Westerly Community Credit Union

A website that will grow with this Rhode Island credit union now and in the future

The challenge

The previous Westerly Community Credit Union (WCCU) website was outdated and didn’t reflect current usability best practices or the brand as it had evolved. Having launched a new eBanking platform, this Rhode Island-based credit union wanted to extend this refreshed experience to the website to deliver a more modern and mobile-friendly banking experience that would appeal to younger audiences. WCCU also needed a new content management system to provide enhanced capabilities and allow for continued growth over time. Ultimately, WCCU needed the new website to serve as an extension of the branch - keeping visitors engaged and supporting conversions.
increase in new users (year over year)

The solutions

Navigation clean up and consolidation

The new site architecture delivers an intuitive, best-in-class user experience, organizing content based on audience and action. The new navigation and menu drives visitors to the right pages while promotions highlight timely offers or priority products. Pages with similar themes were consolidated to streamline content, while new pages were developed to ensure visibility of financial solutions among consumers and search engines as part of an ongoing SEO strategy.

Providing a personalized experience

A solutions finder replicates a friendly, personal, in-branch experience online by delivering tailored product, service and resource recommendations based on a user’s selected goal or life stage. As part of the personalized content strategy, an integration with a third party tool surfaces customized promotions based on a visitor’s online banking and purchasing behavior, increasing their relevance and effectiveness. This investment in personalization illustrates the credit union’s commitment to supporting members through every life stage and providing the solutions to meet their unique needs.

Building the brand image

The new responsive website design brings Westerly Community Credit Union’s unique brand to life across desktop, tablet and mobile devices. Fresh and warm features communicate how much WCCU cares about their members, their financial needs and the local RI community. Inviting and inclusive imagery, as well as engaging iconography help establish purposeful connections with diverse audiences – all ages, races, cultures, mindsets and abilities – while clearly communicating key messages. The new website also conformance to current ADA conformance guidelines, ensuring equal accessibility for these audiences, including those with disabilities.

Supporting the member journey

The new website content makes financial information easy to read and relatable, conveying stories and evoking emotions that inspire consumers to achieve their goals with the help of their products and services. The experience guides users through all stages of the decision-making journey, from awareness and consideration to conversion. A financial education center on the site, along with contextual financial literacy content on product pages adds value for visitors in earlier stages. The new site also includes comparison charts, cross promotions and clear calls to action on all pages clarify and encourage next steps.

Upgrading the technology for continued success

ZAG built this custom website in the Kentico Xperience CMS – combining several “out of the box” features with many custom features and components. Custom tools for rates and FAQs management makes it easy to update content across the website from a single, centralized location. A custom events management tool helps the credit union deliver details about upcoming happenings, encouraging registration and attendance. In addition, custom analytics and tracking provide essential insights to understand traffic quality and visitor behavior, allowing for continued optimization of the site experience and budget.

The end result is a website that will grow with Westerly Community Credit Union now and in the future as it introduces new technology, tools, how-tos and more.    

Before & After

Use the slider below to see the before and after design.
Before After