Redesign of InBank banking information portal: rebuild around real user experience
InBank banking information portal needed redesign — outdated interface, low lead conversion, poor mobile version. Rebuild around real user path with focus on application conversion and SEO visibility. Full redesign and launch in 4 months.
Real case of InBank banking information portal redesign with migration to a modern stack, focus on conversion and SEO visibility.
Typical Problem
InBank banking information portal — main client acquisition channel for the bank's product sites. The existing version was developed 4-5 years ago, had outdated interface, poor mobile version, low SEO visibility. Visitor-to-application conversion below potential. In parallel — content management difficulties, adding new product pages required developer involvement. The marketing team could not respond quickly to product launches.
Why This Happens
Several systemic problems. Technologically — outdated CMS without serverless rendering, slow page loads, SEO indexing issues. Design — desktop-first interface, mobile version adaptive not responsive. Content — static, without structured data, without product comparison blocks. Analytics — basic, without understanding user path through the portal. Content management — every change through developer, new article publication cycle — several days.
How We Diagnose It
I conducted portal diagnostics from three angles. Technical — Lighthouse audit, speed, SEO, accessibility. UX — user path through 5-7 typical scenarios (deposit selection, credit application, branch search). Content — analysis of existing pages, which convert better, which underperform. This gave the basis for a new portal design with concrete priorities. It became clear that cosmetic redesign would not solve the task — full rebuild with modern stack needed.
The Right Model
Modern stack: Astro for SSR/SSG, Tailwind for design, headless CMS for content, Vercel for deployment. Page architecture: home as navigation hub, product pages with explicit CTAs, information articles with structured content, branches and contacts. Mobile-first design with responsive grid. SEO infrastructure: hreflang, sitemap, JSON-LD by page type, OG meta. Analytics: GA4 + Hotjar for user path. Content management — marketing team works in headless CMS without developer involvement.
How We Implement It
Full interface redesign with design system and components. Migration to modern stack — Astro + Tailwind + headless CMS. Rewriting all content with focus on conversion (CTAs, FAQs, comparisons). SEO infrastructure deployment — sitemap, hreflang, JSON-LD by page type, OG. Analytics and user path setup. Marketing team training on headless CMS work. Launch in 4 months from start to publication.
How the Team Works
I worked as advisor on architecture and UX strategy. Conducted diagnostics, agreed on design system, helped in stack selection. The client team led development with the contractor. The marketing team worked on content in parallel. My role ended after successful launch and team work stabilization on the new stack.
Results
Information portal redesign is not a designer's job, it is an architect's job. Without the right stack (SSR/SSG, headless CMS, SEO infrastructure), even ideal design will not deliver effect on conversion and organic traffic. A modern portal must load fast, index well, and be managed by the marketing team without developers.
Key Lessons
- • Astro as a stack — excellent choice for information portals with SEO focus
- • Headless CMS gives marketing team independence, offloading development
- • SEO infrastructure (sitemap, hreflang, JSON-LD) — critical part, not addition
- • Mobile-first is mandatory — over 60% of traffic from mobile
- • Lighthouse 95+ as KPI — realistically achievable with the right stack
- • Cosmetic redesign does not solve low conversion — rebuild needed
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