Limelight Bank

Creating a new, national, online-only financial institution

Digital expertise for a digital bank

Based in Utah, existing client Capital Community Bank (CCBank) worked with ZAG Interactive to launch a new, national financial institution – Limelight Bank. Offering online banking to customers across the country with an environmental conscience, the spinoff bank offers attractive rates on financial products, while focusing on green initiatives. Providing strategy, design, development and marketing services, ZAG helped to bring Limelight Bank to life, delivering a spectrum of services, from branding through launch and promotion.

A strategic foundation

To kick off the project, ZAG conducted a discovery session to determine the new bank’s business model and marketing goals. From there, our digital strategists conducted an analysis of the current marketplace, as well as a competitive review to gain a deep understanding of the opportunities and challenges facing a regional bank seeking to offer products and services on a national scale. Based on these learnings, we provided the branding and positioning for this unique initiative, resulting in a distinctive brand name, logo design and complementary tagline for Limelight Bank. On a parallel track with search engine optimization in mind, our team planned the website architecture to offer user-friendly navigation with a product-focused content strategy propelled by custom copywriting.

conversion rate for search campaign (double the industry average)

93% of visitors are from outside Utah, consistent with the website audience goals.

Design that captivates

With the initial strategy and branding complete, ZAG created the design for Limelight Bank’s new site. The website utilizes responsive design, allowing customers to view current products, the bank’s latest rates, and company information seamlessly from desktop computers to handheld devices. The chosen site design conveys a contemporary bank that’s focused on saving its customers money and supporting the environment. Extending the branding, the website uses the color palette to organize banded content, while icons inspired by the logo call out special features. Bringing the unique selling proposition to light, lifestyle imagery depicts the target market looking empowered by their financial savings in outdoor environments.  

of traffic is new visitors

Fortified by Kentico development

Once usability testing identified what was working and what could be improved in the design, ZAG’s development team began their work. To deliver a secure and scalable solution, ZAG built the site on the powerful and dynamic Kentico CMS. Limelight Bank administrators can easily update the website content and manage rates in a simple rates management tool. With customer service a priority, the team programmed functionality for online feedback, as well as a custom contact form. The website is also ADA compliant, ensuring that visitors with visual disabilities will be able to access Limelight Bank’s online hub.

Marketing to the masses

To support the success of the new website, Limelight Bank collaborated with ZAG on an integrated marketing campaign to create awareness of the brand and drive traffic to the site. To effectively communicate the innovative financial institution’s offerings to the online community, ZAG implemented inbound marketing tactics including SEO, pay-per-click advertising and social media marketing. Ahead of the launch, the team planned, designed and wrote the creative content, placing and managing the paid amplification across paid platforms. Additionally, to measure the campaign’s effectiveness and make timely adjustments, ZAG developed an analytics and event tracking strategy that combined site and platform metrics with custom reporting aligned to pre-determined success metrics.

Today, Limelight Bank enjoys a modern brand and a world-class website, successfully offering compelling rates to customers nationwide.