Microsites To The Point
“Microsites are a good way to build business.”
Many web marketers say microsites are a good way to build business. You may doubt that, since new sites mean more revenue for the marketer. Still, a small site can do a lot for your main website. This guide shows what microsites do and when they pay off.
What Is a Microsite?
Have you ever clicked the first search result and landed on one short page? That was likely a microsite. Some people call them minisites, since they have fewer pages than the main website.
A microsite can be a single page or a small group of pages. A good rule of thumb is one to five pages. Most never go past 20.
The content spins off from your main site. It supports the main site and does not copy it.
What Makes a Microsite Stand Out?
Most microsites share a few traits.
- They give plenty of detail about one product or service.
- They look eye-catching and are easy to use.
- They load very fast.
Why Samsung’s Microsite Beats Its Main Site?
Samsung’s microsite for the Galaxy SIII is a great example. It was well planned from top to bottom. Compare it with Samsung’s main site, which sells phones, appliances, and AV gear.
Finding the phone on the main site
How many clicks does it take to find the Galaxy SIII there? Most visitors end up clicking and scrolling a lot. The page rarely gives them what they want right away.
Finding the phone on the microsite
The microsite gives instant answers. Photos show the color options, the keyboard, and more. Even the techie details are easy to find.
A “More Info” button then leads back to the right page on the main site. The visitor saves a lot of time.
How Does a Microsite Help You Sell More?
Well-built microsites can drive traffic to your main site. Keywords in the URL make them work even better. They also bring in more leads.
Their goal is simple. They turn curiosity into sales by informing and engaging visitors.
Five Signs a Microsite Is Right for You
Not every idea needs its own site. Think about a microsite only if these points fit you.
- You want targeted optimization. Your main site uses many keywords, but a microsite uses just a few. That raises keyword density. Your analytics can show which keywords to focus on.
- You have a product people love. You and your customers care about it. A microsite lets you share news about that one product or service.
- You are chasing a new audience. That group may need a different look and feel from your main site.
- You can write fresh content. The content must differ from your main site. It should also support your other ads for that product.
- You have the time and money. Not everyone has Samsung’s budget.
Why Are Microsites Harder Than They Look?
Microsites do help build business, but they have drawbacks. One site takes hard work. Several sites multiply that work fast.
Recent Google changes make it harder to get microsites ranked and found. You cannot copy content from your main site, tweak a few words, and add lots of backlinks. That shortcut no longer works.
What To Do Before You Build One?
Plan how you will use the site before you start. If you can fill it with real, useful content, a microsite can pay off. Even a few small sites can work.
Keep in mind that you must maintain each one. A neglected site will not help your marketing.
Not Sure If You Need a Microsite?
Wondering if a microsite is worth your time? Call Directory One at 713-465-0051. Our experienced web marketing team can help you decide if a microsite belongs in your plan.
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