How to Create a Microsite
Our team at Diagonal Media is used to racing the clock. While we always advise our clients to start with an ample production timeline, sometimes their teams receive last-minute requests. They know we can handle it and do it well. Thanks in large part to the continued refinement of our process (see our past article The Power of Process).
Cue the microsite.
Recently, one of our clients reached out to us with a request to design a microsite for their pitch campaign. They needed it in 3 business days. We brought in our design lead, Sydney, and our Webflow expert, Emmett, to design and structure the site.
What is a Microsite?
Before we dive into the details, microsites are standalone websites, often created separately from a company’s main website to draw attention to a specific project or purpose.
In our client’s case, they wanted to give the final stages of their pitch campaign a unique and personal touch by drawing attention to their team. Our designers did just this by creating intuitive ways for the audience to interact with the content and learn about the team behind the pitch before the pitch.
What Tools Were Most Effective?
So, how did we do it? Let’s break down the preparation, the process, and the problem-solving.
Figma
Sydney was responsible for creating the look of the website. She and our website developer, Emmett, worked back and forth in Figma to make suggestions on what might make the site interesting to the audience and what they could parallax to make it more dynamic.
Webflow
Emmett dove in on the back-end with our website building platform of choice, Webflow, to build the microsite, write code, and ensure all design elements were looking good on desktop and mobile. All the development and design execution was done directly in Webflow. We highly recommend it!
“Within [Webflow] you can build just about any website. It’s very flexible and works really well for anything that needs to be beautiful and performant.”
- Emmett
Client Preparation
With any project, but especially something with a tight deadline, client vision and preparation make a huge difference. They came to us with a clear idea – showcase their pitch team with a microsite using hoverable effects. They had headshots of their team ready to go, along with video assets. They knew they had a tight deadline, and they came prepared.
Project Management
Internally, we were also ready to go. The initial request came in on a Wednesday. We submitted the proposal that same day and completed the project just a few days later.
Communication and clarity are imperative with a client. When we sent a new iteration for review, we were clear on ideal feedback and revision timelines to keep pace with their deadline.
A longer runway allows for more testing and flexibility. Even so, with our client’s preparation, our clear systems, easy communication, and powerful design team, we were able to quickly smooth out any road bumps, such as minor technical issues.
Considering a Microsite? Remember these tips…
Know Your End Goal
This includes your audience and the goal of your project. If you know the results you’d like to see, come to the table with that in mind.
Come Prepared
With that goal top of mind, bring notes, assets (video, photo, etc), and a timeline, but also an openness to guidance from your creative partners.
Even if you’re unsure how you want the microsite to look, give your creative partners ample time to brainstorm and design.
- What is a good timeline? It depends on the complexity and needs of the project! But, be sure to expect more than a few days.
- Don’t cut corners on the budget
- A microsite is a premium experience. You’re going out of your way to draw attention to a project, and so, it should be treated like the premium experience it is. Don’t try to scrimp on the budget, only to be surprised when the end product doesn’t match the goal you had in mind. We always make the creative match the budget, but if you have something specific in mind, consult with your creative partner for an accurate cost estimate.
- And think about reusability. This could also save you some money in the future. Think about the structure in a way that the content/layout could be reused for future campaigns.
- A microsite is a premium experience. You’re going out of your way to draw attention to a project, and so, it should be treated like the premium experience it is. Don’t try to scrimp on the budget, only to be surprised when the end product doesn’t match the goal you had in mind. We always make the creative match the budget, but if you have something specific in mind, consult with your creative partner for an accurate cost estimate.
Microsites, they may be micro, but they can pack quite a punch! Have we got your gears turning?
Reach out when you’re ready to start designing that microsite!
