This is how we create a microsite

A microsite, or an area website, can be a way to communicate within a certain subject area or to a certain target group. It is usually a communication partner or an employee in the organization who identifies a need for a microsite for their area.

Before starting up a microsite

When a need for a microsite arises, it can be good to think about these questions before a start-up meeting.

Alignment

• How would you describe what the microsite or area web is about in one sentence?

Target group

• Who will have access to the information?
• How many are in the target group?

Aim and benefit

• Why will your visitors want to visit the microsite?
• What do we want them to understand by visiting the microsite?
• What do we want them to do?
• How does this relate to other ventures and areas?

Staffing

• Who in the organization is responsible and can take responsibility for the information being correct, up-to-date and relevant?
• How much time does this case manager have to set aside for this on an ongoing basis?

What roles are needed to create a microsite

In order for a microsite to be created, three different roles need to be filled:

• Case manager who can actively manage the microsite
• Communication partner
• Web editor

Case manager

The case manager is responsible for the content being correct, relevant and up-to-date. It is usually the person who is also listed as page responsible on all of the microsite's pages.

What the case manager is expected to do

• Help to produce documentation when the microsite is created
• Available to answer questions and comment on drafts
• Review the microsite before publishing
• Regularly review the site's content to ensure it is accurate, up-to-date and relevant.

As a case manager, it may be useful to know:

• Texts will be adjusted to make the language clear and adapted for the web. But the editor should always check this so that no information is incorrect or lost.
• The microsite may be depublished if the performance of the microsite deteriorates and no action is taken.

The communication partner

The communication partner ensures the usefulness of the microsite linked to other efforts, such as events, film or posts in social media.

What the communication partner is expected to do

• Clarify the microsite's target group, aim and benefit together with the case manager
• Based on aim and benefit, develop the main message and make a selection of information together with the case manager.
• Request documentation and ask general questions to the person in charge
• Develop and anchor a prototype for the microsite together with the web editor
• Act as a sounding board for the web operator and case manager
• Take suitable pictures
• Make minor updates when the microsite is published

The web editor

The web editor is responsible for developing and publishing content on the microsite.

What the web editor is expected to do:

• Develop and anchor a prototype for the microsite together with the communicator
• Produce clear and accessible content, with texts written in plain language
• Ask questions and make drafts available for review

• Create and publish pages in Swedish and English

• Do not make the site public until the case manager approves

• Set page manager for each page

• Create best bets with relevant keywords

How to create a microsite

1. Needs and prioritization: Case manager and communication partner make an assessment of prioritization, needs, target group and staffing linked to other efforts.
2. Aim and objective:The case manager and the communication partner answer the questions above about the microsite's message, aim and objective. They also produce documents and make a selection of information.

3. Concept: The web editor creates a concept - a prototype - and communicates this with the communication partner.

4. Anchor concept: Web editor and communication partner design the prototype, including its structure and layout for case manager. Now the concept, structure, and information selection are discussed - not details. The web editor also captures ideas and development needs.

5. First draft: Once a concept has been chosen, details can be set. The web editor creates a first draft. The communication partner helps to find images.
6. First iteration round: Communication partner and case manager collect comments and suggestions for adjustments from those concerned. This should take a maximum of two weeks.
7. Second draft: Web editor produces a second draft.
8. Second iteration round: Communication partner and case manager collect comments and suggestions for adjustments from those concerned. This should take a maximum of one week.
9. Publication: The site is published when the person in charge approves. As part of the publishing process, the site is translated into English. The editor also adds page managers and creates best bets for relevant keywords.
10. Active management: The case manager is responsible for reviewing the microsite at regular intervals, preferably together with the communication partner. The communication partner is responsible for making the adjustments they are able to make and to consult with the web editor if necessary.