The mission of the site redesign was to improve navigation, make the site more user-friendly, and encourage a positive experience for all site visitors. First Horizon worked to address opportunities for personalization, clearer navigation, and better lead gen functionality. A deep emphasis was also placed on code clean-up (using Semantic HTML5), developing against WCAG 2.1 (accessibility), testing strategies, and adding a stronger analytics framework to the site.
First Horizon merged with IBERIABANK, so the additional information that came with the expanded services needed to be added to the site in a manner that felt seamless. The purpose of the new website is to provide information about the bank itself and highlight its mission: a commitment to helping clients achieve their financial dreams through fostering authentic, long-term financial partnerships. The site serves as an educational resource and offers financial planning tools, budgeting tips, and information on topics such as retirement planning, home buying, and managing debt. The site saw improvements after the redesign was implemented:
- 27% faster page load times
- 6.5% pages per session
- 560% increase in leads
- Retail/Wealth: Affluent consumers (> $1mm investable assets), small businesses (<$5mm annual sales)
- Commercial: Enterprises of $25-500mm in annual sales within manufacturing, professional services, healthcare, etc.