This is a question many businesses, including credit unions, struggled with before COVID-19. However, with consumers quickly adapting to online channels, it’s an even more critical question to answer today.

Even if you’ve recently launched a new website or don’t have the budget needed for a full redesign, some smaller-scale, strategic improvements may go a long way and help decrease call center volumes by making frequently requested information easier to find online.

Here are a few questions to help determine whether your site needs some TLC:

• Is your navigation clear and concise?

It’s only natural to want to put everything you do front and center on the home page, but that can lead to an overwhelming experience for your members and potential members. Keep it simple by grouping things together in ways that consumers can relate to or might be seeking them out.

• Are routine questions flooding your call center?

Yes, some members may choose to call in for your routing number even if it is on the home page. However, if you’re getting a high number of requests for information that should be easily found online, you may need to take a new look at your site’s organizational structure and content.

• Do special messages jump out at me?

Most organizations have a pop-up or header message for emergencies, which is a helpful tool. However, what about a long-term challenge like the pandemic? Some institutions may be better served by adding a permanent menu item for ongoing updates instead of risking that visitors will begin to ignore the constant “special” message that is now always part of your site’s landscape.

• Is it clear how to connect with you?

Social media has taken on new importance during the pandemic for many businesses. From restaurants posting nightly take-out menus to financial institutions posting updates about branch access, it’s important to make sure that site visitors can connect with you on other channels.

If your website is now your busiest branch, you’re not alone. Take some time to review it again through the eyes of a current or potential member. Can you find what you need easily? How about a friend or family member who is not familiar with your site? Making a few tweaks now could save a lot of frustration over the coming months as online access points continue to be critical.

We’re here to help support you. Kearley & Company is just a phone call, email or text away. We assist credit unions and other businesses enhance their websites. Our team can help you make the most of current trends while preparing for future growth.