Reframing Objections Drives 70% Engagement Rate

Written By Jay Van Dyke - Top Rated Squarespace Web Designer in New Jersey

CONTEXT

Fremont Bank launched a virtual concierge. The risk: in banking, "virtual" can read as a step backward — harder to reach a real person, less accountability, efficiency over service.

INSIGHT & STRATEGY

The barrier wasn't awareness — it was anxiety. I reframed the campaign around objection removal rather than feature promotion. Each ad dismantled a specific fear before making a claim, then drove to a landing page built around benefits, not specs.

RESULTS

The campaign delivered an engagement rate of 69.9%, conversion rate of 6.0%, and won Outstanding Achievement in Web Development from the Web Marketing Association.

Animated gif of a illustrated cell phone showing a chat with a customer and Fremont Bank

This campaign delivered an engagement rate of 69.9%, conversion rate of 6.0%.

The landing page won Outstanding Achievement in Web Development from the Web Marketing Association.

Jay Van Dyke - Top Rated Squarespace Web Designer in New Jersey

Hi, I’m Jay. I’m a freelance web developer who specializes in Squarespace, and I’ve been building and customizing Squarespace sites for over 9 years.

A lot of my experience comes from working inside the real constraints of the platform, not just designing pages but dealing with how sites actually behave once they’re live. That means things like layout limitations, styling edge cases, performance quirks, and the moments where Squarespace is great until it suddenly isn’t.

Most of what I write here comes directly from real projects, real questions, and real problems I see people run into with Squarespace every day.

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https://www.bergendesign.co
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