A strategic foundation
After initial consultations and high-level discussions, a discovery session
brought together the website project teams from Atlantic Union Bank and ZAG to identify key components, wish list items, brand attributes, desired functionality and success metrics for the new site. A major mandate for the redesign was to make Union stand out from smaller regional banks, while appearing as an appealing alternative to big banks. Armed with these agreed-upon guiding principles, ZAG’s digital strategists devised the website architecture
, including a comprehensive site map, which served as the workable blueprint for Atlantic Union Bank ’s new customer-centric site.
Content at the core
To extend its brand messaging, while clearly communicating its products and services, Atlantic Union Bank counted on ZAG’s full copywriting services. The ZAG content team captured the friendly, conversational tone of Atlantic Union Bank, assisting the customer through the institution’s customized banking solutions with clear and concise copy. In accordance with best practices for search engine optimization, the website content is chock-full of relevant keywords, flowing naturally from page to page.
Deliberate design choices
The design of the site was a visual manifestation of Atlantic Union Bank’s brand messaging, value proposition and overall positioning. Combining the prescribed look and feel of the Bank with appropriate stock photography and graphical elements, ZAG’s designers created distinctive website design concepts, which underwent intensive usability testing
to leverage constructive user insights. Upon Union’s approval of the chosen design, ZAG’s design team extended the overall design strategy across several modular design templates, as well as to mobile and tablet devices for responsive design
. Each page layout leveraged lifestyle imagery, purposeful information bands, engaging promotions, well-placed calls to action, and additional utilitarian flourishes. Adhering to the agreed-upon aesthetic approach, Atlantic Union Bank’s new site layout offers a clean, consistent, vibrant, local-based banking site that delivers a seamless, ADA compliant
experience for users.
Form and function
Because Atlantic Union Bank needed a powerful, scalable, easy-to-administer content management system with advanced marketing capabilities, ZAG recommended the Kentico CMS
. ZAG developed this site using the many standard features that Kentico offers, as well as countless custom features – from third-party integrations and forms, to a sophisticated locations management tool
and rates management tool
A machine for marketing
The new site succeeds in providing an information-rich hub for customers to learn about the Bank’s financial offerings, while also giving administrators ample opportunities to market to them on a more customized level. Each internal page clearly presents product details, relevant promotions, contextual tools and cross-sell opportunities to serve the end users. ZAG also delivered a custom landing page design
, allowing for improved conversions for key Bank promotions. To help visitors better find the Bank, ZAGs marketing team laid the foundation for a robust search engine optimization (SEO)
program. Additionally, to allow personnel to better understand how the site is performing, ZAG implemented a custom analytics strategy
with custom reporting. After the site launch, a robust custom blog
was also added to the website.