Strategic Threshold for a Microsite
For our company, the use of microsites should be the exception rather than the rule. We should set high thresholds for what qualifies a topic or campaign for a separate microsite. Rather than creating a microsite, the default Generic Page approach should be utilized incorporated within the information architecture of our main site. Only when the content meets exceptionally stringent criteria—whether that's relevance, audience specificity, or uniqueness—should we consider the development of a standalone microsite.
Required Threshold for Acceptance
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Specific Target Audience: Content needs to be tailored to a highly specific audience that can't be effectively targeted through the main site.
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Unique Campaign: The content should pertain to a unique, typically time-bound campaign that requires distinct messaging separate from the broader brand or company offerings.
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SEO Strategy: The microsite should have a clear, separate SEO strategy focused on keywords and topics not covered by the main site.
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User Experience: The microsite should offer a uniquely engaging user experience, such as an interactive product demo or immersive storytelling, that wouldn't fit well within the main site.
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Unique Functional Requirements: The microsite should require functionality not supported or feasible on the main site, such as a unique user registration process, specific eCommerce setup, or API integrations.
Strategic Reasons For Creation
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New Product Launch: The content should relate to the launch of a new product or service that could benefit from focused attention and doesn't fit neatly into the existing site structure.
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Event Promotion: The content should promote a specific event that warrants its own promotional and informational space.
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Partnership or Collaboration: The microsite should be created for a joint venture, partnership, or collaboration with another entity, where separate branding and messaging is crucial.
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Geographic Specificity: The microsite should cater to a specific geographic market that has unique needs separate from the main audience.
Considerations
- Cost-Benefit Analysis: There should be a clear financial and strategic advantage to creating the microsite, with projected benefits outweighing the costs of development, maintenance, and potential dilution of brand or SEO.
- Defined Lifespan: Each microsite should have a defined lifespan, whether short-term or long-term. This timeframe should align with its strategic objectives, such as ongoing updates or serving as a reference resource. The expected lifespan should justify its creation and separate maintenance, ensuring it brings value during its entire existence.