{"id":32927,"date":"2019-12-13T19:00:46","date_gmt":"2019-12-13T13:30:46","guid":{"rendered":"https:\/\/vwo.com\/blog\/?p=32927"},"modified":"2025-02-13T15:13:39","modified_gmt":"2025-02-13T09:43:39","slug":"what-is-a-microsite","status":"publish","type":"post","link":"https:\/\/vwo.com\/blog\/what-is-a-microsite\/","title":{"rendered":"What is a Microsite: Definition, Examples, Benefits, and How to Create One"},"content":{"rendered":"

Note: This article has been recently updated.<\/span><\/p>\n

Are you hitting diminishing returns with your website\u2019s traffic growth<\/a>? Perhaps it\u2019s a sign that your well-oiled marketing strategy needs a new spice of life.<\/span><\/p>\n

Why not try building a highly-engaged microsite<\/a>?<\/span><\/p>\n

After all, creating focused content for the web is the most sought-after practice today to <\/span>engage your audience<\/span><\/a>, which otherwise meanders in a noisy, distracting, and highly competitive world of online marketing.\u00a0<\/span><\/p>\n

Download Free: A\/B Testing Guide<\/em><\/span><\/a><\/h2>\n

If you are a marketer or a brand and want to upscale your web traffic, the concept of microsite marketing would certainly allure you.<\/span><\/p>\n

Let\u2019s go one by one and dive deep into each aspect of a microsite.\u00a0<\/span><\/p>\n\n

What is a microsite?<\/strong><\/strong><\/h2>\n\n\n

A microsite is a branded content site that companies use to promote their individual products, events, or campaigns.<\/p>\n\n\n\n

These are hosted on their own domain or company website\u2019s subdomain and have a different URL than their company websites.<\/p>\n\n\n\n

These are usually non-application-based sites. They would not have eCommerce (like most Shopify competitors<\/a> offer) functionality or an elaborate sales funnel. <\/p>\n\n\n\n

Instead, they are information-laden sites, aimed at engaging as many users as possible. The content on their page(s) is invariably fun and interaction-based. This helps their brand connect with users. <\/p>\n\n\n\n

Furthermore, they do not provide any information about the parent brand (or company). They do not contain web pages like \u201cAbout Us,\u201d \u201cThe Team,\u201d etc.<\/p>\n\n\n

Why are microsites needed: The importance of microsites<\/h2>\n\n\n

Microsites are essential while executing different marketing plans and achieving goals. Here are the cases where you need a microsite.  <\/p>\n\n\n

a. Launching a new product<\/strong><\/h3>\n\n\n

Whenever a new product is ready for launch, a ton of promotional campaigns are carried out to generate interest and curiosity about it, among potential customers. <\/p>\n\n\n\n

These campaigns typically include print media promotions, exhibitions, social media and email campaigns<\/a>, and more. <\/p>\n\n\n\n

The audience of these campaigns, which is interested in knowing more about the product, can be redirected to a microsite that has all the information about the product. <\/p>\n\n\n\n

The microsite will influence and educate visitors further by offering detailed and engaging multimedia content. And since the microsite is completely branded with the product\u2019s characteristics, it will help the audience recall the product more.<\/p>\n\n\n

b. Generating targeted leads<\/strong><\/h3>\n\n\n

You can use microsites to capture those leads who already show an interest towards your product (or service). Such leads have a greater chance of converting into customers.<\/p>\n\n\n

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Microsites can be a great medium for you to get quality leads.\u00a0<\/p>\n<\/blockquote>\n\n\n

For example, Audi India effectively uses this strategy to capture leads for its range of cars in the country. It uses the microsite: auditestdrive.in.<\/p>\n\n\n\n

Audi India taps those web users who have already indicated an intent to take a test drive of one of its cars. It does that by running ad campaigns on search engines, around the keyword \u201caudi test drive\u201d or \u201caudi <car name> test drive.\u201d<\/p>\n\n\n\n

\"microsites
Image source: Google SERP<\/figcaption><\/figure>\n\n\n

Once users click on the ad, they are directed to the microsite. The microsite has a minimalistic interface, including a single web page with an enquiry form.<\/span><\/p>\n\n\n

\"microsites
Image source: Audi Q3 Experience<\/a>
<\/figcaption><\/figure>\n\n\n

c. Targeting market by geography<\/strong><\/h3>\n\n\n

If your business is spread around different geographies, microsites can help you find users from the locations individually. With microsites, you can target users that are looking for products in a specific geography. <\/p>\n\n\n\n

I\u2019m going to take Audi as an example, again. Here, the campaign is aimed at capturing leads specific to a geography. The company runs ad campaigns that direct users to the location-specific microsite, for users searching \u201cAudi\u201d on search engines. <\/p>\n\n\n\n

Here\u2019s a screenshot from the microsite: <\/p>\n\n\n

 <\/span><\/p>\n\n\n

\"microsites
Image source: Google SERP<\/figcaption><\/figure>\n\n\n

Here\u2019s a screenshot from the microsite:<\/span><\/p>\n\n\n

\"Microsite
Image source: Audi.in<\/a>
<\/figcaption><\/figure>\n\n\n

d. Standing out from the corporate brand<\/strong><\/h3>\n\n

There are many brands that do not blend well with the look and feel of their parent companies\u2019 websites. Such brands need their own microsites, which display their individual values and characteristics.<\/p>\n

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Microsites give freedom in designing a brand-specific experience.<\/p>\n<\/blockquote>\n

The UI and UX of a brand’s microsite can be designed<\/a> on the basis of how the brand is perceived by people.<\/p>\n\n

e. Promoting events<\/strong><\/h3>\n\n\n

There are several types of physical events and marketing campaigns that companies regularly organize to enhance their brand presence (or simply, generate business).<\/p>\n\n\n\n

You can host the details and registrations about an event on a microsite. Unlike a corporate website, microsites will allow you to be as elaborate as required.<\/p>\n\n\n<\/p>\n

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Microsites can be a perfect platform for the promotion of physical events.<\/p>\n<\/blockquote>\n

Here is an example of a microsite about a marathon-running event conducted by <\/span>TCS.<\/span><\/a><\/p>\n\n\n

\"microsite
Image source: TCS<\/a>
<\/figcaption><\/figure>\n\n\n

Examples of microsite<\/h2>\n\n

a. BMW<\/h3>\n\n\n

Let\u2019s take one of the best microsite examples to understand the concept better.<\/p>\n\n\n\n

BMW has a microsite dedicated to its X-series cars for users in India.<\/p>\n\n\n\n

The BMW microsite has its own domain (and is not hosted under a sub-domain or a sub-directory of the main BMW website). <\/p>\n\n\n\n

As soon as the microsite loads, it greets users with a racy, adrenaline-pumping video featuring an X-series car. The video effectively demonstrates the car\u2019s unique features \u2014 imposing road presence and sheer power. It engages the users, and with that, establishes the brand value of the car (or the series).<\/p>\n\n\n\n

\"screenshot
Image source: BMW<\/a><\/figcaption><\/figure>\n\n\n\n

As we move down on the site, we find a bunch of tweets from users that mention a common hashtag. The hashtag is a part of BMW\u2019s social campaign, as mentioned in the image above the tweets. The \u201ctweets from users\u201d is also an interesting read on what other people are talking about the BMW X-series. This keeps the users engaged further. <\/p>\n\n\n\n

Its content sticks closely with the brand in focus.<\/p>\n\n\n

b. Adobe CXM<\/h3>\n\n\n

Here is one example of a B2B microsite. <\/p>\n\n\n\n

Adobe created this microsite to let visitors experience the powers of Adobe CXM and the benefits it delivers to the brand. <\/p>\n\n\n\n

The microsite is interactive and has a compelling design with a single CTA. The page is filled with statistics and experts’ take on CXM to make it data-rich and trustworthy.<\/p>\n\n\n\n

\"Screenshot
Image source: Adobe CXM<\/a><\/figcaption><\/figure>\n\n\n\n

The copy for the microsite is crisp and informative, which must have been designed to counter low scroll depth and bounce rate. <\/p>\n\n\n\n

The microsite allows Adobe to inform its users about CXM in an engaging way, which is not possible via the main website. <\/p>\n\n\n

Benefits of a microsite<\/strong><\/strong><\/h2>\n\n

Here is how marketing-driven organizations can benefit from microsites.\u00a0\u00a0<\/span><\/p>\n\n

a. Target specific audience<\/strong><\/strong><\/h3>\n\n

Microsites allow brands to deliver highly targeted content to specific segments of their audience. Brands can tailor their content for different customer groups. This targeted approach enables brands to engage their audience more effectively and deliver personalized experiences.<\/span><\/p>\n\n

b. Better lead generation rate<\/strong><\/strong><\/h3>\n\n

Microsites have a better lead generation rate, as they cut the clutter and focus on sharing information related to a particular campaign. By presenting a clear and concise message without distractions, microsites capture the attention of visitors and keep them engaged, increasing the chances of conversion. This focused approach drives higher quality leads directing to better campaign performance and greater success in achieving lead generation.<\/span><\/p>\n\n

c. Increase brand awareness<\/strong><\/strong><\/h3>\n\n

Microsites help brands establish their brand presence on the internet through their own dedicated web space. By creating a separate microsite for a specific campaign or initiative, brands can showcase their unique identity, messaging, and visual branding elements in a targeted manner. It helps brands differentiate themselves from competitors and enhance their online visibility, ultimately strengthening their overall brand presence on the internet.<\/span><\/p>\n\n

d. Improve virality potential<\/strong><\/strong><\/h3>\n\n

Microsites can create buzz and word-of-mouth publicity. With interactive elements, multimedia presentations, or exclusive behind-the-scenes insights, microsites can capture the attention and interest of visitors. The captivating content becomes shareable, encouraging users to spread the word and generate organic publicity through social media, online forums, and other channels.<\/span><\/p>\n\n

e. Better SEO for niche keywords<\/strong><\/strong><\/strong><\/h3>\n\n

Businesses can optimize their visibility in search engine results by curating the content of microsites to align with specific keywords. The microsite is like a hub of information for specific keywords, which allows better ranking on SERPS.\u00a0<\/span><\/p>\n\n

f. Easy to manage<\/strong><\/h3>\n\n

As microsites are created for a targeted campaign, only a small group in your company can dedicatedly work on that.<\/span><\/p>\n

This way you will be able to manage a smaller team better, which is cost, energy, time, and resource-effective<\/a>.<\/span><\/p>\n

Download Free: A\/B Testing Guide<\/em><\/span><\/a><\/h2>\n\n

Disadvantages of microsites:<\/strong><\/h2>\n\n\n

With so many advantages of microsites, it\u2019s almost irresistible to have one of your own.<\/p>\n\n\n\n

However, there are two sides to the story. Microsites have big disadvantages, too.<\/p>\n\n\n\n

Find them below.<\/p>\n\n\n

a. Leave users confused<\/strong><\/h3>\n\n\n

The users, who are your target audience, don\u2019t make a note of the brand URL that they just stumbled upon and visit it later when they have time. However, they might just remember something out of the ad and then probably Google it, which would take them to the main site.<\/p>\n\n\n\n

You see. The effort is lost; purpose defeated.<\/p>\n\n\n\n

Many brands assume that their users are decently adaptive to the different user interfaces, which harms the user experience. It can leave them confused and they would probably never visit your site again.<\/p>\n\n\n

b. Huge costs<\/strong><\/strong><\/h3>\n\n

A microsite is essentially building a new website<\/a>. When <\/span>building a website<\/span><\/a> from scratch, there are various expenses involved.\u00a0<\/span><\/p>\n

The cost of website-domain, cost of maintenance, and cost of developers and designers are just to name a few. And the more elaborate a microsite is, the higher its cost will be.<\/span><\/p>\n\n

c. Content development efforts<\/strong><\/strong><\/h3>\n\n\n

Since the main goal of microsites is to engage users, the site\u2019s content has to be top-notch. The text content, images, videos, and user-generated content<\/a> that goes into a microsite must relate to the audience, the brand, and search engine optimization (SEO) strategies.<\/p>\n\n\n

d. Significant time commitment<\/strong><\/strong><\/h3>\n\n

A successful microsite is not a one-time setup thing. It has to be updated with content regularly, during the whole duration of its marketing campaign.<\/span><\/p>\n\n

e. Short life-cycle<\/strong><\/strong><\/h3>\n\n\n

Once the marketing campaign associated with a microsite ends, the microsite is practically abandoned. The resources invested in developing the microsite go under-utilized.<\/span><\/p>\n\n\n\n

Be sure to weigh up the pros and cons of building a microsite for your brand. If you proceed, don\u2019t forget to maximize ROI by A\/B testing your content, features, and functionality.<\/p>\n\n\n

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\"Blog<\/a><\/figure>\n<\/div>\n\n

How to create a microsite?\u00a0<\/h2>\n\n\n

Here is a step-by-step process to create a microsite:<\/p>\n\n\n\n