Patriot Bank

The challenge

Patriot Bank, a full-service financial institution based in Southern CT, wanted a website that would help its customers do more of what they loved. The previous instance of the Patriot Bank website had become visually dated and no longer reflected the brand and its ability to serve customers’ banking needs. Additionally, it was difficult to administer, making routine updates challenging, and requiring heavy reliance on the development for even standard content changes. The old website also lacked the strategy to support the bank’s sales initiatives of attracting audiences, positioning solutions and encouraging online account openings.

The solution

Attracting relevant audiences

Based on keyword research and current algorithmic trends, an enhanced SEO strategy was put into place. This included writing custom meta data and optimizing website copy to support placement and positioning within search engine results. Different types of content, including calculators and education, work to draw in potential customers and build trust.

Appealing to different consumer needs

The new website features a streamlined navigation that organizes site pages based on customer action and need. Secondary categories and homepage real estate further promote and position products for specific audiences, making it easy for consumers to find what they are looking for. Additionally, an ADA conformant design ensures usability for all audiences, including those with disabilities.

Supporting the consumer journey

A front-and-center solutions finder presents relevant offerings and resources based on a visitor’s selected objective, reflecting the in-branch consultative experience online. Strategic product information helps users understand the value of Patriot Bank’s brand and solutions, while prominent calls to action direct next steps. On-site resources support various stages in the decision-making journey and guide consumers through the awareness and consideration phases, while tactics such as targeted landing pages and lead forms focus on conversion. A custom analytics strategy helps identify what’s working and what isn’t so that ROI can be tracked and the site can continue to be optimized.

Making site management easier

A combination of built-in Kentico CMS and custom developed features, including rates and locations management tools, allow for seamless sitewide updates. The user-friendly dashboard and widget-based page construction allow site managers to easily make updates and establish unique experiences on the site, while staying consistent with the brand and defined website look and feel.

The new website offers a more modern website experience while supporting the needs of visitors and administrators.