ABA Brand Slam Awards: Fortifi Bank’s Web Redesign

By Craig Colgan

The American Bankers Association honored 6 banks recently with its yearly Brand Slam Awards for bank marketing, evaluated by a panel of 73 Certified Financial Marketing Professional volunteers.

“These award winners executed uplifting campaigns that resonated with their customers and communities during a challenging year,” states Jim Edrington, ABA’s primary member engagement officer.

Winner for Best Website Redesign is Fortifi Bank, based in Berlin, Wisconsin. In 2020, the bank’s management saw its site, then just a couple of years of ages, as beginning to reveal indications of its age. The bank wished to not just upgrade the appearance and user experience however likewise integrate and revitalize material that it had actually housed on a different website. The bank’s entry kept in mind that due to the fact that its primary website felt “dark, slow, text-heavy and with too many buttons and menu options, it needed to catch up with the evolution of the bright and clean Fortifi Bank brand.”

The result is a website with increased white area, streamlined navigation, staggered callouts, welcoming accent typeface, less item pages, a blog site and resources library, and interactive account test.

Early results consist of a considerable boost in website speed and more users investing more time on the top level item pages for an enhanced, structured experience. Early metrics of the blog site short articles, service tutorials and account test revealed pageviews in the thousands, reports Loni Meiborg, Fortifi Bank’s SVP and director of marketing and organizational advancement.

Meiborg responded to a couple of concerns we had on the procedure:

What responses and feedback have you needed to the website? “Clients discover the website’s simpleness an advantage—much easier to get to their preferred pages. Our group is likewise referring customers and potential customers to resources discovered within the website far more frequently. When our material was housed individually, that website was an afterthought. A more appealing web page has actually led to a 5 percent reduced bounce rate over the last 12 months.

What did you discover while doing so? “Put yourself in your consumer’s shoes. Create an experience that speaks with and resolves their issues instead of simply noting product or services. Consider examining heat maps and analytics of your present site to determine discomfort points and chances for enhancement.

“Also, enlist the help of subject matter experts from across your organization. Your team can be invaluable in drafting content and testing functionality, but also remember you, as the marketer, must make final decisions on the user experience. Every department cannot have real estate on the homepage.”

Any recommendations for banks dealing with a supplier for such a task? “Partnering with a supplier that comprehends your vision is essential. Like any task, set expectations in advance about how—and how frequently—you will interact. Everyone need to understand the timeline and deliverables.

“Also, look for inspiration outside of your industry—that’s how you can set yourself apart from competition.”


A news media journalist always on the go, I've been published in major publications including VICE, The Atlantic, and TIME.

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