The Client

At Lynton, we understand that a website should reflect the true essence of an organization. When OceanFirst Bank, a trusted community bank serving over 230,000 customers since 1902, approached us, we recognized an opportunity to bring their exceptional in-person banking experience to life online. 

With operations throughout New Jersey and significant northeastern cities, including Philadelphia, New York City, Baltimore, and Boston, OceanFirst Bank needed a seamless, user-friendly digital presence that matched its commitment to personalized service.

The Challenges

While OceanFirst Bank excelled at providing personalized banking experiences in its branches, its website told a different story. Its digital presence primarily served as a login portal for existing customers, overlooking the chance to showcase its comprehensive suite of services and unique community-focused approach.

We identified several key issues that needed attention:

• A confusing user experience with hidden menus and insufficient navigation tools
• Limited educational content that failed to demonstrate their service breadth
• Difficult-to-find essential features like branch locations and promotional rates
• A digital presence that didn't capture their warm, community-focused culture
• Cumbersome processes for opening new accounts or accessing promotions

The disconnect between their welcoming in-branch experience and online presence limited their ability to grow beyond their traditional markets and showcase what makes them unique: their people-first approach and comprehensive financial solutions.

The Solution

Brand and Strategy Development 

We started with a comprehensive discovery phase, conducting in-depth interviews with OceanFirst Bank team members to understand their voice, history, and values. Our competitive analysis drove over 60 pages of SEO and keyword-focused content, ensuring every aspect of the new site would help OceanFirst Bank stand out while maintaining compliance with FDIC regulations.

Website Architecture and Design 

Working closely with OceanFirst Bank's various departments, we developed an intuitive site structure that makes it easy for visitors to find what they need. Key improvements included:

• Branch Location Experience: Previously, customers had to scroll through a long, static list of locations to find their nearest branch. Now, they can use a dynamic map with geolocation technology that instantly shows nearby branches and allows filtering by services like ATMs, extended hours, and loan offices.
• Promotions: The old site featured an endless scroll of promotional offers that were unorganized. We replaced this with a sophisticated filtering system that lets customers quickly find relevant promotions by type and use a search function to locate specific offers.
• Banking Services Mega Menu/Navigation: Instead of a confusing, unstructured menu system, we created clear pathways for personal and business banking, making it simple for customers to find the right services. It also allows OceanFirst to maintain the site's organization and provide opportunities to highlight offers and locations in a prominent location.
• Product/Account Selection: Where customers previously had to guess which account type best suited them, we implemented interactive product selectors for both personal and business banking. These tools ask simple questions and guide customers to their ideal account type.
• Account Access and Highlighting Digital Banking: Rather than limiting account access to a single login area, we strategically placed login buttons and account opening calls to action throughout the site. We also created a dedicated webpage showcasing their comprehensive online and mobile banking services, with prominent calls-to-action for app downloads and digital banking enrollment.

Development and Implementation

Our development team built a robust website spanning over 60 pages (not including their blog) that looks great and functions seamlessly. We implemented features and content, such as: 

• All key functionality, including the location map, product selectors, and promotional filters
• Migration of all existing resources, blog content, and legal documentation
• Custom development of certain webpage templates based on strategy and analysis
• Secure "speed bumps" or popups for external site transitions
• Full accessibility compliance across all pages
• Responsive design that works across all devices
• Integration with their existing banking systems