Case Study: ESL Federal Credit Union achieves transformed mobile banking and major traffic growth with Bridgeline Digital

How a Site Redesign Improved User Experience for 330K Members

ESL Federal Credit Union, a full-service financial institution serving 330,000 members in Rochester, NY, needed to modernize its website to keep pace with eCommerce trends and new corporate information. Key challenges included enabling internal content and data management for 20 branch locations, creating a consistent, user-friendly member experience, and delivering engaging content and offers to convert visitors into members.

Bridgeline implemented its Unbound platform—a central CMS with personalization and marketing automation, secure online banking infrastructure (real-time mortgage feeds, calculators, encrypted login, chat integration), and automated workflows to track online-to-branch behavior—so administrators could manage content and campaigns internally. The redesign drove measurable gains: 15% overall web traffic increase, 180% increase in mobile traffic, and a 13% lift in SEO terms, with leadership noting the site helped transform ESL’s customer service experience.

ESL Federal Credit Union

William Freeman

Vice President of Marketing