Setting a strategic direction
Understanding Florida Credit Union’s goals was the first step to establish a foundation for the project. A discovery session was held between both teams, which uncovered important objectives for the new website. The redesigned site was to be more transactional and reflect a modern, forward-thinking lifestyle. Focused on generating new memberships and online applications, the new website needed to be robust and create an engaging consumer journey. With these intentions, ZAG performed and initial site audit to document important details and find ways to streamline and simplify the navigation. A new site architecture and strategy was established to capture the vision for the new website, outlining each page and important elements, from promotions to featured content.
Designing to deliver value
The site architecture and action-oriented strategy inspired the refreshed, responsive website design, which aimed to connect money with members’ lives. Seamlessly adjusting to different devices, the design drives a cohesive brand experience – from colors and content to mission and values – across all channels. The new home page includes a solutions finder tool which provides users with relevant products, service and resource recommendations based on their selected life stage and financial goal. Consistent with Florida Credit Union’s desired image, the new website also highlights the institution’s commitment to providing leading financial services to its local community, helping to compete with and differentiate from bigger banks. The updated website design maximizes usability and conforms to WCAG ADA standards to ensure a positive experience for all, including those with disabilities.
Marketing that makes a difference
As part of the redesign, all website copy was rewritten. ZAG’s copywriting team worked closely with Florida Credit Union to ensure the new site copy successfully communicated important messages, staying true to the brand. In conjunction with this, ZAG’s marketing team identified opportunities to naturally infuse keyword-rich words and phrases into the content as part of search engine optimization (SEO) services. Providing fresh relevant content for search engines, social media and more, a new, branded blog was designed and developed. Further supporting Florida Credit Union’s marketing programs, ZAG created a conversion-driven landing page template that can be customized for timely campaigns and promotions.
Developing a custom digital experience
To allow for easier site management and maintenance, the website is built on the Kentico content management system (CMS). Kentico provides robust capabilities for customized digital solutions, as well as seamless integrations with required third parties. Both a custom rates management tool and a locations management tool with ATM integration were developed for the website, making it simple to implement sitewide updates.