Objective
- Update Outdated Content and Structure: The existing website was content-light and did not clearly communicate the bank’s history, mission, or value to the community.
- Consider Customer Journey: Old mortgage product pages lacked detailed information, failing to guide potential customers through the decision-making process.
- Give Customers Confidence: The old site did not adequately convey GMB’s capabilities in digital banking. A more modern-looking site and directly addressing customers’ digital concerns and questions would reassure customers about security and highlight the convenience digital tools provide. The old site also did not seek to educate customers on the bank’s mortgage products and the process of obtaining one.
- Improve Visual Appeal: The reliance on stock photography detracted from the authenticity of GMB’s local roots and community-focused identity.
- Reach Underserved Markets: GMB recognized that local banks often overlooked the growing Latino market of homebuyers in the area and sought to avoid making the same mistake.
Services Rendered
Website Design
Brand Photography
Digital Marketing Strategy
Solutions
The redesign aimed to elevate the digital experience for potential customers, particularly those seeking mortgage services, and to strengthen the brand’s community image.
The project began with a discovery phase, focusing on understanding the needs of GMB’s customers, the bank’s unique values, and the competitive landscape. As a long-time client, we knew a lot about GMB and its customers, but embarking on this website journey still required gathering all the information we knew, making sure it was current, identifying gaps in our knowledge, and conducting research accordingly.
1. Information Architecture and User Journey Mapping
The sitemap was redesigned based on the digital journey of a mortgage-seeking customer, providing compelling and useful information for each stage of the buyer’s journey. The new architecture included:
- Dedicated Product Pages: Each loan category was presented with clear, detailed content, outlining potential options and providing calls to action, such as obtaining a mortgage rate quote or contacting a local loan officer.
- Brand Story and Mission: Additional pages were created to communicate GMB’s history, values, and local community engagement through programs like Simply Giving, which supports local nonprofits and financial literacy education.
2. Reaching the Latino Market
Recognizing the importance of inclusivity and addressing an underserved demographic, the new website featured a Spanish-language landing page. This page was prominently linked in both the main header and footer of the website, providing easy access for Spanish-speaking visitors. It included information about bilingual loan officers, complete with contact details, to ensure that Spanish-speaking customers could connect easily with a representative who understands their language and needs.
3. Authentic Visual Content
To replace the stock images of the previous website, we arranged photoshoots at several of the eight GMB branches, capturing the bank’s local atmosphere and real employees. This approach allowed the new site to authentically showcase GMB’s commitment to community and provide a user experience that created connection and built trust.
4. Emphasizing the Human Touch in Digital Banking
While it was essential to present GMB’s digital banking capabilities prominently, we balanced this with messaging around the personal service and support GMB provides. The redesigned website communicated that customers would not only benefit from modern banking tools but also receive the attentive service typical of a smaller, community-focused bank. Mortgage product pages highlighted the expertise and approachability of GMB’s loan officers, a key differentiator from larger banks.
5. Content Strategy for Ongoing Engagement
Prior to the new site launch, a content marketing strategy was implemented to educate potential borrowers on mortgage-related topics. The content addressed common questions about home loans, as well as the other lending products GMB offers, and emphasized GMB’s approach to “common sense lending,” their dedication to conservative financial practices to ensure security for depositors, and the importance of banking with a local community bank.
Impact
The new GreatMidwestBank.com has become a comprehensive digital extension of the bank’s trusted reputation in the community:
- Enhanced User Experience: The redesigned site features a streamlined navigation structure and content-rich pages, providing a clear path for potential customers seeking mortgage information or learning more about GMB.
- Stronger Community Connection: Authentic photography and content emphasize GMB’s local roots, fostering a sense of familiarity and trust.
- Digital Confidence: By showcasing the bank’s digital tools and reinforcing security messaging, the site reassures users of GMB’s commitment to secure and modern banking.
- Reaching the Latino Community: The Spanish-language landing page, a television commercial, and targeted digital content enabled GMB to connect with a broader audience, demonstrating inclusivity and addressing the needs of the local Latino market.
- Consistent Brand Messaging Across Channels: New design elements introduced during the redesign were integrated into GMB’s digital marketing efforts and Out-of-Home (OOH) campaigns, creating a cohesive brand experience. Evergreen digital marketing content developed alongside the site delivers a consistent message from channel to channel.
