movements
A senior should never have to zoom in just to click a button.
Build Trust Immediately
Many seniors are highly cautious online, often for good reason.
Include:
- Physical address
- Phone number
- Staff photos
- Testimonials
- Professional affiliations
- Clear privacy information
Trust signals should appear near forms and calls to action.
For example, instead of “Contact us today”, use “Call us at 905-555-1234 or complete the form below. We will respond within one business day.”
Write in Plain Language
The average reading level should be approximately Grade 6-8.
| Do use | Don’t use |
|---|---|
| Short sentences Familiar terminology Clear headings Bulleted lists | Industry jargon Acronyms without explanation Marketing buzzwords |
For example: Instead of “Leverage our integrated omnichannel solution”, use “We help you manage your website, online marketing, and customer communications in one place”.
Have you noticed that these recommendations are the same no matter who the audience is? If so, give yourself a mental pat on the back and continue reading…
Design Forms Carefully
Forms are often the biggest source of frustration for older Canadians.
| Do | Don’t |
|---|---|
| Ask for only essential information Clearly label every field Show examples where helpful Explain errors in plain language Allow ample time to complete forms | Use multi-step forms unless necessary Use CAPTCHA challenges that are difficult to solve Use tiny checkboxes |
Consider Cognitive Accessibility
Not all challenges are physical; some visitors may experience memory issues, reduced concentration and information overload.
We can alleviate this by:
- Breaking content into sections
- Using descriptive headings
- Keeping pages focused
- Providing clear next steps
Think of each page as answering one question.
Accessibility Is Essential
A senior-focused website should meet at least WCAG 2.1 AA standards and ideally align with WCAG 2.2 requirements. (Dunham currently assesses a website against WCAG 2.1 AA standards in a Full Accessibility Audit by default, however assessing against the higher 2.2 standard is possible.)
Key areas include:
- Keyboard navigation
- Screen reader compatibility
- Colour contrast
- Alternative text for images
- Proper heading structure
- Form accessibility
This also aligns with accessibility requirements in jurisdictions such as the Province of Ontario under the Accessibility for Ontarians with Disabilities Act.
Use Real Photography
Seniors tend to respond better to authenticity than stock imagery. Best to use actual staff who are helping real customers at genuine locations.
You’ll do well to avoid polished stock photos and unrealistic lifestyle imagery. Trust often increases significantly when visitors see the real people behind an organization.
Make Contact Options Prominent
Many seniors still prefer speaking to someone.
Every page should make it easy to:
- Call
- Visit
- Request a callback
A phone number in the header can be more valuable than an elaborate online booking system.
Recap
Interestingly, these same principles generally improve conversion rates for all users, not just seniors. The best senior-friendly websites are usually simply easier websites for everyone to use. So, the next time you’re developing a website, think of the older couple living down the street or the widow who lives down the hall. If you build the site for them, you’ll be doing it right.
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