BBVA Compass is expected to unveil a redesigned online banking web site next month, Jennifer Wilson, senior vice president, director of the online channel, tells Bank Innovation.

Core to the site’s transformation will be a shift in content.

“We’re working hard to be mindful of what information the customer needs right now when trying to decide their personal finances, especially as the banking is suffering from some reputation problems” Wilson says.

Part of the site’s remodel means cutting out information that is extraneous to the customer, while also striving to have more “authentic” conversations with consumers, Wilson says.

“The hardest thing in the redesign is getting rid of the bloat,” she tells Bank Innovation.

In the makeover of the site, Wilson says answering, “How do we build out the editorial approach that matters from the customer standpoint?” was an important question to answer. The practical implications of that is understanding that consumers don’t buy mortgages, they buy homes. With that in mind, she explains that BBVA Compass aimed to establish more of an educational conversation — without BBVA Compass trying to be a news source.

“We are not CNN.com,” Wilson says. “We are a bank – customers know it and we won’t spin the conversation that we aren’t a bank.”

Wilson says BBVA Compass has been working on the site overhaul for a little over the year now.

BBVACompass.com received about 789,000 unique visitors last November, according to Compete. (See here.) This ranked the site fourth behind BankofAmerica.com, WellsFargo.com, and Regions.com among sites of similar type, Compete says.

Last year, Citibank Inc. relaunched its online banking site, too.