Credit union websites are essential in the modern financial services world. Members and potential members are looking for information 24/7. Rather than attempting to serve members when your staff is available, credit unions can (and should) lean on their website as an extension of your member service team! Your credit union website must deliver services successfully when and where your members want them. Want to deliver a killer credit union website to your members? We have a few tips you should keep in mind during your next build.
Remember you are not your ideal member. Your ideal member could be very different from you in educational or professional background, socio-economic status, family life, ethnicity, and a slew of other characteristics. What appeals to that ideal member very likely is not what would draw you personally into your products and services. And that’s okay!
The question to ask yourself when setting the tone for all your marketing, from your credit union website to direct mailers, is what will appeal to that ideal member. Make sure you craft your messaging – from graphics to copy – around what will resonate with them.
Understand the purpose of your credit union website. This one can be particularly tricky, because credit unions serve a lot of different purposes for their members, from products and services to serving as an educational resource. What do you do?
Keep two things top of mind: Your ideal member profile and your credit union’s business objectives.
Of course, products, services, and educational materials are all important, but identify the most critical purpose for your credit union. Whatever that is, make it as frictionless as possible for your members and your team to achieve their goals. Determining what is most important to your credit union will help your website developer know what to showcase as they’re building your credit union website.
To get the most bang for your marketing buck, be sure to dust off that strategic plan if you haven’t really been paying attention to it and know your short- and long-term needs to redesign a credit union website that’s functional for your members and your credit union.
Make it easy. In addition to making your website visually appealing and easy to navigate, ensure it’s easy on the eyes. As 79% of adults in the U.S. wear use some form of vision correction, according to The Vision Council, make sure your font and its color contrast to the background is easy to read. Additionally, avoid overbearing colors that distract from the critical information users need. These guidelines are important for accessibility and compliance under the Americans with Disabilities Act accessibility, too.
All of that seems relatively simple but looks can be deceiving. Is your credit union crystal clear on its brand and ideal member? If you haven’t studied your membership in a while, it very well could have changed. Just think about how much COVID changed everyone, from where they live to how they work to their income. If you haven’t reviewed your brand and ideal member in at least the last two years, make it a priority to ensure your credit union website and brand is still connecting with the right people for your products and services.
