Located in Southwest Michigan, Arbor Financial Credit Union strives to maintain a local feel while providing banking solutions that are comparable to larger institutions. With deep roots in the educational community, Arbor’s expanded community charter, name change in 2016, and commitment to making member lives better created the need for a website redesign. Known for their excellent personal service, as well as progressive products and technology, Arbor fulfills their brand name by continuously growing relationships with members in meaningful ways. ZAG Interactive was hired to create a new website that would help their members continue to thrive.
A foundation to flourish
To obtain an understanding of Arbor’s business objectives and vision for the redesigned website, a discovery session was held with project teams from ZAG and Arbor. Primary goals were to create a site with a fresh look and more intuitive navigation, while displaying Arbor’s new brand personality, competitive differences, and community involvement. Making the website more user-friendly, ZAG devised a new site architecture that would allow visitors to quickly and easily find what they were looking for. Highlighting the new brand, ZAG then created a site strategy that would effectively showcase banking solutions while allowing the credit union’s unique character to shine.
Designing for continued growth
ZAG’s team brought this strategy to life with a custom responsive design. With the ability to communicate important information, offer valuable features, present helpful resources, cross-promote relevant products and more, the new page layouts serve as guides to ensure the site remains strategic yet flexible as it evolves. As part of the website redesign project, ZAG redesigned the Arbor blog to be consistent with the new look, and built in the same CMS. Additionally, the new website design is built against WCAG 2.0 ADA conformance standards to maximize accessibility to all audiences, including those with disabilities.
Showcasing the new brand
To really illustrate the authentic Arbor experience, real-life photography from the branches and the local area are used prominently throughout the website. In addition to this, the website includes candid photos from Arbor’s social media channels, representing the culture and community. Demonstrating Arbor’s commitment to service, the home page also features the ability to view relevant products based on key goals and needs. Overall, the design reflects Arbor’s unique value proposition and helps differentiate the credit union among the competition.
Attracting the right audiences
To increase traffic to the website from organic search, ZAG developed a search engine optimization (SEO) strategy based on best practices and relevant research. Targeting specific phrases, ZAG developed keyword-rich meta data for each page on the site. Reinforcing these SEO efforts, ZAG’s copywriting team naturally infused these keywords into the overhauled page content, while simultaneously representing the brand’s unique tone, communicating important product features and connecting with consumers.
Kentico technology that thrives
Making it easy for Arbor maintain content, seamlessly integrate with third parties and more, the website is built on the Kentico CMS. Leveraging out-of-the box options, ZAG also added custom features including a rates management tool, a locations finder, online forms and more – making it simple to make widespread site updates and collect valuable consumer information.
The new website will help Arbor Financial Credit Union and their members continue to grow together.
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