FCCU website redesign

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.

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, aligning priorities, and making sure 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. In a compliance-heavy industry, that decision mattered. We needed a team that could meet regulatory standards and collaborate closely with our internal stakeholders.

Content architecture and copywriting. I designed the site's content strategy and co-wrote copy for every page. This wasn't generic web copy. I'd spent years hearing directly from members, what confused them, what they needed, what mattered, and I brought all of that into the messaging, grounded in FCCU's identity as a community-first, teacher-rooted organization. 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 and approvals.

Conversion-focused user flows with behavioral personalization. I designed the site architecture so that every user path, no matter which department's content they entered through, pointed toward a clear conversion action. Then I pushed it further. I collaborated with the development team to build a cookie-based personalization system that adapted the homepage based on member behavior. If someone browsed auto loan pages or used a rate calculator, their next homepage visit surfaced auto-specific banners and offers. Same logic for home loans, checking, and CDs. That turned the homepage from a static entry point into a dynamic, behavior-driven experience.

CMS build and implementation. I managed the full content pipeline: consolidating copy across departments, routing it through legal and compliance review, then building everything out in Kentico CMS page by page, block by block. Compliance requirements like rate disclosures and NCUA information were fully integrated without cluttering the member experience.

Landing page infrastructure. I identified that FCCU had no mechanism for performance marketing at all. While the vendor was already engaged, I built a dedicated landing page system that gave the marketing team a capability they'd never had before and laid the groundwork for paid advertising.