Microsites, What Are They Good For?
SEO Liverpool have had a fair few meetings in recent weeks relating to this subject. Clients want to know why microsites or mini-sites have been used for different SEM (search engine marketing) strategies. Let’s examine the possible reasons to create a microsite.
1) You’ve a new product/offer you’d like to promote.
- You’ve a new product or offer you’d like to promote. You don’t want to change your website just yet, and you may feel that this offer or product is outside your normal remit of business.
- Changing a website and moving elements around can be difficult. Maintaining a cohesive structure alongside your user experience design principals could mean you’ll potentially harm sales.
- You may be forced to tuck away valuable information as adding new content requires a massive investment to recreate the site with the new product/s in the appropriate placements.
- Sometimes, with the amount of internal teams having a vested intest in a large website e.g. webdesign, web-development, SEO and marketing, creating a microsite is often a quick and easy short-term solution.
- The offer might be a limited addition, or may only be available or tailored to another market/country.
2) You’ve a new product/offer and you don’t wish to cannablise your own market
- If you’ve an updated version of a product that could decimate your current market. E.g. Gillet are the masters of upgrading their razors and blades… whilst still selling older versions of their products.
- You may want to create an offer in a different market and therefore wouldn’t want to upset your current customer base. Special introductory offer microsites are becoming ever more popular.
3) To maximize your PPC revenue in relation to quality score.
- The most common reason for a microsite that we happen upon. If you want to reduce your PPC costs, quality score is key. Creating a microsite that displays all the relevant information and has the appropriate conversion points are key.
- Measurement and multi-varient testing can also be much easier using a microsite. You can change and update pages and gather strong data about how customers interact with the brand in relation to keywords and information they want.
Hope this information is useful, as we’ve a lot of clients that either set them up for the wrong reasons, or don’t understand why you would ever need a microsite. If you want to discuss microsites with our SEO agency Liverpool, drop us an email.