We shifted the navigation from highlighting who First Southern was to focusing on what they did for customers. Information on board members, mission, and values was moved to secondary navigation, keeping the focus on solving financial needs. The main navigation was streamlined to Solutions, Services, and Customers, with a prominent button for online account sign-ups, all aimed at creating an easier path for new customers.

We made a conscious decision to focus on customer imagery first. Photography of real customers was captured and utilized prominently and we collected and shared video testimonials that became our most prominent online content. When team members were featured, it was shots of employees servicing customers.

A shift in focus in navigation and imagery also required a shift in messaging. Rather than paragraphs and testimonials on how great team members were or how different they saw themselves, we pivoted to bragging about customers. We went from “We believe everyone should spend wisely.” to “We believe you do spend wisely and that should be rewarded with benefits from your bank.”

It was important to us that the website offered customers access to tools that could help them improve their financial lives. First Southern had spent a long time talking about wise financial decisions, but they hadn’t provided tools that anyone anywhere could access to learn how to better manage their finances. The Financial Literacy Resource Center and My Credit Manager allowed the bank to offer tangible assistance on the road to financial freedom.