When to use a microsite

Microsites for specific product content and information

Every product on the market today usually needs to communicate specific information such as safety guidelines, instructions etc. This information chokes up websites but sits perfectly on a microsite. A microsite platform can contain all the relevant information for that product and make it much easier for your audience to get to the right information, particularly if you put a QR-code or similar on the product that takes the user there. Just scan the code and go to a microsite that gives you exactly what you’re looking for on that product without having to search for hours on the web. This is where microsites come in handy, by giving the consumer a better brand experience and providing access to the right information at the right time instead of your audience finding some suspect Youtuber explaining how to fix or repair your product.

Microsites for digital product passports

By 2030 every product sold on the EU market will need to possess a Digital Product Passport (DPP); a digital page that tells the consumer the sustainability information of that product. Microsites are the perfect channel to provide this kind of information and at the same time, give the consumer a rich branded experience providing all the other relevant information needed about that product.

Microsites for customer engagement

When the content on a microsite is specific to the product or service, then a customer is getting exactly the right information at the right time. This improves customer engagement and creates a richer brand experience, even if the microsite is just providing standard information. Microsites can be one or several pages meaning companies can provide exactly the right sort of information based on customer needs.

Microsites for lead-generation

When customers spend time on your microsite, it’s much easier to lead them in the right direction down the sales funnel. Since the microsite is specifically related to one of your products, services of campaigns, it’s easier to understand their needs and interests. Landing pages tend to only be able to offer one direct call to action but a microsite can offer options.

Marketing campaigns and events

Microsites are often used when a large brand is running a marketing campaign and doesn’t have the flexibility on their homepage to make it work, so they create a microsite for a period of time and then direct traffic on to their homepage from there or just keep the audience on the microsite to enter a competition, avail of new information or be inspired.

The same goes for events. Instead of creating a series of pages on a homepage for a short period of time, a microsite platform allows a company to create it’s own tailor-made site for an upcoming event. This gives the company all the design and creative possibilities to create a look and feel that suits that particular event.

Microsites for SEO optimisation

Microsites provide a channel for creating the right kind of content that people actually search for. With a lot of niched information on each microsite, a company can boost its search rankings with dedicated and targeted content. Every microsite can also backlink to the homepage and other microsite pages improving the main homepage’s SEO.