The Savings Bank of Walpole (SBW), a community-centered bank, needed a full website overhaul to reflect its evolving brand and better serve both personal and business banking customers. The old site was difficult to navigate, outdated, burdened with technical debt, and not aligned with user expectations or behavior.
At the heart of the redesign was a bold reimagining of the site’s information architecture. Moving away from traditional top-down menus, the content was reorganized into two clear silos—Personal Banking and Business Banking. Every design and development decision was made to help users feel informed, confident, and supported throughout their journey. Built on a custom WordPress foundation, this mobile-first site incorporates best practices for performance, accessibility, and SEO, delivering a platform that is user-friendly, technically robust, and scalable.
Goals:
- Improve UX through better navigation and content clarity, delivering tailored pathways for personal and business audiences
- Guide users to key tasks like account opening, loan inquiries, and online banking solutions
- Reflect SBW’s community-focused identity and customer-first values
- Simplify backend content management for the SBW team
Results & Impact
The redesigned website has demonstrated clear improvements in user behavior and efficiency. Key conversions increased by 55%, while user engagement rose by 5% and page views by 4%, indicating that visitors are not only staying longer but exploring the website more deeply. Engagement time per active user decreased by 14%, suggesting that users are finding information faster and more efficiently. Additionally, support inquiries have dropped by 29%, showing that visitors are now able to find information and complete tasks without requiring assistance. The most compelling impact is that 67% more users are starting to open accounts online, confirming that the new design, content strategy, and UX delivered on users’ core needs.
