Background
Avidia Bank was formed in 2007 by a merger between Hudson Savings Bank and Westborough Bank, both founded in 1869. Avidia Bank is now a $1.2 billion mutual community bank headquartered in Hudson, MA, with branches in Hudson, Westborough, Clinton, Marlborough, Northborough, Shrewsbury and Leominster.
Challenge
Avidia offers both personal and business banking, but its website was previously generic and was not optimized for users focused on each of these services individually. Avidia partnered with inSegment for a complete website overhaul for numerous reasons: to segment its audiences and increase conversions, improve the look and feel of the site, and to support mobile and tablet traffic. With the redesign, Avidia hoped to achieve superior organic search results and create a better landing environment to support paid search/display efforts.
Solution
To tailor site content to each audience, inSegment replaced Avidia’s homepage with a splash page, allowing the user to self-segment as interested in either “Personal” or “Business” accounts.
inSegment also produced content for the new, segmented Avidia website, ensuring it had an ideal keyword density, length, and HTML vs content ratio. Links and headlines were also placed strategically within the content, duplicate content was sought out and eliminated, and backlink-building opportunities were employed.
Lastly, inSegment optimized the Avidia website for mobile by ensuring the title tags and meta descriptions were unique and of the correct length. Images, video, and content were made mobile-friendly as well, and the website was made faster.
Results
inSegment’s focus on mobile produced the most impressive results. Organic visits on mobile devices saw a sharp increase by almost 2,000 monthly views in only 12 months, demonstrating the effectiveness of inSegment’s mobile optimization strategy.
Due to the improved mobile-friendliness of Avidia’s website and introducing keywords intended for mobile search, there was a significant increase in rankings on page 1. Mobile keywords the website ranked for included “bank of ma,” “business checking MA,” “Massachusetts home equity,” and “personal loan rates MA.”
