Transform your business

Using microsites to generate B2B sales leads

If you do a good job, you’ll generate a healthy number of targeted leads, writes Dave Wilkinson

I’ve designed a fair number of B2B websites in my time, and they all share one thing in common. Nobody reads 80% of the content. The hard truth is that nobody cares about your mission statement. People want hard facts that can help them solve a problem, and a way to get in touch. Nothing more.

So when a friend asked me to design a 50+ page corporate website for his startup, I had to ask a simple question: Do you want to build an encyclopedia nobody will really use, or do you want to build a couple of small, easy to manage websites that attract targeted leads every single day?

He’s going for the second option.

What is a microsite? According to Wikipedia, a microsite is ‘an individual web page or cluster of pages which are meant to function as an auxiliary supplement to a primary website’.

The idea is that you would build a separate microsite for each of the niche markets your company wants to work in. Each site is individually hosted under it’s own domain and targets a small niche audience through extensive online PR, pay-per-click advertising, or a mixture of the two.

What does it cost to build a microsite? Like anything else in this world, it depends. You can build a microsite yourself for just a few pounds and rely on a monthly spend suited to your budget, and, if you do a good job, you’ll generate a healthy number of targeted leads.

Alternatively you can go high-end and splash out on a rich-media or Flash microsite, a professional copywriter and a PR company to get your desired result. It all depends on your product and the market you’re trying to penetrate.

Whatever you decide to do, bear in mind that doing it poorly could cause the whole thing to fall apart at the seams. If you can’t do a great job yourself, hire a professional.