Improving the website content strategy
In addition to personalized content, all site content was rewritten to fit the credit union’s new brand voice and editorial authority – minimizing clutter while optimizing for marketing effectiveness and search engine ranking. A custom-designed blog provides fresh, relevant content that support rankings in search results and provides hepful information for return visitors. Offering a means to capture leads, the Andrews Federal website includes conversion-driven landing pages, custom forms and more. Alongside the website project, ZAG developed a custom email marketing template so Andrews Federal can use Kentico to send targeted emails to recipients, helping to keep them informed and convert them into meaningful relationships. Custom analytics tracking was also implemented to allow for better site activity monitoring and maximization of key performance indicators.
Upgrading technology, features and functionality
Built using a combination of out of the box and custom solutions provided by the Kentico CMS, the Andrews Federal website is user-friendly for both visitors and administrators. A custom rates management tool allows for sitewide rate updates, while a custom location management tool also offers centralized location information management while integrating with third-party APIs. An advanced user search feature includes predictive keyword matching to increase result relevance. ZAG also built a custom FAQ database so that frequently asked questions and answer content could be more efficiently managed and integrated into the site. Additionally, the site seamlessly integrates with many third-party solutions – including online banking, account opening, DataTrac rate comparisons, loan applications, GDPR compliance and management, and more.