At the recent annual WSI Excellence and Innovation conference in Stansted nearly every presenter talked about two elements micro-sites and social media.

Micro-sites are small websites (maybe just 5 pages) on a very focused subject.   Often they will be in addition to the corporate website and the domain name and content will target just a single product or service niche that the business operates in.   The reason they work is that because of their focused nature, the search engines understand what they are about and will rank them quickly (see SEO) and as part of the WSI’s Conversion Architecture philosophy they are ideal:  visitors are simply looking for answers to the specific answers to the problem them “Googled” in the first place.  They make ideal ‘landing pages’ for visitors arriving their via pay per click advertising or an email campaign.