AmeriServ Bank

Creating a Website Built for the Customer

Following a thorough analysis of the existing site, ZAG created an overhauled site architecture and menu design to improve user experience, allowing visitors to easily find what they’re looking for with minimal clicks, and creating scalability as the site grows and changes. The new responsive website design was designed and developed against current ADA guidelines to ensure smooth usability for every website visitor, no matter their device or disability. In addition, the site was built to make life easier for customers. Each page highlights what the topic is in an easy-to-follow format, includes clear calls to action and features a variety of content in digestible pieces. The internal site pages also include helpful tools and resources like relevant FAQs, other products that might pair well with the solution and relevant resources to make the decision-making experience easier.

With clean lines, bold colors and fresh contemporary styling, the new look represents the current brand. The new site appeals to the Bank’s personal, business and wealth management customers, projecting the relatable, authentic feel of a community bank that’s been around since 1901 and instilling a comfortable confidence in the organization for both existing customers and new visitors. The genuine and purposeful lifestyle imagery reflects the values of the region and the people in it and ultimately drives home the bank’s signature tagline of “Banking for Life”.

With a more modern design in mind, a robust mobile-first experience was created to ensure a consistent user experience for users on all devices. Relatable imagery that communicates a community-oriented, caring and inclusive space was incorporated to meet the current brand guidelines while iconography, AmeriServ’s color palette, and other design elements guide visitors along the page. Additionally, current ADA guidelines were referenced against these elements to maximize accessibility to all website visitors.

Custom built in the Kentico CMS, this sleek new website is easy to manage and includes special tools to centrally manage different content types such as promotions, locations, and rates. The site also integrates with many third-parties including chat, cookie management and more.

The new site follows all SEO best practices and includes built-in SEO features to help support the bank’s organic SEO efforts going forward. The site will also help the Bank manage email communications in the future.