Microsites are a valuable tool in every online marketer’s tool box. Apps or profiles on social media platforms are subject to changes of the overriding development roadmap, thus making their usage a game of eternal catch-up. Microsites however offer a blank canvas which allows for the creation of bespoke solutions. To successfully leverage their opportunities a few aspects should be considered before launching a microsite.
1. Target Audience
On average microsites are tailored to a smaller amount of stakeholders, compared to full-blown corporate websites. Therefore a microsite should cater to its audience’s needs, and their needs only. Every question regarding the relevance of a feature or offering should be answered with an emphatic ‘Yes’. On a microsite for a product there is no need to link to a careers or CSR section since the majority of the audience will visit to learn about the product. Don’t offer distractions to your visitors, their attention span is easily disrupted.
2. Conversion Goals
After the target audience the question of the conversion goals should always follow immediately. However the condensed nature of a microsite should make their identification easy. Every page in the sitemap should be equipped with a goal, which is monitored on a constant basis. Thereby creating the foundation for constant improvement.
3. Short Time-To-Market
While the usage of microsites are dependent on an overriding strategy, each single microsite is a tactical instrument. Due to their smaller scope, like landing pages, they are perfect for experiments regarding constant improvement. As a consequence a short time-to-market is key. In an ideal world an agile online marketing team can launch and pull microsites without the help of the IT department.
Learn more about the synergy potential of Marketing and IT.
4. User Experience
Due to their lean sitemaps and limited amount of stakeholders, non-functional requirement like performance and usability are key. This includes aspects like mobile and responsive design, which combined provide an essential building block of the perceived User Experience. Leading to the exclusion of UX as a potential issue with negative conversion rates.
5. Search Engine Optimization (SEO)
Provided microsites launched under the URL structure of an overriding website, they benefit of its SEO activities. Nevertheless caution should still prevail in order to prevent stepping into pitfalls like duplicate content. Therefore ensuring a microsites uniqueness, in the eyes of search engines, should also be in mind while creating content.
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