Evansville's Favorite Donut Shop — and a Loyalty Program That Sends Every Customer to a Dead Link

The Business

Donut Bank has been feeding Evansville since 1967. That's not a marketing line — it's a fact. Harold Kempf opened the first location on First Avenue nearly six decades ago, and today his family's bakery has grown to 11 locations across Evansville, Newburgh, Princeton, and Henderson, Kentucky. The chain has earned a mayoral proclamation. It's been covered in the Courier & Press, WKDQ, and WEVV. It holds a 4.6-star rating across locations on Google and Yelp. Locals don't just visit Donut Bank — they grow up with it. They bring their kids. They bring their parents. The brand loyalty is as thick as the glaze on a tiger tail.

And then there's the website.

The Rewards Program That Doesn't Work

Here's the most damaging thing Pitchcraft found during our audit of donutbank.com: the “Baking Account” loyalty program — which is promoted in the site's main navigation bar, on the homepage, and on a dedicated rewards page — sends every single customer who tries to access it to a broken URL.

The “Access My Baking Account” button links to:

https://donutbank.comosense.net/

That URL doesn't exist. It appears to be a botched integration where the business domain (donutbank.com) and the rewards platform's domain (osense.net) were accidentally fused into a single nonsense string. The result: a dead link that silently ejects customers at the exact moment they're trying to engage with the brand's loyalty program.

For a chain with thousands of daily transactions across 11 locations, this isn't a minor bug — it's an active drain on customer retention. Every loyal customer who tries to check their points, redeem a free donut, or sign up for rewards hits a wall. Most of them don't file a support ticket. They just stop trying.

The Other Things We Found

The broken rewards link was the most critical finding, but the audit uncovered a cascade of smaller failures that add up:

What the Pitchcraft Redesign Fixes

Our spec redesign for donutbank.com addresses each of these failures directly.

The Baking Account gets a clean, working integration with the correct rewards portal URL — and the homepage and loyalty page get unified messaging so there's no more contradiction. The “Example title product” placeholder content gets replaced with actual featured products. The Order Online headline gets corrected to reflect all 11 locations.

More importantly, the homepage finally tells the Donut Bank story. The 58-year legacy, the third-generation family, the mayoral proclamation, the press coverage — all of it surfaces above the fold where new customers can see it. Local SEO schema markup goes on every page, so “donuts near me” and “best donuts Evansville” searches start sending traffic where it belongs.

What That Means in Real Business Terms

Fixing the Baking Account link alone is likely worth thousands of dollars per month in reactivated loyalty engagement — customers who gave up on the rewards program will re-engage when the button actually works. Fixing the homepage's lack of social proof converts more first-time visitors into first-time buyers. Updating the SEO foundations across 11 location pages means Donut Bank shows up in local search for every pocket of the Tri-State where they already operate.

This isn't a vanity redesign. It's fixing real, measurable leaks in a machine that's already running well — and pointing it back toward the brand it's been for 58 years.

The Pitch

Pitchcraft Agency builds spec redesigns for local businesses whose websites don't match the quality of their work. We spotted Donut Bank — 58 years, 11 locations, a mayoral proclamation, and a loyalty program button that links to a URL that doesn't exist — and built the concept ourselves. Our offer: a full website redesign, ongoing management, and marketing support packaged as a recurring service starting at $799/month. No multi-month proposals, no vague timelines — just a site that finally matches the institution Donut Bank has earned the right to be.