Suffolk Building Society

Improving customer experience and enquiries for an established regional brand

Focus area

  • Creative
  • Tech

Industry

  • Finance

Overview

Our client sought an experienced digital agency to bring all their online assets in line with a new rebrand which saw a major name change from Ipswich to Suffolk Building Society. The end deliverable: two websites that worked seamlessly as one, regardless of whether you were a consumer or an intermediary.

Suffolk Business Society has two main audiences: consumers, and intermediaries (such as brokers). As a fast-growing financial services organisation, the company wanted to create an exciting and value-adding online experience for its users while still retaining the company’s distinctive and highly established reputation locally and nationally.

The key tasks were to:

Improve the consumer user experience – the existing website was built on an ageing CMS which was becoming overloaded and slow. As a result, the technology was becoming a barrier to the marketing team who wanted to make quick and easy updates around new products and offers.

Support brokers and intermediaries – SBS wanted to deliver a consistent, user-friendly online experience to third parties that it works with, rather than relying on disconnected communications such as email and phone calls.

Increase self-service enquiries through the website – there was a need for online tools to guide consumers to the right products such as mortgages and savings. This would reduce inbound enquiries and empower end users to qualify which products and services they needed prior to talking to an agent.

Provide a sound basis for reporting and further improvement to the digital journey.

40% increase

in traffic to core service pages

46% increase

in average sessions for intermediaries

100%

Google Core Web Vitals

39%

Faster Page Load Times

Suffolk Building Society Mobile Screens

What we did

Delivered a dual site solution – To the end users, there are two sites: Suffolk Building Society and Suffolk Building Society Intermediaries. Under the hood, there is one easy to manage framework. We mapped the user journeys for the different personas, creating a seamless user experience at all the different touchpoints. As a result, it’s easy to find the information that you need, whether shopping for a mortgage or working as a business partner.

Improved site performance – the two site areas are linked under a single robust framework. This makes it easy to carry out updates and maintenance with minimal downtime, plus using the same WordPress CMS creates a familiar environment for marketing team members.

A fast, smooth multi platform experience – the new site is built mobile-first, ensuring fast loading content across all platforms. It scores high on Google Core Web Vitals – a set of metrics that measure usability, such as content load speed, visual stability and interactivity.

Created a compelling user journey – we took a brandbook that had been created by another agency and applied it consistently across all the digital touchpoints, while incorporating our own digital magic to create movement and interaction as you move around the site.

24/7 enquiries – onsite tools empower website users to ‘shop’ for their perfect mortgage or savings product, creating a seamless digital experience that can be carried out any time of day or night without needing to access in-branch services.

Greater support for brokers – the intermediaries area of the site has a sleek look and feel, in keeping with the consumer website, and features a host of useful tools to empower third parties that wish to do business with Suffolk Building Society. These include calculators, a toolkit and FAQ, and the ability to submit new applications.

SBS photography
SBS photography
SBS photography

“Working on a 172-year-old brand brings a great deal of responsibility and the StrategiQ team completely understood this from day one. Taking a truly integrated approach to deliver a website that is both befitting ​our new brand and providing us with an exciting platform to build upon as our strategy develops. The positivity generated by the project has been felt throughout the Society and we couldn’t be more excited for where we can take our digital strategy to forge new paths towards an exciting future.”

Lee Gladwell

Chief Commercial Officer

Suffolk Building Society Focus
Suffolk Building Society icons

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