Apr
28
Written by:
James Gardner
Tuesday, April 28, 2009
At the recent annual WSI Excellence and Innovation conference in
Stansted nearly every presenter talked about two elements micro-sites
and social media.
Micro-sites are small websites (maybe just 5
pages) on a very focused subject. Often they will be in addition to
the corporate website and the domain name and content will target just
a single product or service niche that the business operates in. The
reason they work is that because of their focused nature, the search
engines understand what they are about and will rank them quickly (see
SEO) and as part of the WSI’s
Conversion Architecture
philosophy they are ideal: visitors are simply looking for answers to
the specific answers to the problem them “Googled” in the first place.
They make ideal ‘landing pages’ for visitors arriving their via pay per
click advertising or an
email campaign.
Clients are now looking a couple of different strategies:
1. Build a family of micro-sites in addition to their existing corporate site and then track and measure how good each micro-site is at converting. Because they are quick to put up then try something different and replicate if it works. They work perfectly in conjunction with a similarly-specific blog and social media like Facebook.
2. Alternatively, just one or a range of micro-sites – put it up in a couple of weeks and get writing on the blog. If it attracts traffic and begins to convert traffic into leads then either it can be expanded, or more likely it will be repeated for another specialist service or product.
Great examples that we are working on right now for our Bristol clients are micro-sites for a trade show exhibit, a specialist health food store and a new product launch. They particularly work well for professionals who are looking to drive business for one of their specialist skills.
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