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About Dick Stroud

Dick Stroud is the founder of 20plus30, a marketing strategy consultancy specialising in the 50 plus market. He is the UK’s leading expert on using interactive channels to communicate with the over-50s market.

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50-Plus Marketing

News, views and opinions about the most powerful group of consumers - the 50-plus market.

Sunday, July 22, 2007


The UK’s National Audit Office (NAO) has claimed that many government websites are still too complicated and difficult to use.

The total cost for government websites is £208m a year but improvement in quality since 2002 has been minimal. Nearly 25% of departments do not know how much their sites cost, or who is using them. Wow, why doesn’t that surprise me?

The Job Centre Plus site is one of the most visited. Why is this interesting? This site is one of the best examples I know of ‘goal centered’ navigation (i.e. navigation that is driven by what people want to do rather than by a subject). Why is this important? Because goal centered navigation is by far the best form of navigation for an older audience. Dick Stroud

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