The above presentation deck is interactive.

• You can click anywhere on the slides and you’ll see blue highlights that will show linkable areas.
• You can click on the arrows to navigate to the next or previous slide.
• You can click on “Go to table of contents” at the top left to go there.
• The green titles within the table of contents are clickable.

• Within the “Your new Herring Bank website” page that displays 10 components – each component is clickable – each will show you a more indepth view for that component.
• The 10 grey rectangles in the bottom left corner are also clickable.

If you are unable to see the entire deck because of your screen size, you can expand the presentation to full screen.

To do so, hover (or tap) on the presentation deck, click on “options” to expand viewing options.

Or click on the double arrow icon and expand the deck to full screen view.

Or, if you prefer, you can scroll down for a brief high-level overview.

• … disorganized, lacked a cohesive message, and had over 200 orphaned and “broken” live pages.
• … very difficult to navigate and find content.
• … largely tone-deaf and the content was ignoring user intent, lacking details, and not user friendly.
• … unclear what actions the user should take. The call to actions were confusing if present at all.
• … unfocused with a look-and-feel that did a poor job representing the value and strengths of HB.
• … not a useful tool for our staff to use when working with prospects and customers.
• … out of date. The codebase, and as a result the plugins, were years behind which left it vulnerable to exploits, making it harder to manage, and limited any attempt to add new functionality.
• … heavy and slow. It took at least 5 seconds and more commonly up to 20 seconds on average before being fully interactive – causing Google to give it a mobile speed score of 14 out of 100.

We care about our customers because they are our neighbors – we want them to succeed.

Our customers are people we care about and like, not just another account number. We ask them about their vacation last month. We drop off doughnuts at their places of business. If someone walks in our door, they’re somebody we know!

The vast majority of our new business is referral driven. If the referrals were to stop, we’d struggle.

Since we know our customers so well, we can personalize their service. We can recommend products or other services that will actually help – in turn, they trust us.

Because they trust us, their referrals are warm. When someone refers to us, it’s a high “personal” recommendation, not just a passing of a phone number.

We don’t treat customers like cattle, bleeding them for what we can get in fees and upsells that aren’t relevant/helpful.

• – We have a personalized relationship with each customer.
• – We are a close team of bankers – our lenders are aligned with our mortgage dept who are aligned with the wealth management team, etc… allowing us to make better recommendations.
• – We’re proactive in our communication. Our staff give away their emails, desk numbers, and even personal cell phone numbers.
• – History – We don’t close, we don’t default, we don’t over stretch in good times, so, we don’t have exposure during the bad. We’re consistent.

The nationals have the coverage and the tech.

In every market there’s a bigger community bank (ANB, ENT) on every corner.

So, customers have an easy choice if all they wanted was banking

Their problem is associated with what they care about – that personal touch on a first name basis.

They can go anywhere. Most banks can do what we do, but our customer’s financial problem is more than their total problem. Their problem is they want a hands-on approach by their banker.

We’re too small, so our services/products must be small.

They’ll be left high-and-dry as soon as they leave town.

We’re just a simple depository.

“Are we even a real bank?” (an actual question we face)

We want to anticipate the questions, problems, obstacles they are facing, and address those efficiently, effectively.

The initial conversation that would have happened in the 90’s over the phone after a yellowbook lookup, we want the website to facilitate that same level of engagement and usefulness to the user as that phone call.

We cover a lot of information when we meet with people, and it’s not always easy for folks to remember everything that was said.

Turning the website into a useful resource will allow our staff to minimize redundant tasks, provide links to in-depth information (freeing up in-person time to be more personalized), and just make their own day-to-day a little easier having customer facing resources they can utilize.

Please view the presentation deck above for a deeper dive of each component.

We simplified and provided a hierarchy to the navigation, making it easier for the user to get around.

We’re meeting the expectations users have for a bank they want to do business with.

We’re giving immediate validation and trust with ratings and reviews where possible and relevant.

You can’t tell someone how great you are, you have to show them. We’re letting our customer’s speak for us.

Starting the “conversation” off right, by giving the user what they want – relevant and helpful content where the user expects it to be.

Making it easy for the user to engage with us and helping them know what to do next.

Making our site as lightweight as possible and easy to use/manage – providing a framework and not a rigid theme.

Creating a dedicated space for content marketing and lead-gen. (resources and flexibility for link building and other lead gen strategies)

Monitor and optimize for continued growth with a cleaner analytics integration and deeper views into user behaviors. GA, GTM, 3rd-Party

We have a phenomenal staff with great ideas. We can do more if we’re able to help each other.

Corporate Mailing Office: 2201 Civic Circle, Amarillo, TX 79109