AmeriServ Bank

Creating a better banking website for life

The Challenge

This Pennsylvania bank’s previous website hadn’t been refreshed in several years and was ready for an updated look that reflected its current brand guidelines. AmeriServ Bank teamed up with ZAG Interactive to revitalize the visual design and user experience, reinforce its branding and introduce powerful technology to make site management easy.

74%
decrease in bounce rate (year-over-year comparison)

The Solution

Creating a Website Built for the Customer

Following a thorough analysis of the existing site, ZAG created an overhauled site structure 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.

Branding That Inspires Customers to Bank for Life

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”.

Communicating the brand through design

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, NorthCountry’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.

Enhanced Technology Benefits Users and Administrators

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.

Supporting Marketing Plans Today and In the Future

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.

Before & After

Use the slider below to see the before and after design.
Before After
We continually seek out ways to provide our customers with an exceptional banking for life experience. Our partnership with ZAG enabled us to not only refresh our site but provide viewers with functionality that exceeded our expectations in every way – from design to content to user-focused navigation. We are thrilled with the end result and it is a true testament to how being committed to seeking out new technologies enhances the user experience.
Susan Tomera Angeletti, Senior Vice President – Marketing and Alternative Delivery
How We Helped