year-over-year for branch locations with local SEO
year-over-year for home equity lines of credit on main page
year-over-year for certificate of deposit on main page
While Canvas was making great strides with its rebrand, digital success was lagging. Their footprint in the digital landscape did not match the physical coverage they have built across the state. We know from research and experience that many prospective customers prefer to bank very close to their home or work. The primary goal was clear: win local search to gain wider consideration with potential customers and provide more value to existing customers.
First, we conducted an audit of branch location pages including auditing customer needs and identified the top information searchers are looking for. We incorporated information about features such as drive-through ATMs and co-op shared branches into the branch pages. We also conducted thorough keyword research to identify relevant search terms. This enabled us to optimize the branch pages with targeted keywords, improving their visibility in results pages.
Additionally, we implemented on-page optimization techniques, such as incorporating location-specific meta tags and ensuring accurate NAP (Name, Address, Phone Number) data for each branch. These measures help build discoverability of the branch pages as well as trust and credibility among users.
By strategically structuring the website and aligning it with customer needs, we improved the online performance of Canvas Credit Union’s branches. We successfully executed an SEO strategy that improved information flow issues and bolstered customer acquisition through online sources.
To grow traffic to financial services pages, first, we researched the customer funnel. We discovered that many searchers were particularly interested in the terms and interest rates offered by the credit union. Additionally, we noticed a prevalent trend in search engine results pages (SERPs) for topical questions and frequently asked questions (FAQs) within the product pages.
Armed with this market insight, we undertook a comprehensive content and usability overhaul, concentrating on restructuring the page layout and optimizing keyword placement on those pages. By highlighting rates and answering specific questions, we were able to provide searchers with a useful knowledge base while boosting conversion.
We communicate early and often, sharing statistics, insights, considerations, and plans. We linked our recommendations on what to change and how to change it directly to results in their data models. Fully informed, we made good decisions together on how to proceed.
Our focus on analytics made it easy for Canvas to see the strides we made in traffic acquisition. We communicate early and often, sharing statistics, insights, considerations, and plans. We linked our recommendations on what to change and how to change it directly to results in their data models. Fully informed, we made good decisions together on how to proceed.
As performance was proven, we were able to expand our partnership with Canvas to meet more of their business goals as we achieve their current ones.
We achieved significant boosts in organic traffic in the two areas we focused on: local listing and financial products. Through testing and optimizations, we were able to drive a 37% growth in traffic to branch location pages. For two financial products, we increased traffic 191% and 702%.
Crucially, we also drove more traffic to conversion pages. Home equity lines of credit saw 89% growth on their conversion page while the certificates of deposit conversion page saw 5 times as many visitors.
“Session Interactive’s attention to analytics made it easy to prove the value of our investment in their services.”
Levi Ropp
Sr. Digital Marketing Specialist
