Union Bank & Trust

Redesigning a site to create a union of banking and trust

As one of the largest banks headquartered in Virginia, Union Bank & Trust (Union) offers over a century of banking experience and strong customer relationships. With over 100 locations throughout the state, Union Bank offers innovative personal and business banking products and services. As a staple of trust and integrity, Union is the recognized community bank of the region. Like many financial institutions, Union’s primary marketing and business goals when redesigning the website were to increase sales and better serve customers and its communities. Addressing these high-level directives, Union partnered with ZAG Interactive to redesign its dated site into a modern, user-friendly, conversion-based website.
 

A strategic foundation

After initial consultations and high-level discussions, a discovery session brought together the website project teams from Union 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 Union’s new customer-centric site.
 

Content at the core

To extend its brand messaging, while clearly communicating its products and services, Union counted on ZAG’s full copywriting services. The ZAG content team captured the friendly, conversational tone of Union, 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.
44%
decrease in bounce rate

Deliberate design choices

The design of the site was a visual manifestation of Union’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, Union’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 Union Bank & Trust 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 Union Bank & Trust’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.

Before & After

Use the slider below to see the before and after design.
Before After