Microsites are not new, but they certainly seem to be catching on. When we discuss microsites we’re talking about websites that have unique URLs and/or are separate from a car dealer’s main website. The content for these microsites are typically much narrower in focus, and revolves around a particular product or service.
With microsites catering to a specific product or service, car dealers can easily deliver unique and targeted marketing campaigns. Microsites can benefit car dealers by providing a more targeted landing page for a new or existing paid search advertising campaign. More targeted content is also advantageous for organic search.
The real benefit of a microsite is flexibility. If you have a lucrative product, service, or profit center, why not utilize a marketing tool specifically for it? Best of all, a microsite is smaller and more manageable than a dealership’s primary website.
An example of a highly targeted microsite is one recently launched for an Ashland Ford dealer. Giving highly-targeted information regarding their maintenance-related services, the Richmond Quick Lane microsite provides Richmond-area drivers with information regarding an oil change Richmond VA, tire services, brake services, and other services that drivers may not realize were available at a Ford dealership. What makes this microsite successful is that it provides a destination that appeals to a wide range of drivers, and not just those that happen to drive a Ford.
For those looking for collision repair in Richmond Virginia, the same dealer has also produced a helpful microsite that again provides what searchers are looking for. While similar content is located on their dealership’s primary website, the microsite is tailored not only to Ford owners, but also those drivers that own other makes.
Opportunities arise with microsites because they help extend the reach of your dealership by helping you communicate with a niche audience. And because they’re so specific, microsites are a great way to optimize for a specific keyword or phrase, which is helpful for organic search as well. At the average car dealership, there are many stakeholders, including those who want to buy a car, finance a car, service a car, detail a car, etc. For those stakeholders that matter most, or for those who may otherwise would not respond to the content on your primary website, a microsite is the simple solution to drive additional leads.
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More great examples of auto dealer microsites are coming soon.
