Microsites need memorable URLs

OK, sounds pretty obvious? So why and how do you get a memorable URL?

Why: Microsites are usually short-lived (1 to 6 months) and contain a few web pages to support a specific marketing campaign. They therefore need to work hard - so a short and memorable URL is vital if you want your microsite to stand out.

Example of a bad URL (long, boring, impossible):
http://websolutions.company.com/cms/portal/99/GB/widgets/mc1/

A good URL (hmmm, even I can remember that one!):
www.BoxOfCherries.co.uk

How: Can’t think of a good URL? Too busy and want results in under 30 seconds? Try UK2's Brainstorming tool:







Here is my e-Marketer's Checklist for a short and memorable URL:

• Supports your campaign messaging?
• Pushes one feature or quality?
• Unique?
• Easy to tell others about?
• Simple to spell?

Summary: make it easy for people to remember your microsite after seeing your press advert, banner advert, e-mail footer, hearing your radio advert, chatting with friends, Googling you, etc. The URL could make or break your next campaign - get it right.