The role of microsites

What is a microsite?

A microsite, also known as a hot site, promosite and weblet, is a type of mini website that is created in order to provide information about a specific topic of your brand or company, so they tend to be temporary.

The microsite is separate from your main website, has its own URL and may not even incorporate the name of the owning company or brand. This is because, for the most part, a microsite exists solely for promotional purposes, i.e., it only mentions what it is advertising.

What are the benefits of a microsite for your company?

-Creativity: As it is an independent site from your main website, you can experiment with the use of other colours, designs, typographies, etc., which can help you to attract new customers who do not normally visit you. In this way, you can conquer new market segments. Of course, the new elements you use must be in line with what you are promoting or presenting on your microsite. If you want to be more adventurous, you can also use animations, videos or other types of audiovisual media to make your weblet more dynamic.

–More keywords: You can take advantage of keywords other than the ones you use on your main website and, thus, again, broaden the audience you can reach and increase the chances of conquering new search criteria and, therefore, appearing much more in search engines (SEO).

–Segmentation: Microsites are especially useful for targeting a specific audience. This is especially helpful if your brand offers products or services for different target groups. For example, a company that sells a variety of products (make-up, perfumes, kitchen utensils, etc.) has just launched a special collection of lotions for men. In this case, a microsite, independent from its official website, can help to address the specific target of this collection, in a more personalised way and providing information interests this group. Therefore, people who are not targeted by this collection don’t get bombarded with information they’re not looking for.

–Easy to measure: Being a completely separate site and focused on a specific campaign, you will be able to obtain data on ROI, reach and achievements in a detailed way. This makes it easier for you to know how the microsite and the campaign are performing.

Finally, here are some of the most common situations where they are used most often

Without a doubt, if you want to make an impact with the promotion of a specific content of your brand, microsite is the way to go. Dare to give your audience a customer experience they will love.