Just as your branch is your brand, it’s important to remember your web site serves the same function for many of your members. In fact, a large portion of your members hardly ever visit a branch in person, but use your web site almost daily.

What does your web site say about your brand? Is it dingy, drab, outdated, or just plain broken? Is it a reliable resource for your members, or a source of aggravation for all? Is it sporting the internet equivalent of a cheap suit and worn carpet? Does the internet home banking reinforce your brand and work smoothly, or is it barely limping along, clothed in someone else’s branding?

The good news is that remodeling a web site is a lot less expensive than knocking down and rebuilding a physical branch. (Less than it costs to remodel a bathroom, actually.) And it’s just as important , or more important, for a fast-growing proportion of your members.