We’ve talked quite a bit about microsites recently, so I thought it would be a good idea to dig a little deeper into the thought process behind actually launching one. Creating these single-focused websites can be a great solution for your initiatives, but many times they can also be overkill. It’s important to evaluate your project’s needs early on in the game.
Can you accomplish the project goal within your existing web presence?
In my mind, this is the most important question to ask yourself at the first planning meeting for the project. If you’ve already poured the time and money into building a strong, versitile web presence, chances are that your existing site can more than meet the needs of your new project.
However, if your main ministry site just isn’t there yet, a microsite might not be a bad idea. More importantly, this would be a good time to use that positive momentum to get the gears of change in motion for a revamp of your entire online strategy. Taking the time to build a strong web platform is a huge step in preparing for the future.
What’s the shelf-life/ROI?
Will the microsite be useful for a while, or is it just a one-off attempt to gain some attention? Will the expected result be worth the time and money to actually build it? Will your audience actually visit it? Do they have a reason to visit it more than once? These are all important questions to consider.
I’ve made an effort to only build a microsite when it would have lasting utility. Our Crazy Love Campaign microsite was built to last the next 18 months (the duration of our building/giving campaign). Our Confession site ties in with our current series, but will also be promoted indefinitely since it routes folks into some core recovery ministries within our Church. Updated content and interactivity provide reasons to visit these sites more than once.
Does it really need its own site?
This is what it all boils down to… is a microsite really necessary, or are you just considering it for the cool-factor? I’d say that most of the time, our efforts are better spent by pouring our resources into some creative branding and marketing through our existing media channels.
Thinking of creating a one-page promo site for a new series? Focus instead on some compelling art design and promote it like crazy through your existing site, news feed, newsletters, bulletin, Facebook fan page, Twitter and other viral media. I think you’ll find this to be a more sucessful approach.
Am I bashing microsites? Not at all! As with all of our communication tools, it’s just important to approach these campaigns thoughtfully and strategically. Your audience will thank you.
[Image © clix]
That’s sage advice. I think I sometimes fall into this line of thinking where a microsite can do nothing but good for the event it promotes. By keeping in mind the ROI of the work put into building the microsite as well as whether or not it will have a positive affect on the rest our church’s mission, I think I will be able to make better decisions from now on.
This is where we’ve come out on this at LW. In the process of a major site overhaul, we’ve made the decision that we’re going to build our core site to meet the needs that drive building of the many short-lived and non-productive micro-sites we’ve built in the past.
[...] When a ‘Microsite’ is Right [...]