Starts at 60 focuses on four verticals in website revamp

Starts at 60 is focusing its content on four main areas, stories for baby boomers, growing money, enjoying health and experiencing travel, as part of a website refresh.

The website will seek to align the business with the challenges of its audience, and also features increased visibility of bloggers and experts.

The old website had a number of different verticals

It comes a year after Starts at 60 first refreshed its page with a focus on a change of font, ‘responsive’ article page formats and content marketing support.

The new website has a curated home page, with the best stories highlighted and breaking news given priority. Previously, the website previously ran with reverse chronological publishing.

There is also a ‘must reads’ section on the home page, and advertising has been added to the home page for the first time in years.

The new website is divided into four verticals

Starts at 60’s revamp, which comes one year and a half after the re-brand, is designed to better align with a new email strategy, which will see subscribers receive weekly newsletters based on the money, health and travel verticals, in addition to the daily newsletters.

At the same time, Starts at 60’s travel website, Travel at 60, has been re-branded with the same purple as the main website.

Rebecca Wilson, CEO and founder of Starts at 60, said the website makes it easier for the community to navigate.

“It supports native content well, allowing it to have a longer life in the site; and surfaces all the types of content our community love to browse,” Wilson said.

“And for the first time ever, we have stunning advertising positions on our homepage for premium advertisers and partners.”

The new website was built in-house by the Starts at 60 software and user experience team.


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