Financial Services
How Salisbury Bank Made Its Website Easier to Choose
A clearer brand and a redesigned website helped Salisbury Bank grow page views 19% year over year. Now customers are starting their research somewhere new: AI tools like ChatGPT and Gemini. See how your institution shows up there.
19%
increase in page views, year over year
Salisbury Bank
Salisbury Bank
What Drove the Results
Banking is a commoditized category, and Salisbury Bank needed to stand out within a tight budget. Primacy rebuilt the brand and the website together.
- 01
Positioning built on research
Qualitative and quantitative discovery led to a new brand platform and tagline: "Because where you bank matters."
- 02
A launch across every channel
A go-to-market campaign spanned paid, owned, and earned media, from video and out-of-home to email and direct mail.
- 03
A website that is easier to use
A redesigned site on Drupal increased page views from 94,000 to 112,000 year over year, with more time on site and lower bounce and exit rates.
The work earned Best Brand Refresh/Rebrand Campaign from the New England Financial Marketing Association. Read the case study
Why It Matters Now
Customers Find You in AI. They Choose You on Your Site.
Financial decisions now stretch across more of the digital landscape, creating two points of influence.
01
How customers find you
More people use AI tools to research banks, insurers, and financial products before deciding which institutions to explore. If AI does not name you, you may not make the shortlist.
02
What happens when they arrive
Once someone reaches your site, it needs to make their options easy to understand and the next step easy to take. Salisbury Bank shows what that is worth.
+42%
When Primacy applied its AI optimization approach for an Ivy League online program, organic traffic from AI search grew 42% within 90 days. See how
Your Free Report
What Your AI Visibility Report Shows
- 01
Where you appear
How often your institution shows up in AI answers to prompts like "best credit union in my area" or "best bank for small business."
- 02
Who appears instead
Which competitors, aggregators, and review sites AI recommends when it does not recommend you.
- 03
What AI says about you
Whether AI describes your products and services accurately, and which of your pages it cites.
- 04
What to fix first
The top improvements, ranked by their impact on customer acquisition.
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See whether AI recommends your institution when customers compare banks and insurers, and what to fix first.
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