Southern hospitality with impact
Keesler Federal Credit Union Website Redesign: Winner of a 2020 CUNA Diamond Award and a 2019 Davey Award
About Keesler Federal
Founded over 70 years ago, Keesler Federal is not only the largest Mississippi-based credit union, but also one of the largest credit unions in the Southeast. The credit union has experienced tremendous growth over the last few years, including a 40 percent increase in new loan demand.
Here’s a snapshot of the credit union at the time of the website launch in July 2019:
Number of branches
Number of members
Field of membership
Mississippi Gulf Coast, Jackson, Hattiesburg, Mobile, and greater New Orleans
PixelSpoke listened, partnered, guided and delivered. The relationship between my organization and PixelSpoke was a model for others to follow!
— Jennifer Williams, Director of Project Management
Project at a glance
Keesler Federal’s website was launched in conjunction with the unveiling of its new brand, spearheaded by Michael Walters Advertising. At the outset of the project, we identified three primary focus areas:
Creating a delightful user experience
The site is bright and bold, with an expanded color palette that creates an immediate and lasting impression. A streamlined navigation structure and robust product pages help visitors to the site get where they need to go, and to find what they need when they get there. Prominent calls to action provide them with a clear next step.
The blog, now merged with the website, is chock full of tips and advice, and financial calculators are seamlessly integrated into relevant product pages.
Connecting with visitors through Keesler Federal’s culture of service and community impact
Through glowing testimonials, friendly language, and helpful FAQs, Keesler Federal’s culture of service shines through on nearly every page of its new website. Hand-drawn icons and other page elements add to its welcoming feel and homegrown charm.
Comprehensive “Who We Are” and “Giving Back” pages highlight Keesler Federal’s impressive history of community giving and the many ways that it embodies credit unions’ “people helping people” philosophy. Photos of the Board of Directors, Supervisory Committee, and Executive Team add an inviting personal touch.
Presenting a compelling case for prospects to make the switch
Instead of leading prospects immediately to a new member application, a prominent “Join” link on the homepage leads helps to make the case for Keesler Federal membership and convince prospects to make the switch. The page outlines the credit union’s three core differentiators, shows exactly how much it saves its members with dynamic rates data updated in real time, and clarifies how credit unions differ from banks.
The page also explains the many added benefits of joining Keesler Federal — including its unique Member Giveback program, which awards prizes to over 35 members each month for using various products and services, and Swap-n-Shop, which offers members a convenient way to sell items and find great bargains.
By the numbers
In the two months after launch…
Avg # of minutes on new site3.1
Traffic to Join page increased by400%
New users increased by23%