How a Microsite Can Deliver More Traffic (and Close More Sales). presented by Bill Hanekamp, CEO The Well & Microsite.com December 4, 2006.

How a Microsite Can Deliver More Traffic(and Close More Sales).

presented by

Bill Hanekamp, CEO

The Well & Microsite.com

December 4, 2006

Page 2Microsites Build Traffic • December 4, 2006

What is a Microsite?

Definition: A Microsite is an online destination, separate from an organization’s main website, that has a distinct URL and delivers more focused, relevant content about a specific product or service.

It can be optimized more effectively for search engines, become a destination for marketing programs, and unlike traditional media, is not perishable.

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Who’s Using Them?

American Expresswww.mylifemycard.com

Burger Kingwww.coqroq.com

Dovewww.campaignforrealbeauty.com

Haneswww.socksontherun.com

Hardee’swww.spicyparis.com

I Can’t Believe It’s Not Butterwww.thekitchenoflove.com

Jeepwww.wearethemudds.com

Jockeywww.jockeycomfort.com

Kellogg’swww.worldofswirlz.com

Kikkomanwww.kikkuptheflavor.com

Kraftwww.u-starvin.com

Miller Litewww.manlaws.com

Snickerswww.snickerssatisfies.com

Suavewww.canyoutell.com

Toyotawww.scionlife.com

Unilever (Axe)www.orderoftheserpentine.com

Washington Mutualwww.trappedbanker.com

Weberwww.webernation.com

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Corporate Website vs. Microsite

Anything a corporate website can do a Microsite can do better:

– Serve as a destination or hub for a marketing campaign

– Focus on a specific topic, audience or action– Sell (24/7 digital sales rep)– Be optimized for search engine rankings– Encourage WOM or pass along– Create a community or network among a niche

target– Be built quickly and with less blood between

the CMO and CIO– Enable constant improvement: Track, Learn,

Improve– Achieve marketing objectives– Deliver a positive ROI

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SEO: Philosophy on Google

1.Google is smarter than we are.

2.Google makes (lots of) money by providing the most relevant search results to its visitors.

3.Therefore, we need to make Microsites that are relevant to Google’s visitors.

4.Don’t cheat, because we affect…

5.All SEO is a compromise.

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SEO Compromise

Page 9Microsites Build Traffic • December 4, 2006

SEO Compromise

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Case Study: Harvard Law School

The Program on Negotiation at Harvard Law School (PON) is a world-renowned interdisciplinary center on negotiation and conflict resolution. A Microsite was perfect to focus on:

“Selling subscriptions to The Negotiation Newsletter.”

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Page 15Microsites Build Traffic • December 4, 2006

Harvard Microsite

Built from the ground up for SEO: FOCUS• URL (no session IDs or dynamic URLs)

• Keyword phrases– Title Tag– Meta Description Tag– Headlines: Using <H1>– Body Text– Alt text / Alt Tag– Title Attributes– Anchor Text: – File Names

• Directory structure

• Content that naturally requires updating

• Inbound links campaign

• No Flash, frames, or text in images

• As a result: SEO occurs naturally (we don’t have to cheat)

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Harvard Microsite

Page 17Microsites Build Traffic • December 4, 2006

Other Microsites

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Other Microsites

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Other Microsites

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www.microsite.com/chicago

Bill Hanekamp

The Well

www.thewellinc.com

[email protected]