Microsites: The Skinny

Now with the age of iPhone apps, I'm hearing the term 'microsite' thrown around quite a bit. I want to get back to basics first, so we can see how they can be used as a web marketing tool.

First, a microsite is an extremely focused, targeted 1-3 page website. Exactly what you would think when you hear 'microsite'. It can be used to promote an iPhone app, but also can target an event (example the new "Drive Through Healthy" Taco Bell campaign), a new product--anything you can think of using a single keyword phrase.

Now how can they be used for marketing? Obviously anything that is highly targeted is already a cut above, as visitors aren't distracted with information they don't need. If designed right, microsites should be consise and to-the-point. Visitors shouldn't have to click through flash elements, etc. to know what it is you are promoting or selling, etc. Basically, they help cut through the clutter when you want to promote something specific, and your message maybe or probably is different than your main website--that being said, a microsite should only focus on one topic. Or else you'll just end up making another website.

By promoting just one product or service, visitors get only the information they want--so the conversion rate is higher, and you can always integrate the lead form or purchase link into your main website.

So with microsites: single topic: good. More than that and you don't really have a microsite.

For an iPhone app microsite, I happen to love the one for www.iphorest.com. It's short and simple, tells you what the app does and the features it holds. And it's all about the app.