Microsites
A microsite is a special Web site built around a specific marketing campaign. It is usually completely separate from a company's main site.
Here's an example: A travel company is promoting a new holiday resort in the south of France. On the back of the postcard sent to potential customers is a special Web address to a microsite that contains detailed information on the resort, along with a virtual tour online. On the site, prospects can also fill out a form for a chance to win a free trip.
A Web Site That Sells
Unlike a typical company Web site, a microsite doesn't include pages that are meant to just convey information. Every page — every word — is constructed for one reason only: to get a response. Microsites are designed specifically to motivate you to click or call to request more information, enter a contest, sign up for a newsletter, download a special report, request a demonstration, make a reservation, subscribe to a publication, or order the product.
Because they are so focused, microsites are rarely more than ten pages, and often a lot less. Usually there is a home page, two or three descriptive pages on the product or service being promoted, and a transaction page.
Making Every Word Count
Most people will go to a microsite only once and never return. So your words must do the job right — the first time! Here are some tips that will help:
On the front page, make sure there is a logical link between the main headline and the promotion that brought the visitor to that screen. The headlines and copy style — along with the design elements — should all be similar. You want the reader to sense that the microsite is a continuation of the postcard, e-mail, advertisement, or letter that brought him there.
Provide all the information that the reader needs to make a decision. For example, if the microsite is promoting a new magazine, include all the details needed for that person to make a decision to subscribe.
Include a link to the final transaction page on every page. Some readers may decide that they want to respond early and will get impatient by having to click through more Web pages.
Summarize the benefits on the final transaction page. This will increase response by motivating some of those who are still hesitant to respond to the offer.
Be informative. Prospects are quickly annoyed when they go to a microsite only to find puffed up sales talk with little substance. A tip: Make it a true information center for the product or service you're promoting.
In many ways a microsite is like an online sales presentation. And, as the copywriter, you are the salesperson. You must accomplish a lot of things very quickly in the few minutes — or even seconds — you have with the reader. So make every word count!
