Websites: First Savings Bank Northwest
Company: First Savings Bank Northwest (FSBNW)
Base: Renton, WA
Assets: $1.25 billion
Diary of a Business Problem
How could a one-branch community bank use the web to communicate their positioning and differentiate in a crowded and competitive market? This was exactly the dilemma First Savings Bank Northwest faced as they set out on their quest to create a new website. Luckily, they met up with CBC along the way. Positioning itself as the savings expert, First Savings Bank Northwest encourages customers to see how financial products traditionally associated with spending, like checking accounts and loans, can also help them save money. The Bank’s old website did not clearly communicate this message and was marred by mismatched visual elements, limited supporting design characteristics beyond reinterpretations of the logo mark, a limited color palette, and inconsistent use of type size and treatment. In addition, website content did not support the Bank’s “savings expert” position. Instead of differentiating copy, the homepage contained only product promotions, with no reference made to the First Savings Bank Northwest brand.
The CBC Solution: Create a Website that Reflects “Savings Expert” Position
To create a very focused look and feel, CBC used Northwest-based photography throughout the new website, emphasizing the bank’s connection to its local community. An expanded color palette added variety and interest, complemented existing imagery, and helped to communicate the brand’s conservative yet sophisticated personality. Logo size was reduced and new design elements were incorporated into the site to add diversity and better convey the bank’s “savings expert” position.
CBC wrote fresh content for the website with clear references to the Bank’s “savings expert” position. Product category names were changed to emphasize savings and growth, an educational page about money management was added, and homepage promotions now clearly communicate the brand’s position. Sidebar links were added to each product page to cross-promote related products.
CBC opted to give the new website a less vertical layout to reduce scrolling and to make links easier to find. In addition to changing the naming convention for different pages, the information architecture of pages was also redeveloped into more related categories. Thanks to CBC’s customer-centric approach to organizing content, the new website’s overall navigation is more logical, intuitive and user-friendly.
Results: Website Enjoys More Visits and Greater Interest
The website’s streamlined look and feel, brand-centric language and fluid navigation resulted in more return visitors, increased visit depth and longer time spent on the site. Consistently high traffic on the “Stored Savings” and “CDs” pages show that the site is clearly communicating the bank’s “savings expert” message. Visitors have also found the site very engaging – the overview pages (Stored, Loan and Dynamic Savings) boast a low exit rate and lengthy average visit time.