Microsites: What Are They Good For?

Almost every business has a website now. It’s a necessity in order to fulfill the needs of the consumer. Consumers want to research a company before buying a product or service and gauge the credibility of that organization. Company websites are great for this purpose, but at times, it is beneficial to develop smaller “microsites” to achieve organizational goals and objectives.

Microsites are smaller websites normally focusing on one particular aspect of a company or topic. An excellent example is an online sweepstakes site. Normally these sites fall under the umbrella of some parent company such as a travel or tourism site. The microsite is built to specifically discuss the sweepstakes–how to enter, prizes to win, etc. This allows for consumers to quickly participate in the offer.

Another practical example of a microsite is supporting a new product launch. Automakers typically develop sites for new car models released every year. Usually these sites will depict a certain lifestyle that caters to the target demographic. Again, this quickly engages the viewer, whereas if they visit the main corporate site, they may never reach the intended destination due to distractions, confusion or time constraints.

Events are another popular form of microsites. Tradeshows, concerts or other special events utilize microsites to drive qualified traffic to absorb content aimed at getting viewers actively involved. The sites can be optimized for specific keywords for better placement on search engines compared to the parent site. Traffic can then be directed back to the parent site if desired.

Microsites normally have a distinct purpose of gathering registrations for leads or selling products. The sites can be as small as one page or can contain many pages, even becoming larger than small business websites. If your organization has a need to promote a specific product, service or event, consider utilizing a microsite in conjunction with other interactive tools such as email, search and banners. The results can be astounding. If you’re not sure how to integrate all the different aspects of a campaign in this manner, contract an agency with expertise in this area. When you do, be prepared for positive results.

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