FCCU Website Redesign

[ The situation ]

What I walked into

FCCU's website wasn't built to convert. Five departments, auto loans, home loans, credit cards, in-branch services, and savings, all needed to drive members toward applications, but the site had no clear user pathways to get there. Compliance and legal requirements added complexity, including a variable rate sheet that needed custom development. On top of that, there was no landing page infrastructure at all, which meant the credit union couldn't support paid media campaigns or run product-specific promotions.

[ What I did ]

How I approached it

Stakeholder strategy and vendor governance

I led cross-departmental discovery sessions with auto, home loan, credit card, savings, and in-branch teams, pulling out requirements and aligning priorities so every department's needs were accounted for in the final site architecture. I also sat on the vendor selection panel, helping evaluate and choose the external development partner.

Content architecture and copywriting

I designed the site's content strategy and co-wrote copy for every page, grounded in what I'd heard directly from members over the years. I was the primary translator between executive leadership and the development team, keeping business goals, member needs, and brand voice aligned through every round of revisions.

Conversion-focused user flows with behavioral personalization

I designed the site architecture so every user path pointed toward a clear conversion action, then collaborated with the development team to build a cookie-based personalization system that adapted the homepage based on member behavior. Browse auto loan pages, and your next visit surfaces auto-specific offers. That turned the homepage from a static entry point into a dynamic, behavior-driven experience, and it's still running today.

CMS build and landing page infrastructure

I managed the full content pipeline, routing copy through legal and compliance review and building everything out in Kentico CMS page by page. I also identified that FCCU had no mechanism for performance marketing and built a dedicated landing page system, laying the groundwork for paid advertising for the first time.

[ The results ]

What it produced

FCCU was named one of America's Best Regional Banks & Credit Unions 2026. A performance bonus was awarded for delivering the project on time and on strategy, uncommon in the credit union industry. The marketing team also gained a landing page capability that didn't exist before, opening the door to paid media for the first time.