What is a microsite and does my business need one? | Internet Legal Solutions Inc.

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What is a microsite?

A microsite is what it sounds like, a smaller website. A law firm will have a main website that describes the firm as a whole. This main site will typically have a homepage, an about page, lawyer biographies, practice area descriptions, and news, among other things. A microsite is a separate site, with its own address, which contains much less information. For law firms, microsites are usually for a specific campaign or practice area. Microsites use a different domain or subdomain than the main company or business website.

Why might my business need a microsite?

1. You want something that looks different.

One of the most common reasons a law firm wants to create a microsite has to do with branding. Maybe you’re working jointly with another company on a project and don’t want to use either company’s branding elements. Or maybe you want a site that looks more informative or has a more laid back tone than the company site. When you want something that looks, sounds, or feels different from the main business website, you might want a microsite.

A good example of creating a microsite that looks and feels different from the main website is Fast forward in real estate, a microsite created by LISI for Stroock & Stroock & Lavan. The goal of this microsite was to create an immersive and experiential digital space to bring people together during a time of isolation, especially those in the real estate sector whose lives and livelihoods were historically so deeply tied to the physical spaces of the town. This is a very different purpose than the full main business website.

Creating a microsite gave the client the freedom to be innovative, whimsical and entertaining, creating a unique metaverse-like experience, pushing the boundaries of conventional client relations and legal marketing with a one-of-a-kind digital adventure. Given the different purposes of the company’s main site and the Real Estate Fast Forward campaign, a microsite was a great way to achieve the goals of the real estate practice.

2. You have a time-limited campaign.

Another reason a business might want a microsite is when you have a time-limited targeted marketing campaign. A microsite is easier to edit and control than something that appears on the main website. By the time you get all the approvals to change the main site, your campaign might be over. In this situation, a microsite may better serve your needs.

An example of a time-limited campaign could be an upcoming event. An event may have a short lifespan and specific characteristics such as a unique brand, location, time, and target audience. A microsite created for an event serves as a central hub where visitors can view event-related information without having to search for a full website.

A microsite creates space for multiple web pages, such as an agenda, speakers, travel information, and registration page, and can make it easier for attendees to register for the event. A microsite like this should be engaging and experience-driven. An example of an event microsite is the one LISI recently created for the #Follow the Friday conference.

3. The new content or topic does not match your site.

If your new content differs significantly from the length, tone, or content type of your website, you may need a more flexible microsite to present the information to your audience. For example, if you have a hot new area of ​​practice with lots of related resources, infographics, and documents that don’t fit into the main website structure, you might need a microsite.

A good example is the Vaccine Injury Act LISI microsite developed for a client. Our client is a personal injury law firm with many different areas of practice. For the vaccine injury practice, attorneys wanted a site that provided lots of information and resources to potential clients. The main website didn’t have a structure to support the amount of information we wanted. In this case, we created a microsite and loaded it with a detailed description of how the National Vaccine Injury Compensation Program works, along with descriptions of the vaccines covered by the program and the most common vaccine injuries. common.

The tone of the vaccine microsite is also different from the main website. While the law firm’s main site set the tone for an aggressive method of litigation, the vaccine injury practice’s website was to express benevolence. A microsite allowed us to achieve the client’s goals for this individual practice without changing the tone or structure of the main website.

4. Wait! You don’t need a microsite, you need a landing page!

If your primary goal is to drive PPC or SEO to this content, and it doesn’t meet the above requirements, you probably only need a landing page. A landing page is a single page in a website. This page is concise and focused: bam, that’s what we do, then contact form. The landing page usually does not contain videos or other visual effects. The key is to give a little information and collect and convert leads into customers.

Unlike a microsite that wants visitors to engage and explore, a landing page is all about lead generation. A microsite is more of a tool for building long-term relationships, whereas a landing page is more focused on an immediate prospect.

Tim Abeel, lawyer at Lemon Law, already has a complete website designed by LISI that meets the needs of his firm. But as its business expands into new states, LISI creates landing pages specific to those locations. In doing so, Timothy Abeel & Associates are able to provide their clients and potential clients with a centralized hub of lemon law information specific to each state in which they practice, such as this page for california lemon law.

5. But wait! Maybe you don’t need a microsite Where a landing page!

The customer is always right! Right?! The best-meaning lawyer or legal marketer has suggested that you create a new microsite to support the new [something]. But is that [something] meet the above criteria? Sometimes the best way to support a company’s marketing and business development efforts is through careful assessment that ends with the answer “no”.

Each new practice or idea makes not justify a microsite, even if it sounds like a fanciful solution. With a microsite, you will lose the domain authority generated by your main website and create a second website that must be hosted and managed.

Perhaps the answer is not “no”, but rather “instead, let’s…”. The solution may be to insert the content in the current site into a new page or even to develop a new structure to accommodate it. Sometimes the simplest solution is the best, depending on the goals and the nature of the project.

Before embarking on a microsite, you should carefully consider your project goals and what you hope to accomplish by developing a microsite. Are you branding a new product or a new range of services? Are you organizing a time-limited event? Or are you looking to convert leads? A microsite can become an indispensable part of your marketing strategy. But by carefully weighing your options, you may find that a landing page or additional content on your website is the most cost-effective solution to achieving your goals.

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