A microsite is an individual web page or a cluster of pages which are meant to function as a discrete entity within an existing website or to complement an offline activity. (source: Wikipedia)
So you're considering a microsite - or brand journalism site - but are not sure of its value? Consider these pro's and con's before you invest your time and money!
Pros
Microsites can help your organization communicate its core messages - and also be a platform for you to communicate opinions on industry issues, challenges and opportunities.
Microsites can be liberating for marketing and communications professionals - they provide a blank canvas for images, charts, content, opinions and other non-core or supplemental business information.
Microsites can help you curate entertaining or informative content and categorize that content for the reader - a great way to organize the information and promote your products and services.
Microsites can be a useful way to communicate on a "temporary" basis, for example, during a specific ad campaign or lead-up to a major event.
Cons
Microsites can occasionally confuse the visitor. The microsite can leave the visitor "lost" in a sea of information that may or may not be relevant to them.
Microsites can "cannibalize" your web traffic - re-directing traffic to your microsite and diluting the search engine optimized power of your parent site.
Microsites can also be an unnecessary expense. You'll have to pay double for website hosting fees, backlinks, SEO and other monthly costs.
Still unsure? Contact one of our website design experts for more information about microsites!
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