American Bank

A responsive & modern website that helps customers meet their goals

With outdated technology and design features, the previous American Bank website no longer reflected current trends or the brand image. The CMS limited the site’s flexibility, back-end management, and did not support the latest usability best practices or consumer expectations. With their target audience in mind, American Bank wanted an updated website that was modern, easy to navigate, and allowed for advanced features and functionality to meet current and future goals, and they hired ZAG Interactive to deliver upon these goals.

42%
decrease in bounce rate (year over year comparison)

Developing a streamlined navigation to enhance usability

Based on American Bank’s short and long-term needs as well as industry best practices, ZAG developed a new site architecture that streamlines and organizes content by audience - creating a clear path for the bank’s different consumers. As one of the bank’s core priorities, relevant educational resources and digital tools were incorporated into the main menu and reinforced with strategic placements throughout the home page and the rest of the site. Additionally, a modern and responsive website design creates positive experiences across different screen sizes and devices.

Creating a cohesive brand image

Imagery throughout the site was thoughtfully chosen to appeal to the bank’s target markets while also reflecting their authentic brand. The use of the bank’s logo, brand colors and iconography refreshed the site creating a cohesive design that encourages users to engage with the content. During the strategic design phase, contrasting colors and accessibility best practices were applied to ensure ADA conformance and create an equally accessible website for all visitors.

Upgrading technology to meet current and future needs

To meet their technological needs while also supporting custom components and enhanced site management capabilities, the new American Bank website was built in the Kentico Xperience CMS. Custom tools for rates and locations management makes it easy to update content across the website from a single, centralized location while out-of-the-box features offer robust capabilities and ease of use. The CMS not only makes it simple for content managers, but also creates an enhanced experience for visitors through seamless integration of third-party tools and fast page load time.

Utilizing analytics and strategy for continued optimization

To provide essential insights into website activity, visitor behavior, and traffic quality, custom analytics and tracking was implemented on the new site. This allows American Bank to track meaningful events that do not get tracked automatically in Google Analytics, more while protecting the privacy of users. Based on research and best practices, ZAG also developed an on-site SEO strategy to increase rankings in search results and help consumers easily find American Bank’s website. Both the SEO strategy and custom analytics will support the bank’s inbound marketing efforts allowing for continued optimization of the site.

The updated site now offers customers an improved experience with forward-thinking products and solutions while allowing the bank to build personal connections to help visitors meet their goals.

Before & After

Use the slider below to see the before and after design.
Before After
The team at ZAG are pros. They took on our project, understanding the expectations and tight timeline. And then they stayed on schedule often gently nudging us along, so our internal process didn’t derail our own project. As a partner, we were in good hands throughout the website design and development process. Now as we’re transitioning to maintenance, they’ve continued to be supportive in making updates, thinking about future site enhancements, and keeping our site on track from a compliance and SEO perspective. Overall, we’re happy with our new site and excited about its potential.
Bryan Gilbert, Director of Marketing