All bank ads, brochures and materials are designed to present their services in the best light. Don't let yourself be overly attracted to an institution merely because of the way it talks about its services: Each bank offers selections from the same range of services -- some more, some less -- even if they go by many names. What matters is what you need, not what they think you want.
Make your list of desired features and services before heading to a bank's Web site so that you can be sure you're not being swayed by their persuasive presentations. Banks are constantly devising new products and putting new spins on existing products, so it's easy to be overwhelmed when they're telling you how important the new features are. Only you can say what's necessary for your household, and only you can honestly know what you're likely to use enough to make it count.