Microsites can be an effective way to get more leads and higher returns from your law firm’s marketing efforts. More than a landing page, but less than a full-fledged website, a microsite allows you to generate more leads by providing highly targeted and compelling content that fits the audience’s specific needs.
What is a Microsite?
A microsite is a single web page, or small collection of pages, designed to stand alone and function outside of your firm’s main website. Microsites can exist on a URL under your main domain, on a subdomain, or on a completely unique domain of their own.
A typical microsite contains highly targeted content intended to showcase a firm initiative or to complement a specific marketing campaign. They usually have their own unique design and navigation system. Depending on their intended purpose, microsites may or may not include your firm’s branding.
A great example of a microsite is Debevoise Women’s Review. The law firm of Debevoise & Plimpton LLP developed the platform to spotlight topics of interest to professional women, including the achievements, initiatives and advocacy efforts of women and organizations around the world. The microsite provides a community for professional women and an opportunity for the firm to show their commitment to the success of professional women.
Why Should My Law Firm Use Microsites?
Aside from more efficient targeting of content, there are many more benefits to producing a microsite, or even a network of microsites. Following are just some of the reasons your law practice should be thinking about making microsites a part of future marketing strategies.
The first, and most obvious, benefit microsites deliver is extra real estate to use in SEO efforts. You can take advantage of opportunities to interlink sites, and use keywords and language that might not fit in with your firm’s website. Of course, you’ll also gain extra entries in search result pages too.
Direct Path to Content
When people visit your microsite, they find exactly what they were searching for. They don’t need to look through a list of options and submenus to find what they need. This greatly increases the chance that you will capture the visitor’s attention in those crucial first few seconds.
Because microsites are small and easy to deploy, they are the perfect testing ground. From actual content to design and layout, you can easily test effectiveness before making any changes to more complex websites.
Because microsites are small and stand on their own, they can be created and published quickly. This allows you to create content to take advantage of sudden opportunities where it could be difficult and time consuming to integrate with the more complex design of your firm’s main site.
Microsites are perfect for content that is temporary in nature, such as special promotions. Rather than making expensive changes to your firm’s main website, a microsite can be constructed quickly and removed easily, without the need to recode pages or change navigation options.
Microsites give you the freedom to break away from your main website’s design when you need to. They allow you to tailor the user experience, as well as the content, to fit the audience you’re trying to attract. It becomes easier to use interactive content like surveys or guides that could be expensive and awkward to implement on your home site.
The small and easily digestible nature of microsites makes them perfect for sharing through social media. If we go back to the Debevoise Women’s Review example, you can see how the microsite is something people will readily share with their friends much more readily than sharing the firm’s main corporate web page
Your main website needs to be accessible to everyone. You want to attract as many people as possible without alienating anyone that could be a potential client. There’s no such rule with microsites. You’re free to remove distractions and narrowly address the audience you’re trying to reach about the issue they’re seeking answers to.
Updated and republished March 2, 2018.