Creating a strategy that supports business goals
With a goal of improving overall usability and site scalability, the new site architecture better streamlines and organizes site pages within the main menu. Segmenting visitors based on audience, the navigation features expansive menus, making it easier for members to find what they need and minimizing clicks to get there. The overall site strategy creates an intuitive and integrated user experience, surfacing the right content to users at the right time. This includes the global navigation complete with key information, site search, and the online banking login, as well as timely relevant promotions in the navigation menus and even related resources on product pages.
Designing to appeal to all website visitors
While bringing out its recently refreshed brand, the website thoughtfully incorporates Firefighters First colors and other distinct elements to create a unique identity. The use of authentic firefighter imagery showcasing firefighters and their families creates a connection with the credit union’s target audience while conveying a sense of pride and unity. The new site was designed and built using responsive design best practices, and to ensure accessibility to all individuals, including those with disabilities, the website is also designed and built to be conformant with current ADA guidelines.
Attracting target audiences and generating leads
Increasing the credit union’s online visibility, a basic search engine optimization strategy helps to drive users to the website on key terms. Once visitors arrive, they are guided through the consumer journey with detailed product information, comparison charts, financial education and tools that help them understand the value of Firefighters First’s solutions and choose the right solution based on their needs and circumstances. Conversion-focused components, included landing pages and embedded forms, help to generate leads and new membership for the credit union. Custom tracking and analytics throughout the site also allows Firefighters First to evaluate which marketing tactics are producing the most ROI, so the credit union can better allocate budgets and efforts.
Building a better website experience
In addition to ensuring compliance with NCUA requirements to use a content management system that offers multi-factor authentication, the selected CMS, Kentico. provided the robust functionality and flexibility that Firefighters First needed in a website. With dynamic page layouts and flexible components, the credit union can customize product and service pages while maintaining consistency throughout the site. The user-friendly administrative dashboard, along with custom rates and locations management tools, allow for simple and streamlined content management for administrators. Additionally, a custom website tour introduces users to the new website by highlighting access points for popular and new elements, the front-end experience is equally as intuitive for visitors.