A microsite is a powerful tool you can use to launch special campaigns for services, products or events, says Richard Heft, co-executive director at Ext. Marketing Inc. in Toronto.

Instead of creating another page on your website, you can produce a separate site that will provide details on the aspect of your business you want to promote for a short period. Microsites let you get creative to give your special, limited-time message a style and personality of its own — without disrupting the tone of your main site.

Here are five things you should know about microsites:

1. Microsites promote something that is new or special
While your website provides clients and prospects with important information about your practice, your microsite will publicize a specific aspect that deserves extra attention.

For example, if you are offering a new line of products or a new service, or are planning a client-appreciation event or seminar, a microsite helps differentiate this information from the more static information on your website.

2. Microsites are independent of your website
Your microsite will consist of a separate browser window that clients can access from your main website. This separation is important because whatever you are promoting will most likely not fit in with your other website content, such as your biography, mission statement and office location.

So, if you want to share information about your annual client-appreciation event, you will want to tell clients about the event’s theme, location and cuisine and how they can RSVP.

“You couldn’t really place that information on your webpage without reshuffling [the website] and changing the design. That can get expensive,” Heft says.

3. Microsites have short lifespans
These sites should be available for a limited time, as they are meant to publicize special events or campaigns.

In fact, the best thing about a microsite, according to Heft, is that it’s “one and done.” You put it up, let it serve its purpose and then pull it down.

“That gives it a feeling of exclusivity,” he says. “It’s exciting and promotional, but it’s not an open-ended commitment.”

For instance, if you are touting the addition of insurance services, you can use a microsite to share this news with your clients. But when your “new” insurance specialist has been with your practice for a year, a microsite publicizing this addition to your team will look dated.

4. You can have fun with a microsite
The separation of sites means you can play with the design of your temporary site to match the attitude of what it is that you’re promoting.

While you shouldn’t mess with your brand, Heft says, you can modify it to enhance your message.

For example, if you use dark colours and sleek fonts for your main site, why not keep the sleek look but add some bright colours to advertise your outdoor charity event? Yellows and greens would be more fitting for a picnic than your usual purple-and-black motif.

5. You must promote your microsite
In order for this site to be effective, you must let your clients know that it’s up and running.

Inform them through a mass email, a blog post, your newsletter or social media. It’s not enough to put a link on your main website and hope people will click on it.