How can Microsites help your Online Business
Your Extensive, full-featured web site may do a good job of showing off your online presence. But if people (target customers) don't get past the front door, they will never get a chance to know about your specific services. Try setting up “Micro Sites” to have visitors focus on your key products or industry specialties.
Many firms with multiple service areas have websites that try to be everything to everyone. If the only impact you want your website to make is to pronounce, "We do lots of stuff," then that may be OK. For example, the problem with most clients of legal services is that they aren't that focused on the size of a firm or how many practice areas it has. They have a specific need, probably have very detailed questions, and want to know if you can handle their exact issue or not. Knowing that you're "full-serviced" is not helpful for those clients.
So instead of putting everything all together in one shop, making it hard for people to see what they want, we recommend putting different practice areas into their own individual stores. For a potential client, the view will be very similar to that of a specialty or boutique firm. That's the concept of a Micro Site; a web site that deals with a very specific practice area industry or issue and if you've got a large firm with dozens of deep areas of expertise, there's no reason not to develop a dozen microsites.
Microsite development and marketing would help in:
- Attracting more and deeper viewers
- Provides an excellent way to measure the response to your marketing campaigns. For example, if you are sending your marketing emails to 2,000 customers, create a microsite to track the responses and you will know very clearly how well your advertising materials drove traffic to the site.
- Help in communicating with every segment of customers - "Reaching Every Single Pocket"
- Opportunity to break away from your corporate brand, which may or may not be restricting the growth of one of your products or services. Example: A bank looking to aim at student savings.
- Microsites also address the overcrowding issues and provide obvious paths through the site from initial landing to the Call to Actions
- Microsites help define you as specialist in every product/ service you offer and in every city or state your target audience resides
- Preferred by Search Engines since the domain name will have relevant keywords
- Microsites can be used for new product or service launches
The most important thing to notice is that - more than 50% site visitors to any website will only look at the homepage that should contain every relevant information about each product and service you offer.
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