Building Trust Through Your Credit Union Website is More Critical Than Ever

The internet can be a harrowing space to navigate these days. Fraud is rampant, and the rapid rise of AI is only compounding a growing sense of mistrust. That means your website has to work harder than ever to convince visitors that your credit union is credible, reliable, and has their best interests at heart. 

Even though most credit unions have been in the trenches building credibility in their communities over multiple decades, their websites are not necessarily reinforcing this hard-won sense of trust. My Gen Z child might describe some credit union websites as “sus” (suspicious) and others as “cheugy” (basic, uncool, and outdated).

If your website looks like it was built back when “social media” meant MySpace, it’s time to change that! An outdated or poorly designed website can lead to concerns about information security and a reluctance to apply for deposit or loan products online. Even if your website has evolved since the “good old days,” as this Gen Xer calls them, we are willing to bet there’s room for improvement. Start by focusing on these six common problem areas: 

1. Reevaluate your content and images

With so many AI-generated images flooding the Internet, your website images offer an increasingly critical opportunity to assure visitors that you’re the “real thing.” Haphazardly uploading generic stock photos into your website hero sections just isn’t going to cut it anymore. Focus on photos of real members, community landmarks, beloved businesses, and local events. Community members who visit your website will feel an instant sense of familiarity and rapport.

For current members, it’s worth checking to see if your digital banking system allows you to upload photos. One local credit union takes advantage of the few seconds it takes for their app and online banking platform to load by showcasing a breathtaking photo of a local natural landmark. They could insert a promo here, but instead have made a wise decision to offer an unexpected moment of connection and delight. 

Like your images, the copy and other content on your website shouldn’t be an afterthought. Perhaps it goes without saying, but even the smallest typo or inconsistency can immediately generate suspicion and distrust. By the same token, a consistent, jargon-free, on-brand voice will help to set you apart and create a positive sense of affinity with your audience. 

2. Make it easy to get in touch

If your website visitors have any questions, it’s important to offer multiple (and easy) ways for them to contact you. Most of our client websites include a multi-column call-to-action component that enables visitors to call, email, start a chat, find their nearest branch, and/or apply directly online.

There are myriad ways to communicate these days and everyone has their own preferences. Some people will do anything to avoid picking up a phone and some people would much rather talk to a human in real time. Don’t make it hard to find a phone number or email address, and definitely don’t force visitors through a series of articles in a help section before they have a chance to ask a question. This is a surefire way to make your website visitors grumpy and erode member trust. 

3. Be transparent about fees and terms

You can save the detailed legal jargon for your disclosures, but it’s important to be upfront about any fees, terms, and/or eligibility requirements associated with your products. If a certain rate is dependent on a certain credit score, state this information clearly rather than hiding it in a disclosure. Transparency can differentiate your credit union from less forthcoming competitors and demonstrate a commitment to ethical practices.

We also recommend taking the time to explain the WHY behind your fees and terms. If you charge a monthly fee for a checking account, what does this fee enable you to do? At what point will you charge a late fee for a loan or credit card payment, and why? Many of us end up paying more because we don’t fully understand the fees and terms, so this is a great opportunity to incorporate valuable financial education into your product pages.

4. Offer social proof

Featuring testimonials from satisfied members, preferably with accompanying headshots, can help to reassure your website visitors that your credit union is worthy of being entrusted with their hard-earned money. Ideally you want to collect a variety of testimonials, some more general for your homepage, and others about specific products and services so you can showcase them on relevant pages.

Positive onsite testimonials can absolutely be effective, but don’t forget that negative reviews elsewhere online may be deterring potential members before they even reach your site. When left to their own devices, people are more likely to take the time to leave a negative review than a positive one, and most credit unions are not doing nearly enough in the realm of proactive reputation management. That means if you want more positive reviews, you need to ask for them. Don’t worry, there are ways to do this ethically! You can’t tell members what to say about you, but you can be intentional about reaching out at opportune times.

And don’t stop there. Alongside testimonials, feature 5-star reviews prominently on your website. The five-star visual will immediately build credibility and signal to visitors that you not only meet expectations, but exceed them.

5. Make your privacy policy both accessible and contextual

There is growing concern about online privacy, and for good reason. The number one rule? Don’t be shady! Develop a clear, jargon-free privacy policy that outlines how member data is collected, used, and protected. And don’t just bury this on a page linked to from the footer; offer contextual information as well. If someone is giving you their email address, for example, make sure they know exactly what you will be doing with it, and who will have access to it, without forcing them to click through to a long, formal policy that they are unlikely to read.

Depending on what region(s) you serve, you might be legally obligated to include a “consent bar” on your website, which allows people to restrict the sharing of personal and financial information. Even credit unions without such legal obligations should consider offering this option out of respect for their members’ privacy preferences, and all credit unions should make it easy for members to ask questions or voice concerns about data privacy.

6. Clarify your AI policy and explain the WHY

Many businesses, ours included, are actively trying to figure out what their AI policy is and how it should be communicated. Like a privacy policy, your AI policy should have a dedicated page on your website and be easy to find, but contextual information is also critical. Is AI going to determine whether or not a prospective member is eligible for an auto loan? If so, is there any human oversight involved? When AI is making decisions that directly impact members, is the rationale explained?

When members reach out for help via chat, are they talking to a real human or AI? If they don’t want to talk to a bot, how do they connect with a real human? How can they be assured that the information a bot provides them is legit?

We are only just scratching the surface of ethical considerations surrounding AI, so your AI policy is likely to continue evolving. Don’t forget to evolve your website and member communications along with it!

Final thoughts

Your website can be a make-or-break tool for building trust and credibility. With clear, consistent copy; real photos from your community; authentic social proof; and transparency around fees, terms, privacy, and AI, you can leverage your website to generate good will, attract new members, and build loyalty.

But if you have an outdated website design, inconsistent or jargon-heavy copy, generic stock photos, and/or a habit of burying important information in fine-print disclosures or hard-to-access webpages, you can seriously damage your reputation and undermine your offline efforts. Let’s make sure to mitigate the threats and fully leverage the opportunities.