One of the big problems with using just one main company website is having many pages with all your products or services in one place can make it easy for your visitors to get sidetracked, confused, or just struggle to find what they were looking for. There are also the search engine optimisation problems that arise when trying to optimise one website for such a diverse array of keyword phrases, to improve organic ranking. The single biggest factor in ranking well in Google is keyword rich inbound links and it's often difficult to build links to inner pages of your website. PPC campaigns can provide a solution, but potentially a very expensive one.



The solution is to use microsites to complement your main website. Microsites are small, highly focused websites, set up on their own unique domain, to promote a single product, service or event. They can be a great way to increase exposure of your business, as part of your internet marketing strategy. Because they are highly targeted, you can present your visitors with a small number of pages, all dedicated to promoting the one product or service that they are looking for. That way your visitors get only the information they want, with no distractions or irrelevant information. This makes it much more likely that your visitors will convert into sales or enquiries, rather than leaving empty handed.

Having a microsite dedicated to each product or service you offer potentially doubles your internet exposure via search engines, with the chance to get two high ranking search engine results for similar keyword phrases. Optimising a microsite for search engines can be much easier and more effective, because you don't have to worry about building links to inner pages of your website. You can focus all your efforts on optimising your homepage for the highly targeted keyword phrases relating to the specific product or service you are trying to sell. This means you are also free to make full use of multimedia technologies such as Flash without impacting your search engine rankings.

Microsites can be particularly useful to work alongside a specific advertising campaign. This allows the use of the campaign visual, without having any impact on your main site branding. Being a separate entity from your main website offers much more scope for variation in visual style and branding for that specific product, service or event.

Microsites can be a great addition to your internet marketing strategy, the advantages over just one main website, featuring all facets of your business, are numerous. These advantages can far outweigh the relatively small amount of work and cost required to set them up in addition to your main website. The flexibility they offer outside of the constraints of your main company website branding, along with major advantages when it come to organic search engine optimisation mean they are worth considering as part of your internet marketing strategy.