First Bank Financial Centre website on desktop and mobile

Project Overview

Services • Content Marketing | PPC & Digital Advertising | SEO | Web Design | Web Development

Specialty • Drupal

First Bank Financial Centre (FBFC) came to us expressing concerns about the customer user experience of their website and the desire for their values and passions to shine through. They strongly support the communities they serve through volunteer work, donations, and education. There was a void in the market for true hometown banks, which First Bank Financial Centre ambitiously strives to fill. With a larger portion of their customers being of the age 55+, FBFC recognized the sizable opportunity that Millennials offered. They just needed the right marketing strategy to reach them. 

Additionally, FBFC explained the challenge of their website’s content management system, which did not allow for easy changes or updates. From the beginning, it was an important goal of theirs to have the ability to regularly make updates, pain-free and at their leisure.

Our
Solution

Based on the goals and opportunities uncovered with FBFC during the discovery process, Top floor recommended a complete redesign to bring life back to the website. We provided expert research and implementation of SEO strategies to not only improve their visibility on search engines but also reach their target millennial demographic. 

Understanding the growing concern in the financial industry to have an ADA (Americans With Disability Act) compliant website, the site also needed to go through a thorough checklist at each stage of design and development to ensure the best user experience and highest accessibility score possible.

The Website

First Bank Financial Solutions homepage First Bank Financial Centre business solutions page First Bank Financial Centre about webpage First Bank Financial Centre locations

Mobile & Tablet Experience

First Bank Financial Centre website on tablet and phone
Bar graph showing increases in ADA score, traffic from mobile, and traffic to branch location pages

The Results

First Bank Financial Centre now has a user-friendly and mobile responsive website with a modern look and feel. Their new content management system offers FBFC staff the freedom to make changes as needed, keeping their website fresh and up-to-date. Unique new imagery was used to make the visitors feel as if they were “there in the moment” rather than using the typical bank imagery of awkward smiling people looking right at the camera. 

FBFC’s passion for helping others is evident throughout each page. The account recommendation tool is a unique addition to the website that helps users select which accounts might best fit their needs. Visitors will also find the Financial Education Centre that incorporates video demos and interactive learning modules in a judgment-free zone where users can learn and explore at their own pace.

Client
Testimonial

Top Floor brought our vision for a new website to life. They asked the right questions, delivered a great concept, and a site that exceeded our expectations.

Becky Miller, Officer, Corporate Marketing

Continuing The Work

Since the launch, First Bank Financial Centre has continued to partner with us to promote the website both organically and via paid ads. Our collaboration has led to the creation of content (blogs, videos, and podcasts) that positions FBFC as a go-to resource for the age demographic beginning to learn banking and financing skills. These assets are promoted on social media, and can easily be found on the website. Unlike most bank websites that lead users down rabbit holes and oftentimes to dead ends, First Bank Financial Centre’s website utilizes clear call-to-actions that guide users to their desired next step. 

On the paid side of their integrated marketing strategy, First Bank Financial Centre utilizes PPC to promote specialized loans nationwide on Google. With extensive keyword research and continuous optimization from our Paid Search Specialists, they’ve since seen a 6% conversion rate on this initiative. 

Laptop showing First Bank Financial Centre's Learn About You page

Award Winner

First Bank Financial Centre was awarded with the Bank Standard of Excellence Award in the Web Marketing Association’s WebAward Competition. FBFC’s goal is always to provide a best-in-class website that is easy to use and educational for their customers. This accolade is verification of their achievements in website experience.

Since 1997, the Web Marketing Association’s annual WebAward Competition has been setting the standard of excellence for Website development. The WebAward Competition is the premier award recognition program for Web developers and advertising agencies.

WebAward Trophy

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