Workers Credit Union (WCU), a trusted statechartered credit union headquartered in Fitchburg, Massachusetts, was established in 1914 to provide banking services for the Finnish community of Fitchburg. Since its founding, Workers has merged with several other credit unions and grown to 16 branches with over 100,000 members and $1.8 billion in assets (EOY 2019).
Not satisfied with the volume of business generated from search results, Workers contracted inSegment in 2014 to perform a comprehensive SEO audit of its website and overhaul its organic and paid strategy, with the ultimate goal of improving the credit union’s web presence and of yielding a significant increase in online business.
inSegment crafted a holistic marketing strategy focused on increasing site traffic, on-page engagement, and conversions.
Building a mobile-friendly website was the top priority for inSegment’s web development team, whose focus on flawless UX also meant integrating with the voice-activated digital platform Alexa Skills. It also meant meeting WCAG 2.1 Level AA standards, the highest level of conformance required by most websites as it ensures that the biggest accessibility barriers are removed. Leveraging its deep understanding of the financial marketing landscape, inSegment created a conversion-oriented architecture for each page of the website. All landing pages were built on a mobile-friendly template and included specific above-the-fold CTAs and rich content, designed to yield improved PPC performance.
To ensure top results in SERPs, inSegment tailored each page to meet best on-page optimization practices and researched new keywords & search volumes for new and existing pages, and added geo-targeted information and specific Schema.org markups to all pages in order to increase relevance and visibility in local searches and voice search.
The Workers Credit Union website redesign, fully endorsed by SEO best practices, significantly improved organic traffic, conversions, and visibility in local search.
The addition of paid campaigns to the credit union’s digital marketing strategy improved online banking application volume while decreasing cost-per-conversion.