Microsites are self-contained websites that are separate from a company’s primary site, have their own distinct URLs, and consist of content focused on a particular subject or service.

What are the benefits of a microsite?

Þ    Microsites are a very cost effective way of creating and pooling information on a specific subject and/or for a particular audience.

Þ    Supporting business development (as an aid to the pitching process)

Þ    Reaching a specific audience (graduates, practice area, international etc.)

Þ    Focusing on a particular issue (CSR, 2012 etc.)

Þ    Testing specific service lines, content delivery tools (podcasts etc), new design elements

Þ    Supporting marketing/PR campaigns – microsites can help build your brand on the web, particularly if entering into a new market

Design

The look and feel of a microsite depends largely on its purpose and target audience. In most cases it will be consistent with your organisation’s corporate identity, but in certain circumstances it can be quite different from the main site. A good example of this is a graduate microsite; its younger demographic leaves more room for bolder design concepts.

Search engine optimisation

Microsites can improve search engine rankings because they contain specific, relevant information. The choice of the microsite domain name is crucial. When creating a microsite, ensure that the domain name and URL address is search engine friendly and registered with the companies that run them. It can take up to a couple of months for search engines to rank your microsite if the domain name is not relevant.