Uses for Microsites in the Economic Development Industry

As an economic developer, you’re constantly seeking new ways to attract businesses and talent to your community to promote economic growth. One effective tool that can assist you in achieving these goals is a microsite, which can be utilized for specific campaigns or programs.

What is a Microsite?

A microsite is a small, specialized website that focuses on a particular theme or topic. Microsites can be used to promote a specific product or service, provide detailed information about a particular event or initiative, or create a focused online experience for a specific target audience. Because microsites are smaller and more targeted than fully robust and multifaced websites, they can be created more quickly and easily, and provide a more personalized experience for visitors.

Why Use Microsites?

Microsites can be a powerful tool for economic developers because it allows you to focus on specific messages and be more intentional about how users interact with those messages. By creating a microsite for a particular campaign or program, you can provide detailed information about the initiative, showcase success stories, and make it easy for potential investors or businesses to get in touch with you.

For example, if your community is trying to attract a particular industry, such as technology or manufacturing, you could create a microsite that highlights the advantages of your community for that industry. This microsite could include information about the workforce, available infrastructure, tax incentives, and other assets that make your community an attractive location for businesses in that industry.

Examples of Effective Microsites

The following are examples of microsites that Golden Shovel has created for clients.

Creating a Successful Microsite

Creating a successful microsite requires careful planning and execution. Here are some key steps to consider before getting started.

Define Your Goals

Before you start building your microsite, it's important to define what you hope to achieve with it. Are you trying to attract new businesses to your community, attract more talent, promote a particular initiative, or simply provide information to a particular audience? Once you've defined your goals, you can begin to design your microsite around them.

Identify Your Audience

It's important to understand who your target audience is and what they’re looking for. Are you targeting businesses in a particular industry, investors, or the general public? Once you've identified your audience, you can tailor your messaging and content to meet their needs.

Create Compelling Content

Your microsite should include content that is engaging, informative, and relevant to your audience. This might include case studies, testimonials, statistics, infographics, and other information that highlights the advantages of your community or program.

Design for Usability

Your microsite should be easy to navigate and use, with clear calls to action that encourage visitors to take action. Make sure your microsite is optimized for mobile devices, as more and more people are accessing the web on their smartphones and tablets.

Promote Your Microsite

Once your microsite is up and running, it's important to promote it to your target audience. This might include email marketing, social media, paid advertising, or other tactics that help drive traffic to your microsite.

Learn How Golden Shovel Can Help

Microsites are a powerful tool for economic developers, allowing you to target specific audiences with specific messages. With careful planning and execution, a well-designed microsite can help you achieve your economic development goals and drive growth in your community.

Learn more about Golden Shovel’s website services here, or contact us for a more detailed conversation specific to your organization.