What is a Microsite?

8 min to read

A microsite is an autonomous and usually smaller, specialized, and different-function site compared to a company’s principal site.

Essentially, it’s a small website designed to highlight a specific product, service, event, or campaign, while delivering a targeted message to viewers without the additional content found on a larger site.

In a particular situation, this method is desirable if you wish to capture the attention of a single purpose precisely.

Key Takeaways:
  • Microsites are often associated with specific results. They're small sites for big, specific goals
  • Maintaining simplicity may affect the level of success achieved. Clear purpose and concise content are key
  • Resource allocation and linking practices may be adjusted based on strategic considerations. Handle SEO carefully; connect to your main site
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How does a Microsite differ from a Main Website?

A microsite differs from a main website primarily in: 

FeatureMicrositeMain Website
PurposeSpecific campaign, product, or event promotionComprehensive company information details the range of company offerings
ScopeNarrow, focusedBroad, extensive
NavigationSimple, limited configurations are associated with specific trade-offsComplex, multi-layered
ContentTargeted, concise messaging can affect customer engagementEmploying diverse and comprehensive tactics may affect the achievement of business objectives
LifespanOften temporary or campaign-specificLong-term, permanent
URLUnique URL or subdomainPrimary domain
Pro Tip:
Consider using a subdomain (e.g., campaign.yourdomain.com) for your microsite to maintain some connection to your primary brand while keeping the content distinct.

Are there any potential drawbacks or risks to using a Microsite?

Microsite usage may involve SEO requirements and management responsibilities. The presence or absence of suitable links between microsites and the main website relates to the primary site’s perceived authority in search engine rankings. While SEO authority is a factor, the separate maintenance, updates, and tracking requirements of each microsite can influence complexity, especially when managing multiple sites.

Deep Dive:
To mitigate SEO fragmentation, ensure strong internal linking from your original site to the microsite and use consistent branding where appropriate to signal the relationship to search engines.

How do you create a Microsite?

To start a microsite, the best practice is to set a clear goal, then write brief content, create a user-friendly interface, and finally, launch the site. The streamlined process could result in a different deployment schedule compared to constructing a full-size website.

What are the key elements of an effective Microsite?

An effective microsite typically includes:

  • A definite, singular purpose: Each element should contribute to the attainment of this goal.

  • Intuitive navigational elements: This is how you provide users the ability to find things quickly.

  • An attention-getting CTA: Guide visitors to the desired action.

  • A visually appealing and relevant design: The look and feel should match the campaign’s aesthetic.

How does SEO apply to Microsites?

Consider SEO when dealing with microsites, but it requires a different approach, more strategic, which helps you avoid issues of overlapping your original site’s authority. As part of the process, you may want to examine the use of specific keywords related to the microsite’s niche, and on-page elements as relevant parts, and determine if it is mobile-friendly.

Deep Dive:
Focus on specific, long-tail keywords for your microsite’s content that might be too niche for your main website, allowing it to rank for specialized searches.

How do you measure the success of a Microsite?

You will know if a microsite is performing well by checking specific Key Performance Indicators (KPIs) that relate directly to the microsite’s intended goal. For instance, if the aim of a microsite is lead generation, the number of form submissions and conversion rate will be tracked. If it is for event registrations, then the list of sign-ups will be observed. This targeted measuring provides data that can be used to assess the degree to which campaign objectives are being met.

Pro Tip:
Set up conversion goals in Google Analytics specifically for your microsite to get a clear, isolated view of its performance against its primary objective.

Conclusion

Microsites offer a focused approach to address specific digital marketing objectives, differing from the comprehensive scope of a standard website. The strategy involves using concise content to distribute focused information about issues, foster customer connections, and increase awareness. Choose a microsite when you want to deliver a message, but it requires a specialized platform to reach a specific audience.

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Important Consideration: The information provided by our expert team is designed to give you a general understanding of the website creation process and the features available to you. It's important to note that this information is not a substitute for professional advice tailored to your specific needs and goals.
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