Creating an Age-Friendly Website

Adjust your website's content and design to help older users get the most from your facility's Internet offerings.

What's it like to know that many adults 50 years of age and older - the largest, richest and fastest-growing segment of the U.S. population - could decide whether or not to join your fitness center before setting foot inside it? For facilities that have built their business models around the abilities of their sales staff, it can be an unnerving thought. But it doesn't have to be.

Using the Internet, your sales staff should have an easier task of selling memberships. The key is not to blow the sale when these prospective clients visit your center after gathering information from your website, blog, other media outlets, the Better Business Bureau, online complaints, ratings sites and more.

In 2006, the Pew Internet and American Life Project showed that 70 percent of adults 50 to 64 years of age, and 33 percent of those 65-plus, now use the Internet. This means that, if your website is age-friendly, it can only help your fitness center. Unfortunately, most sites are not age-friendly. It's really no different than if your salesperson knows how to present and sell to an older person, compared to a younger exerciser. In the end, the age-friendly salesperson is more inclined to gain their business.

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