Creating Microsites for Software Company Marketing

July 6, 2017

A microsite is a narrow focused way to attract and convert leads for SaaS companies.

You are looking for new ways to scale your user acquisition and already do most of the tried and true methods such as SEO ( Search Optimization ), Advertising, Connection Campaigns, and more.

But, your in need of expanding your SaaS Marketing tactics to keep growing users. One great strategy to explore is the use of microsites.

 

What is A Microsite

Separate from your main website, a microsite is commonly a smaller site with a specific focus. We often look at it in terms of 5 - 10 pages and possibly with some expansive content section such as a blog.

In some cases a microsite does not have to be designed significantly different than your main site.  Just make sure that there is some distinguishable aspects of the design to have some sort of distinction.

 

Reasons for A SaaS Microsite Strategy : A Summary First

Let's talk about what are some of the high-level reasons that our SaaS company might want to consider microsites before we dive into some specific examples.

The biggest opportunity for SaaS companies is to reduce friction in the conversion process with a microsite. Our goal in any marketing is to reduce the friction to get the prospect into a deeper part of our funnel.

Reducing friction is most commonly seen when you are creating ads and then sending people to a specific landing page related to that ad.  At this point, most people know it is a very bad practice to send ad visitors to a home page or generic page.

The more specific that landing page is for the ad, the higher chance that it will result in a conversion.

Microsites have the same theory behind them but offer a more expansive approach to the idea of a landing page.

 

Microsites as An SEO Play

One strategy with a microsite is to go after specific key phrases.  Most people want to drive search rank up for their main site, but depending on your target audiences, this can be complicated if you sell to a wide range of people and for a wide range of purposes.

Google and other search engines reward sites with a very narrow focus of subject matter.

If you offer a low-code platform that can work for any industry - construction, industrial, accounting, marketing, on and on - then that is a lot of audiences and subject matter to try to optimize a single site for.

Now, if you have one or two audience that are of high value to you, then creating a targeted microsite can cause you to rank higher for terms related to that industry.

A site all about Industrial/Manufacturing Low-Code can rank for Manufacturing Software Development, Industrial Digital Transformation, and many other terms that are very specific to that industry and prospects looking for a solution like yours.

Yes it takes more effort to manage multiple sites, but the benefits can be massive when you drive targeted traffic with a specific need.

In addition, with all microsites, the added benefit is friction reduction in the process.  When the content is specific to the audience, they will resonate with it and be more likely to convert.

 

Microsites for Specialized Conversions

Another opportunity for microsites for SaaS products is to create a unique conversion site.

The best way to explain is an example.  Imagine you sell a software for the real estate industry. You could create a microsite that has a property evaluation tool that allows visitors to enter various factors to determine the value of their property now and over the next 10 years.

The goal here is to get people to complete this evaluation and in turn sign-up for an account for your software.

Strategically you can offer more information or downloads with a trial that connects to the evaluation tool.

This microsite strategy can be really powerful when you develop focused conversion actions that can live on a single domain and not distract the visitor with a lot of additional information.

Could you put this tool on your main site? Yes, but it is buried and is surrounded by a lot of other information that may not be of interest to them.  The goal is to reduce friction and increase conversions which is what a microsite can solve.



About Insivia

Insivia is a Strategic Growth Consultancy helping software & technology companies scale through research, brand strategy, integrated marketing, web design, and retention.

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