Content strategies to build credit union website trust and credibility

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 clear, consistent, on-brand voice will help to set you apart and create a positive emotional connection with your audience.  

If your website visitors do have any questions, it’s important to offer multiple (and easy) ways for them to contact you, instead of forcing them through a series of articles in a help section before you reveal a phone number or email address. Remember, meet your members where they’re at. Some might prefer live chat, but some would much rather make a phone call. 

Transparency and honesty

Be transparent about your credit union's operations, fees, and policies. 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 footnote. Transparency can differentiate your credit union from less forthcoming competitors and demonstrate a commitment to ethical practices. Additionally, consider creating an FAQ section on each product page that addresses common questions and concerns, further showcasing your commitment to guiding members through their financial journeys.

Educational resources

Your blog can be a powerful educational tool. It can help your credit union position itself as a true advocate for financial wellness and your community’s collective prosperity. Plus, your consistent presence in the financial wellness blogosphere can help you rank higher in search results and drive more external websites to link to yours—increasing the chance that prospective members find your website.

But your blog can only do that heavy lifting if people are actually reading it. And unfortunately, we find that many credit union blogs are—excuse our bluntness—kinda boring. Many consist of generic financial advice that anyone can find with a simple Google search. They don’t help to reinforce or differentiate your brand in any definitive way.

For tips on how to create educational content that people actually want to read, see our article, Is Anyone Actually Reading Our Credit Union Blog?

Testimonials and success stories

Otherwise known as “social proof,” sharing testimonials and success stories from satisfied members highlights the positive impact your credit union has on the community. These real-life examples provide social proof that can influence potential members' perceptions of your institution. Authentic stories from real members can also humanize your brand.

Testimonials are a great place to start; ideally you want to collect a variety relevant to specific products and services that you can showcase on relevant pages. Don’t stop there! Testimonials can be effective, but don’t try to pass them off as stories. In too many—and maybe even most—cases, organizations tend to put the focus of their story on themselves. It’s the credit unions who are the protagonists and heroes. Website homepages often use “we” language — here’s what we’re about, here’s what we offer, here’s what we do.

A more effective approach? Switch your focus.

Instead of pseudo-stories about your credit union, your history and your amazing moments, make your members the hearts and heroes of your story. What do they want? What’s in their way? How do they ultimately get there? For examples of stellar storytelling from several credit unions and one community bank, including why they pass the “story test,” see our article, “Lead with Stories by Being Yoda, Not Luke.”

Enhancing security and privacy to build website credibility

Security isn’t as fun as storytelling, but it’s a critical aspect of building trust online. Members need to feel confident that their personal and financial information is safe when interacting with your website. A commitment to security not only protects your members but also safeguards your credit union's reputation.

Secure website features

You not only want to make sure that you’re taking into account all the key considerations for credit union website security, but that you’re effectively communicating these on your website. Members don’t need to know all the nitty gritty details, but they should know enough to feel comfortable interacting with your website. You might want to consider a dedicated security page and also look for opportunities to reassure visitors as they navigate through your site. 

Privacy policies

There is growing concern about online privacy, and for good reason. The number one rule? Don’t be shady! Develop clear privacy policies that outline how member data is collected, used, and protected. And don’t just bury these 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 where you live, 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.

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Engaging with your community

Credit unions are valuable community assets. Don’t keep this a secret! Showcasing your community engagement efforts online can strengthen your reputation, demonstrate your commitment to social responsibility, and position your credit union as a trusted local partner.

Community involvement

Here’s a surefire way to deliver content your visitors literally can’t find anywhere else: feature your employees, members or local community groups (say, a nonprofit your credit union supports). Everyone loves a good “real life” story, and you’ll be able to use something other than stock graphics. Content like this helps to engender a sense of connection and belonging—and might even get employees, members, and nonprofits asking if they can be part of a future story.

Social media integration

All too often, credit union social feeds are filled with fun community photos that never see the light of day on your website. Consider strategically integrating social media channels on your website to showcase your community involvement, humanize your credit union, and feature the real people — members, team members, and community members alike — that make your credit union tick.

Conclusion

Your website can be a make or break tool for building trust and credibility. On the one hand, with thoughtful design, a unique brand voice, valuable and transparent content, robust security measures, and authentic imagery, you can leverage your website to generate good will, attract new members, and build loyalty. On the other hand, an outdated design, inconsistent brand voice, confusing content, inadequate security measures, and/or generic stock photos can seriously damage your reputation and undermine your offline efforts. Let’s make sure to mitigate the threats and fully leverage the opportunities.