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If you’re thinking about building a microsite, here are some little pointers, rules, and caveats that can help you get your head around the problem.

1. Rule #1 of microsites: remember the micro part. In most cases, 3-5 pages of information are more than enough.

2. Rule #2 of microsites: you don’t have to slavishly mimic your main site. Yes, you should brand your microsite using your organization’s brand guidelines, but it’s okay to extend the brand a bit.

3. If you don’t have an easy to remember URL, you’d better have a really strong campaign that drives folks from SEM or email. Can you imagine trying to get people to remember to type in http://www.example.com/mycampaign/index.php?id=111111031312? I’ve seen it happen.

4. Just because you have a domain for your microsite doesn’t mean that you’re out of the woods. I’ve seen too many organizations get a really nifty memorable domain and then just send someone to an existing product page, like http://www.example.com/products/warehouse.

5. No call to action? No need to spend money, time, and effort. Seriously folks, if you’re trying to get people to see your marvelous little viral video, just post it on YouTube. If you don’t have a call to action, and if you don’t ask them for information, what’s the point? Go back to bed!

6. Answer all their questions on the microsite–or at least, as many as you can think of. This is the time to put your sales hat on, and part of that process is thinking in terms of customer objections. If you can eliminate or reduce objections, you’ll hit your objectives!

7. Make it super easy for visitors to tell their friends and colleagues about your microsite. It’s okay to ask for help marketing your stuff. You can make this happen easily with outrageously good/truthful/funny/sticky/viral content, and a simple “forward to a friend” feature.

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