Whether you’re starting a new business or hoping to bring more traffic to your current one, a web presence is key. We know that a responsive, user-friendly website and blog filled with original, accurate, optimized content that’s published regularly is your first line of defense, but what else can you do to boost your web presence and — ultimately — your rankings? In some cases, a microsite might be the answer.
What is a microsite?
By definition, a microsite is “an auxiliary website with independent links and an address that is accessed mainly from a larger site.”
Simply put, a microsite is a website that operates independently of your main website. You focus on an area of expertise separate from the focus of your main site, but still within your field. For example, as a dentist, a microsite that focuses on model train collecting does your brand no good. However, a website for your general or cosmetic services and a microsite for your sleep apnea services might be something to consider.
Several of our clients have chosen to use a microsite to highlight specific services to compliment their main websites, including: Dr. Stewart in Livonia, Michigan, (main site here, and sleep apnea microsite here), Dr. Lathrop in Katy, Texas, (main site here, implant microsite here, botox microsite here, six month braces microsite here, and sedation dentistry microsite here), and Dr. Councill in Cypress, Texas (main site here and implant microsite here).
Do I need one?
Although a microsite is typically “smaller” than a traditional website in terms of the amount of content and the number of pages on the site, a microsite shouldn’t be a slapdash affair. To be successful getting a microsite designed, optimized, and live — and, most importantly, working for you — the same amount of effort, expertise, care that go into a main website is required. A microsite should be designed, written, built, and maintained according to the same standards used for a “full” website.
Often, the biggest hangup for our clients when deciding if a microsite is the right addition to their online marketing strategy is deciding what their microsite will focus on. We advise our clients to focus their microsites on the area of expertise they want to attract more patients for. Maybe you’re a general dentist with a passion for sleep medicine, implant dentistry, or fast braces. Chances are high that information about this particular service is on your main website, but you want to draw more attention to this service, attract more cases, and show off your skills, so a microsite might be the way to go.
What about blogging?
Great question! As we’ve said time and time again, blogging is very important for SEO. It’s fresh content that’s published regularly, which signals to Google that your site should be crawled and indexed frequently, and it’s optimized content to help you rank in search results for your targeted keywords. When it comes to blogging for microsites, you have a few options.
Some clients choose to continue to blog only on their main site, linking to their microsite when appropriate. Some choose to split their current number of blogs between their main site and their microsite. Others choose to treat their main website and their microsite like two totally separate entities by blogging for both. No matter which you choose, incorporating a microsite can be an effective marketing move when executed and maintained correctly.