Homegrown charm, modernized
Baton Rouge Telco Federal Credit Union Website Redesign: Winner of a 2020 CUNA Diamond and Gold MAC Award
About Baton Rouge Telco
For more than 80 years, Baton Rouge Telco Federal Credit Union has served the people and communities of Southeastern Louisiana. Today, as a full-service, modern financial institution, Telco is dedicated to helping its members do more with their money and break free from big banking with lower rates, convenience, and exceptional service.
Here’s a snapshot of the credit union at the time of the website launch in November 2019:
Number of branches
Number of members
Field of membership
You all were great partners, very organized, and delivered a beautiful and award-winning website!
— Kristin Romero, VP of Marketing, Baton Rouge Telco FCU
Project at a glance
For a credit union that’s been around for 80 years, change isn’t easy. Baton Rouge Telco’s award-winning website launched in conjunction with a brand refresh, and our goal was to maintain the personalized service and homegrown charm that Baton Rouge Telco is known for, while appealing to prospective members looking for a credit union with robust digital offerings.
At the outset of the project, we identified three primary focus areas:
Elevating Baton Rouge Telco’s brand to excellence
The new website is bright and bold, with an expanded color palette, subtle animations, and background images and graphics that add a warm, playful touch. The new look and tone reflects Baton Rouge Telco’s identity as a full-service, modern financial institution, that offers a robust set of financial products and digital capabilities, without sacrificing the personalized service that sets them apart from the big banks.
Creating a powerful digital marketing platform
Seamlessly integrating Baton Rouge Telco’s glowing reviews into key pages throughout the website helps to build trust for prospective members. Instead of leading prospects immediately to a new member application, a prominent “Join” link on the homepage takes members to a robust Join Page with pertinent information about the credit union to help make the case for membership. A streamlined navigation structure, prominent online banking login, customized homepages for prospects and members, and detailed product pages help visitors to the site get where they need to go, and to find what they need when they get there. Once there, prominent calls to action provide them with clear next steps.
Increasing the use of member support tools
A new “Help” section offers visitors self-service support options, including a robust library of FAQs and easily accessible ways to get in touch if they can’t find what they’re looking for. Relevant FAQs are also embedded in product pages, along with interactive calculators to inform buying decisions. Baton Rouge Telco’s robust blog offers a wide range of tips and advice for members and prospects at all stages of their financial journeys.
By the numbers
In the two months after launch…
Average time on page increased by145%
Bounce rate decreased by59%
Organic search increased by24%