Open enrollment (OE) is a pivotal time for both employees and HR teams. It’s the window during which workers must make critical decisions about health plans, financial protections, and wellness programs—often with limited understanding. The challenge lies in simplifying benefits communication without overwhelming employees. A microsite—a dedicated, accessible hub—can bridge that gap effectively. This in-depth guide explores how to design and deploy a high-performing open enrollment microsite that informs, engages, and empowers.
According to SHRM, over 60% of employees report feeling confused or overwhelmed during open enrollment. Microsites, when well-executed, reduce friction by serving as a centralized, digestible, and dynamic experience.
What Is an Open Enrollment Microsite?
An open enrollment microsite is a branded, often standalone web experience that centralizes everything employees need to understand and act during OE. Unlike cluttered intranet pages or scattered emails, microsites offer clarity, accessibility, and simplicity—all optimized for today’s workforce.
Key Features Include:
User-centric design with mobile optimization
Embedded videos, PDFs, and FAQs
Tools for plan comparison and selection
Click-to-contact HR or benefits providers
Custom content tailored by employee type or language
Direct links to benefits portals
Real-time updates and alerts
Why Build an OE Microsite?
The benefits of investing in a microsite are tangible:
1. 24/7 Accessibility: Employees can revisit content when they need it, at home or on mobile.
2. Higher Engagement: Visuals, multimedia, and interactive tools outperform traditional static emails or PDFs.
3. Less HR Overhead: Employees self-educate using videos and FAQs, reducing questions and manual errors.
4. Better Benefits Choices: Flimp decisions is a platform that guide users to optimal plan choices.
5. Scalability and Speed: Microsites can be updated in real time—critical during plan or compliance changes.
Case Study: One mid-sized client using Flimp’s OE microsite platform saw a 62% increase in tool engagement and a 40% reduction in HR inquiries.
Must-Have Elements of a High-Impact Microsite
1. Branded Welcome Message or Video
Start with a warm, engaging video from your HR leader or CEO. It humanizes the content and clarifies the enrollment mission.
2. Interactive Plan Comparison Tools
Use flimp decisions or similar calculators that allow employees to input family size, medical needs, and budget to receive plan suggestions.
3. Navigation Simplicity
Design an intuitive navigation bar segmented by:
Medical
Dental
Vision
HSA/FSA
Wellness Programs
Retirement Benefits
4. Resources & Downloads Section
Include:
Plan PDFs
Enrollment guides
Recorded webinars
Legal disclaimers and contact lists
5. Multimedia Education Hub
1–2-minute explainer videos
Slide decks with benefits summaries
Infographics breaking down plan types
Wellness campaign videos
6. Live Chat and HR Contact Options
Use live chatbots, HR scheduling tools, or embedded Microsoft Bookings to streamline real-time support.
7. Dynamic FAQs and Glossary
Create an expandable FAQ section searchable by keyword. Glossary terms should include embedded audio or popup explanations.
Content Strategy & Personalization
Segment By Employee Persona:
New Hires: Introduction to company benefits and key OE deadlines
Union Workers: Union-specific plans, dues, and dental/vision differences
Seasonal Employees: Clear eligibility criteria and sign-up windows
Remote Workers: Benefits that apply across geographies and digital-first experiences
Multilingual Support
Translate microsite pages into Spanish, Vietnamese, or other common languages in your workforce. Use culturally relevant icons.
DEI Messaging
Highlight inclusive family planning, transgender care coverage, and multicultural wellness programs.
Design and Accessibility Best Practices
Mobile-First Design
Use vertical scrolling with sticky menus
Embed collapsible text for FAQs
Ensure <3-second page load speeds
Visual Hierarchy
Key dates and deadlines at the top
Plan options by tier
Cost estimators linked throughout
Accessibility Checklist
Alt text on all images
Contrast ratios for ADA compliance
Captioning and transcripts for all videos
Consistent Brand Language
Keep your tone conversational yet informative. Include your logo, color palette, and HR team bios.
Hosting, Security & Compliance
Choosing the Right Host
Internal IT-led solution for full control
Flimp’s secure platform for turnkey setup
CMS-integrated via WordPress or HubSpot
Data Security Protocols
SSL certificates
No collection of PHI or PII unless absolutely necessary
Legal review and data encryption for forms
Pro Tip: Have your IT or compliance team review microsite code for ADA and HIPAA alignment.
Launching and Promoting the Microsite
Go-Live Timeline
T-minus 30 days: Early access for managers
T-minus 21 days: Company-wide teaser campaign
T-minus 14 days: Hard launch
T-minus 7 days: First reminder email/SMS
Marketing Channels
Email: Use segmented lists
Text/SMS: Link to microsite homepage
Intranet Banners: Top announcements
Postcards: QR code that launches mobile version
Internal Champions
Involve people managers and HRBPs to guide teams, resolve misconceptions, and answer questions.
Metrics for Measuring Success
Performance Analytics
Page load times
Unique users per day
Bounce rates and scroll depth
Clicks on comparison tools
Completed benefits enrollment link referrals
Engagement Analytics
Video completion rate
FAQs accessed
PDF downloads
Post-OE Feedback Tools
Anonymous survey post-enrollment
In-site feedback widget: “Was this helpful?”
ROI Insight: Clients using microsites with decision tools saw a 2–3x increase in HDHP plan selection when Flimp Decisions was deployed.
Expanded FAQs
How is a microsite better than traditional PDFs or intranet content?
Microsites centralize all OE content into a searchable, mobile-friendly, and visual hub. Unlike static PDFs, microsites allow tracking, personalization, real-time updates, and consistent branding. They are ideal for reaching employees who don’t sit at desks all day.
What kind of budget should we expect?
Microsite cost depends on build complexity, hosting, and content creation. Budget ranges from $3,000 to $15,000 annually depending on vendor services, with potential long-term ROI through reduced HR workload and better plan adoption.
Do I need IT support to launch a microsite?
If using a provider like Flimp, no. Most platforms offer no-code or low-code environments. If internal CMS is used, coordination with IT is essential for hosting, SSL, and ADA compliance.
Can we track user behavior within the site?
Yes. Integrate Google Analytics or built-in dashboards to monitor sessions, bounce rates, top pages, and time on site. This data informs future OE campaigns and identifies weak spots in content.
How do we accommodate non-English-speaking workers?
Use translation plugins or vendor-supported multilingual builds. Spanish, Mandarin, Tagalog, and Vietnamese are the most common languages in U.S. workforces requiring translations.
What type of content works best?
Short-form videos, interactive calculators, dynamic FAQs, and simplified infographics outperform text-heavy materials. The goal is clarity—especially for visual and auditory learners.
How often should the microsite be updated?
Quarterly for general updates; annually for full OE redesign. Year-round content can include wellness benefits, mental health campaigns, and financial literacy education.
Conclusion
Open enrollment microsites transform confusion into clarity. With thoughtful planning, interactive features, and targeted content, HR teams can significantly elevate employee satisfaction, reduce service loads, and improve benefits literacy. As benefits complexity increases, microsites ensure your communication strategy keeps pace.
Next Steps: Audit your current OE process. What’s missing? Start planning your microsite roadmap today