Establishing a strategic consumer journey
Fox Communities Credit Union wanted to establish a more engaging, easy to use website experience that connects with existing and prospective members through strategic use of content, design, features and functionality. Setting the foundation, ZAG outlined a new website architecture and navigation that would make it simple for visitors to find what they are looking for while minimizing clicks. Flexible page layouts were defined with an integrated content strategy to guide visitors along the decision-making journey while positioning the credit union as a valuable resource.
Offering enhanced member service and support
With the new website, Fox Communities Credit Union also wanted to create a more consultative, true branch experience with interactive features and tools. A robust, searchable FAQs database that offers enhanced member service and support, while making it easier for administrators to centrally manage content. It also includes a custom solutions finder that recommends products, services and resources based on a visitors selected financial goal or life stage.
Designing a successful consumer and content experience
The responsive website design modernizes the brand while illustrating the credit union’s continued brand promise and personality, and commitment to the community. The strategic use of icons, imagery, typography and other visual elements help to create an engaging experience that resonates with visitors. As part of the overall copywriting strategy, the new website also leverages unique presentation formats that make content more visual, engaging and easily-digestible. Essential steps were taken when designing, writing and building the website to ensure ADA conformance, accessibility and a positive user experience for all visitors.
Differentiating the brand and attracting audiences
Highlighting membership benefits, as well as product and service value, the website content is written strategically to differentiate Fox Communities Credit Union from other financial institutions. It also infuses keywords and phrases to strengthen the on-site SEO strategy to increase visibility in search results and attract the right audiences. The custom designed and developed blog provides fresh and valuable content for search engines, as well as visitors in various stages of the consumer journey. The new website enhances calls to actions to help generate qualified leads and increase conversions through landing pages, form submissions, online account/ loan applications and new membership applications.
Upgrading technology and content management
Built in Kentico, the content management system provides a more secure, easy-to-use platform for simple website content management, edits, updates and scheduling. It also allows for seamless integrations with third-party platforms and technology solutions, as well as streamlined sitewide updates and centralized management for content that is used in multiple places, such as rates, locations, FAQs, events, disclosures, marketing promotions and more.