We’ve looked at and designed hundreds of bank websites over the years, and 9 out of 10 – maybe even 9.9 out of 10 – lead with products. “Here are our accounts.” “We’re a better option.” “Here are our rates.” They’re digital brochures — and they all say the same thing.
Nobody wakes up wanting a checking account. They want to stop paying fees, save for a house, or grow a business without losing their local banking relationship. In this episode, Dan and Chris make the case that the fix doesn’t need to involve a new from-scratch website, you just need to reframe your copy and content. Lead with the customer’s problem, not your product’s features. The product details still matter, but they’re not the hook.
In this episode:
• The difference between leading with your product and leading with your customer’s problem
• How to rewrite a product page without a redesign, and how even a few sentences above the feature table can change everything
• Why this matters even more now that AI is answering customer questions
Resources:
• Want help with a competitive analysis or AI visibility project? Reach out: [email protected]
• The Bank Marketing Show: www.bankmarketingshow.com
• The Bank Marketing Minute (Newsletter): www.bankmarketingminute.com