The challenge
Balancing business goals with brand evolution
With a recent branding update and evolving offerings for business and commercial banking, Byline’s existing site was outdated and in need of a refresh. There was also opportunity for SEO, CRO and functionality improvements. Key goals were to:
- Serve three distinct audiences with clear pathways and CTAs
- Smooth out the “blocky” site flow with improved, fluid design elements
- Transform the site from an informational resource to a lead-generation platform
- Update content and navigation strategy