You’ve decided to target your website toward the senior market. Smart choice. About 48 million Americans currently rely on the Medicare program and 11,000 baby boomers become eligible for Medicare each day, according to the Department of Health and Human Services. Seniors now make up the fastest growing segment in the health insurance market.
See also: Infographic: Seniors on Finance
You can get maximum turnaround in the Medicare market by optimizing your website to the 65 and older age bracket. Here are five proven tips for targeting seniors and Medicare-shoppers through your website.
What Your Peers Are Reading
1. Know your audience.
Now that you have established who you’re targeting, you are halfway there. Ideally, you should have a separate website dedicated purely to the senior market. If that’s not feasible, make sure your website contains a separate section for senior products.
There are some easy ways you can target and gain the trust of visitors to your website. We all know the saying, “A picture is worth a thousand words.” Feature pictures of seniors. Stock photos are inexpensive and offer many visual options specifically related to your content.
Are you affiliated with any big-name, recognizable brands? With their permission, display their logos on your website in addition to your own, to help you come across as a legitimate business. As consumers, we lend higher trust to the brands we recognize.
Highlight the right plans for the senior market. In this case, you may be selling Medicare products. Focus your content on topics that will be useful to online shoppers age 65 and up. Answer questions like “What is Medicare insurance?” “What’s the difference between Medicare Supplement and Medicare Advantage?” and “How do I enroll in Medicare insurance?” Anticipate and answer your reader’s questions as you lead them through the sales funnel.
2. Remove obstacles from the visitor’s path
Once a prospect has decided to take action, don’t make them sift through countless pages or spend sixty seconds scrolling down to the bottom of your website looking for a buy button. Too many business websites today make it difficult for people who want to buy now. Remember that some of your prospects may not be very Internet-savvy. Seniors do well with multiple contact options and clear navigation buttons.
Make the ultimate goal you’ve established for your prospects very clear — whether it’s to fill out a capture form, apply for a quote online or call a number. Place a bright quote button that stands out at the top of your home page. The rule is this: The bigger the button, the more clicks it gets. Include a capture form on the side of each page so visitors can easily find and enter their information. List your phone number in bold at the top of each page. Leave no question in their mind what you want them to do.