ncino.com Global Website Overhaul: A User-Personalized, Narrative-Driven Web Experience
We led a full-scale reimagining of our global website to better reflect our brand’s evolving market positioning, improve engagement across diverse markets, and increase conversion. The new web experience moves away from a product-line-first model toward a problem/solution-first narrative journey that is personalized, market-segment-specific, and brand-forward. At its core, the project aims to deliver a smarter, more intuitive user experience while reinforcing our identity as a solutions partner for the financial industry’s most pressing challenges.
Problem
Our previous web experience was concepted and built with a short-sighted Solution Growth Team (SGT) strategy that deeply constrained our centralized brand strategy and thus required users to navigate through rigid product pathways, often masking the broader innovation story and causing friction in the user journey. It lacked personalization and failed to clearly articulate how our solutions solve real-world problems, particularly for different market segments across global markets. Navigation was wilcly complex, siloed, content was static, and conversion points were buried. We needed a web strategy that could adapt to a user’s intent, improve search and gen AI visibility with modern SEO and GEO, and showcase our thought leadership and brand value proposition from the first click.
Solution
We redesigned the entire site architecture and content model to guide users through a problem-first, market-specific journey. The new experience opens with our bold brand POV on the industry’s biggest challenges, offering users the ability to navigate by market segment (enterprise banks, credit unions, building societies, etc) or solution topic (e.g., AI, Onboarding, Deposits, Mortgage). Key Features Include: - Market-segment-specific landing pages that speak directly to users in verticals like Community Banks, Credit Unions, and Building Societies, each ending with dynamic product carousels tailored to their needs. - A reengineered navigation structure that supports both market- and topic-based exploration, making complex solutions easier to access and understand. - A unified CTA strategy: “Schedule a Demo” is featured consistently across all pages to streamline conversion. - Enhanced SEO, GEO, and localization through content optimization for regional search behaviors and intent. - Integrated data tracking and behavioral insights, allowing us to refine campaigns and personalize future user experiences based on engagement patterns. This overhaul not only simplifies how users interact with our brand, it activates a new phase in our marketing strategy, one where we meet users where they are, speak to the challenges they care about, and convert interest into action faster and more meaningfully.
