Re: ONLINE-ADS>> How much content is enough?...ad supported messages

Anita Spigulis (anita_spigulis_at_trinitynet.com)
07 May 97 14:33:34 +0100

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I am a staunch advocate of linking banners to a microsite rather than a
home page. Microsites enable you to target your message to a particular
audience that may not be interested in your entire site. They allow you to
create a promotion or contest without burying it somewhere in your site.
It is much more "user friendly" to have a banner link to a page or two
pertaining to a topic of interest rather than expecting someone to scroll
through the options presented on your home page. How long should it be?
This depends on the message/offer and its complexity. A microsite should
support a unified theme. In the case of Arizona, you might create a
microsite exploring family travel options. It should be easy and quick to
navigate. Remember, people finding your site through a banner were
originally on another site. They probably want to return there. If your
microsite isn't well presented, you may lose them. Present the key points
you need to make, then give them the option to link to your home page if
they want further information.

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