Bridgewater Savings Bank is a solid community bank with nine branch locations and roughly $500 million in assets. The bank has an established web presence in their trading area, with a web site that was effectively serving current and prospective customers, as well as bank staff. While their site’s content had evolved over time to reflect changes in product and service offerings, the design had retained a similar look for nearly a decade and was in need of enhanced branding and functionality.
Stackpole was tasked with designing a completely new site that improved the user experience by incorporating new functions and features to further engage visitors and provide the latest in banking tools. In addition, Search Engine Optimization (SEO) strategies were necessary to help build the bank’s natural rank within top search engines and help drive traffic to the site.
Working closely with the client and its back-end technology partner, Stackpole first developed a new architecture for the website based on navigation strategies with clear task flows that encourage customers and prospects to move easily across the site. Previously disparate mortgage lending and financial services sections were better integrated to the site along with new content sharing and search tools. The site’s Content Management System (CMS) was also streamlined to be more efficient and user-friendly for bank staff to administer.
The newly launched site serves as a critical tool in reaching customers and prospects that are increasingly shifting their relationship with the bank from in-branch to online. Not only does the new site help empower the bank to better and more efficiently promote the range of products and services offered, it also benefits from enhanced traffic as a result of improved SEO tactics. Equally important, the new site design is a more accurate reflection of the core brand attributes embraced by the bank, including accessibility, strength and stability.
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