As search engines become more and more sophisticated at ranking websites, it would seem that the big sites and brand names are beginning to dominate.
Many smaller companies create their websites as a generic offering for their customer and service base without realising that this leaves them in a “no mans land” in terms of position.
What I mean by this is that as the large get larger, the small have to go niche to attract the more specific (sometimes referred to as long tail) opportunities.
The Purpose of a Microsite
If you have a company website, creating a micro site on a niche topic will lead to you being recognised as a leader in a specific field. What’s more, you could end up attracting more business from the specific vertical or horiztonal market you have aimed at.
Microsite Example
You are an IT company. Your company website has the usual information about your business and services but you also specialise in IT for public sector.
We would create a microsite purely focusing on that specific subject, highlighting your relevant case studies and offering niche quality advice for public sector IT issues.
More Direct Point Of Contact
The microsite can be set up so that enquiries go directly to the right team. You can also give the relevant person / people access to the website management if it is content managed so that they can keep the website up-to-date.
By giving relevant control to the right people, you are handing a direct point of contact to the customer or sales prospect.
Feeder Site and Linking
Another great advantage of niche websites are the link possibilities. By making the content of your microsite as objective as possible, including the ability for others to comment, etc. you can then leverage any incoming links to your microsite for your main website.
This can lift the ranking of your main website based on the credibility of the links coming from the niche site.
Feeder Site For Links
This website for Jessica products in the UK brings in over 50% of the traffic to the e-commerce website that sells the beauty products. The e-commerce website could not attract the amount of attention that the feeder website could based on it’s structure and diverse content and it allows us to dominate the niche market.
Why not get in touch and let’s chat?
I work with corporates and retailers of all shapes and sizes delivering microsites in Basingstoke, across Hampshire and the Thames Valley. I’m confident that I can help most businesses, so, it may be worth a chat at the very least and start the ball rolling…
