Making a Local Store Website Easier for Older Shoppers and Their Families

A hardware and gift shop in Asheville has many loyal customers over 65. When the owner asks a longtime customer why she always calls instead of checking the website, the answer is simple: the text is too small, the gray font is hard to read, and the menu disappears on her tablet.

Older adults shop online, research stores before visiting, and often help family members do the same. A website that is easy to read and navigate serves them and everyone else.

Common Barriers for Older Visitors

Small text, low contrast between text and background, tiny buttons, and moving carousels cause frustration for many older visitors, especially those with vision or dexterity changes. Pop-ups that are hard to close and menus hidden behind unclear icons add to the problem.

The Web Content Accessibility Guidelines, known as WCAG, offer widely used standards. For example, WCAG Level AA calls for a contrast ratio of at least 4.5 to 1 for normal text. Meeting these guidelines helps older shoppers and people with disabilities. Adult children helping a parent also notice when a site is hard to use.

Practical Fixes That Help Everyone

Increase the base font size to at least 16 pixels and use dark text on a light background. Make buttons large enough to tap easily on a tablet. Label menus with words, such as “Store Hours” or “Gift Cards,” instead of icons alone.

Put your phone number, address, and hours at the top of every page, and make the phone number tap-to-call on mobile. Avoid automatic slideshows, or add pause controls. Write short paragraphs in plain language. Test the site with a few older customers and watch where they hesitate.

Carry the Same Clarity Into Your Listings

Many older shoppers check hours and directions on maps apps before driving. Keep your hours, holiday schedule, and accessibility details, such as a ramp or accessible parking, accurate on Google and Apple.

Family-oriented directories can help you reach shoppers who value clear, trustworthy information. Retailers listed in the Shopping and Sales category on Family Friendly Sites can describe their store in plain language and mention services like delivery or curbside pickup. Keep your Family Friendly Sites listing consistent with your website, so customers see the same details everywhere.

Design for the Customers Who Already Love You

Older shoppers are often among a local store’s most loyal customers. Use larger text, strong contrast, clear labels, and visible contact details, and test your site with real customers. Keep the same clear information on maps apps and directories like Family Friendly Sites, so every customer can find what they need.