After beginning to develop their 5 year strategic plan and technology roadmap, Brentwood bank knew they needed to partner with a website development team to help bring their goals and objectives to life.
Brentwood Bank wanted to the increase the brand perception that it has the products and services to meet the needs of the local market – from individuals to small and medium size businesses. Specifically, the Brentwood team looked at the website to improve qualified leads and new account openings, grow market share, increase consumer loan leads, and increase existing customers’ wallet share. When Brentwood Bank came to our team, their existing site was less than 5 years old, but it was created as a piece of technology rather than a sales or marketing tool. We recognized the need for the new website to be both reliable technology and a compelling marketing tool.
Our team developed completely new information architecture for the website sitemap. A site visitor can now choose the most appropriate user-path by first choosing between individual or business service offerings. Because individuals make up most of Brentwood Bank’s customers, the homepage automatically defaults to the Personal category – enabling users to view key banking services including checking, savings, mobile banking, and more. The final website includes various custom layouts, databases, and functionality to help Brentwood Bank continue to grow and scale business for years to come.
Our marketing and management team worked through the strategy phase of the project which included the development of comprehensive website personas, template wireframes, a sitemap, and a strategy narrative document to help guide the project. Ultimately, we narrowed down the value proposition to this: with Brentwood Bank, you get the security of a bank that’s been here for 100 years; common sense financial advice that’s personalized to you; and products & services to bank anywhere, anytime you want.
The new design needed to feel light and airy to balance the comprehensive text content on many service and product pages. We worked around the theme of intentional, strategic white space to help direct attention towards compelling imagery and straightforward messages. We threaded a subtle grid texture throughout the background to help offset the imagery and committed to a minimal color palette of branded teals and blues. Images and shapes throughout the design pull from the rounded edges of the logo and help to differentiate the design from other industry websites.
The previous website focused too heavily on technology and not enough on helping users travel through the sales and marketing funnel. Our approach to functionality on the site focused on blending technology and sales together. The new website includes a modern mega menu solution to help users scan appropriate services and banking products. Our team also built a resource database that enables site visitors to explore articles, calculators and tools, as well as documents and forms. Users can filter and refine their search by topic, date, author, or keyword.
The final website successfully shows the relationship between products and the target audience. Individuals and businesses can access the website and explore clearly defined funnels to help find answers to their banking and product questions. This new website is both flexible and secure so it will continue serve the Brentwood Bank team for years to come.