SALTWORKS
655 E 4500 S #210
SALT LAKE CITY, UT 84107
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DIGITAL MARKETING | WEB DEVELOPMENT
655 E. 4500 S. SUITE 200
SALT LAKE CITY, UT 84107
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Helping First Utah Bank Redefine Community Banking For Utahns
First Utah Bank is a special kind of financial institution. As a locally-owned and operated bank, First Utah Bank can make loan decisions quickly and efficiently. As a community bank, serving people in the Salt Lake City area is their sole priority. From their focus on unmatched customer service and building lasting relationships with customers, to the bank’s generosity in giving back to the community, First Utah Bank truly stands apart from all the others.
While First Utah’s customers knew how exceptional the bank is, they needed to spread the word. First Utah chose Saltworks to help redefine their value proposition for Utahns looking for a bank they can fall in love with.
The Challenge
Utah’s financial marketplace is highly competitive, with over 50 traditional banks, 60 credit unions, and a multitude of fintechs offering a diverse range of banking options. To complicate things, more than 17 local financial institutions have the words “First” or “Utah” in their name. This made crafting a unique value proposition to distinguish First Utah Bank from other institutions a significant undertaking. The goal became developing a unique, memorable, and compelling way to communicate First Utah’s passion and commitment to the community.
Utah’s Competitive Financial Marketplace
| 50+ | 60+ |
|---|---|
| BANKS | CREDIT UNIONS |
The Approach
Christensen & Jensen needed to differentiate itself from all the other firms with a brand positioning statement that explained how C&J’s core values make the firm the best choice for important legal matters. Christensen & Jensen also needed a shorter (and easier to remember URL) so that it would be easier for prospective clients to find the firm online.
Marketing and Communications Strategy Development
Saltworks began our work by assessing the firm’s existing digital marketing/communications footprint and assets (website, online listings, and social media) and delivered key insights to roadmap for future online marketing efforts. For the firm’s key practice areas, we conducted a series of marketing fact-finding meetings to gain insight (for the firm as a whole and for each of the six target practice areas) into:
Growth goals for the practice area
Service Offering: Which services are most important to prospective clients
Strengths and weaknesses in each practice area
Opportunities for growth
Threats that might impede growth
Target audience (demographics/psychographics/job title of the person who seeks out the firm
Competitive Analysis
Objections & Solutions. For each practice area, we examined top objections or barriers to engagement with the firm or a business attorney in general (price, time commitment, lack of trust, lack of need, lack or urgency) and suggested solutions to overcome each objection.
Next, we leveraged the key findings to prescribe Marketing Strategies & Platforms as well as a Positioning Statement & Narrative.
Slogan Development
In the development of Christensen & Jensen’s brand positioning statement (slogan), we examined the culture of the firm closely, and evaluating reviews from current and past clients describing what they loved about working with their Christensen & Jensen attorney.
What we found was a culture of true respect and deep concern for the client — looking out for the client’s interests — and taking a genuine interest in clients as unique individuals. We distilled these ideas down into the following core values:
Branding/Positioning Statement
Saltworks further distilled these ideas down into a single statement – an eight-word mantra that expresses the high level of trust that Christensen & Jensen clients have in the firm at the decisive moment.
For matters that count… this is your team.™
The slogan says it all – simply, without embellishment.
Domain Acquisition
Saltworks was able to negotiate the acquisition (of an already registered) of a shorter (and easier to remember) domain name for Christensen & Jensen: CJLaw.com.
Communicating Christensen & Jensen’s core values through video
For each practice area, we identified several Frequently Asked Questions that prospective clients ask the most (via Google search and AI search). In addition to providing a written answer, we filmed attorneys in the respective practice area answering the questions in their own words. This provides viewers insight into each attorney’s personality and practice style – while also exhibiting subject knowledge.
Website Development (including SEO-optimized practice area text)
Saltworks approached the redevelopment of the Christensen & Jensen website with two objectives in mind. First, the C&J website needed clean, simple navigation that would make it easy for visitors to quickly find what they were looking for. Second, we wanted to make sure that C&J’s core values were reflected in all aspects of the website—from the colors, fonts, and imagery—to the on-page content that’s optimized for readability and search.
Google Ads Management
Saltworks manages targeted Google Ads campaigns designed to connect First Utah Bank with Utah business owners actively seeking financing solutions. Through strategic campaign optimization, compelling ad messaging, and continuous refinement, the campaigns consistently deliver qualified prospects to First Utah Bank’s business banking pages.
Campaign Performance (March–December 2025)
Lead Generation
- 794 total qualified lead actions representing a 32% year-over-year increase
- 71 SBA loan inquiries generated (+129% increase) — First Utah Bank’s flagship business lending product
- 26 Business Financing & Loans leads (+767% increase)
- 6 Business Line of Credit leads (+100% increase)
- High-intent prospects either clicking “Start a loan application” or submitting “Connect with a business banker” inquiry forms
Campaign Reach & Efficiency
44,785 ad impressions delivered — up 77% year-over-year, significantly expanding First Utah Bank’s visibility to business owners across Utah
2,899 clicks from qualified prospects actively researching business financing options
Average cost-per-lead of $289 — maintaining efficiency while scaling campaign volume
35% search impression share — capturing more than one-third of available business banking searches in the Utah market
Strategic Optimization
Saltworks continuously refines campaign performance through data-driven optimization:
Monthly negative keyword additions to filter out unqualified traffic (such as bad credit inquiries), ensuring ad spend targets high-quality prospects
Ad group performance analysis leading to strategic pauses of underperforming segments (e.g., Business Term Loans paused in April 2025) to maximize ROI
Landing page optimization driving strong engagement rates, with the Business Financing & Loans page achieving a 7.53% click-through rate and the SBA Loans page achieving 4.77%
Conversion Tracking & Lead Value
Due to the secure nature of First Utah Bank’s loan application process, full end-to-end conversion tracking is limited. However, Saltworks tracks two critical conversion actions that indicate high purchase intent:
“Start a loan application” button clicks — prospects with immediate financing needs ready to begin the formal application process
“Connect with a business banker” form submissions — prospects seeking personalized guidance to explore their financing options
First Utah Bank reports successful business loans funded from Google Ads leads, with additional high-value opportunities actively progressing through their sales pipeline.
The Takeaway
Differentiating a law firm in a crowded market of law firms requires careful consideration and smart planning. An exhaustive competitive analysis is necessary to identify a unique value proposition that the firm can own in the mind of the consumer. Many, many firms claim to be the “best” or the “most experienced.” There is where a more nuanced branding position comes in.
If you need help differentiating your brand in a crowded market, reach out to us at Saltworks. We’d love to hear from you.
The Results
Testimonial goes here.
Schedule a Free Consultation
We’d love to chat with with you about your business and your marketing goals. There’s no sales pitch because we don’t have a sales team or sales goals to meet. Our discovery call or video conference with you is for us to hear about and understand your marketing challenges — and to work together to determine if we might be a good fit for you.
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