What is the purpose of a microsite?

Laser targeting a consumer subset in a way that speaks to them personally.

Putting a solution center stage is what a microsite does best. Engaging a specific audience and encouraging a specific action is what a microsite’s purpose is. They do this by laser targeting a consumer subset with a narrow field of interest. A microsite is meant to engage user interaction while conveying information in a creative way. They can target a specific product or service in ways that traditional websites can not. The present information on such a narrow topic that they seem to speak directly to the consumer. Rather than being a few pages out of many on a large website the consumer finds a small website that only talks about what they are interested in. Handled properly this can be a very powerful medium. A microsite should be efficiently designed with a clarity that addresses consumer needs. The consumer should feel like they have found a definitive location where all of their questions are answered.

Do you need a microsite?

Are you looking to promote a specific product or service? Do you want to promote a specific campaign? Then a microsite might be part of a great solution to marketing your brand. Since a microsite can have a different identity from your main website it can use different forms of branding to reach new audiences and generate leads. A microsite can even create new interest in your brand or website by targeting an adjacent niche.

For example: A business built on seasonal decorations could build a microsite around Christmas. It might discuss the history of Christmas religiously and culturally. It could add a feel good component by adding a search for Christmas charities. By adding appropriate links back to their main property and an email capture system with a consumer takeaway, it would add value to their brand and expose their business to a new audience looking for information about Christmas and generate new leads.

What allows a great microsite to capture consumers?

  • The Goal: There are many reasons to create a microsite. It could be to engage the consumer to make a purchase or bring awareness to a particular subject. It could be to create a call to action or drive consumers to engage with your brand and convert in other ways. No matter what your reason you first have to decide what the goal is for your microsite.
  • The Focus: Once your goal has been determined you’ll want to tightly focus your content on a single topic. The purpose of a microsite after all is a micro site. By creating a narrow field of focus you’ll be able to better communicate with your audience without making them feel overwhelmed with information.
  • The Quality: Quality information is what drives a microsite. Information is what got your prospect to the microsite, it’s what answers their question and what will ultimately lead to a conversion. As with your main web property content is “king”. Only here it is narrowly focused. When developing content for your microsite site whether it is a single page, or a few your visitor should instantly understand your microsite’s purpose.
  • The Design: A properly designed microsite will engage your prospect and lead them down a predefined conversion path. This is accomplished through engaging user interaction and creative design. The goal here is to capture there interest with interesting and unique graphic design and consumer engagement techniques to encourage discussion with your prospect. The more they interact with your brand the closer they come to converting.

Building microsites that capture consumers is a way, “We create marketing that sticks”.

Related Work

"We are witnessing a seismic change in consumer behavior. That change is being brought about by technology and the access people have to information."Howard Schultz