Do I need a separate microsite for each project?

What a microsite actually costs you

Search engines evaluate domains as a whole. Years of coverage, links and brand searches sit on your main domain. Launch projectname-gurugram.com and none of that carries over, which leaves you competing head-on against the established portals and aggregators from the weak position of a bare new domain that was registered only last Tuesday.

Then the project sells out. The microsite goes stale, hosting lapses, and any links it collected now point at a parked page. Meanwhile the searches for that project name keep coming for years, from resale buyers and from tenants, and every one of those visitors lands on a parked page rather than anywhere that is useful to you. Do this six times and you have scattered your brand across six dead domains.

There is a maintenance cost too. Six microsites means six SSL certificates, six analytics setups, and six separate sets of tracking that somebody on your team has to remember to keep working, month after month, long after the launch excitement has faded.

The structure that usually works better

Put each project at yourdomain.com/projects/project-name. Treat it as a full page, not a brochure dump. Overview, floor plans with prices, location with an honest map, construction updates dated monthly, RERA details, and an enquiry form that goes straight to the sales phone.

Every project page then strengthens the domain, and the domain strengthens every project page in turn. A buyer who searches your brand name plus a sector finds a single live, properly maintained page waiting for them, rather than a graveyard of half-abandoned old microsites. When the project completes, the page stays up and quietly starts serving resale and rental searches for years afterwards, which is a steady demand stream that most developers simply hand over to the portals by default.

Link between projects in the same city. A buyer who finds your Sector 79 project should see the Sector 63 one without going back to Google.

When a microsite is justified

Three situations, really. A joint venture where the branding genuinely cannot sit under your name. A township large enough to be its own long-term brand, with a decade of phases ahead of it. Or a positioning so different from your core business that mixing them confuses buyers, luxury against affordable, for instance. Outside those, use a subfolder. If you have already built microsites, redirect the retired ones to the matching project page rather than letting them expire.