Top 5 things that might be missing from your website
Reviewing your website’s content is something of a never-ending task, but addressing content that already exists is pretty straightforward. What about the stuff you can’t see, because it doesn’t exist yet?
It can be hard to see what you’re missing if there’s no one around to tell you what they can’t find. Thankfully, we’ve seen a lot of these “missing content” questions for credit union websites. We’re always happy to let you benefit from our experience.
Here are the top 5 things your website might be missing:
Real local humans
Where have all the good men (and women) gone? Where are the people? You know, the real people, friends and neighbors, not the grinning stock photo models or the creepy AI-generated simulacrums.
Credit unions are inherently hyper-local, and that community connection is your biggest strength. Hiring a good local photographer lets you lean into that authentic local flavor by featuring real people and places on your website. You’ve got that strong community connection, so flaunt it!
More broadly, aim to tell your story through real member stories. Real people are a goldmine worth more than all the beautiful stock photo models in the world.
Calculators
Members need to see the numbers. Financial decisions can be stressful and working a good old-fashioned calculator gives the member some much-needed solid footing. So there’s no reason not to have at least some simple calculators on your website.
Of course, there are all kinds of great options out there for more complex calculators, and even calculators that help close the deal. You need them on your website to build trust, and to keep your members from Googling for the calculators they need, which will inevitably bombard them with ads.
A Peek at Online Banking
Potential members NEED to see what your online banking app is like to live with. Get some videos, screen recordings, screenshots, etc. of your actual online banking app in action. Plus, this way you get to show off how cool it is.
“Trust us, it’s neat,” and lists of features don’t convince anyone. We’ve all been burned by software that doesn’t deliver, and people will judge you pretty harshly for a sub-par user experience. Show off how well your Online Banking works with real visuals and help new members avoid buyer’s remorse.
Online banking assistance & how-tos
Ask the folks that answer the phones at your credit union – how many members call every day having trouble with their username or password? What kind of mood are they in?
Put up quick videos and instructions on how to reset passwords and address the most common issues. People love to self-service as long as you have an easy-to-navigate FAQ.
Take it further; show them tips and tricks for doing more with online and mobile banking. Empowered members are happy members.
Don’t forget the basics
- Location – You’d be amazed to see how many credit unions do not mention state and city in their site footers. Or better yet, the credit union is named for a location or city that exists in several states. Sorry to all our Washingtons, Franklins and Springfields, but you’re way too common.
- Language – Are some of your members non-English speaking? You need at least a basic page of info to help these folks find service and people who can speak their language.
- Deals – What’s on sale? It’s a basic human need, whether you’re shopping for pants or visiting your credit union’s website. People LOVE to see what the current deals are.
(Yeah, this one is kind of cheating, but we wanted to squeeze a couple more in!)
What did we miss?
We know we’re not perfect, so we probably left something out of this list. Like I said, it’s hard to see what isn’t there.
Tell us what weird thing a member said was missing from your website that we didn’t cover here.
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