United Bank is a New England community bank that formed after a 2014 merger of equals with Rockville Bank – two established, high-performing financial institutions with more than $5 billion in assets. With more than 288 years of combined banking history, it is a first-class alternative to mega-banks, delivering an exceptional experience for their customers. United Bank is a full-service financial institution with advanced banking technology, value-added products and a commitment to the community it serves. The bank’s strict deadline for a website launch coincided with regulatory requirements tied to the merger, and bank leaders wanted a seamless presentation of the organization to customers.
A strategic, integrated approach
ZAG Interactive’s involvement centered on strategy, design, copywriting, marketing and technology. Strategy was involved in developing a new website architecture that would effectively combine the legacy United Bank and Rockville sites. This required a custom design reflecting the progressive, unique and approachable components portrayed by the new brand. We needed to maintain the community bank feeling with the bank’s commitment to investing resources into the local community while striking a balance between servicing consumer and commercial needs on one platform.
A modern, clean, user-friendly design
ZAG’s design team utilized mega-menu navigation to ensure ease of access to all pages with minimal clicks. We achieved the desired modern look by using large images and promotional space, and a clean design approach. Photographs of people in action throughout the site engage the user and convey friendliness and a community feeling. Improved alerts management for better customer communication and reformatted internal pages highlighting key information in an easily digestible and actionable format were among many site updates. We implemented responsive design to ensure adaptability on all mobile devices and tablets.
Dynamic features, fresh content and SEO
Our development department built the site on the powerful Kentico CMS. We utilized our Rates Database module for efficient and dynamic rate updates throughout the site. We also created new content and streamlined existing content to create clear access to online banking, clear calls to action and to complement the clean, modern and progressive design standard. Our marketing department also employed SEO best practices to improve United Bank’s search engine appeal and attract new customers.