Your organization’s website is likely its lobby to the world, with gateways to pages that convey its historical rise to its current value proposition. For brand consistency and streamlined access, the best practice is to have a single website but sometimes I don’t find this viable.
If you’ve ever tried to “renovate” or add an item/page to your website for a valid purpose, only to be halted by a rigid platform, a tight budget, limited resources or a backlog of other priorities — you know what I mean.
Blogs are noted for their flexibility and capacity to go into overtime when a crisis occurs, while your website or traditional channels may be too slow or inaccessible. The same premise applies to using a blogging platform to create a “pop-up” micro site, for a short-term need or a “workaround” to the main website.
When do you need a pop-up microsite? What about when…
- You need to promote an event in a tight time frame (such as a first-time public information event targeted at local residents)
- You need to launch an unconventional application or brand extension for your product or service (such as a multimedia venue a hospital wants to market to “healthy” people)
- You anticipate multiple updates for a quick pace build or a tiered campaign roll-out (such as a conference assembled in an insane time frame with fluctuating abstracts and speakers joining at a staggered pace)
For mavericks who “dare to challenge” convention, a pop-up site can also serve as a workaround for the above or other scenarios when your main website is:
- Governed by an umbrella organization and your initiative is sure to exceed the pages, resources or customizations allocated to your division, department or franchise.
- Hopelessly hard-coded and long overdue an upgrade
- Managed by limited resources, with many requests ahead in the queue.
I’ve turned to WordPress to quickly and efficiently build a micro site as a central communications conduit for some of the above scenarios and more. [Here are the steps I’ve followed to create a pop-up site in WordPress but you can likely do the same in other blogging platforms.] Be sure however to check WordPress.com policies before you start to ensure you conform and there’s no surprises.
Have you created a microsite to meet a short-term or other need? Have you had success in other platforms? What challenges did you face? When do you think a pop-up site can prove invaluable and when should it be avoided?