Was expecting it on the homepage and not buried under about :)

wow. amazing. you're absolutely right. it's on every page but the homepage. Woops. We just built a new homepage, and I forgot to make sure it was up there. Every other page has it. I've made myself a to-do item to fix. Thanks!

One other point, which you may already be aware of, is that the font size on the image next to the phone number, as well as the links for "about", "contact us", and "legal & privacy" is quite small, and I had trouble reading it. Given your audience is elderly people, it might be good to increase the size of these items -- having to search for a small link to find the phone number mostly negated the effect of seeing a real 888 number for me.

I agree, and luckily that's not necessary. The 888 number is large on every page of the site (except for the intro page for unregistered users). And it will be there soon too.