Every campaign you run ends at your website. If the site is slow, confusing, or hard to use on a phone, you are paying to send people to a door that sticks. Before you plan next year, spend a few hours on this audit. You do not need a developer for most of it.
1. Can a stranger join from a phone?
Open the site on your own phone, on cellular data, and try to become a member. Note every point where you had to pinch, zoom, hunt, or wait. Check whether eligibility is explained clearly near the start. Field of membership confusion is one of the most common reasons qualified people never apply.
2. Do the top tasks take one tap?
Most visits are existing members trying to log in, find a rate, find a branch or ATM, make a loan payment, or get a phone number. Those tasks should be obvious on the home screen. If your navigation mirrors your org chart instead of member tasks, reorganize it.
3. Is it accessible?
Run a free automated checker on your key pages, then do a manual pass: tab through the page with a keyboard, check color contrast, confirm images have alt text, and make sure forms have labels. Automated tools catch only part of the picture, so treat a clean scan as a starting point. WCAG 2.1 AA is the benchmark most institutions work toward. Do not forget PDFs and third-party tools such as loan applications and calculators.
4. Is it fast?
Test your home page and a product page with a page speed tool. Oversized images, unused scripts, and old tracking tags are the usual culprits. Speed affects both search rankings and whether people stay.
5. Are rates and disclosures current?
Look for outdated rates, expired promotions, old disclosures, and missing required statements such as the NCUA insurance notice and equal housing lender logo where they apply. Walk the results through with compliance.
6. Can people find you in search?
Search for your products plus your city the way a prospect would. Check that each product has its own page with a clear title, that your branch listings are accurate, and that your business profiles show correct hours.
7. Do your product pages sell?
A rate table is not a product page. Each page should say who the product is for, why yours is a good choice, what it costs, and what to do next, with one clear call to action.
8. Can you measure any of it?
Confirm analytics is installed correctly, that applications and form submissions are tracked as conversions, and that tracking survives the handoff to third-party application systems.
Rank what you find by member impact and effort. A short list of fixes done this quarter will do more for next year’s campaigns than a bigger media budget.
Space One Media is a full-service creative agency built for credit unions. If this is on your list for the year, book a discovery call and we will talk through where your members are going.