What's Cool: Micro-Sites

I'm currently working on two new micro-sites for my newest client, Seymour Duncan. I'll let you know more about them after they're complete and live on the web (in the next week or so), but for the time being, let's take a look at micro-sites and why you may want to consider one for your business.

A micro-site is exactly as the name implies. It's a small web site that can act as a sub-category of your own site, or can be a standalone site for a particular product or service you offer. The micro-site often has a unique URL or supplemented URL to your existing site. Why not just integrate this content into your existing site?

1. You need to call attention to a special market.
If you have a product that requires a higher level of attention than the rest of your line, a micro-site is a great way to do it. Nintendo Corporation has a main site at www.nintendo.com, a separate site for their Wii gaming system at www.nintendo.com/wii, and an entirely different micro-site for their Wii Fit Plus system at wiifit.com. Each of these sites get more focused and specific in content that relates to each product category.

Nintendo has individual sites that get more and more specific as they delve deeper into each area of their product lines.

2. You have an area of your line that's different than the rest.
Let's say you're a manufacturer of microphones, but you decide to build a guitar amplifier. While the popularity of your microphone brand might give you a step up on a competitor who's just starting out in the business, it's likely that you'll want a look and feel that pertains to the guitar amp market which may be different than your brand vibe for your microphones. A micro-site is probably the way to go.

3. You want better search engine results.
Having a separate site that is able to prioritize the inclusion of content and keywords that will draw online customers to this specific product line or service is a great reason to build a micro-site. Your main site might have information on dozens of other products, and the content and keywords for the other area of your line might get lost in the shuffle. Having the specific URL to your micro-site that's been optimized for search results will allow search engines like Google and Bing to more easily enable your customers to find you online.

What NOT to do with a micro-site
- Unless you have a very compelling reason to, don't completely abandon your main brand in the development of the micro-site. Your logo, fonts, and other elements that presumably have helped your brand thus far shouldn't be left in the dust unless the new area of your business is so far removed that it would actually be to its detriment to be associated with the rest of your line. In those cases, I'd instead recommend a whole new site, rather than attach it to your current site.

- Don't do micro-sites for every area of your products or services. The end result is that your entire "main" site will become sublimated by the micro-sites, and your brand consistency and recognition will fall rapidly.

- Again, unless there's a great reason to avoid the connection to your main brand, let the micro-site draw traffic to the main site as well. The micro-site should be self-contained, but should also point customers to your main site where it makes sense.

- Keep in mind that micro-sites will eventually require some level of maintenance as well, even if it's just making sure that it remains compliant with new/updated browsers. Before you tackle a micro-site, make sure you have a resource who can continue to make sure it remains functional and vibrant.

If you're interested in putting together a micro-site for a special product or service area, contact us to talk about the details! Micro-sites can be more affordable than full-fledged sites, and every bit as effective!