First Bank & Belay Bank

A digital experience that puts customers first

As one of the nation’s largest family-owned banks, First Bank engaged ZAG to redesign its main bank and Belay Bank Mortgage websites. ZAG and First Bank partnered to create state-of-the-art digital experiences that are easy to use and showcase the bank’s deep roots and strong community focus, while introducing new technologies to improve the user experience and create a guided approach.
bounce rate decrease

Providing tailored solutions

First Bank’s reimagined site architecture provides clear pathways for each of the bank’s primary audiences, including personal, small business and commercial banking customers. A Solutions Finder featured prominently on the homepage allows visitors to identify their financial goals, then serves up tailored products, services and resources. The new homepage also features a wealth of promotional space to illustrate key products and fuel First Bank’s new website personalization strategy. Informed by usability testing, First Bank’s new website is created in a way that resonates, with user experience at the forefront.

Nurturing customer relationships

Brand messaging and key differentiators are displayed across the site to tell the story of First Bank and what sets it apart. The new website also highlights First Bank’s commitment to small, family-owned businesses and the communities it serves. A new blog with customized financial literacy articles demonstrates the bank’s thought leadership and provides educational content to improve the financial lives of its customers.

increase in traffic from organic search

Showcasing a new subsidiary

ZAG also developed a scalable, best-in-class website experience for Belay Bank, a new mortgage division of First Bank. Leveraging the advanced features and functionalities of First Bank’s new site, the redesigned Belay Bank site can grow and change as the business evolves, and be easily managed alongside the primary bank site.

Creating a guided experience

An interactive website tour introduces visitors to the redesigned First Bank site, guiding them through new features and functionalities to help them find what they’re looking for. A Locations Management Tool features a Google Map that allows customers to easily find their nearest First Bank location, view hours, get directions, schedule appointments and more. Visitors can also filter by location or service type to get the support they need.

Delivering a fully accessible website

Built in the Kentico CMS, both new websites are fully responsive and adhere to the latest ADA conformance guidelines, ensuring full accessibility for all visitors across all devices. The sites also leverage SEO best practices and are powered by Google Analytics for data-driven strategy and optimization.