Enhancing the site strategy and navigation
The project kicked off with a collaborative discovery session with members of the SC Federal and ZAG teams, which identified key website and business goals. Based on this, a new site architecture was outlined to establish a strong foundation for the new website and create an effective information hierarchy that successfully prioritizes site content based on consumer needs and organizational goals. Each page uses a custom yet flexible page layout to provide a clear and strategic path for visitors, and successfully guide them along the consumer journey while ensuring product visibility and awareness that is essential to supporting SC Federal’s business goals. The site also features a robust search, a mobile-friendly experience and strategic use of quick links for convenient access to popular and important pages makes the site functional and easy to use.
Modernizing the existing branding and design
The new responsive website design focuses on humanizing the brand and making an emotional connection with consumers. Reflecting SC Federal’s unique personality, the website highlights the credit union’s vision and values to distinguish itself in the marketplace. A key component of this is showcasing the employer/talent brand and community support in a distinct way that illustrates the credit union’s commitment to culture and service. The strategic use of brand color, textures and other visual elements creates a warm, welcoming, tailored experience that prioritizes the consumer and mimics the face to face in-branch experience online. The entire website is also designed to ensure accessibility for all audiences and conformance with current ADA guidelines.
Improving content and communication online
The website uses visual elements, comparison charts and other structured content formats to make content easily digestible, create an engaging experience and highlight the value and benefits of the credit union’s financial solutions. All website copy is written to support the research-based SEO strategy designed to increase visibility in search results and attract the right consumers. Integrated tools, such as financial calculators, FAQs, and a custom blog position the credit union as a valuable financial resource while supporting consumer decision making.
Guiding consumers and generating meaningful leads
A Solutions Finder creates a goal-oriented experience by suggesting products, services and resources based on unique goals, life stages or lifestyles. Product Finders recommend the right solution within a category based on specific self-selected needs, wants or requirements. Conversion-focused landing pages, as well as strategic calls to action that offer various options for consumers to take the next steps provide enhanced service, cater to unique preferences and support lead generation.
Upgrading technology and content management
The new site was built in the Kentico CMS which offers an easy-to-use platform to manage and maintain site content. It also allows for seamless integration with third-party platforms and technology solutions to provide a robust, streamlined experience for consumers and marketing. ZAG also created custom-developed tools for rates, FAQs, events and other shared content allow for centralized management and efficient sitewide updates.
Preparing members for the new website
To increase awareness and generate interest about the newly redesigned website, ZAG helped SC Federal develop and execute a website launch campaign. A website tour was also implemented to welcome visitors to the new site on their first visit, help members find their popular items such as online banking, and introduce them to new features and functionality that support their financial wellness.