Community West Bank
Services we provide:
- Discovery
- Strategy
- UX/UI design
- Website development
- Xperience by Kentico implementation
About Community West Bank
CWB is a large community bank in southern California with over 20+ locations and a track record of financial strength, security and stability gained over its 44 years in business. CWB has set itself apart from other banks by its people, dedication to client advocacy, exemplary "relationship banking," strong community support and a mission to exceed expectations. With a passion for providing customized solutions, the merger drove the decision to revamp their digital services to better serve their customers.
The Process
In an era where digital presence is critical to financial institutions and mergers are frequent, the successful merger of Community West Bank (CWB) and Central Valley Bank (CVB) depended on a robust and well-executed digital strategy, critical to providing a seamless user experience for customers and employees. SilverTech, leveraging its expertise in Xperience by Kentico website development, customized a digital solution that unified the brands of these two banks into one cohesive user-friendly digital experience in just 4 months from start to launch.
The Challenges
The merger of CWB and CVB presented unique challenges, particularly in integrating two distinct digital landscapes into a single cohesive website. The biggest challenges included:
- Differing Content Strategies: CWB's site was optimized for SEO with a rich content library, while CVB's site focused more on detailed product pages. Balancing these different content approaches was crucial.
- Short Timeline: The project needed to be completed with a demanding timeline, delivering a high-quality, functional website, from planning to launch in less than four months.
- Outdated Technology: The old CWB site suffered from poor mobile optimization, slow speeds, outdated information, and a lack of interactive features. This hindered customer engagement and usability.
Goals for New Site
SilverTech identified four main goals for CWB's new website with the main goal of unifying the brands. The merger of the two banks presented a unique opportunity to take advantage of the best from both brands.
Solution and Implementation
Based on the insight gained, SilverTech devised a comprehensive strategy roadmap to address the challenges and deliver a seamless digital experience for the bank merger. It was SilverTech's recommendation that Kentico's newest hybrid CMS platform Xperience by Kentico would be the best solution for the new website. Xperience with robust features and functionality allowed SilverTech to create an exceptional digital user experience efficiently for CWB.
The Key components of the solution include:
- Unified Content Strategy: SilverTech developed a content migration plan that combined the SEO-rich content from CWB with the detailed product information from CVB. This approach ensured that the new site would benefit from both banks' strengths while avoiding duplication and inconsistencies.
- Modern Design and Functionality: The new website was built with Xperience by Kentico, featuring a modern, responsive design to enhance user experience across all devices. Key features included:
- Enhanced Interactivity: Interactive elements and engaging content to improve customer interaction and retention
- Improved CTAs: Clear, strategically placed CTAs to guide users through the site effectively
- Technical Upgrades: Faster loading speeds, improved reliability, and mobile optimization to ensure a smooth user experience
- New Functionalities: Inclusion of essential tools like product comparison tools, branch locator and more
- Accelerated Development Timeline: Despite the tight timeline, SilverTech employed agile development practices to ensure timely delivery without compromising quality. The team worked in sprints to continuously test and refine the site, leading up to a successful launch within the four-month timeframe.
HIGHLIGHTS
Why a ‘Lift and Shift’ Web Replatform is Not Usually a Good Idea
By: Erin Presseau | 6/27/23
I’ll start this by defining what a ‘Lift and Shift’ is because it can be called several other names as well. Basically, a ‘lift and shift’ web replatform is when someone wants to change their website content management solution (CMS) but doesn’t want to redesign the site or overhaul the content. There are many reasons that an organization may want to change web platform providers. It is possible that the company has outgrown its existing technology, upgrades or licensing fees have become too expensive, or perhaps the CMS vendor hasn’t kept up-to-date with changing digital experience or integration needs that are required to remain competitive.
Most organizations upgrade existing platforms or change web platform vendors every five to eight years. So, I’m not saying a web replatform isn’t a good idea – it often is a great idea. What I am saying is not a good idea is to assume that you can migrate your website ‘as-is’ from one platform to another. Not only is this nearly impossible from a technical standpoint, but it’s also not usually a smart move from an organizational standpoint either. Here are five reasons why a ‘Lift and Shift’ website migration from one platform to another is not a good idea.
1. Content is modular and most CMS modules do not operate exactly the same way. At the very least, content should be modular in any mid-market or enterprise modern CMS. The reason you want content to be modular is so it can be shared across other sections of the website, or even other digital devices in the case of a headless CMS, while being maintained in only one area globally. This saves time, eliminates human error, and is quicker to approve and deploy. For example, if you have Frequently Asked Questions on your website today as just regular page content and the new CMS you are migrating to supports modular content – you’d want your FAQs to be migrated into modules so that you can gain the benefit of sharing that content to other relevant pages. In this case, even though it’s the same content we are using, it would need to be deployed by your agency in a different format. This would mean it no longer fits the definition of a ’lift and shift’.
2. Some old content needs to be removed, updated or archived. Before you replatform, you will want to do a careful review of your site’s existing content. Ask your agency to do an in-depth content audit or review to find out what content is outdated so that you don’t migrate old content into your brand-new site. Specifically, take a look at old news releases, blog posts and articles to see if they are still valuable to the end user. If they are, consider at least refreshing the content in order to optimize for SEO. Migrating old content can be time-consuming (read costly) and could be a detriment to your users or to your search rankings.
3. Compliance. In addition to search engine guidelines that are constantly changing, you also have to consider new data privacy laws, American Disabilities Act (ADA) Web Accessibility laws and other industry compliance regulations your company may have to follow. If you haven’t updated your web platform in years, it’s very likely compliance laws have changed since your existing site was launched. In order to meet compliance, you likely will have to update code, images or other items on your site – which will mean it would no longer be a true ‘lift and shift’.
4. Sitemap and functional updates made during migration are often less expensive than those added later. We often hear that a prospect is requesting a ‘lift and shift’ because they’ve run out of time with their current vendor (maybe it is time to renew licensing fees or they’ve got an internal mandate to have the site replatformed now). They don’t have time to audit or review the site content for updates and thus just want to redeploy what they have. The problem with that is most sites that require reorganization of pages or updates to functionality will be the least costly during initial development. So any changes post-launch are likely to be more expensive. We like to recommend to our clients to, at the very least, talk through a digital roadmap with your development team so that they keep those future updates in mind as they develop your site on the new platform.
5. A ‘lift and shift’ is not usually quicker to launch. The primary reason for this is that as soon as you get into the project, you’ll realize that a ‘lift and shift’ isn’t what you really want or need. It never fails that a client gets a quarter of the way into a web project and wants to change something – whether it be the sitemap, layout or functionality of the site. And, that is really a good thing. Your site is too valuable to the growth of your organization and to retaining your customers. Don’t rush it or minimize the great opportunity you have to modernize and update your website during a website replatform.
Again, please don’t take this as a suggestion not to replatform to a new CMS. It might be exactly what your organization needs in order to improve customer experiences, integrate with existing systems and data to support personalization, and provide full journey tracking to prove ROI. Although it may take time, the research and planning to make strategic enhancements to your website will pay off in the end.