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| | | Thinking about redesigning your bank's Web presence? Many community banks are, as they and their customers outgrow the cookie-cutter templates provided by their bank processors or online-banking providers. As you get ready to prepare a Request for Proposal (RFP) for vendors or are considering making the changes internally, here are many of the questions that require answers for your bank to reflect online the quality of product and service you provide offline. They deserve careful consideration, as your Web site is very often your most public image to the public. | | | |
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| | |  What is your business? It's a harder question than it sounds. Ask IT, Marketing, Retail, Trust, and Commercial executives--you'll likely receive five different answers. | | | |
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| | | Who are your bank's customers? | | | |
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| | | What do your customers consider value? Why do they bank with you instead of someone else? | | | |
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| | | What are the specific short-term strategic goals for the bank? These should come from the bank's strategic plan at the executive level, not just the stated goals for the Internet. | | | |
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| | | What are the specific long-term goals for the bank (in the first 1 to 3 years)? | | | |
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| | | How often do you anticipate revising the Web site and how? Rates, Employment opportunities, monthly specials, contests, new products, and community news all need updating. | | | |
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| | | What is the tone or "voice" of the bank today (conservative, hip and trendy, etc.)? Many banks spend thousands of dollars on print, radio, TV, and outdoor advertising, yet have an off-the-shelf template for their Web site that reflects none of the current campaigns or the bank's brand personality. | | | |
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| | | Do you already have a primary color scheme for marketing materials, packaging, etc? | | | |
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| | | What types of Web components have you thought about including (affiliate programs, call center integration, survey forms, loan applications, online Web chat, opt-in newsletter management, financial calculators)? | | | |
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| | | List a series of Web site URLs with designs or schemes that appeal to you and why. | | | |
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| | | Who is the competition? What is their positioning? (List some of the Web sites of competing banks) | | | |
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| | | What is your budget? | | | |
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| | | What is your budget for marketing the bank and how do you intend to market both on and off the Internet? | | | |
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| | | Do you need any custom photography or graphic work? If not, can you supply all of the images required? For any images (and other materials) you plan to use, do you own the copyrights? If not do you have the rights to use the materials on the Web site? | | | |
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| | | How will you know if your Web site is a success? Leads generated, closed loans, reduced customer service call load, cross-sell. Develop measurable targets. | | | |
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| | | Do you have a marketing materials style guide (typography, logo usage)? | | | |
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| | | What are the problem areas with the bank's existing Web site? | | | |
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| | | Most customers run on the latest two versions of Internet Explorer and Netscape. Most run on PCs running Windows 95, Windows 98, 2000, XP, Mac OS 9 and X. Are there any other client platforms you require testing and support for (WebTV, older versions of browsers, Opera)? | | | |
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| | | Collect materials and information related to the bank, such as the following: | | | |
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| | | -Photos (prints, slides, negatives) | | | |
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| | | -Text | | | |
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| | | -Brochures | | | |
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| | | -Flyers | | | |
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| | | -Product lists | | | |
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| | | -Press releases | | | |
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| | | -Rate sheets | | | |
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| | | -Frequently Asked Customer Questions | | | |
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| | | -Privacy policy | | | |
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| | | -Guarantees | | | |
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| | | -Testimonials | | | |
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| | | -Bios | | | |
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| | | -History | | | |
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| | | -Awards | | | |
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| | | -Case studies | | | |
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| | | -Photos of executives, branch managers, and locations | | | |
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| | | -Industry recognition | | | |
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| | | -Map and directions | | | |
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| | | What are all the different ways customers can contact you today? (branch, phone, fax, toll-free, e-mail addresses, global offices) | | | |
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| | | What are your hours of operation (branch, call center) and days closed? | | | |
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| | | List 25 words or phrases that describe your bank. If customers were looking for your bank on a search engine, what would they type? | | | |
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| | | Is the bank local, regional, national or international? What areas do you want to specifically appeal to? | | | |
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| | | What is the positioning statement for your bank? | | | |
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| | | How many people visit your current site each month? What is your expectation for future traffic? | | | |
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| | | Who do we need to contact to interview regarding the design of the site and what are their positions and responsibilities (marketing, IT, ad agency, PR, investor relations)? | | | |
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| | | Who will maintain the site once it's finished? Do those persons today have the requisite skills and tools to support the site? Will they require training and support? | | | |
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| | | How do you see the Web site working with the branch, field loan officers, and call center? | | | |
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| | | There are, of course, many more questions to ask--about security, integration with marketing efforts, and more. The above list demonstrates that taking the next step in the evolution of your bank's online channel shouldn't be an afterthought in your bank's strategic plan. Nearly a quarter of US consumers use online banking today and that number continues to grow. Your Web site is probably your busiest branch and receives more customer interaction than any other channel. Yet, many small banks spend far more on a single branch opening than on a Web site that receives tens of thousands of "walk in" customers each month. Proper preparation can save your bank large redesign expenses later on and show your customers you recognize the importance to them of true online bank functionality. | | | |
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