Financial institutions rely on trust and credibility to be successful. Success begins with building authentic relationships with your members. Your website might be the first place a potential member may interact with you, and it’s the best way to continue to build established relationships. Here are four ways to create impactful content on your website to develop lasting connections with your members.
- Know Your Audience and Your Brand
- Interact With Your Members
- Enhance Online Banking Methods
- Prepare for the Unexpected
Know Your Audience and Your Brand
The crux of all successful relationships is understanding your member’s needs and how to fulfill them. By taking the time to research and review who your members are, you can communicate with them at their level. This includes having a web-accessible and ADA-compliant website.
Finally, develop your brand voice and use it consistently in all member communication. This sets a standard for what users can expect from every interaction with your credit union.
Interact With Your Members
Once you know who your audience is, foster your relationship with them. Produce real-time or regular content, such as blogs or social media posts. Members will return to your website, and your brand will remain top-of-mind. You should also provide a method for member feedback and communication. This may be as simple as your contact us page, or you can add a chatbot or a real-time chatbox.
Another website add-on to consider is an appointment scheduler software or tool. While online and telephone communication is convenient, some members might prefer or be required to do business in person. The COVID-19 outbreak forced many financial institutions to shutter their lobbies, requiring members to set appointments for coming in. Even without the pandemic, an appointment scheduling tool on the website allows both members and employees to plan accordingly.
Enhance Online Banking Methods
Banking online can be intimidating to those who aren’t tech-savvy. In our on-demand culture, you need to make online account applications and your mobile app simple to use and understand. The first step is to provide thorough instructions. Anticipate frequently asked questions, and include the answers along with the instructions.
Remember that members have different learning styles. Some might learn better by studying pictures, listening, reading, or demonstration. In addition to written directions, you could include diagrams or video directions. Using multiple methods also helps you stay on top of web accessibility standards.
Prepare for the Unexpected
Financial institutions rarely close their doors unless under extreme circumstances, such as protecting the safety of their members and employees. During these times, your credit union website may be the only means of communication with your members. You should have a disaster plan in place that you can enact at a moment’s notice. If the unforeseen strikes, you can immediately make your members aware of business operation changes through your website.
First and foremost, post important information like changes to business hours and the reason for the modifications on your home page. This should be a brief message that you can link to a dedicated page with more details. Update this page regularly with relevant details that affect your members. You can also add a statement linked to the page on your Contact Us and Branch Location pages.
Final Words
Remember, once you gain a member, you want to nurture the relationship. Keeping your content fresh and unique gives members a reason to visit your credit union website. CUWebsite™ Services is here to assist you with any website design or ADA accessibility issues that might be impacting your member relationships.
