Sometime serendipity leads you to great places. Looking for inspiration this morning I did a random search on Google for “banks in West Virginia.” The top organic result was City National Bank, an 82-branch bank headquartered in Charleston, WV. If they were a fintech company, we’d be talking about how close they are to becoming a unicorn (current market value is just under $750 million).
And more importantly for our blog, City National has an awesome website. The overall look and feel is great, the polished graphics grab your attention, and it’s limited it to about 60 words of copy. Here’s 10 more reasons why it clicks with us:
- Site search is easy to find: Placed in the upper right with an purple magnifing glass to give it a little extra polish.
- The main navigation limited to four key items: Personal | Business | Mortgage | Wealth Management
- The Personal drop-down menu (not shown) includes: “Online & Mobile Banking” and “Online Account Opening” two important functions that are often difficult to find. It also lists “Avoiding overdrafts” first (see #10)
- Promo area well designed: The four rotating promos are beautiful, with great visuals and dramatic color.
- Visible call to action: The promo includes a specific call to action, “Add your card”
- Login area include help for new users: I really like how they split the button into thirds with Login | Demo | Enroll
- Account opening choices: It’s important to showcase the ability to open online since that’s still not widely understood. But extra points for City National for also not forgetting that many (most?) still like the support of opening in branch
- $5 e-statement credit: Great to see the bank sharing the cost savings from ridding the system from paper
- Overdraft avoidance: Not only does the bank use the O-word (on the homepage no less), it even helps customers avoid them (see also #3 above) (see note 1).
- Suggestion box: After #9, I’m not surprised, but it’s also rare to see this level of encouragement to provide feedback to the bank.
1. If you go deeper into the overdraft avoidance advice, it’s not as consumer friendly as I expected. The bank could do more to promote overdraft protection options.