A Bank Website Built For Scale
Branding
Website Design
Website Development
Custom CMS Development
Built for the team that has to run it
Equity Bank (a then-$5 billion asset bank headquartered in Wichita, Kansas) was growing. With more markets, more products, and more people on the marketing team, their website wasn’t keeping up with any of the change.
HIFI rebuilt EquityBank.com front to back: a refreshed brand system translated to digital, a customer experience organized around what people actually come to a bank site to do, and a CMS built so the marketing team could run the site themselves.
About The Work
Three things most bank websites can’t do
Rates that know where you are. Bank rates vary by market, and most bank sites either show a single national rate or make the customer hunt. We built a rate tool that serves the right rates by zip code — and, on the back end, lets Equity’s marketing team change rate logic themselves rather than filing a ticket every time a market moves.
A locator that surfaces people, not just buildings. Branches and ATMs, but also individual Mortgage Loan Officers. In lending, the relationship is with a person, and the site now makes that person findable.
Search that answers the actual question. Smart search with key product tagging, so a customer typing “CD rates” or “open checking” lands on the page that answers them instead of a results list.
Underneath all of it: a CMS that lets Equity’s marketing team edit 95% of the site without a developer. For a bank in growth mode, that’s the difference between a website that ages and one that keeps up.
Key Insights
Organic traffic has climbed consistently month-over-month and year-over-year, driven largely by local search. The rate tool and the locator both fed consistent organic lift across the first 18 months post-launch. Key product pages are up 20% in engagement, pulling more people into online account opening and lead generation. And the site runs 50% faster than what it replaced.
Client review
Hifi provides a clear vision and detailed execution for our brand, including our 2021 website relaunch and subsequent SEO and content optimization. The design and CX approach significantly upgraded our ability to deliver a powerful customer journey. As a marketer, the process from idea to delivery was like having a top-flight marketing team right next door.
