Micro-website.

• Position: Bank of American Fork - Brief article

A Landing Site for Customers Responding to Ads

Institution: Bank of American Fork, American Fort, Utah

Asset size: $850 million

The bank's new micro-website is a special landing page for customers responding to advertisements, email newsletters, social media, the bank's home page and branch merchandising.

The micro-website features rotating customer testimonials from both business and retail customers. It also contains links to product and services information as well as educational blogs, one for business and another for retail.

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The campaign site was developed because the bank felt it had a different function than the home page. Christopher Liechty, vice president of communications, explains: "The majority of people visiting the bank's home page are there to log in to online banking. Others visit looking for our foreclosed properties page or details on a certain product. We wanted the campaign site to provide a stage dedicated to customer testimonial videos and product messages that provide positive solutions for today's economy."

The micro-website can be viewed at: greatnews.bankaf.com.

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