1. Establish Your Company Values 

What kind of travel experience do want your company to represent? Are you exotic and adventurous or quiet and comfortable? Does any of your products or services benefit the environment and/or include fair-trade practices? Identify what your company stands for and work with a designer or marketing agency that has designers to include visual elements and persuasive body copy that accurately portray and represent what your company stands for. 

2. Identify Your Audience’s Interest

Find out what interests your target market. Is there anything specific that a lot of people in your target demographic talk about? Ask: who, what, where, when, how, and at what time? You can gather this information through user persona profiles, social media, and competitor research. Think about how you can create content from it. Examples include a FAQ section on your website, host live Q & As on social media, a how-to video, or surveys through email marketing. Once you have built an audience continue to build off that information with Google Analytics with your Website, Google Ads, Social Ads, and interactions from other digital marketing avenues. You can use data to help inform future projects. 

3. Choose Formats Popular with Your Target Market 

Short-form video is popular with young gen z and millennials, but not every piece of content must be in this format to get views. Look at different content styles on the social media platforms you are on. For example, on Instagram carousels often get high engagement rates. Your business could create a “what to bring to ______” post. Then include branded items and include “anything we missed?” statement at the end to encourage interaction. May sure to switch post types a few times a week so existing followers don’t get bored. 

4. Create Immersive Content 

With new technologies you can create or integrate exciting digital experiences on your website and social media accounts. VR, augmented reality, and Google Maps are a few ways to this. Since you are in the travel industry, this is a great way to create sneak peeks of tours, trips, or products in use. You want to entice the client to stay and interact with what your company has to offer. If create a positive and exciting experience online, they are more likely to trust and choose you over a generic company. 

5. Create a Unique Style

With competitive research you may be tempted to recreate popular layouts and slap your logo on it. At best you could lose potential clients due to brand confusion, at worst, you are accused of plagiarism and get into legal trouble. Make sure you are adding and changing up photos, videos, motion graphics, and body copy tone of voice to create something that is identifiable uniquely to your company. Not only will you stand out from the crowd, but you will create trust with your audience.  

Need help creating effective branded content? Call 248.528.3600

The post 5 Tips for Engaging Content for Travel Businesses appeared first on Miller Media, Digital Marketing Agency, PPC, Industrial Web Design, WordPress.

1. Use PR to Facilitate Content Promotions

Reach out to relevant journalists, editors, influencers, bloggers, or other media outlets with your content. Your content should be data-focused, but emotional enough to connect with the average consumer. This should lead to more sharing among social media, increased media coverage, and a wider audience that may include merging complementary industries. A study by ON-Broadcast, a broadcast specialist agency, showed that many journalists admit to finding stories on social networks or other media outlets. This means that reporters could possibly pick up your story when you distribute your content across different channels. Consider looking out for guest posting opportunities on reputable websites. Having regular articles and press mentions will amplify your reach in the long term.

2. Use PR to Build Relationships with Influencers

PR is more than just sending a single inquiry email and hoping to get more eyes on your content pieces. It is about building and nurturing mutually beneficial relationships. The better your PR, the easiest it gets to attract new partners, which is a valuable asset when using influencer marketing. An influencer has the trust of their audience and to keep that trust, they try to work with companies that are reputable. Create an influencer strategy built on honest reviews of your product or service. Make sure your content is clear and easy to understand. If the influencer created the content, check that their work doesn’t have any misleading information. After that, enjoy a steady stream of media coverage, co-branded content, social media mentions, and product or service reviews. 

3. Use PR to Help You Become an Industry Authority 

Public relations help you increase authority through speaking engagements, interviews, media coverage, or social media presence. Keep an eye out for local tradeshows, community events, or schools hosting a career day. Allow your employees to build personal brands and share industry insights or news under the company name. Also allow individuals within your company to become thought leaders by publishing insightful content pieces, such as industry reports or expert commentaries. This not only will build the creditability of your company but will show your employees that they are valuable members of the team. Potential clients will feel more at easy if they see real people interacting with the company. 

4. Use PR to Improve Your Online Visibility 

Proactive PR and reactive PR are two ways to approach improving your online presence. Proactive PR involves sharing content with the public in the forms of research and press releases being published on high-ranking high authority websites. Press releases are usually distributed by PR specialists or via newswire services, but you can easily send them out yourself with dedicated PR tools or with the help of a digital marketing agency with SEO services. The goal is to create buzz around your brand and become “findable”. You want journalists and potential customers look for information through Google Search and have you pop up in an ad, snippet, or the first or second page of Google’s results page. 

Pair proactive PR with reactive PR which involves responding to journalists’ needs. There are all sorts of new platforms from local to international online magazines or news companies. Once you find a suitable outlet to share your content, make sure to answer fast and personalize your pitch, depending on the media outlet and its requirements. This PR tactic helps to build quality backlinks and drive traffic to your business’s website.

5. Use PR to Leverage New Communication Channels

Create an online newsroom or company blog is an important communication channel for PR specialists and content marketers. You can use it for publishing press releases, in-house announcements, messages from the founders, or other newsworthy stories your company may have. Unlike traditional media coverage, this is where brands control their own story entirely and decide what to make public. Having an online newsroom or creating a company blog via WordPress will add a sense of legitimacy to your website. It will also make it easier to nurture media relationships and help you manage your online reputation on your own. This shared desire for PR and content marketing is an excellent way to manage and improve your brand’s online reputation. A better reputation equals a higher chance a potential client will pick your business over another’s. 

Need help incorporating PR into your content strategy? Call 248.528.3600.

The post Use PR to Support Your Content Marketing Strategy   appeared first on Miller Media, Digital Marketing Agency, PPC, Industrial Web Design, WordPress.

1. Ask what your target audience is doing around the holidays

According to data.ai, studies show mobile app usage and mobile shopping go up in November and December. Consumers are also looking for deals for gifts and holiday supplies. Create mobile-friendly web and ad content that helps your target audience find what they are looking for. Special discounts are often offered to help draw in consumers that need to spend for a lot of people in their lives. Check and secure your supply and delivery chain. Consumers are usually stressed and are looking for items that arrive quickly. Include call-to-actions that encourage urgency, especially if you are limited in supply or time. 

2. Adjust your normal social media content calendar 

Make sure you increase the frequency of your posts leading up to the holiday. Try to avoid posting the day before or the day of. People are usually finish shopping the week of and last-minute shoppers usually grab whatever closest. Remember that not all social media posts have to be direct sales. Some quick ideas are: 

• How to use video
• Customer testimonials
• Suggested gift post 
• Showcase bestsellers
• Live video asking what audiences are doing for the holidays 

3.  Keep in mind your employees’ time off

Whether you are open the day of the holiday or closed, employees are going to take time off on or around the time of the holiday to relax and be with their friends and/or family. Keep this in mind when you are creating your ads. You want to have enough breathing room for consumers to see and buy and for employees to register the purchase and do their jobs. Make your content in advance, especially if it evolves employee interaction. You want to be courteous of employee’s time because they are the one keeping your products or services moving. If possible, include ai or a social media manager that had access to software that automatically posts in advance. 

4. Keep in mind of other winter holidays besides the major ones

This is especially important is you are an international business. If you’re not selling something that is directly tied to major holiday or there is intersection of holidays that your target audience may celebrate, create content acknowledging different holidays. For example, you can create content based on Hanukkah or Kwanzaa in addition to Christmas. It can be blog post or a social media post. If there are too many holidays during the winter month and you are having trouble incorporating them in an authentic way, then just stick to “happy holidays” posts, blog articles and ads. 

5. Include sales-enablement collateral into your holiday content

This is important for b2b buyers. Web landing pages, case studies, client testimonials, and other sales aids content are still needed during the holidays. One would argue even more so due to other business’ fiscal year ending. Other businesses are deciding what to do with end of the year budgets and upcoming ones. Gather whatever content you can that make your business look like they have a smooth and positive experience. Exchange internal and team holiday news. LinkedIn is a great platform to highlight these items.

Need help preparing a marketing plan for the holidays? Call 248.528.3600.

The post Prepare for Your Holiday Content Strategy  appeared first on Miller Media, Digital Marketing Agency, PPC, Industrial Web Design, WordPress.

1. Photos of current staff member(s).

2. Photos of a new team member.

3. Photo of owner or boss interacting with the business.

4. Photo of new products being unboxed or stocked.

5. Photos of satisfied customers (with legal and proper consent).

6. Photo of an office pet or mascot. 

7. Photo of a holiday gathering or charity event.

8. Photo of staff members in action (meeting, helping customers, stocking shelves, etc.).

9. Short video of a happy customer’s testimonial.  

10. Photo of new equipment. 

11. Photo of staff working on location (especially if it is out in the field).

12. Photo of “behind the scenes” or “how it is made”. 

13. Memes made from your own pictures.

14. Short video of company birthday or employee birthday.

15. Video announcement of a promotion, product, or special.

16. Video tour of the business or areas you serve.  

17. Video/podcast with some helpful industry advice for the customer. 

18. Video supporting a local cause or volunteered event.

19. Video showing off use new products or services (30 seconds to a minute).

20. Video of the owner talking about the mission of the company.

21. Video/podcast interview with team members.

22. Assemble product or service photos into a collage. 

Create a content strategy for your business. Call 248.528.3600.

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1. Keep the Number of Fonts Used at a Minimum

Resist using more than 3 different types of fonts for your website. If you use too many it runs the risk of looking like a broken site, which in turn, leads to high bounce-rates. Usually there is one font used for heading, one for body copy, and one for your main home display image. You may have seen fancy websites that have a bunch of fonts and look cool, but those clusters of fonts are usually images and are not meant to be read. They often don’t have any important info about the company’s product or service. 

2. Use Standard Fonts 

If you are wondering “how can you tell what type of fonts you can use for web?” Well, Google Web Fonts and Typekit have you covered. They have downloadable fonts that are guaranteed safe for web usage. Whether you are custom coding or using a web template from a site like WordPress these fonts can be integrated. Keep in mind the other rules mentioned and not get too crazy with downloading too many fonts. 

3. Limit the Number of Lines 

If you have a have a lot of content you want to share, make sure to limit the number lines of text. A wall of text can easily tire out a user. A general rule is to break up paragraphs every 6-8 sentences and break up paragraphs with supporting graphics. Different types of fonts can also eat up width space so before going live test out your website on different browser, screens, and mobile devices.  

4. Choose a Typeface That Works Well in Various Sizes

Sometimes all you need is one font that comes in regular, bold, and italic. Find a font that has different weights, and you can use it for your body copy and headings. This will allow for easy contrast, and you don’t have to worry about mixing up fonts. 

5. Use Fonts with Distinguishable Letters

Certain fonts make letters too indistinguishable. Take the word “Illusion”. Can you tell which the capital “I” and which is the lowercase “l”? If your target market has vision problems or doesn’t use English as their first language you may want to find a clearer font. You are more likely to find fonts with distinguishable letters if your search for “serif fonts”.

6. Avoid All Caps

If you have a short headline or one word that you to emphasize using all caps it is fine. Avoid using all caps for any sentence longer than 3 words. Not only is it hard to read, but it looks like you are “yelling” at the user. Depending on what you are selling this can be a huge turn off. For example, you are selling psych services for people with anxiety. Which sentence looks more inviting:

“We here to help you calm down. Our company deals with patients with anxiety get back to living their lives.”

Or

“WE HERE TO HELP YOU CALM DOWN. OUR COMPANY DEALS WITH PATIENTS WITH ANXIETY GET BACK TO LIVING THEIR LIVES.”

7. Have a Reasonable Space Between Lines

In paragraphs spaces between lines, it is possible to be too tight or too far away. Usually, your template or code will default to even spacing, but you still want to check on mobile and other computer devices. If lines are running into each other or are too far away that they don’t look like the info is together, then this will negatively impact the user experience. 

8. Have Color Contrast

No light text on a light background and no dark text on dark background. If your logo or brand colors involve hard to read colors incorporate a neutral color (black, white, grey) into the web design. Neutral colors rarely destroy brand consistency. It is very important for text, especially if you want users to read it, to be in color that the majority of the population can see. 

9. Avoid Coloring Text in Red or Green

Speaking of hard to read text colors, red and green. Individuals that are colorblind cannot read red or green text, especially if it small. Avoid at all costs for body copy. You might be able to get away with large headings if your background is white, but it is best to avoid these colors. If these are your brand colors, incorporate them into the graphics instead. 

10. Avoid Using Blinking Text

While it fun to use flashing text for social media marketing or online ads, it is best to avoid on your actual website. Flashes or flickers can cause headaches or worse trigger seizures in certain individuals prone to seizures. Users want to able to read important info without interruption.   

Let us create a type-friendly website for you. Call 248.528.3600.

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1. Half-Page Graphic 

Most commonly used for landing pages these elements are pretty simple and allows you to create contrast. Play with layers and give the illusion of depth to help your main product or service photo pop. 

https://www.straightfromyard.co.uk

2. A Framed Viewpoint 

This element can help you present CTAs (call-to-actions) in fancy ways. Limit the scrolling area in a frame and create empty space at the top and left or right areas. These layouts are often seen on architecture, museum, corporate, and other formal websites. 

https://korsel.bold-themes.com/main-demo/home-5/

3. Horizontal Scrolling  

Think of this element like you are flipping through a book or magazine. This element is best if you have a portfolio of items to show off. For example, you are company sells luxury wine. You can showcase you top sellers on your home page and users can “flip” through to view your brand’s story and products. A word of caution for this element, it can be glitchy on mobile so you may have to deactivate it for phone viewing. 

https://scepterandsword.com

4. Translucent Skewed-Shape Layout 

Use an abstract shape and dim the opacity a little to partially obscure your product or service shot. It acts as a little sneak peek and gives a feeling curiosity to your website. Brands that also want to covey speed, strength, and boldness usually adopt this layout.  

http://www.themestarz.net/html/lovely/index-parallax.html#nav-home

5. Dynamic 3D Renderings

Pre-rendered video or 3D scenes as backgrounds can create a unique look to your product or service. There are free assets available on websites like Canva.com, Pixabay.com, Shutterstock.com, and Adobe.com. 

https://www.drpepper.ca/en/

6. Line Design

Lines are an underrated way to clean up you design. Strategically place lines to break up important info. This will also come in handy if your website is copy heavy and has only a few pictures. 

https://www.display.care

7. Arrow Links

Point to where you want users to go to. Where they are bold or thin, arrows are a universal symbol of direction. Place them in areas you want potential clients to interact with. They can act as a sales trail for visitor.

https://consulting.stylemixthemes.com/barcelona/

8. Marquee

Use keywords as decorative elements for momentum-scrolling websites. Brands that use short action words should incorporate this element either at the top or the bottom of your home page. This will give you website movement and encourage the user to stay on your page longer. This great if you want to gain a higher-clickthrough rate. 

https://chriscarruthers.co.uk/home

9. Chaotic Centered Hero Piece

This is when a horizontally centered product or service has used different fonts, typefaces, and misaligned images that create abstract look. Be careful with this technique. Avoid putting any important in hard-to-read layouts. This look is mostly for snappy headlines and images that do not show off the product or service directly. 

https://www.therailpark.org

10. Gravestone Images

Gravestone images refer to an image with top border-radiuses edited to make the full composition look like half circle shape or a gravestone. Perfume, Shampoo, Vitamin, and other Wellness or Beauty website adopt this layout to look cleaner and more high-end. 

https://dt-aia.myshopify.com

11.  Misaligned Card

These kinds of cards have the text floating partially outside the background creating a nice depth effect for your product or service shot. This is best used both in informal and elegant styles. Make sure the drop shadow isn’t too intense otherwise it will look dated. 

https://theartoffinance.biz

12. Add a Hamburger Menu

In lieu of a traditional navigation where you see all the page names, try a hamburger menu. It appears as 3 lines at the top right corner of your website. Mobile is becoming the first device most people will see your website in, and the hamburger menu is more mobile-friendly than traditional menus. 

https://www.atumobile.com

13. Use Bauhaus Shapes

These shapes are generally made with rectangles with maximized border-radius on 1 or 2 corners. Bright colors are also incorporated. Bauhaus design has a rich history, and more people are starting to appreciate it in web design, not just print or architecture.

https://yourleadershipbridge.com

14. Rotated Text

Vertical text for headlines is a great element to create if you want to encourage users to scroll down. Like the marquee style, avoid using for important info, but use for headlines that are easy to read or well known to your audience. 

https://avantt.displaay.net

15. Animated Cursor

This element is underutilized by most. Not only is it fun, but it can act as a call to action. Have you mouse cursor come up as a circle that says “click” will encourage more people to interact with your website. User will stay on your website longer if they something to engage with. 

https://www.lecantiche.com

Let our team create a website with 1 or more of these elements for you. Call 248.528.360

The post 15 Graphic Elements to Improve Your Business’s Website  appeared first on Miller Media, Digital Marketing Agency, PPC, Industrial Web Design, WordPress.

1. Instructional Videos

2. Live Video Streaming 

3. Mini TV Skit

4. How It Is Made Videos

5. Preview of New Product/Service

6. Host a Webinar/Class

7. Create an Inspiration Series/Playlist 

8. Interview Industry Experts

9. Promotional Videos

10. Interview Customers/Clients

11. Thank You/Customer Appreciation Videos

12. Live Q & A 

13. Host Contest Videos

14. Conference/Event Highlights 

15. Industry News Report

16. Tour of Your Store/Office/Location

17. Appealing Static Visuals 

18. Time-Lapse Videos 

19. Holiday Special Videos 

20. Top 10 (Industry Topic) Videos 

21. FAQ Videos

22. Charity/Give Back to the Community Videos

23. Industry Tools Videos

24. History/How We Started Video

25. Unboxing New Equipment 

Incorporate video into your marketing strategy! Call 248.528.360

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SPECIFIC: Your goal must focus on 1 clearly defined metric.

MEASURABLE: Have a way to measure the content you publish against the metric.

ATTAINABLE: Be able to realistically achieve your goal within a set timeframe with the resources that are (or will be) available. 

RELEVANT: Your goal must align with your desired goals and objectives that you set.

TIME-BOUND: Your goal must have a due date upon which you will achieve that metric.

Common Business Goals 

• Drive more sales
• Grow brand awareness
• Expand market share
• Develop stronger relationships with stakeholders
• Enter new markets or territories
• Reach new audiences or demographics
• Raise more revenue
• Secure funding
• Increase profits

Common Marketing Goals 

• Increase website traffic
• Gain more social media followers
• Grow an email list
• Improve conversion rates
• Get more website or social media engagement
• Drive more click-throughs on paid ads

Understand Your Business Goals

The value of marketing services is connected to the results it provides. You want the service you picked to help reach a key business objective. Tie your marketing goal to this business objective. For example, you want your business profile to gain more social media followers. What does it mean to want more social media followers? 

• Increased brand awareness
• Establish your business as an authority
• Reach new customers

These are objectives that will have significant impact on your business. When you set your goals, select certain goals that will drive business results, not just produce impressive sounding numbers or arbitrary measurements. 

Connect Marketing Goals to Business Goals

Sometimes businesses make too broad a statement as a goal without consulting their marketing team. Make sure to narrow down to a specific goal that is clear to understand. If it is unclear, have a discussion with your chief marketing officer or CEO or anyone who is the head of your marketing/sales department. Everyone working on a marketing project must know what the business’s main purpose and goal is. Another example might be that your company needs more customers. To achieve this, you have to generate 10 leads per weak. Your sales team has to get help from marketing to drive leads. The business objective would be to increase revenue by increasing customers, while a marketing objective would be any creative material that helps generate more leads.   

How to Set Marketing Goals 

Here is a word formula you can use to set objectives:

By {day, month, year}, the {your business’s name} marketing team will reach {number} {metric} every {time frame}.

Here is a marketing goal example using the formula: 

By June 30, 2023, the Miller Media marketing team will reach 3,000 marketing-qualified leads every month. 

This example goal is to influence marketing-qualified leads. The point of your marketing strategy is to choose, prioritize, plan, and execute projects that will influence profitable customer action. Therefore, marketing metrics closer to the final purchase are often the best goals to set. 

Here are several other marketing goals examples listed based on our marketing goal sample above:

• Increased page views
• More email subscribers
• New trial signups
• Increased completed purchases

Let us help your business develop a marketing strategy. Call 248.528.360

The post SMART Marketing Goals that Won’t Make You Feel Dumb  appeared first on Miller Media, Digital Marketing Agency, PPC, Industrial Web Design, WordPress.

 View Content Through a Broader Lens

Creative art is an indispensable success factor, which is why more than 70% of businesses invest in professional design to help their brands stand out against their competition. Digital marketing agencies have teams of graphic artists who are experts in visual communications who put images, typography, and graphics together to create compelling designs for digital projects of all kinds. Consider working with seasoned designers in producing content assets you need to raise brand awareness and generate interest in your business. 

In B2B marketing, the rise of content marketing has put more focus on the creation of white papers, e-books, how-to guides, and infographics because these items are key to attracting and keeping audience retention. Content strategies to create and deliver online experiences for deeper, more meaningful interactions with their various audiences has grown as well. There is more of an emphasis on optimized content for web and mobile engagement. These avenues provide opportunities to drive creative material and lead generation for your business 10x over. 

Important internal business content comes in many forms, including PowerPoint Presentations or Keynote, Word, and Excel files plus structured documents like investment prospectuses, technical manuals, and pharmaceutical labels. Government agencies are also digitizing their forms, legislative documents, codes, and standards documents. Even bots, powered by AI and ML, need to reflect brand standards, therefore creating a design that expands through all these items are critical. These documents require layouts and branding, so hiring a professional design agency to create these less glamorous but important forms will make the content more impactful and easier for employees to keep their attention.

 Become a Key Business Partner

Work directly with subject-matter experts across your company and the marketing agency. This includes product managers, designers, and developers, even the CEO (especially if they are the final decision maker). Produce the content that is required using important information gathered from each team, whether that’s a product video, or layout design for the website, etc. Explain how your product/service addresses a market need or have subject-matter expert do it for you. Use their words to build the narrative that will help build a brand story. Then use a designer to think about which visual elements will have the most impact. Together, your words and images work together to tell a compelling story that educates, entertains, or influences the target audience who will experience it in the various ways established.

Digital devices have given consumers more power and control over how and when they shop, search for information, read the news, or watch their favorite shows. They have their own path that allows businesses to reach more people like them regardless of geography, which can translate into more influence and potential growth for your business. Expectations are high, even B2B companies and their stakeholders appreciate not only accurate and consistent information but also attractive colors, interesting images, and interactive elements. B2C and B2B design are becoming similar in experience, which means old boring black and white formats don’t cut it. 

You don’t have to recreate every new design for every channel. Automated omnichannel publishing makes it possible to accomplish these tasks quickly. Create a single piece of content and publish it to all channels simultaneously, without compromising format integrity. This makes marketing more productive, and your client gets your message into their hands or onto their screens faster. Understand technology trends and stay current on how to incorporate them into your work process. Quicken productivity through tech will enable you to pursue more opportunities and deliver greater value to clients. Technology should be part of your exploratory process for your clients too. This will also build stronger partner in-house or external client relationships if you can do the work quickly with less friction in the creation process. You will be their vendors to support them with the right skills and proper scope.

 Understand Content Complexity & Compliance

Volume, variety, and velocity. Huge amounts of content in various formats need to be produced quickly to meet client demands. That might look like giving employees in the customer support department the standard operating procedures in the form of an interactive pdf they need to enroll customers in a new service. This could also mean updating your website so customers can see the menus from their favorite restaurants online, order, and have them delivered to their homes.

Hundreds of data sources might be required to power a website, especially if it has an e-commerce platform. Data can come from copy, charts, forms, videos, shopping carts, etc. Many people are involved in supplying the data as well as reviewing and approving the front-end copy and creative before it can be published. Website designers will have to interact with people from marketing to IT, product management, finance, and legal as well as operations, distribution, and customer support. Make sure the final design translates across the numerous web browsers and that it scales up and down correctly on tablets and mobile phones.

Logo and color scheme, selected fonts, and established a tone of voice are important elements in brand building. A brand guide enables marketing and all departments to create a consistent image, and, in so doing, increase brand awareness and equity. Brand compliance is part of business compliance is important to reputation, value, and growth overall. 

Other regulatory compliance in other forms of compliance vary by industry and geography such as health, safety, and manufacturing controls. This can also apply to content. For example, “According to Life Science Leader,” states that it costs between $800 million and $1.2 billion to bring a new drug to market. That means meeting regulatory requirements for the associated content is a quarter of that cost. A pharmaceutical company might have to make more than 30,000 label changes during a year, and complex label changes can take more than a year. Having a professional agency have a design ready for these flexible changes could cut the cost and knock off one less stressor to the product development phase. From websites and apps to offline documents, regulatory compliance is a key consideration when creating, managing, and publishing this type of content.

Overwhelmed on how to approach your content marketing strategy? Call 248.528.360

The post How to Make Your Content Effective in the “Big Content” Era appeared first on Miller Media, Digital Marketing Agency, PPC, Industrial Web Design, WordPress.

First, start off your web design by design for everyone, in other words, make sure your design is based on the basic principles of UX/UI design. Resist assuming older adults need increased font sizes or that they will be viewing your design on the iPad only. Some maybe near-sighted or far-sighted, some maybe on a laptop, phone, or desktop. Research what goes on in their daily lives and how they use their devices. This will help when you come up with a design with the goal that will direct them to your product or service. 

Secondly, for brand elements, imagery, and headlines avoid labeling everything as “Senior” and using cliché photos or illustrations. Not all old adults are bed ridden or on death’s door. Most are self-sufficient and may need a little help here or there in certain tasks. Use imagery that has them active, doing daily tasks, or using your product or service. Also avoid photos with washed out, hazy lighting. For some reason certain photographers think it portrays the “golden years’, but in reality, it looks messy and out of touch. The same can be said of chalky or pastel sketchy illustrations as well. These were fine when the newspaper was the medium but looks dated on digital devices. 

Tech illiteracy of older generations is a fallacy and myth that still proceeds, and it is annoying. People 50 and over were the first generations to adopt tech. They bought the first cell phones, played Pong, used the first Mac and Microsoft computers. They didn’t grow up touch screen natives, but that doesn’t mean they didn’t grow up exposed to certain user interfaces. Think about design that trains and builds habits of modern use. For example, the “hamburger menu” seen on mobile website is second nature to younger generations, but old generations may not know the purpose. Instead viewing is as incompetence think of way to meet them halfway. Try labeling the “hamburger menu” as simply “menu” near the graphic. This will let them know where the navigation is as well as make them remember for future websites. 

Lastly, while it would be best to hire a digital marketing team with the target audience included in the web design team, that isn’t always possible, or you are not able to tell who is on the team. However, it is possible of testing to be done by the target demographic. LinkedIn, Reddit, local outreach, job boards, email surveys, and more are all available ways to create a testing group for your web design. Take notes on what they found easy or hard. Take these notes to the design and development team to make improvements based on productive feedback. 

Ready to create an Age friendly website? Call 248.528.360

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