Community-chartered BayPort Credit Union has deep roots in the Hampton Roads, VA area. Founded in 1928 as the Newport News Shipbuilding and Dry Dock Employees’ Credit union, the organization and its employees pride themselves on being strong and supportive members of the local community. BayPort was looking to update its website with the goal of improving user experience, while also working to expand its member base to a new generation.
A holistic digital approach
Because functional improvements must integrate with design and overall branding, the ZAG Interactive team took a holistic and strategic approach to the project. Experts from design, programming, marketing and copywriting worked interdependently to address each element of the site’s enhancements. The site’s back-end and user interface worked hand-in-hand to achieve its goals.
Consistent, modern design and user experience
Site design addresses both marketing and user experience elements. First, the ZAG team needed to ensure that site visitors have a positive and consistent experience - regardless of how or where they access it. With ever-increasing adoption of mobile technology, this means that a responsive website is critical.
The site features emotive, colorful and engaging imagery in the rotating banner to draw visitors in. And a highly visible green banner and easy-to-understand icons help them to quickly and intuitively find what they’re looking for. Simple product page tabs make it easy to find more specific information.
The design is clean, streamlined and modern. Balancing a bright and bold color palette and active lifestyle imagery with clean white space meets several needs. The colors project an engaging, friendly and current image, while imagery connects with a younger demographic. White space keeps the site from being too busy, while highlighting important information and calls to action.
On-brand content and SEO strategy
ZAG copywriters ensured that site content reflected BayPort’s branding tenets of integrity, expertise and approachability. Copy seamlessly incorporates SEO by leveraging the ZAG organic search team’s research results so that the site can easily be found using search engines.
Dynamic back-end features
In order to showcase BayPort’s promotions and competitive rates, the site maximizes its space. ZAG developers leverage the Sitefinity CMS to integrate BayPort’s rates database. By being able to dynamically update rates throughout the site, rate information is always consistent and up-to-date.
While working with BayPort’s goals in mind, ZAG enhanced the credit union’s site to be engaging, and useful, while staying true to the credit union’s core values.