Microsites and landing pages for larger entities are always at risk of stagnation. They are usually designed and launched, then the team moves onto the next project. This scenario was no different for BofA and their microsites and landing pages targeted towards small businesses.

The pages had existed for some time and it was time to revisit them and discover possible improvements.

Research

The first step was to get familiar with the 5 small business microsites and landing pages and to establish the specific user goal of each particular page. The second, to find competitor microsites that targeted similar audiences and required a similar end goal.