In the book Boomer Consumer, by Matt Thornhill and John Martin… they delve deeply into this very question. It is an excellent read, but one table was particularly helpful.
The Percentages of Boomers who answered “Very/Somewhat Important” for these attributes:
91% Get me the information I need
91% Make it easy for me to get additional information
91% Be believable
87% Make your information easy to follow and read
85% Be enjoyable
84% Increase my interest in your product or service
82% Understand my needs
73% Show me how it will benefit my lifestyle
73% Specialize in people just like me
19% Target people younger than me
The big take away here is you need to focus on a target market and not have a practice that caters to everybody. If you specialize in just retirees for instance, you will find it much easier to hit the vast majority of attributes Boomers are looking for.