Sales teams are tired of sending dusty PDFs and static decks that get lost in inboxes. If you want to actually show buyers what you can do—and make it easy for them to engage—interactive sales microsites are the way to go. This guide is for anyone who needs to build one, fast, with as little nonsense as possible. Whether you're in sales, marketing, or just the person who got “volunteered” for this, you'll get practical steps to build a solid microsite in Journey without losing your weekend.
Why bother with interactive microsites?
Here’s the short version: static sales collateral gets ignored. Interactive microsites let you show, not just tell, and buyers can actually interact with your content, not just skim it. That means:
- You can tailor content for each buyer (no more “Dear [FIRSTNAME]”).
- You get real data on what they clicked or watched.
- It feels modern—because it is.
But fair warning: not every deal needs a fancy microsite. Sometimes an email is enough. But for complex sales, big accounts, or when you want to stand out, this is worth your time.
Step 1: Get your story straight
Before you touch Journey, figure out what you’re actually trying to say. The best microsites are focused, not Frankenstein monsters full of every asset marketing ever made.
Start with these questions: - Who is this for? (Be specific. “Decision-makers in retail IT” is better than “everyone.”) - What’s the one thing you want them to remember? - What should they do next? (Book a meeting, share with their team, etc.)
Pro tip: If you can’t answer these in one sentence each, stop and clarify your pitch first. No tool can fix a muddy story.
Step 2: Gather your assets (and be ruthless)
You’ll need content—videos, product one-pagers, case studies, demos, pricing sheets, maybe a personalized intro. But don’t just dump everything in.
What works: - Short demo videos (under 2 min) - Case studies with real results - Relevant pricing or ROI calculators - Interactive product tours
What to skip: - Long-winded whitepapers (nobody reads them) - Generic company “About Us” slides - Unedited customer lists
Less is more. Aim for a handful of high-impact pieces, not a digital junk drawer.
Step 3: Build your microsite structure in Journey
Head into Journey and start a new microsite (or “Journey,” if you want to use their lingo).
Here’s a straightforward structure that works: 1. Welcome/Intro page: (Short, personal note or video) 2. Your solution: (What’s the problem, how you solve it, keep it tight) 3. Proof: (Short case study or testimonial) 4. Demo or interactive content: (Self-serve demo, calculator, or video walkthrough) 5. Next steps: (Clear call to action—calendar link, contact form, etc.)
How to actually do it: - Drag and drop: Journey is mostly drag-and-drop. Don’t overthink the design; use their templates if you’re new. - Add sections: Use Journey’s “blocks” or “sections” to lay out your pages. - Embed content: Paste in videos, PDFs, or links—Journey supports most file types and embeds. - Personalize: Add the buyer’s name, logo, or custom intro to make it feel tailored (but don’t get weird about it).
Pro tip: Preview as you go. What looks good to you might be overwhelming for a buyer.
Step 4: Make it interactive (but not gimmicky)
Interactive doesn’t mean adding spinning graphics or a million buttons. The goal is to get the buyer to do something, not just read.
What actually helps: - Calendly or booking widgets: Let buyers book a meeting right from the microsite. - Self-guided demos: Embed tools like product tours or clickable prototypes. - Simple forms: Ask a single question (“What’s your top priority?”), not a full survey. - Embedded chat or video: If your sales team is available, consider a chat widget.
What to skip: - Overly complex animations (they slow things down) - Feature overload—stick to 1-2 interactive elements max - Gated content (frustrates most buyers)
It’s tempting to “show off” every widget Journey offers, but resist. Focus on making the buyer’s life easier, not flashier.
Step 5: Double-check the details
Before you send your microsite to a customer, review it like you’re the buyer.
- Load it on desktop and mobile: A lot of execs check things on their phones.
- Test every link and button: Broken stuff makes you look sloppy.
- Check personalization: Make sure you didn’t copy-paste the wrong company name or logo.
- Limit required fields: If you use forms, keep them short and optional.
Pro tip: Send the link to a colleague for a gut check. Fresh eyes catch embarrassing mistakes.
Step 6: Share it and track what happens
Journey gives you a unique link for each microsite. Send it in a short, direct email—don’t bury it under five paragraphs.
- Subject line: Make it clear (“Demo for ACME Corp: See how we can help”)
- In the email: One sentence on what’s inside, one on what to do next (e.g., “Book a call”)
- Share with the team: Encourage buyers to forward it internally—microsites get shared more than attachments.
Once it’s live, Journey will show you who’s viewed what, for how long, and which sections they spent time on. Use this data to follow up. (“Noticed you checked out our pricing section—happy to talk details.”)
What not to do: Don’t spam the buyer with “I saw you opened it!” emails. It’s creepy and desperate.
Step 7: Iterate based on real feedback
No microsite is perfect the first time. Watch how buyers use it, ask for feedback, and tweak accordingly.
- If nobody clicks your demo: Maybe it’s buried too deep, or not labeled clearly.
- If buyers ignore your call to action: Try moving it up, or making it more specific.
- If people keep asking for more info: Add a FAQ or a chat option.
Don’t be afraid to cut stuff that’s not working. The best sales microsites are lean, clear, and focused on action.
A few honest takes
What works: Personalized intros, clear navigation, and one or two interactive elements that actually help the buyer.
What doesn’t: Over-designed pages, vague “let’s connect” CTAs, or anything that feels generic.
What to ignore: Hype about “AI-powered engagement” unless you see real results. Focus on what your buyers actually use.
Keep it simple—and keep improving
You don’t need to win a design award. You just need to make your buyer’s life easier and your story clearer. Start simple, get feedback, and tweak as you go. The best microsites are the ones that actually get used—not the ones with the most bells and whistles.
Now go build something buyers actually want to see.