Microsites are perfect for reaching a focused group of people. But how do you set one up that actually draws in the right visitors?
Here’s the good news: you don’t need to know coding to make a microsite! No need to rely on programmers, and it’s quick and affordable too.
We’ll walk you through the key planning steps and guide you on how to create a microsite for your project.
What’s a Microsite?
A microsite is a small website or single page with its own unique web address. It’s separate from the main company website, with a different look and a simpler design. Unlike the main site, a microsite usually skips pages like "About Us" or "Our Services."
If you’re wondering when to use a microsite versus a traditional website, this guide on the differences can help.
Why Use a Microsite?
Microsites are made for one clear purpose, usually to promote a specific idea or campaign. They’re easy to work with and let users focus without distractions. This makes the experience simpler and faster.
Use a Microsite To:
- Reach your target audience directly
- Promote a short marketing campaign
- Launch a new product or service
- Share specific information about your brand
4 Key Elements for a Great Microsite
Here are four things to keep in mind when building a microsite:
Unique Website Address
A microsite usually has its own web address, separate from the main site. This makes it clear that the microsite is connected to your brand but has its own focus.
Clear Call-to-Actions
Just like on a main website, a microsite should guide visitors to take certain actions. This could mean signing up, watching a video, or clicking back to the main website. Clear calls-to-action show visitors what to do next.
Focus on a Specific Audience
Microsites are often made for one specific group or goal. By targeting a smaller audience, you can create messages that speak directly to them, which can lead to better results. Check out these successful microsite examples for inspiration.
Easy to Navigate
A simple, user-friendly layout helps visitors move around the site easily. If it’s easy to explore, visitors can focus on the content without getting lost.
How to Build a Microsite?
Start with Your Objective
Before jumping in, take a moment to decide the purpose of your microsite. Knowing exactly what you want to achieve will help guide your planning. Your microsite can be as focused and goal-driven as needed, but clear objectives are key.
Set SMART Goals
Using SMART goals (Specific, Measurable, Achievable, Relevant, and Time-based) can help shape your microsite’s direction and ensure each aspect has a purpose.
- Specific: What outcome are you aiming for? Having a clear, specific goal prevents confusion later on.
- Measurable: How will you track success? Choose metrics that will tell you if the site is doing what it’s supposed to.
- Achievable: Are the goals realistic with the resources and features available? Aligning with your team can avoid stress and wasted time.
- Relevant: What content is crucial to reaching your goal? Knowing this helps in organizing your site.
- Time-based: What’s your timeline? Setting deadlines for each stage helps keep the project moving smoothly.
Choose a Microsite Builder That Fits Your Needs
The right platform can make a big difference in how effective and easy-to-use your microsite is. Look for a builder that’s straightforward, even for beginners, and doesn’t require web development experience. Essential features to look for include:
- Widgets: Tools like search bars, forms, and sidebars
- Interactive Content: Chatbots, newsfeeds, or maps
- Media: Photos, videos, and animations
These elements can make your microsite engaging, but they shouldn’t complicate the process. Choose a platform that’s user-friendly and allows for teamwork.
Another thing to consider is good analytics and optimization. A builder should help you track which parts of your microsite are performing well and which need adjustment.
For example, Distribute is a tool that offers AI-powered web pages for sales and business prospecting. It even repurposes call transcripts into content-rich pages, making your site informative and branded.
Keep Your Domain Simple and Clear
When designing a website, the domain name is small but crucial. It’s like a title that introduces people to your microsite. A good domain name can make your microsite easy to find, share, and remember. It also helps with SEO.
Tips for Creating an Effective Domain
Keep It Short and Simple
Avoid long or complicated words. Short and clear domain names are easier for people to remember.
Use Hyphens to Separate Keywords
When you need to separate words, use hyphens. Search engines can read hyphenated words more easily, and people find them easier to read and type than underscores.
Avoid Capital Letters
Stick to lowercase letters. Lowercase domains are more intuitive and reduce typing mistakes.
A well-chosen URL makes your microsite more accessible and shareable. It’s also more likely to be targeted correctly by search engines, making it easier for people to find your site.
Focus on the Purpose, Not Just SEO
Using microsites purely for SEO can backfire. Microsites are designed to serve a specific purpose, like creating unique web experiences or enhancing digital communication. For more insights on when to choose a microsite over a landing page, explore the differences between the two here.
While they can support SEO through targeted, engaging content that links back to your main site, overdoing it with microsites solely for search rankings can harm your results.
Why SEO-Driven Microsites Can Backfire?
Risk of Low-Quality Content
Search engines may flag microsites with thin or repetitive content as low-quality. If your microsites lack substance, they can hurt your overall ranking.
Reduced Traffic to Your Main Site
Creating too many microsites can dilute traffic to your main website. This can make it harder for search engines to prioritize your main site.
Instead of using microsites just to improve SEO, focus on a clear, specific goal for each one. This approach not only improves user experience but also helps ensure that search engines view your microsites as valuable, not spammy.
Creating Content That Matches Your Microsite’s Purpose
The main focus of a microsite should be on creating valuable content for users. Think of your microsite as a place to offer unique, engaging experiences that serve a specific purpose.
Since microsites target specific audiences, you can create content that aligns closely with your goals.
To keep users interested and encourage action, consider these seven factors when designing your content:
- Usefulness: Does the content solve a problem or answer a question?
- Usability: Is it easy for users to find what they need and take action?
- Findability: Can users quickly locate important information?
- Credibility: Is the content trustworthy and reliable?
- Desirability: Is the site visually appealing and aligned with your brand?
- Accessibility: Can everyone use your microsite? Are there options to improve accessibility?
- Value: Does the microsite show the benefits of your products or services?
While some of these may be more relevant than others, all add value to a well-rounded user experience. Keeping these principles in mind will help you create content that naturally leads users toward your desired outcome.
Designing Your Microsite for the Best User Experience
Your microsite’s design plays a big role in user experience. It affects how visitors engage and how easily they navigate the site.
People tend to form opinions on website design and content within the first 30 seconds. While we might not judge books by their covers, we do judge websites by their look.
Simple Tips for an Engaging Design
Use Colors, Fonts, and Media Thoughtfully
Color choices, font styles, and media (like images or videos) can make your site more appealing. A good design draws users in and keeps them engaged.
Keep the Layout Intuitive
Make it easy for visitors to find what they’re looking for. A clear, intuitive layout helps users stay longer and interact more with your content.
Start with Templates if Needed
If you’re new to designing, premade microsite templates are a great starting point. They can guide you in creating a professional look without much hassle.
Design doesn’t need to be complicated. With a few smart choices, you can make a microsite that’s visually pleasing and easy to navigate.
Track Visitor Engagement on Your Microsite
Understanding who visits your microsite, when they visit, and what content they engage with can help you use your site effectively. This data lets you see which parts of your site matter most to users and where engagement may be lacking.
With analytics, you can:
- Identify Popular Content: Find out which pages or topics draw the most attention.
- Spot Engagement Gaps: Notice areas that may need improvement or fresh content.
- Improve Future Strategy: Use this data to guide follow-up communication and content planning.
A strong analytics setup makes it easier to refine your microsite’s content and can even help drive more business.
Launching and Evaluating Your Microsite
Once you’ve set everything up, it’s time to launch your microsite. Think of it as a home away from your main website. After launch, keep an eye on its performance to see what’s working well.
One advantage of microsites is their flexibility. They can be temporary or long-term based on their success. If certain features prove valuable, consider adding them to your main website.
Conclusion
Microsites are a great way to reach a specific audience and share focused messages. With a clear goal, simple design, and interesting content, your microsite can attract and keep visitors’ attention.
Microsites are flexible; you can use them for short-term campaigns or keep them as a part of your ongoing digital strategy. By watching how it performs and making small updates, your microsite can help build your brand and support your business goals.
Using a tool like Distribute can simplify this process even further. With Distribute, you can leverage AI to quickly create microsites that repurpose existing content, like call transcripts, into polished and branded web pages. This helps streamline content creation and ensures your microsite stays informative and appealing.
