Your Brand’s Next Evolution.
With over $17 billion in assets, WesBanco operates 236 financial centers across Indiana, Kentucky, Maryland, Ohio, Pennsylvania, and West Virginia. In addition, they operate an insurance agency, WesBanco Insurance Services, Inc., and a full service broker/dealer, WesBanco Securities, Inc.
Challenge
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WesBanco expanded into the Mid-Atlantic through the acquisition of Old Line Bank, introducing the brand to new markets and commercial clients.
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The existing website did not fully reflect the bank’s scale, stability, or breadth of financial services.
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The digital experience needed to support B2B lead generation while clearly serving both retail and commercial audiences.
Strategy
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Re-architected the website to position WesBanco as digitally forward, secure, and trustworthy.
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Designed a modern, responsive interface that performs seamlessly across desktop and mobile devices.
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Simplified navigation to clearly separate personal, business, mortgage, investment, and insurance offerings.
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Developed a content strategy that supports progressive user profiling and drives form-based conversions.
Results
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Launched a scalable content architecture aligned to diverse customer needs and decision-making paths.
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Drove thousands of online application starts and hundreds of qualified leads each month.
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Introduced a centralized Education & Insights hub to support financial literacy and trust-building with younger audiences.
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Enabled cross-selling and promotions through integrated content modules and persistent access to branch and banking tools.
A Truly Branded Experience
Throughout the website we have found subtle ways to reinforce the WesBanco brand to bring it to life for a new audience. The angles of their “W” logomark envelop the content and animate to reveal and draw attention to key components as you scroll. Slight variations in their brand color palette are used to distinguish between key sections of the site. The voice of the site is customer centric, friendly, and the clarity of navigation gives customers a sense of what it’s like engage with the brand.
Location, Location, Location.
WesBanco has 236 financial centers across Indiana, Kentucky, Maryland, Ohio, Pennsylvania, and West Virginia. So naturally, an easily accessible branch locator is critical to ensure both existing customers and prospects are able to quickly find branches near them for easy access to ATMs or to conduct important business in person.
Focused on Lead Conversion
Today’s digitally savvy customers expect the same from their financial institutions. Throughout the website, customers are able to apply online for most of the products in WesBanco’s offering. And for the products and services that require a bit more consultation, a persistent lead generation form enables them to inquire about specific products, connect with a nearby branch, and make an appointment to discuss their needs either over the phone, online, or in person.
Ease of Navigation
With so many products and services, creating a clear categorization and an intuitive means of displaying those categories and subcategories on both desktop and mobile was paramount. Balancing that robust product catalog with the utility required for existing customers to quickly access online banking and account information required skillful use of screen real estate and visual hierarchy. The end result is a website that is all at once equal parts branding vehicle, qualified lead convertor, and trusted resource for existing customers.
“WesBanco was on the verge of an aggressive expansion into the Mid-Atlantic when we presented Vitamin with a significant challenge— and Vitamin delivered. With only 3 months before finalizing an acquisition, WesBanco needed to execute an extremely comprehensive, yet accelerated reinvention of our entire online presence. Our website needed to properly introduce our brand to a new market, a substantial book of commercial customers, and appeal to a younger, increasingly diverse demographic.
After an extensive search, we turned to Vitamin for their combination of vertical expertise focused on the complete buyer journey, deeply strategic methodology, and metric-driven approach. They were the only partner able to quickly map out a plan to get us to the finish line and inspire the confidence that they could execute on time. We trusted Vitamin with a mission critical aspect of our marketing communication strategy and they hit the mark. Our site launched on time and the conversion of newly acquired customers to our site was seamless. In just over 3 months our site has already driven significant direct online applications and steadily increasing inquiries. Vitamin has become a trusted part of our team, as we continue to collaborate on even more interactive ways to engage our customers and prospects over time.”
