If your target market includes people over the age of 60, I have some simple advice for you. Larger fonts. “Well, of course,” you say. “It’s obvious,” you say. And yet, your website has the same tiny font size as every other website on the internet. So why didn’t your web designer suggest to you that you needed larger fonts? My guess is it never occurred to him. My guess is that he’s a computer professional, and not a marketing professional. (Or he’s someone who just grabbed a template and filled in the blanks, in which case he’s stuck with the font size that came with the template.)
In 1980, you needed a geek to build a website. Today, any fourth grader can do it. In 2011, a website is not a geek project. (It’s also not an art project.) In 2011, it’s a marketing project. And you shouldn’t hand over the most important, most expensive marketing tool you will ever buy to someone whose expertise isn’t in marketing.