Strategy that supports goals
Initially, the project teams from Paducah Bank and ZAG met in a collaborative discovery session to discuss goals, the brand and direction for the new website. Some key project objectives were to establish a more engaging digital presence, increase online visibility, incorporate new technologies, better represent the unique brand and competitive differences, and communicate some of the local flavor that is distinctively Paducah. ZAG devised a detailed site architecture and design strategy for the new website that would support seamless future growth and many of the bank’s goals. This involved outlining important page elements – from promotions and resources to rates – which guided design. Other notable site features include a handy drop-down menu in the global navigation highlighting Paducah Bank's suite of proprietary offerings, as well as a strategically segmented main menu that creates a more customized experience for visitors.
Branding and marketing designed for success
The new website look, feel and messaging needed to deliver on Paducah Bank's promise of always “wowing” their customers. Taking this into consideration, ZAG’s team created a responsive website design that strategically used graphical elements while following the brand guidelines to create an interactive experience that showcases the bank’s unique personality. In alignment with this, new website copy was developed, keeping in mind the importance of search engine optimization. The new site also features multiple avenues of fresh content, including news, community happenings, career postings and social media updates.
Delivering enhanced customer service
Since Paducah is a bank that strives to supports its customers at all life stages, the new website includes a solutions finder on the home page. This feature provides users with a customized tool to self-identify and select life goals, which then presents relevant financial products and resources for further exploration. Additionally, the new site includes helpful features for chat and appointments, as well as interactive forms. The site also conforms to WCAG ADA standards, offering improved usability for visitors with disabilities.
Developing a better experience
Powered by the Kentico content management system, ZAG was able to build a robust website experience that would be easy for Paducah Bank’s internal staff to manage, and allow for future growth. With enhanced functionality like custom rates management and locations management tools, making sitewide updates is now simple and seamless.