Banking has moved online, but many traditional banks struggle to match the digital experience that customers now expect. Legacy banks have something valuable their digital-first competitors lack: trust, established relationships, and community roots. The challenge is bridging these strengths with modern digital tools.
Here's how traditional banks can create online experiences that match fintech convenience while maintaining their trusted reputation — all through strategic implementation of HubSpot's platform.
Table of Contents
- Building Smart Banking Forms
- Personalizing the Banking Experience
- Crafting User-Centered Navigation: A Story-First Approach
- Designing for Action: Converting Visitors into Banking Customers
- Prioritizing Mobile Excellence
- Managing Dynamic Content and Data
- Building a Banking Knowledge Hub
- Elevating Customer Support
- Gamifying Financial Success: Making Goals Achievable
- Maintaining Community Connections in the Digital Age
1. Building Smart Banking Forms
The days of overwhelming banking forms and friction-filled website experiences are over. HubSpot's smart form capabilities transform every interaction into an opportunity to build trust and gather valuable user data. Progressive profiling breaks the process into manageable steps for complex applications like loans and new accounts. For example, a business loan application might start with basic contact details before transitioning to financial documentation, while a mortgage inquiry might begin with property information before diving into employment history.
But smart forms extend beyond just applications. Newsletter signups can now adapt based on indicated interests, showing relevant options for business news or personal finance tips. Event registration forms remember returning attendees' information while requesting only new, necessary details. Contact forms route inquiries to the correct department by asking more intuitive qualifying questions. Even simple feedback forms use conditional logic to gather specific information based on the type of feedback provided.
Leveraging Data to Improve Form Performance
Form analytics provide clear visibility into user behavior, showing where customers hesitate or leave the process. Banks can track metrics such as time spent on each field, common drop-off points, and field completion rates. This data enables continuous optimization, such as simplifying confusing sections or adding helpful tooltips at key decision points. Banks can also test different form variations to identify which sequence yields the highest completion rates while maintaining necessary compliance requirements.
2. Personalizing the Banking Experience
Modern banking websites must move beyond static pages to deliver relevant experiences for diverse user segments. Using HubSpot's personalization tools, banks can automatically adjust homepage content based on user behavior and known characteristics. For example, a business owner returning to the site sees relevant cash management solutions, while a first-time homebuyer receives targeted mortgage resources and calculators.
Growing with Your Customers Through Smart Content
This personalization extends throughout the customer lifecycle. As customers progress from basic checking accounts to more sophisticated financial products and services, the content evolves to match their growing needs and past behaviors. Investment content shifts from retirement basics to advanced portfolio strategies. Small business resources progress from startup guidance to expansion financing. Small business owners might see content about merchant services and business credit lines, while individual investors receive information about wealth management and retirement planning.
Building a System That Learns and Adapts
The system learns from user interactions to refine its recommendations and ensure relevant content delivery. Through HubSpot's smart content features, banks can create dynamic website experiences that adapt to each visitor's interests and needs, showing different versions of pages based on factors like:
- Previous interactions with the bank
- Current products and services used
- Demonstrated interest through content consumption
- Business type or industry
- Geographic location
- Relationship status with the bank
3. Crafting User-Centered Navigation: A Story-First Approach
The most effective banking websites prioritize buyer and customer journeys over organizational structure (while that is still important).
Creating Intuitive Pathways for Users
Rather than forcing users to understand internal departments, navigation should guide them naturally to what they’re searching. Critical functions like branch locations, current rates, and account access deserve prominent placement, while secondary services remain accessible without cluttering primary pathways.
Our recent work of redesigning OceanFirst Bank's navigation exemplifies this approach. Working with bank stakeholders, we replaced their static branch lists with an interactive location finder using geolocation and service filters. The promotional content shifted from endless scrolling to a sophisticated filtering system that helps users quickly find relevant offers. The new mega menu creates clear pathways for personal and business banking while maintaining compliance requirements. Product selectors now guide customers to appropriate accounts and service offerings through simple questions rather than overwhelming feature lists.
Mapping Navigation to the Customer's Financial Journey
A conversion-optimized banking website guides visitors naturally toward meaningful actions. Every page should have a clear purpose and next steps, whether it's learning about a service, starting an application, or connecting with an advisor. This goes beyond just placing prominent "Apply Now" buttons – it's about creating an ecosystem of intentional pathways.
Headers should incorporate clear calls to action for the most helpful resources and pages (important links determined by researching your users’ past behavior) without overwhelming visitors. Product pages balance educational content with obvious application or consultation options. Even blog posts and resource articles end with relevant next steps, whether downloading a related guide or scheduling a consultation.
Crafting Language That Drives Action
The language throughout the site focuses on clarity and value. Rather than generic "Learn More" buttons, CTAs specifically state what happens next: "See Current CD Rates," "Start Your Application," or "Talk to a Business Banker." Navigation uses user-friendly terms instead of internal banking jargon. Error messages provide clear solutions rather than technical explanations.
Automating the Customer Journey with Smart Workflows
HubSpot's workflow tools enhance these conversion pathways. When someone downloads a first-time homebuyer guide, they enter a nurture sequence that provides relevant mortgage information and connects them with a local lending specialist. Account opening processes trigger welcome sequences that help customers set up online banking, schedule direct deposits, and explore additional services. Loan application workflows inform customers of their status while prompting them to submit required documentation, reducing processing delays and improving completion rates.
Building Trust Throughout the Conversion Process
All conversion elements are designed with both action and trust in mind. Security badges are prominently displayed near transaction points. Forms include progress indicators and save functionality for longer applications. Help options are readily available but don't interrupt the primary conversion path. The result is a website that guides users toward their goals while maintaining the professional trust essential to banking relationships.
4. Designing for Action: Converting Visitors into Banking Customers
Understanding which recruitment channels deliver the best candidates is crucial for optimizing hiring strategies and budgets. HubSpot's reporting tools provide deep insights into channel p
Monitor these vital metrics to evaluate recruitment channel effectiveness:
- Cost per qualified applicant broken down by source and position type
- Time-to-hire metrics compared across different recruitment channels
- Offer acceptance rates segmented by candidate source
- Long-term retention rates linked to initial recruitment sources
- Recruiter productivity metrics based on source management
5. Prioritizing Mobile Excellence
Today's banking customers expect full functionality on their mobile devices.
Building a Foundation for Mobile Excellence
HubSpot's mobile-first design approach ensures consistent experiences across all screens. Page loading times are optimized for cellular networks, while complex financial tools adapt seamlessly to smaller displays. Touch-friendly interfaces improve form completion rates on mobile devices, and responsive design maintains functionality without sacrificing features.
Translating Desktop Features to Mobile Success
This mobile optimization extends to every aspect of the banking experience. Branch locators use GPS devices to obtain immediate results. Document uploads work smoothly on smartphones. Calculator tools remain functional and readable on small screens. This comprehensive mobile strategy ensures customers can complete any banking task from any device.
Implementing Mobile-Specific Optimizations
Mobile optimization considerations include:
- Touch-friendly buttons and input fields
- Simplified navigation for smaller screens
- Compressed images and optimized code for faster loading
- Streamlined forms with mobile-specific input types
- Adaptive layouts that maintain readability
- Easy access to critical banking functions
6. Managing Dynamic Content and Data
Banking websites must display current, accurate information across hundreds of pages. HubSpot's HubDB enables automated updates of critical data like interest rates, branch hours, and product features. When rates change, every relevant page updates automatically, maintaining consistency and compliance. Branch locators pull live data for accurate service information, while product comparison tools ensure customers see current features and pricing.
Ensuring Compliance While Maintaining Efficiency
This dynamic approach extends to FAQs, support documentation, and security guidance. Banks can quickly update information across their digital presence, ensuring customers consistently access accurate information. The system maintains change logs for compliance purposes while streamlining content management workflows.
Expanding Dynamic Capabilities Across Your Site
Dynamic data management capabilities you could build out may include:
- Automated rate table updates across all pages
- Real-time branch and ATM location information
- Synchronized product features and pricing
- Integrated compliance documentation
- Automated promotional offer management
- Centralized content distribution systems
7. Building a Banking Knowledge Hub
Modern banking customers prefer self-service options for routine questions and tasks. A comprehensive knowledge base reduces the support burden while improving customer satisfaction. Using HubSpot's knowledge base tools, banks can create searchable repositories of product documentation, security guides, and troubleshooting resources. The content organization reflects everyday user journeys, making it simple to find relevant information.
Growing and Evolving Through Customer Insights
Through customer interaction, the knowledge base grows and improves. Search analytics reveal common questions that need better coverage. Usage patterns highlight opportunities to expand or clarify content. Regular updates ensure that information remains current as banking services evolve.
Creating a Comprehensive Resource Library
Key knowledge base components could include:
- Product guides and feature explanations
- Security and fraud prevention resources
- Online and mobile banking tutorials
- Account maintenance instructions
- Frequently asked questions with step-by-step solutions
- Video tutorials for complex processes
8. Elevating Customer Support
While self-service options handle routine inquiries, banks must maintain efficient paths to personal assistance.
Balancing AI and Human Support
HubSpot's chatbot capabilities provide intelligent first-line support, answering common questions and directing complex issues to appropriate specialists. The system recognizes customer context, avoiding repetitive information requests and providing relevant suggestions based on previous interactions.
Creating Smart Pathways to Solutions
Product finder tools use guided questions to match customers with appropriate banking solutions. Integration with existing support systems ensures smooth handoffs when personal assistance is needed. Support metrics track resolution rates and satisfaction scores, enabling continuous service improvement.
Expanding Your Support Toolkit
You can enhance support through the following ideas:
- AI-powered chatbots for 24/7 assistance
- Contextual help based on user behavior
- Intelligent routing to specialized support teams
- Integrated appointment scheduling
- Secure document-sharing capabilities
- Video chat options for complex discussions
9. Gamifying Financial Success: Making Goals Achievable
Modern banking websites should help customers achieve their financial goals through engaging, game-like experiences.
Transforming Banking into an Interactive Journey
Interactive dashboards visualize progress toward savings targets, debt reduction, or investment objectives, turning financial milestones into rewarding challenges. Customizable alerts celebrate achievements and prompt beneficial actions, making the journey toward financial success feel more like an engaging game than a taxing obligation. Integration with account data provides real-time updates, while financial modeling tools demonstrate how different decisions impact goal timelines.
Building a Complete Goal Achievement System
Additional financial planning features might include:
- Goal-tracking dashboards with achievement badges and progress levels
- Savings calculators and projections that unlock new financial insights
- Budget analysis tools with challenge-based learning modules
- Investment portfolio modeling with scenario-based gameplay elements
- Debt reduction planners that break large goals into manageable quests
- Retirement readiness assessments with interactive checkpoints
Personalizing the Path to Financial Success
This goal-oriented approach transforms static banking websites into active financial partners that keep users motivated through gamified experiences. Customers receive personalized suggestions based on their progress and changing needs, earning rewards and recognition along the way. The system adapts its recommendations as customers advance toward their objectives, maintaining engagement and encouraging positive financial behaviors through achievement-based incentives.
10. Maintaining Community Connections in the Digital Age
Digital transformation shouldn't diminish the community connections that distinguish legacy banks. HubSpot tools enable banks to maintain local relevance in the digital space. Content management systems facilitate regular updates about community involvement and local business success stories. Event calendars promote financial education workshops and community activities. Location-based personalization ensures customers see relevant local content and offers.
Showcasing Local Impact Through Storytelling
Community spotlights can highlight local businesses through customer success stories that feature how the bank's services supported their growth. Integrating social media platforms amplifies community involvement and maintains engagement with local audiences.
Building Digital Neighborhoods
Banks can create neighborhood-specific resource hubs that aggregate local market data, upcoming events, and community initiatives. The platform also enables efficient management of local sponsorship programs and charitable giving initiatives, maintaining the bank's role as a community cornerstone while leveraging digital tools for more significant impact.
Wrapping Up
Creating modern banking experiences requires thoughtful implementation of digital tools while maintaining traditional banking strengths. Through the strategic use of HubSpot's capabilities, legacy banks can deliver the seamless digital experiences customers expect while preserving their established trust and community connections. Success comes from balancing automation and personalization with security and service, ensuring banks remain competitive in an increasingly digital financial landscape.
Each element we've discussed represents a critical component of modern digital banking, from smart forms and personalized content to community engagement features. However, implementing these solutions requires careful planning and expertise to ensure compliance, security, and optimal user experience.
Get Started with Your Project
Ready to transform your bank's digital presence? Our team at Lynton specializes in helping financial institutions leverage HubSpot's full potential while maintaining regulatory compliance and security standards. We understand the unique challenges legacy banks face in digital transformation and can help you create a roadmap for success.
Contact us to discuss how we can help you implement these solutions and create a modern banking experience that serves your customers and community.
