If you're naïve (like I was), you may think that struggling to use websites is a problem reserved for generations that acquired technology later in life. After interviewing retirees about their web experiences, I quickly learned that the term “older web users” does not include the automatic subtext of “not tech-savvy.”
Many aging web users, even those with careers in technology, experience predictable hurdles to digital accessibility that web designers can (and should) cater to to improve digital accessibility. Accessibility compliance isn‘t just the right thing to do; it’s the law. The Americans with Disabilities Act (ADA) says that everyone should have equal access to the Internet.
Not all aging adults have disabilities, but there is some overlap for those with age-related impairments. Some older adults develop conditions affecting motor skills, hearing, or vision. Website owners have a responsibility to make their content accessible to all users. So, how do you make your web content user-friendly for aging web users?
I interviewed older adults and web designers who specialize in digital accessibility. Here's what they had to say.
Table of Contents
- What Needs Do Older Users Have?
- How I Design Accessible Websites for Older Users
- Role Model Sites to Follow
- Expert Tips to Follow
What Needs Do Older Users Have?
I spoke to web users aged 69 to 84 about their website needs. Here's what they had to say.
Readability
Readability is a top priority for web accessibility and covers some of these factors:
- Contrast with background.
- Unlined links.
- Font type.
- Size.
Accessibility plugins can offer each user control over these settings, such as the Accessibe plugin:
General Site Accessibility
Accessibility is a term most commonly used to discuss disabilities, but there's often some overlap in needs between people with disabilities and older Internet users.
Some common hurdles and web accessibility solutions* are:
- Low vision or significant vision loss: Alternative text to describe images and a large font size.
- Motor skill decline: Large buttons and making websites scrollable via keyboard controls.
- Hearing loss: Closed captioning on videos.
*This is a small snapshot and doesn't include all digital accessibility hurdles and solutions.
The World Wide Web Consortium (W3C®) is the primary international standards organization for the online world. The W3C develops guidance and sets the web content accessibility guidelines (WCAG).
There are different levels of conformance with the WCAG: Level A, Level AA, and Level AAA. On its website, the W3C says that most websites strive for Level AA success criteria. Here's an example of Level AA success criteria versus Level AAA:
- Level AA: Subtitles are provided for all videos.
- Level AAA: Sign language interpretation is included for all videos.
You can read the latest version of the W3C's recommendations for older web users here.
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Website Accessibility Checklist
This checklist will help you make the following more accessible on your website:
- Web Pages
- Navigation
- Video & Media
- And More!
Download Free
All fields are required.
Telephone Access for Help
“Few companies or institutions want to deal with us personally anymore,” shared 84-year-old retired software developer Holly H. “In many situations, even serious ones, we can't just make a phone call and quickly straighten things out with a fellow human being.”
Holly shared her thoughts with me in a document she titled “Geezers on the Internet.” The name made me chuckle, but hearing the concerns and obstacles that older adults face (even those with a 40-year career in technology) was eye-opening.
No matter how much thought you've put into your AI customer service, you cannot take away phone support without isolating older adults. Not only is it inaccessible, it's also just bad business to make customers feel like you refuse to speak with them directly.
Straightforward Presentation
Websites that are straightforward and predictable offer the greatest ease to older web users.
“Every company we deal with has a website that is different: different appearance, controls, commands, buttons, instructions, security procedures, and levels of user-friendliness,” shared Holly H.
Business owners can't control how every other website looks, but on their own site, they can choose:
- Straightforward calls-to-action (CTAs).
- Layman's terms.
- Simple forms.
Example: Some websites will use playful language with their CTAs. If someone wants to schedule an appointment, a straightforward CTA would be “schedule an appointment,” not something cutesy like “let's do this” or “make the magic happen.”
Straightforward language also helps users who have short-term memory limitations, mild cognitive impairment, or aren't native speakers of your language.
Security
Older web users are bombarded with warnings about online scams, which often target retirees and are becoming increasingly sophisticated and difficult to identify for people of all ages. The American Association of Retired Persons (AARP) even has an entire weekly podcast dedicated to seniors being victims of scams:
I remember older iterations of these scams: my grandfather would get phone calls from swindlers trying to steal his identity. Those cons were easier to avoid. Just hang up the phone, and if there's a real problem with the bank/insurance/etc., you'll find out eventually.
Now, the online world is unavoidable. Interviewees said that offering offline communication can help them feel more secure. Offering a phone number for customer service is still an in-demand feature, as not everyone feels confident resolving problems or getting information via customer support chats or knowledge centers.
Easy Login
Remembering login information is a headache for all of us, but it's particularly annoying for older web users. “I once switched cable providers because logging into the website was too difficult,” one 83-year-old interviewee shared with a laugh.
Given security concerns, saving login information using tools like Google Password Manager or LastPass isn‘t something everyone’s comfortable with. To be more user-friendly to older web users, web designers can consider using a link-based login system.
Instead of requiring a username and password, users enter their email address, and a login link is automatically sent to their email.
Simple CAPTCHAs
CAPTCHAs exist on websites to make users verify that they‘re indeed human and, therefore, not a bot. It’s not a perfect system, though. We all hate them, and sometimes they don't work.
I've personally been denied access to websites many times for failing to satisfy the CAPTCHA correctly. You know the ones I mean — the annoying “select all boxes that contain a traffic light.” Do they mean the entire pole? I'll never know.
Beyond the occasional glitch, they can also be confusing and difficult/impossible to see. The W3C recommends that websites have the option of calling to verify that you're human if users are unable to pass the CAPTCHA verification.
How I Design Accessible Websites for Older Users
As much as I wish this was the Matrix and I could upload knowledge of coding and web design to my brain, sadly, I’m a novice web designer. I use a website theme and don’t know how to edit the code (I’ve tried to my peril), so I’m using beginner-friendly tools to improve the accessibility of my digital shop.
Simple Design
There are no animations, auto-playing videos, or flashing elements in my shop. I chose straightforward CTAs on buttons and a simple interface.
For a full website accessibility list, download the free HubSpot checklist.
Accessibility Plugin
I installed the One Click Accessibility plugin on my website, which is an assistive technology plugin that hovers on your website and allows users to customize their viewing experience in these ways:
- Increase or decrease text size.
- Switch to grayscale.
- View the page with high contrast or negative contrast.
- View the page with a light background.
- Underline links.
- Switch to a readable font.
One Click Accessibility is a free plugin; a more robust solution is the UserWay plugin, with pricing starting at $490 per year.
It‘s important to note that, despite the name, this single plugin doesn’t remove all access hurdles from a website. Older web users and people with disabilities have diverse needs, and diverse solutions are required. One plugin could never meet every need, but this does offer solutions to some common access issues.
Easy Navigation
All website buttons and functions should be navigable through keyboard commands. My shop menu originally had nested tabs, and when I tried navigating using keyboard shortcuts, I realized I couldn't access the drop-down page options. I un-nested my tabs to fix this issue.
My main website has nested tabs to accommodate the high volume of information, and I wasn’t able to fix the navigation issue on my own. I’m going to work with a developer to fix this issue.
Website Accessibility Checklist
This checklist will help you make the following more accessible on your website:
- Web Pages
- Navigation
- Video & Media
- And More!
Download Free
All fields are required.
Accessible Multimedia
Virtually every website has images or video, and multimedia needs to be accessible to people with vision and hearing impairments. This takes the form of:
- Alt text on images.
- Subtitles on videos.
- Avoiding text on images.
People who are blind or have impaired vision will sometimes use screen readers to read out text and describe images on web pages. Screen readers rely on alt text (AKA alternative text/text alternatives). Video subtitles are essential for deaf users or people with hearing loss.
My shop images originally had a significant amount of text on them, so I put that text into writing on the page listing itself and also included it in the alt text.
Security
Improving my site‘s accessibility helped me fix an oversight: security. My shop is secure, but I could’ve done more to show that to viewers. After hearing about the security concerns older adults have online, I revisited my website's checkout page. I installed a PayPal payment plugin so that users can check out via PayPal instead of entering their credit card information.
I can’t list my personal phone number on my website because of past spam issues, but I provide my email address and have spoken with customers via video in the past to help them use products.
Role Model Sites to Follow
How does this all look in action? Here are three model websites that meet accessibility guidelines.
Medicare
Medicare starts for most Americans at 65, while some people with disabilities will have access earlier. As a result, the website is tailored to meet the needs of older adults and adults with disabilities. There are videos on the homepage, but they don't play automatically which reduces the cognitive load on viewers.
To offer security, there‘s a banner at the top of the web page that says, "An official website of the United States government. Here’s how you know," with a drop-down box explaining how to verify that you're on an official government website. Given that security is a primary concern of older web users, this design shows that they understand their user base.
There's also a clearly visual “Feedback” tab on the right-hand side of the page where users can report accessibility issues.
What I like: I like that this website, designed for older users, incorporates all the best practices of web accessibility.
Senior Planet by AARP
Right away older users are offered the UserWay accessibility plugin in the bottom right-hand corner, which allows them to customize many aspects of the page. This customization is key for people with diverse needs and changing abilities.
The contact page contains simple forms where you can reach out via email, or users can also speak directly over the phone. The design also addresses a common complaint: the ability to speak to customer service over the phone. Websites designed for older web users should always offer support over the phone in addition to their knowledge bases, chatbots, etc.
What I like: Simple design is key to web accessibility for older users, but I like that Senior Planet doesn't let simplicity stop them from showing personality. The branding is colorful and engaging, which shines a light on the energy and mission of the organization.
Swedish Public Employment Service
This Swedish Public Employment Service website uses high-contrast text and background to reduce eye strain. The clear structure and headings make the web page easy to scan both visually and with a screen reader. There are clear buttons, and links are underlined.
It also goes a step further by reducing cognitive load for viewers in these ways:
- Expandable content features to reduce the cognitive load of unnecessary content.
- No background music or animations.
- Minimal decorative elements.
What I like: This is a strong example of simplifying websites for users with cognitive difficulties.
Expert Tips to Follow
You've seen what good web design looks like, but what advice would professionals have for you as you start tailoring your website? I asked designers, and these are their top tips.
1. Have quick loading speeds.
Slow-loading websites create a bad user experience for all users, but it can also cause confusion in older adults.
"At Prehost, we stress the significance of TTFB (Time To First Byte) in terms of user experience," shared founder Mateusz Mazurek. “If content loads fast due to TTFB being quick, then it saves the cognitive energy of elderly individuals.”
Quick website load speeds also improve the feeling of trust for all users. When I encounter a very slow-loading website, I immediately trust it less (and I‘m sure I’m not alone). In an age where most websites are laser-fast, speed offers a sense of security.
2. Conduct group test sessions.
You'll never know all of the accessibility hurdles on your website without asking older adults. While you can ask users one-on-one, one specialist says that group interviews are much more insightful.
Fintan Collier, a user experience (UX) web designer, has spent two years designing website user experiences for people with disabilities. He's found that group workshops reveal much richer insights.
“Users are less likely to share their difficulties in one-to-one interviews as they feel their difficulties are specific to their circumstances,” shared Fintan. “This methodology creates more accessible digital products.”
3. Design the basics first.
Design for the basics first — that‘s the advice of one web designer who’s built 1,000+ websites. "Optimize your HTML before adding styling and interactivity," shared Randy Speckman, founder of Randy Speckman Design. “This ensures your content is accessible regardless of a user's browser or device capabilities.”
This is good advice for all web design; I've seen many websites that put more thought into the flare than the basic messaging. This will force you to be clear and will improve digital accessibility and conversion rates.
4. Design for (and test on) all devices.
When I asked interviewees which devices they preferred using, I was surprised to hear such varied results. Two interviewees said their phone screens were too small, so they preferred their computer. Others said they preferred phones because of how easy it was to zoom in. Some older adults prefer tablets.
This means that web developers need to design and test websites on all device types. Once your design is finished, test it on a tablet, mobile phone, and laptop to ensure the design is responsive enough to changing screen sizes.
When I notice that a website wasn't tested across devices, the user experience immediately feels like an afterthought. All website users lose confidence in your brand when this step is skipped.
5. Don't require an app.
All of your website features need to be available on all devices. Translation: you can't hide features inside an app (which are only available on mobile devices and tablets). Laptop users can't access mobile apps, and not all mobile apps function on older tablets and phones.
Making the Web Accessible for Everyone
I hope this article encourages you to improve your website's accessibility for older people. If not for your viewers (or the accessibility requirements outlined by the law), then think about your future self. If you're lucky enough to live to old age, you will experience accessibility hurdles with technology.
The good news: Accessible web design makes your site better for all website users. As Holly said, “Make it clear and as uncomplicated as possible.” Your users AND business will benefit.
Website Accessibility Checklist
This checklist will help you make the following more accessible on your website:
- Web Pages
- Navigation
- Video & Media
- And More!
Download Free
All fields are required.
