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
Upanup’s long-time client, Viking Air, is a perfect example of when it makes sense to develop a microsite.
This week they launched a microsite for their newly acquired aerial firefighter aircraft series. Since the aerial firefighter brand had already been established under previous ownership, this microsite was the perfect opportunity to transfer the brand’s value over to Viking while maintaining the web traffic the brand had previously acquired. This microsite also gives Viking a dedicated platform to share model specific information and support—without bloating their main site with too much content—and gives them the freedom and flexibility to highlight their new fleet while establishing a strong Viking brand.
What considerations should be made when creating a microsite?
- User-friendly Navigation: making the navigation between your microsite and your main site clear and easy-to-use
- Brand Consistency: taking the visual elements of your company’s brand and aligning them across your main site and your microsite
- Customized Content: creating exclusive content for your microsite and avoiding content duplication between your main site and your microsite
- Limited Backlinks: minimizing the number of backlinks to your main site—too many may result in a penalty from Google
- Targeted Keywords: using SEO terms specifically targeted toward your microsite
If any of the points above apply to your product or service, a microsite might be the simple solution you need to reach your target market.
To see how we can help you take that next step to expand your presence online, contact us today.