Chase BANK
Chase Bank is known for its massive scale, but their Chase for Business division also caters to the unique needs of small businesses like professional services firms, healthcare clinics, wholesalers and contractors. To reach these business owners, Chase needed a series of targeted landing pages, powered by an SEO and content strategy that could generate search traffic from business owners looking for a bank that gets them.
A B2B SEO Strategy that Speaks Google’s Language
After learning Chase’s business goals and digesting their research, I proposed a strategy that paired traditional SEO best practices, like seeding page titles, URLs and metadata with primary keywords, with a more modern approach: feeding Google’s Gemini AI summary engine and other algorithms with clear, direct solutions to the banking challenges that business owners search for answers to.
I also studied how Google pulls “featured snippets” and other pieces of content into their search results, and then deep-links directly to content below the fold. Since any section on a page could become an entry point from search, I recommended developing each section as standalone content, then piecing together the full-page narrative according to a hierarchy of business objectives.
Landing Pages Designed to Convert
Using first-party research to understand the unique customer journeys for each category of business owner, I led our UX design and copy team to create a modular layout with a consistent look and feel that could accommodate all variations of strategic messaging.
While the primary business objective was to drive users to sign up for new checking accounts, we knew that one CTA at the top of the page wouldn’t be enough. Our UX strategy suggested multiple pathways to conversion on the page, since any section could be an entry point via deep-linking from search results.
We built the narrative for each page around multiple value propositions for checking, and interspersed them with other banking products like payment acceptance, crafting messaging that spoke empathetically to business owners’ pain points. With this multifaceted narrative, we made it easy for users to take their next step toward signup without hammering them with redundant messaging.
Finally, knowing that Gemini and other AI engines would be harvesting our copy for answers to search questions, we honed all copy to be as clear, direct and actionable as possible, while avoiding any vague or potentially misleading language that could be misconstrued by AI (or humans, for that matter).
Results that Drive Traffic and Build the Brand
The strategy was an incredible success, with every page achieving a top-3 result on Google search engine results pages (SERPs) for generic search terms, and generating Gemini AI summaries and deeplinks that perfectly aligned with Chase’s messaging and CTAs. When ChatGPT rolled out its web search feature months later, the strategy proved successful in generating positive results there too.
While these strong rankings on AI-powered search put Chase in prime positions to get clicks, they also influenced the AI to describe Chase for Business in positive language. Even users who never made it past these SERPs developed favorable impressions of Chase for Business as a leader in business banking.