Guess what. Microsites are everywhere on the internet.
You’ve probably already been on a few and didn’t even realize it.
Not only that, but microsites are a fast-growing sector of the web, with many brands popping them up for a huge variety of marketing plans and products.
What is a Microsite?
A microsite is a website created by a brand for a specific reason, separate from the brand’s main site. The reason can be anything, ranging from a particular product they want to highlight, to a promotion, a service or even an event. Microsites are often temporary and tied to the main brand’s site on a subdomain. Longer-running microsites often have their own URL instead of being linked to the brand’s website.
Naturally, there are no mandatory regulations regarding microsites – they can be any size, any specifications, and whatever functionality desired. Generally, microsites are in the hands of the marketing department rather than IT, as they primarily function as a marketing tool. Again, don’t be mistaken, though. And to reiterate: a microsite is simply not your brand’s main website.
Benefits of a Microsite
As you might guess by their mere existence, there are many benefits to having a microsite. One of the most exciting and useful is the chance to decide what to concentrate on. The brand’s main site often becomes too generalized and broad to hone in on a particular product, service, or event. A microsite can focus on any of those, a topic, or an audience. A microsite allows a brand to tightly navigate something specific, and prevent that site from becoming overshadowed by the chatter on the main site.
Microsites are also built quickly, often quicker than IT departments move, giving more room for the marketing and sales departments to focus on their projects and get more eyes on them than they might on the main brand site. This also creates less friction between the departments, so hallelujah for that miracle, right? A microsite needs to be nimble, changing quickly to meet updated marketing conditions.
A microsite can also serve as the hub of your marketing campaign, where you control the information and data. You can’t do that on a third party site like Facebook. Also, because of its tighter focus, it can come up on search engines higher than the main site for certain keywords, which can give you more traffic where you want it. Ka-ching. Another specifically SEO/SXO benefit of a microsite is that they often appear more relevant, which can earn more clicks.
And, last but not least, and probably the most popular benefit of a microsite: they often provide a higher conversion rate, as they are more narrowly scoped. These adorably sized sites are also an excellent way to test new ideas such as products and expansions, which helps you test items before getting the IT department involved for a whole-site makeover.
What Makes a Microsite Successful?
Well, a focused topic for starters.
A microsite can get really in depth on a topic or product that a full website couldn’t handle, and that focus pays off. Honestly, you can get deep on the topic of your choice, and that will filter out some of the traffic for you to attract higher quality users that are interested in your topic.
Quality information is vital to a microsites success or failure. Tailor your information to be precise and focused on the goal of the microsite, whether that’s information, a purchase, or conversion. Information is what enables the microsite to accomplish its purpose. Don’t skimp on information, as that is one of only a few reasons why the user is on your site.
Creative design and user engagement is where microsites shine. They can be completely different from the main site’s theme and layout. Plus, microsites can make it easier to use and more engaging to your users. You can go completely crazy with a microsite’s design and make it fit said topic or product perfectly.
These three things will allow your microsite to be successful. Focus on one topic, use highly relevant and quality information, and design your microsite to be user-friendly and engaging and you’ll have a worthwhile microsite.
Some Examples of Microsites
Year In Music – Spotify
This microsite shows us what we have listened to on Spotify in the last year so that we can see how our tastes have evolved. This site is a highly personalized microsite, allowing you to see a lot about your musical tastes. Some examples are top artists by season, how much time you’ve spent listening, and even your first song played. This microsite also makes it easy to share your discoveries with social media.
There isn’t a point to Emoji Tracker besides pure interest and curiosity. It’s simply real-time tracks the emojis being used on Twitter. It is a straightforward microsite, only used to track how many times an emoji is used on Twitter in real time, so it doesn’t need fancy buttons, sidebars or pretty much anything else. This is a great example of a microsite that does one thing and does it obnoxiously well.
Microsites are a hell of a boon to your business, allowing you to dig deep into your products or services and pivot based on data that you store – and the best part is that you’ll have it all, not just what a third party wants to show you (if they show you anything). You can use microsites to narrowly focus on any aspect of your business, and you can have as many microsites as you need. Hey, the sky’s the limit.
Take control of the marketing for that new product launch, that event or that promotion immediately. Maximize your potential earnings by creating a microsite when you need one. Test out new ideas, new designs and a whole host of other things before the main site needs to be involved. Found a new target demographic? Create a microsite to target it so that audience is aware of your product or services.
If you need help figuring out how to improve your SEO, your SXO, or how to design and encompass a microsite into your brand’s (insert your important thing!), contact us today. Dominate with SEO has cumulative decades of experience in dominating the competition. Let’s get this party started.