It’s a competitive market for high quality senior communities, eldercare services, and in-home care agencies. Each service wants elders and their adult children to find their website. Once a prospect gets to your assisted living website, it’s important to keep them there and convert them to leads. One of the key ways to keep your website “sticky” is by making certain that it’s easy to read and use.

A common mistake for assisted living facilities is not to design their websites for people who have the vision problems associated with aging. This can be true both for potential residents themselves and for their adult children who are typically in their 50’s and 60’s.

On the Internet, time is short. It take just a few seconds for users to decide if they will stay on your site or just click onto the next senior living website on the search page. Readability is essential design concern for any website targeted to those looking for a senior living community. Compared to other industries, your audience is more likely than many others to have  poorer vision, making readability a number one priority.

Look at your website from the perspective of a potential senior living resident or adult family member. Then ask these important questions about your website’s usability.

  • Does the web design enhance readability?
  • Is the language clear and concise?
  • Is the copy legible and easy to follow?
  • Can your visitors navigate easily through the site?

Even if you answered “No” to any of these questions, it may be time to revisit your website design in terms of readability. These web design tips for assisted living providers are essential to your Internet marketing strategy.

10 Ways to Increase Website Readability

#1. Minimize clutter on your website. It’s easy to get overloaded if there are too many competing visuals. Be selective in using photos, animations, or other visuals. If it doesn’t add to the viewer’s understanding of your assisted living facility, leave it out. If there is a call to action, make it stand out with plenty of space around it and don’t make multiple calls-to-action compete with each other. Design with the attitude that less is more.

#2. Limit the options: It can be confusing when where are too many options in the headers, footers, or other navigation areas. In addition, text in these areas tends to be much smaller and hard to read. Provide your visitors with a clear navigational pathway, making it easy for them to find the information they want about your senior living services.

#3.  Keep paragraphs short and concise. Avoid making paragraphs any more than five or six lines. This creates white space, which makes it easier follow the copy and find your place. Each paragraph should make a discrete point about your facility or assisted living issues. This helps your visitor to more readily absorb each piece of information on the page. In addition, shorter paragraphs make it easier to highlight important information.

#4. Provide breathing room: Leaving enough space between paragraphs and visual elements gives the eyes a break. The white space you create will reduce distractions on the page, help readers focus on content and improve the content flow.

#5. User color wisely: Don’t go crazy! Choose a color palette that is friendly to tired and older eyes  All of the copy should stand out clearly against the background, and the color should be applied consistently throughout the site.

#6. Use legible font sizes: When marketing for seniors, we intuitively want to use large fonts. While that’s generally  true, it’s important to remember that when a font is too large, it may not render well on laptops or mobile devices. That being said, fonts for your senior living website should be no smaller than 11pt. You can use different sized for headings, subheads, and body copy, but any more than that is overkill and can look confusing.

#7. Emphasize text carefully: Emphasis can created in many ways. Bolding, underlining, italics, and color all have their place, but they should all be used in moderation. When overused, these items can create “noise” and be detrimental to readability. You can also look at emphasizing text through alignment and white space. Whatever  you  choose, make sure it is consistent with the image of your assisting living facility or nursing home,, in-home care service, or other elder housing option.

#8. Maximize contrast: Your senior living prospect may find it difficult if there’s not enough contrast between text and background colors. There’s nothing better than a white background and black text. That’s why it’s the favorite for assisted living marketing. Even you choose a different color scheme, keep the background as light as possible, and the text as dark as possible.  Reversing it, using a dark background and light text may have the desired level of contrast, but it can be tiring to read.

#9. Use a readable typeface: Different fonts have different personalities. You want all of your marketing to have a consistent look, but to marketing  your senior housing community, readability is a must. Fonts that are san serif are easier to read online, so use it for all body copy. Equally important, using too many typefaces is counter-productive.

#10. Test that your design works for senior eyes: If you have good vision, it can be difficult to know exactly what is easy for seniors to read and what can cause problems. Don’t guess. Show your website to seniors or others with vision problems, and listen carefully to their feedback. Do what’s best for your senior website visitors, and it will be best for you, too.

In conclusion, meet your audience where they’re at by creating great content that fits a wide range of needs. Whether your prospect is just starting to think about options or ready to make a decision, show your understanding of their situation.
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For more information on increasing online leads and website performance, download your Free eBook,  “25 Lead-Generating Tips for Assisted Living Providers.” This informative guide is full of detailed recommendations forgetting better results from your website and online program