STRATEGY #777 — MICROSITES

Shorten sales cycles by helping customers and prospects cut through the information clutter with focused, targeted information streams. The best way to start is with a microsite.

We know, your corporate website is great. But its purpose is so far reaching and multifaceted that targeted brand messages can get lost. Don’t force customers to hunt around and drill down to the nether regions of your site to get the specifics on a product, line or service. Most won’t bother.

Opt for Transparency

A microsite is a SMALL, self-contained website (one page or a small cluster of pages) separate from your company’s primary site. It has it’s own distinct URL. Content is very tight, focused and brand-centric—usually presenting a single product, product line, service, event or promotion. It could be a temporary site, for the duration of a promotion, or it could be a permanent addition to your web presence, linking to your main website.

Consider the Advantages:

• Microsites help you optimize keywords and promote keyword-rich content. This can boost your rank on search engines bringing in more prospects seeking your products or services.
• Use your advertising, direct mail and other promotional media to drive customers to your microsite, giving them easy access to targeted information.
• Their smaller size makes them quicker and easier for customers to navigate and locate desired info.
• This focused information stream is more cohesive than a corporate site which boosts branding and helps drive sales.
• Microsites can be changed or updated quickly and easily according to changing market needs.
• They can be your most dedicated sales rep, working 24/7.

Microsites provide a solid, versatile foundation for targeted information streams that cut through the clutter. Check out a couple of microsites we designed and built for two of our clients. Just click on the URL links to access the sites directly.

Be sure to come back in a couple of days, Strategy #37 will be illustrative!