Many people have probably heard of a microsite, a smaller version of a full website that is meant to function as a discrete entity within an existing site. A microsite may also be used to complement an offline activity or temporary campaign, like a giveaway or sweepstakes.
A microsite should target a specific demographic, product, service or initiative. Additionally, it should supplement a company's principal website by allowing them to highlight something very specific.
A microsite might be used to:
- Associate a product line with its style guide
- Highlight products or services
- Introduce upcoming conferences or exhibits
- Generate buzz around a campaign or initiative
- Target a specific demographic
- Create finely tuned content for a particular user base
- Bring attention to contests or major promotions
How does a company know if it needs a microsite? It might begin by asking these questions:
- Does my company already have a website, and am I looking to develop new content around a specific product or service?
- Does my website need to appeal to a different user base than it currently attracts?
- Do I have a product or service that is not being discovered by search engines? A microsite that is laser-focused on a particular topic and has a domain name with pertinent keywords can radically increase your Search Engine Optimization (SEO) performance.
Depending on the needs of a company and the purpose they intend for the microsite to serve, it could be a wise investment.
Do you have experience with using microsites in your business? Let us know in the comments below, or tweet your responses to us using the hashtag #mcgblog.