You’ve just been hit with the need to create a new awareness campaign for your brand. Fast forward to the part where you’ve come up with a killer campaign strategy, concept, name and execution plan. There’s still something missing; a key piece of the campaign puzzle.
Where are you directing traffic?
Why not your brand’s website? You do want your main website to introduce your brand and allow customers to interact with it directly. However, in certain situations, you need a modifier to help a campaign or blog effort move forward without distraction. Sometimes, you just need a time-sensitive solution. Cue the microsite.
Microsites are used when information needs its own space outside of your main website—because, let’s be honest, nobody wants a cluttered house. Metaphorically, of course. If you’re still not convinced, here are some hows and whys:
As a writer, it’s hard for me to say that people don’t want to read. (Quite frankly, I disagree). But what I do believe is happening, is excessive amounts of content are flooding the airways. The best way to cut through the clutter is to grab attention quickly, which most people equate with short-form copy. The reality is, we need focused content. Microsites deliver just that. Not only are they smaller in size than your typical website, they have specific content that relates to specific subject matter.
A great example of a microsite, which is rich in its content and design but is still a single, focused scrolling page, is the Westworld visitor page. The hit TV show built upon its canon and gave fans highly shareable content with this gem.
The functionality of a microsite can be much more engaging to existing customers. Instead of displaying generic content (images, copy, etc.), you can provide the focused content, like I mentioned above, in unique formats like VR or interactive video. United Airlines – Polaris Business Class has an entire microsite dedicated to its seating and comfort options. Users can explore several interactive components to get a feel for the seats and amenities. Pretty cool, amirite?
They’re Beautiful (or should be)
Well-thought-out design is the difference between good and bad interaction. A microsite might create the right timing for you to explore a slightly different look and feel for a campaign. Allow designers to explore several options for you to choose from, and then watch your plan come to fruition. A few years back, we created successful, seasonal microsites for the Tennessee Department of Tourist Development. Get a glimpse of the former spring microsite in all (or, at least some) of its glory, and check out the former Make Summer Last campaign. They were equal parts beautiful and functional.
If you need a microsite, research some of the most popular ones around—Google knows—and bring your ideas to your agency of record. Let us do the heavy work for you. That’s why we’re here.
Oh, one more thing: Don’t forsake your main website. Microsites should complement them, not negate them. Best of luck!