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Microsite content needs to be creative & engaging


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For marketing purposes, one of the least used or understood tools is a microsite. In fact, most people are not even aware of such a term. Here we shall aim to talk about this term in detail so that awareness is spread on this useful tool. By definition, it refers to a single branded webpage or even a group of them that are independent of your main website. The logic of the microsite is to offer leads another platform to engage/connect with unique content to do with your brand and potentially converting them into performing an action at the end of the day. The action could be reading the content or subscribing to the newsletter or affirmative purchase action. It is not a landing page

Why a microsite should be used by companies: 

  • Reach out to specific demographics which need content different from the one associated with the brand as such. 

  • Experimentation with varied media platforms such as blogs, vlogs or videos. 

  • It's another medium to get online publicity. 

  • Get attention for a new product or service to be launched 

  • Show another side to the brand – quirky, witty, humour, etc 

  • Provide a forum that simplifies specific organisational processes 

What are the prerequisites for a good microsite: 

  • The content should be as unique as possible. It should not be a mirror page or identical to the company’s existing website. 

  • Navigation of the microsite should be as simple as possible. 

  • Incorporation of an interactive element to get the audience involved and spend time on it. The longer the time spent on a site, the stronger the imprint on the mind of the audience. 

  • Buttons to enable sharing of the microsite on social media channels or email should be present. 

  • Call–to–action which is robust & clear is essential and visible. 

  • The microsite should be linked to a CRM or other analysis tools to measure KPIs and performance insights in order to take actions & course corrections. 

The benefits of a good microsite are: 

  • Brand visibility increases by leaps and bounds. It’s another method popular in enhancing a brand / business outreach, marketing and visibility.  This is primarily to do with the content which can be witty, quirky, informative, humorous, ‘hatke’, engaging and creative. Have fun while building a brand image.  

  • It is a good source of lead generation for businesses.  Microsites with their subtlety, information and engaging content are a good way to get people to get attracted to your brand and its offerings. The well-done microsite provides a seamless journey from curiosity to interest. 

  • It’s a cost effective way of marketing as compared to legacy methods. 

  • It enhances the engagement between leads & clients and you. The more engagement the better for your brand & business. 

  • It definitely helps with SEO performance and ranking which is so important for visibility on search engines. By using pointed keyword, topic, or area of expertise and using it on a microsite meant solely for it, it has a good chance of being ranked well.

About the Author

Vineet Rana

Vineet Rana is the digital marketing manager in the #Awesome team at Codleo. He is passionate about all things branding, and his mission is to get amazing content out to everyone as much as possible. When He is not online, he loves cooking, lifting weights, and hiking in the Himalayas with his friends.

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