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Microsites are mini websites specifically designed to deliver information and encourage call to action responses for particular products, services, market segments, demographic groups, marketing campaigns, initiatives or promotions. Visitors to microsites can be generated by means of e- newsletters, email campaigns, links from corporate websites, online and offline advertising, direct-mail campaigns, and types like Google ads.
The purpose of a Microsite is to direct the audience attention on particular initiatives. Most general business websites carry a great deal of information that might be irrelevant to visitors' immediate needs, whereas microsites channel the viewer attention to campaign particulars. Hence, your audience doesn't get distracted, confused, or irritated by non-applicable material. Since microsites are limited to single-issue initiatives, they more easily can accommodate search engine optimisation tactics and techniques, delivering mostly appropriate visitors who are only concerned with the information being presented. The comparatively smaller scope of Microsites makes them less expensive to create. With such cost effective website design, you can create multiple versions of your microsite to target different geographical regions or market demographics. The low production cost of a micro site also makes it possible for you to test different messages and different delivery techniques to determine what really works. By having only in-demand information and providing more problem-solving solutions, Microsites are better equipped to meet a visitor's quest for relevant information, the basis for positive user experience and high levels of visitor satisfaction. Microsites, by avoiding clutter can quickly establish brand relationships and carry word-of-mouth opportunities. Problem solving abilities of microsites help win visitor confidence vital to close the sale. Most of the time people only buy from companies they know, like, and trust. By providing a more specific and direct approach to problem-solving Microsites are more likely to get book marked for future reference than more general corporate information sites, or email newsletters that are easily lost, deleted, or misfiled. Microsites extend the shelf –life of email newsletters, which normally have a very low average (anywhere from 30 seconds to 3 minutes). E- newsletters are rarely read below the heading. A heading connecting the email to the microsite will make it a very effective marketing tool. Newsletter subscribers, who were mere spam blockers, can be converted to prospective Customers by directing them to fully enhanced, highly focused, rich-media microsites. Through questionnaires, polls, and surveys promote interest and involvement, microsites can increase the time spend receiving your marketing message and provide you with mission critical Customer feedback.
A good microsite must promptly engage the visitor and deliver the promise featured in the initial contact vehicle (advertisement, newsletter, or informational link). Microsites must be branded clearly for the visitors know whom they are visiting. Microsites should also have visible and auditory tags, helping visitors easily remember the marketing message. Microsites must have easy navigation and easily understood content. The call to action should be very clear and must have the appropriate contact links. Microsites provide vital information which is needed to make adjustments on future initiatives. They are ideal for offering incentives for Customers providing information and feedback or for channelling visitors to both the e commerce website and the physical store.