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.