If you build it, they will come. Well, at least you hope they’ll come! According to Netcraft, there are over 600 million active websites and approximately 150,000 new sites are launched every day. How can you ensure that your products and services will be found in this online congestion? The answer might be a microsite.
What is a Microsite?
A microsite can be a powerful tool to help your brand stand out from the crowd. Microsites are basically smaller websites, which contain just a page or two of information, and are linked to your main website. They are generally used for a specific task such as promoting a particular brand, product or service within your full line of offerings. In addition, microsites are highly optimized for a few exact phrases and keywords. And, they are typically targeted to a specific audience. Wondering whether you need a microsite? Consider the following benefits:
Provide Focused SEO
Though they are linked back to your main site, every microsite is its own website with a one-of-a-kind URL. Having a unique address that is easy to remember helps people find your product or service faster and easier. This is an advantage in search engine optimization (SEO). Make your microsite more effective by featuring an assortment of keyword-rich domain names that are highly valued by Google, Yahoo and other top search engines. (Regular websites can never have more than one or two keywords in their domain name.)
Create a Targeted Path
A large website with a multitude of products and services can often detract from the offerings that generate the most revenue. Highlight these products and services in a microsite by providing detailed descriptions and demonstrations. Provide significant and relevant details regarding a product or service on its own page to help prospects easily find and understand what you offer. In this way, microsites can reach a whole new audience.
For example, as a marketing firm, we offer a long list of services, including website development. All of these services are featured on our main website, but we have found that a large target audience is looking specifically for web design. To help this group of potential customers more easily find and understand what we offer, we created a microsite that highlights only website development. It provides visitors a more focused experience.
Generate More Interest
Generating interest in your products and services is the goal of every business site. Because microsites act like several little homepages, they provide more opportunities to attract new audiences. Increase interest in a specific product or service by giving it a microsite, which acts like a spotlight. When done right, microsites also tend to generate more shares, which expands your reach.
In addition to highlighting specific products and services, you can use microsites for specialized blogs that position you as a thought leader in the industry or for special campaigns and announcements, which leads us to …
Make Special Announcements Truly Special
Because microsites can be developed and placed quickly, they are especially useful for things that have a short lifespan. Think seasonal promotion, a large sale or a special announcement, such as a new product launch. Creating a full website for something that has an expiration date is impractical, but microsites can be done in a flash!
Express your creativity and get a little playful with microsites. Some degree of standardization is necessary for your main website to make it user friendly and easy to navigate. But since microsites are so small, you can step out of the box and experiment a bit.
Test the Market
While you’re stretching your creative muscles, why not do some testing? Send out various campaign messages through different microsites and monitor the market. Use microsites to help you gauge the effectiveness of various headlines or graphics. And, then select the one that resonates with your target audience. Since microsites can stand alone, this strategy will not confuse your core audience.
It’s no secret that the more engaged customers are the more likely they are to make a purchase, as well as share their positive experience with others. Improve engagement by finding the right content for your audience with a microsite test.
Let’s review: You can use microsites to improve your SEO, build brand awareness, focus on specific products or services, highlight special promotions or announcements, reach a larger audience or target a new audience, and test the waters. That’s a lot of bang for your buck! Especially when you consider that building and maintaining a microsite is easier and more affordable than creating bigger websites.
While microsites are small, they can have a big impact. That’s why we suggest working with a professional to create the most effective tool possible. If you’d like to explore the possibilities of a microsite, give me a call – Kevin Anger, Spry Ideas Creative Director, at 734-531-7421.
And, be sure to visit our microsite: www.sprywebstudio.com