Did you know that promoting too many different categories of products or services from one website can result in fewer sales?
Let’s say you have an SEO service, a website building service and a Facebook page service. Someone comes to your website looking to get a professional Facebook page built for their business, and finds all kinds of info on website building and SEO. He leaves.
Next he goes to a website that offers JUST Facebook pages. He buys.
What happened? Your website didn’t cater specifically to what he was looking for, so he kept searching until he found a website that did.
Solution? If you sell distinctly different services or products, you might want to consider building micro sites for each one.
And don’t be confused by the term “micro site.” A micro site might contain hundreds of pages of information – the key is that all of the information is targeted to one very specific micro niche.
And different products and services aren’t the only reason to consider building micro sites. If you cater to distinctly different customers you’ll also want to consider using micro sites.
For example, if you have an accounting service for both individuals and businesses, you will get more new clients by having two different websites, each catering to one of those two specific markets.
If you sell information on making money by blogging and on traffic generation, you might consider having two distinct micro sites,
Micro sites are effective for several reasons…
You’ll get a better conversion rate with micro sites because you appear to be the authority on that specific service or product. You are suddenly the expert rather than the jack of all trades. And you are speaking directly to the prospects who want that specific product or service.
Second, it’s easier to get your websites ranked high in the search engines when they are dedicated to a specific niche.
Third, you don’t have all your eggs in one basket when you’re using micro sites. Imagine if you offer products in 5 different categories, all within one field. If you decide to sell off a portion of your business – say, 3 of the 5 categories, you can do it without harming your other two categories. Remember, websites are assets – in both the good and bad sense of the term. So not only can you sell some micro sites and keep others – should one of your websites run into trouble (falls out of favor with Google, for example) your other websites will remain unaffected.
To make this micro site technique work, you’ll need to be committed to writing plenty of great content on an ongoing basis if you want to rank it high in the search engines.
Choose domain names for your micro sites based on keywords, not based on your business name. For example, if you own a big garden center in Portland and one of your specialties is miniature roses, then PortlandMinatureRoses.com will have an easier time ranking high in the search engines than JudySmithRoses.com.
By all means add a blog to your micro sites and blog regularly if you like because it can only help. The more good information you offer, the better you’ll rank and the more likely prospects are to see you as the expert they’re looking for.
Bottom Line: Micro sites attract targeted customers Isn’t that what we all want more of?
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