The largest credit union in Indiana, Teachers Credit Union (TCU) strives to be a positive force for its members and communities. With a focus on providing personal attention, convenience and support to help members reach their financial goals, TCU needed to update its website to align with these continued commitments.
Focusing on solutions & product positioning
Following a collaborative discovery session, ZAG developed an initial site strategy to support TCU’s goals. Focusing on a solutions-oriented approach, the new site architecture uses key action words that align with consumer needs. Based on best practices and existing analytics, the new navigation creates an intuitive experience for visitors while using a modern design layout.
The new site also positions solutions to specific audiences at various stages of the consumer journey by balancing product promotions with helpful resources, such as calculators and financial literacy articles. This strategy is exemplified in the solutions finder on the homepage, which presents related products, tools and articles based on a visitor’s objectives.
Differentiating the brand & delivering enhanced service
TCU wanted the website to reflect their friendly, personal and forward-thinking brand attributes. The custom responsive design features photography, iconography and other visual elements that represent TCU’s brand and personality and connects with its audiences.
A key differentiator for TCU is providing exceptional service to members. In line with this, the new website provides multiple touchpoints for visitors to take action based on preference – from online applications and contact forms to calling or visiting a local branch. As a service to its members, TCU used a website tour to introduce the new website, highlighting key features, such as online banking. To provide equal service for all users, including those with disabilities, the website was also built against current ADA conformance guidelines.
Enhanced marketing & increasing conversions
Improving conversions and overall digital marketing performance was important for TCU. ZAG created a custom landing page layout, designed with only the essential elements to encourage action. A research-based search engine optimization strategy, supported by strategic copywriting services also helps attract relevant website traffic, engage visitors and convert them to members. To better present the brand on SERPs, the site uses organizational schema, or structured data, to provide Google with important information including the website URL, phone number, social media channels and more.
Improved functionality & site administration
TCU needed a content management system that would provide administrators with better tools to maintain the website. With robust capabilities, enhanced functionality and a user-friendly dashboard, the Kentico CMS was the perfect fit. This platform offered many standard features and allowed for the creation of new widgets to establish a unique, custom website experience for TCU. This includes the rates management tool, locations finder with ATM and other integrations, custom functionality to manage auto dealer information and more.
The new Teachers Credit Union website offers a positive experience for members, providing better solutions to help them achieve their goals.