Here's what Level 9 thinks CUs should be concentrating on when relaunching their Web sites. 1. Leverage existing efforts. It is not necessary to spend great sums of money in order to retrace the correct developmental steps. The thought process itself is not inherently costly. In fact, it is part of what every credit union does already for other purposes. Credit unions should apply this kind of scrutiny and conservative conciseness to their web communications channel. 2. Identify your specific audiences. Decide exactly what you want to offer and say to each specific audience. 3. Discard unnecessary information and "features," which more often than not distract visitors from achieving their goals. 4. Regain and strengthen ownership of identity/brand. Many credit union sites today have implemented low-cost, static templates to serve as their Web interface. These templates are limited in their ability to support the investments credit unions make in building and maintaining their brands