There was a time not so long ago when a bank closed for the day. As every bank marketer knows, maintaining a bank website is now a 24-hour proposition. When customers bank at every hour of the day and feel empowered to express themselves as easily at 2 a.m. as 2 p.m., the doors never close.
What’s more, while we as community bankers tend to identify ourselves by our people, it is a non-person, our website, which has become the defining element of our bank personality. The prospect seeking a “flavor” of our bank is not stopping by the nearest branch. Before they get in that car they are on the phone exploring your perceived sophistication, ease of use, products and personality. So how do we ensure website success?