Web Marketing

When Does a Microsite Make Sense?

But first, what is a microsite?

A microsite is a branded website that lives outside of a company’s main site and is used to offer focused communication on a specific product or service. Often used as a marketing tool, microsites help to diversify a company’s web presence and generate leads, while providing a flexible, efficient solution that can be tailored to specific markets.  

When does a microsite make sense?

  • When you want to build awareness around a separate sub-brand
  • When you have an abundance of information on one specific product, service, or event
  • When you have a product or service that targets different audiences
  • When you want to improve how a specific product or service ranks on a search engine results page
  • When you want to test a marketing approach for a specific product or service

Viking Air Aerial Firefighter Microsite DevelopmentUpanup’s long-time client, Viking Air, is a perfect example of when it makes sense to develop a microsite.

Upanup Wins Gold for New Kelowna Airport Site

2017 has got off to a great start. Along with launching two major websites, hiring two new employees, and working on several exciting new projects, we’ve also been recognized for another AVA Digital Award, making it an even eight AVA award total for Upanup.

This year, ylw.kelowna.ca has been honoured with a gold AVA award for exceeding the high standards of the industry norm in website design. This marks the second award win for the newly launched website, which was honoured with an Arcturus award from the Vega Digital Awards in late 2016.

The AVA Digital Awards honour, “the evolving ways and means that we engage our audiences through the creative convergence of digital arts, technology and information,” and we’re proud to have produced an informational site that does just that. By using effective, clear designs, with intuitive technologies that allow for integration between multiple sites and software, we’ve created a reliable resource for Kelowna airport passengers and tenants alike. 

Upanup wins 11 website design awards in 2016

Upanup is pleased to report another year of growth and production success in 2016, meaning we need to make room on our award wall to highlight more digital masterpieces. For its size, Upanup is a top award-winning digital agency in Western Canada and the Pacific Northwest.

In 2016 we continued our growth, adding some great clients and talent to our team, and we picked up another 11 international awards. The awards come from various competitions through the year - W3 Awards, Davey Awards, Marcom Awards, AVA Awards and Communicator Awards. Since 2012, Upanup’s digital design and development work has now garnered 44 international awards, the most of any digital or marketing agency based in Victoria.

VikingAir.com Soars to a Gold W3 Award

It’s spread its wings, and we couldn’t be prouder. Viking Air.com, launched by Upanup in June, has been awarded a Gold W3 Award.

Released in tandem with Viking’s celebrations of the 50th anniversary of the Twin Otter, the website pays homage to both the de Havilland legacy and Viking’s future-forward, global marketplace. Crafted with a mobile-first approach, Viking Air.com’s responsive, touch-friendly design speaks to the company’s highly mobile audiences and workforce.

What makes VikingAir.com special?

It’s smart.

Integration with the company’s client relationship management systems allows for the capture of user behaviour data that can be used for continual refinements to search engine optimization and marketing along with internal sales processes. Interactive maps make finding your nearest sales contact a no-brainer.

Not Mobile Friendly? Google Search Likes You Less.

Google is at it again. “Mobilegeddon,” Google search's newest algorithm change will reward mobile friendly sites with higher search rankings, while downgrading those that are not. With 60% of Google searches taking place on smartphones (which are now used by almost half of all Canadians in 2014) this change signals Google’s intention to reward not just relevancy, but user experience.

Improving Google Rankings, The First Step: Organic Search, Channel Report

At Upanup we work with companies to help with search engine optimization, which in layman's terms means improving Google rankings. This is an ongoing task that requires consistent efforts to get ahead and stay ahead of the competition. The very first step of search engine optimization is setting up a tool to track the visitor statistics on a site, and getting regular reports that determine strategy and monitor progress.

Google Analytics is the most accessible and popular of several free and paid tools available for tracking your website's traffic. To assist those that are new to the world of search engine optimization, we have outlined below the steps to obtain a basic Organic Search Channel report once you have Google Analytics up and running.

Getting a Basic Organic Search Channel Report Automatically Emailed

1. Make sure you're on the Reporting tab on the top menu.

Google Analytics reporting tab

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