February 23, 2024

How to Create a Microsite

When creating a microsite you need to start with a clear set of objectives. These should be informed by the marketing campaign or purpose for which the site is being created and will help determine how much effort is required to produce it.

Once the objectives have been decided upon it’s time to consider what kind of content the microsite will contain. This is where research can prove extremely useful. A good place to begin would be looking at examples of microsites that have already been built. These can be found via a simple web search and can provide a useful canvas for ideas on how to best execute the content strategy of your microsite.

Choosing the right domain name is essential to the success of any microsite. It needs to accurately reflect the theme, idea, motto, or slogan that your campaign is built around. There is nothing worse than investing a lot of time and energy into a campaign only to find that the domain name has been taken by some cyber squatter who won’t let you buy it off them!

The main reason that brands create microsites is to drive traffic and generate conversion. They can also be used to test out new marketing strategies without compromising their existing website or sales funnel. For example, when beauty brand Crabtree & Evelyn wanted to promote their Halloween campaign with a mailing list sign up they partnered with SMACK to build them a fun and interactive Halloween themed microsite which doubled as a direct conversion page.

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