ATFCU's new website

Abilene Teachers Federal Credit Union

Winner of a 2021 MAC Award for Website Design

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Ready to brighten your day

Chartered in 1950, Abilene Teachers Federal Credit Union (ATFCU) offers personalized financial services to over 50,000 members in 16 semi-rural and rural west Texas counties. ATFCU’s members are mainly working and middle class; many live paycheck to paycheck. Often the first question a new acquaintance asks in this region is, “Where do you go to church?”

ATFCU distinguishes from other local financial institutions first and foremost with its relatable, welcoming, and non-intimidating tone. No one would ever describe ATFCU employees as “stodgy bankers” — in fact, they are anything but.

  • Type of Project

    Website Redesign

  • Industry

    Credit Union

  • Launched on

    Feb 8, 2021

  • Asset Size Category

    $500 million and less

Reflecting ATFCU's personality and the local community

Through its friendly copy, bright colors, and photos of real employees and members, the new website exudes the same warmth and welcoming spirit that members will find in any ATFCU branch location. During the website redesign, the credit union launched a photo contest on social media to engage members and ensure that the website retained a local flavor. One of these submissions became the featured homepage image.

ATFCU homepage photo

Giving folks a reason to come back and do more

The new homepage is personalized to the needs of prospects and current members, based on whether or not a visitor has previously logged into online banking. The prospect version emphasizes the credit union’s cooperative, community-oriented focus and guides visitors to right-fit products and services. The member version focuses on support needs and catches visitors up on the latest credit union news. Throughout the site, testimonials, photos, and stories from real members show visitors how ATFCU fulfills its mission, and impact numbers further reinforce ATFCU’s clear commitment to its members and community.

ATFCU testimonial and impact numbers on laptop

Empowering the ATFCU marketing team

The website is built using flexible WordPress templates that empower the ATFCU marketing team to update rates, product pages, photos, community news, and other information as needed. Moving forward, ATFCU and PixelSpoke look forward to continuing their partnership to further evolve the website and better support the financial well-being of ATFCU members.

ATFCU home loan rates on desktop

By the numbers

In the first five months since launch (Feb 8 – Jul 8, 2021):

  • Visits from organic search

    45%
  • Avg session duration

    2:36
  • Bounce rate

    21%

See our other MAC Award winning websites