The Importance of Content
Why do you visit the Web sites you do? Is it because of the way they look? Because they are easy to use? Chances are the real reason is what is in them—the content. Content is anything that you have on your Web site. When it is highly relevant, current and useful, it is incredibly powerful in helping you achieve the business and member service goals you have for your site. It is what keeps your members coming back to your site again and again.
But what content is most important to have on your site? To answer this question, you need to put yourself in the shoes of your members—or ask them what they want. You also need to determine what you want to achieve by having a Web site. The marriage of these goals will help to provide the answers you need.
For example, one of your members is in need of a new vehicle. Your credit union needs to sell more loans, specifically auto loans. Is there a way to link these two needs together? Yes.
But that member did not wake up in the morning and say, “I want an auto loan.” She said, “I want a new car.” The loan is important, but the member’s goal is getting that new car. Even so, your Web site may be the first place she starts to figure out what she can afford and the going rates. From a member service point of view, doesn’t it make sense to provide her guidance on buying a car, tools to research cars and maybe even the ability to buy the car of her dreams online? Wouldn’t this also increase the likelihood that you’ll get that loan because you’ve more deeply integrated yourself into the decision and buying process?
Obviously, the answer is yes, but content to help your members with their personal financial decisions is just part of it. Of course, the basics can’t be forgotten either. You have to include hours, locations, services, applications and rates.
But the other big part of credit union Web site content is electronic services. Some key ones include home banking, bill payment, online loan application and approval, and online member support. By including these services on your Web site, you begin to position it as a true online branch. For example, one of your members is a “snowbird” and spends his winters in Florida. How does he manage finances and bills while he is gone? If he’s online, what a great service opportunity home banking and bill payment services would be in helping him take care of his finances just like he does when he’s back home.
Ultimately, the content you provide on your Web site is the equivalent to the member service and services you provide back in your brick-and-mortar branches. But with all the other demands placed on you, where do you find the resources and time to do it?
That fact is most organizations with a Web site face that same challenge everyday no matter how large or small they are. Some hire a team of marketers, graphic artists, business developers, programmers and writers. Some do they best they can with staff they have. Others look for a helping hand.
For credit unions and leagues, that helping handing hand is CU Village.com. Our content management services help you and your members get the most out of your site. Our services range from Financial Resource Center turnkey content to custom content development and site management to electronic services. Give us a call today at (800) 575-1820 to see how we can help you and your members get the most out of your Web site.
