First impressions are critical to a user’s experience. We gave S&T a complete site makeover that embraced sophisticated design and thoughtful UX, giving users confidence that they were at the right place with the right financial partner. It was paramount that users could segment quickly and find the information, products, and tools they were looking for.
When approaching the site content, we zeroed in on capturing the DNA of S&T. From the modern and friendliness of the design to the conversational voice of the content, we embodied the values of S&T to successfully connect users. We leveraged relatable stories and conversational content to make the S&T banking experience a human one—removing the invisible barriers to achieving financial goals.
An uncompromising aspect of any financial services product is stability, security, and performance. Prior to engaging with Narwhal, the S&T site was down often. It experienced crippling slow speed and had an extremely low Google index scores. We moved quickly to correct these weaknesses because we understood that it was key to projecting the trustworthiness and accessibility that customers expect.
Financial institutions are no stranger to frequent regulatory changes. Combine that with S&T’s growth—and subsequent marketing plans on the horizon—they needed a platform that was scalable and easy to use. We implemented a content management system and a custom architecture design that eliminated the management headaches, gave them the checks and balances they needed, and ensured a flexible website they could rely on.
We know that just because you build it doesn’t mean customers will come. Existing customers were excited to see the digital makeover but we got right to work expanding S&T Bank’s customer roster. With the site’s improved SEO performance and the ability to quickly launch digital marketing materials, we deployed a highly-targeted paid search campaign that reached over 16 million users and increased overall conversions by 46%.
Considering S&T’s primary goals for the site, we determined that a decoupled architecture would be ideal. It provided better security, performance and speed—resulting in significant gains in page load times and load capacity with essentially no downtime. It also provided more flexibility in building front and backend codebases.