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Abilene Teachers Federal Credit Union Website Redesign: Winner of a 2021 MAC Award
Chartered in 1950, Abilene Teachers Federal Credit Union (ATFCU) distinguishes from other local financial institutions first and foremost with its relatable, welcoming, and non-intimidating tone. No one would ever describe ATFCU employees as “stodgy bankers” — in fact, they are anything but. ATFCU’s members are mainly working and middle class; many live paycheck to paycheck. Often the first question a new acquaintance asks in this region is, “Where do you go to church?”
Here’s a snapshot of the credit union at the time of its website redesign in February 2021:
Over $550 million
Number of branches
Number of members
Field of membership
16 semi-rural and rural west Texas counties
Everyone has been so amazing to work with and really let us be us. If I have a problem, PixelSpoke is quick to help me or find the answer if they don’t know.
— Elizabeth Gray, Community Relations Specialist
About the project
From the outset of the project, PixelSpoke and ATFCU identified three primary goals for the website redesign: 1) Let the credit union’s personality shine and reflect the local community, 2) Give folks a reason to come back and make it easy to do more, and 3) Empower the ATFCU marketing team and create a strategic partnership for continual growth. Here’s how we tackled these goals:
Reflecting ATFCU's personality and the local community
Through its friendly copy, bright colors, and photos of real employees and members, the new website exudes the same warmth and welcoming spirit that members will find in any ATFCU branch location. During the website redesign, the credit union launched a photo contest on social media to engage members and ensure that the website retained a local flavor. One of these submissions became the featured homepage image.
Giving folks a reason to come back and do more
The new homepage is personalized to the needs of prospects and current members, based on whether or not a visitor has previously logged into online banking. The prospect version emphasizes the credit union’s cooperative, community-oriented focus and guides visitors to right-fit products and services. The member version focuses on support needs and catches visitors up on the latest credit union news. Throughout the site, testimonials, photos, and stories from real members show visitors how ATFCU fulfills its mission, and impact numbers further reinforce ATFCU’s clear commitment to its members and community.
Empowering the ATFCU marketing team
The website is built using flexible WordPress templates that empower the ATFCU marketing team to update rates, product pages, photos, community news, and other information as needed. Moving forward, ATFCU and PixelSpoke look forward to continuing their partnership to further evolve the website and better support the financial well-being of ATFCU members.
By the numbers
In the first five months since launch (Feb 8 – Jul 8, 2021):
Visits from organic search45%
Avg session duration2:36