Chuck Dearbeck A community bank may spend considerable time and funds to create a Web site, but it may be time wasted unless its target audience sees it and returns to it. A bank can take several steps to protect its Internet investment, and increase the chances that both current and potential customers will continue to visit the site. There are no secrets, but there are some common themes among successful Web sites. Two years ago, Internet users accepted a brochure-type Web site, comprised of static information.
Most current users are too sophisticated for a basic approach.
To encourage repeat traffic, a bank's site should provide new information regularly, and offer practical functions for its customers. In the past, changing a Web site's display could be a costly, time-consuming endeavor. Using relatively new technology, the bank can create a database-driven Web site, which alleviates many problems previously related to updating information. The bank's Web site should provide information about its products and services, along with links to other sites that customers may find useful. In the competitive environment, a bank should have functional tools available online, such as financial calculators, check reorder forms, consumer credit report requests, and loan applications.