Microsites and Landing Pages: A Primer
Just about every business has a website – or at least should. But a website is not the only venue through which you can market your business on the web. The rise of online marketing and its various tactics have given birth to new forms of web engagement – including the microsite and landing page. Generally, both are an addendum to – or an extension of – an existing website, but each serve a particular function in guiding people along the buyer journey. Let’s take a look at the basics:
What is it? A microsite is a lot like it sounds – a small, bare bones version of a traditional website. Comprised of no more than a few pages, microsites are built around a singular message (i.e., a new campaign, product or service offering).
What is its purpose? Microsites help to develop brand awareness around a particular product or service. By focusing on a simple and clear message, microsites cut through the clutter of a traditional website and allow potential customers to learn about a product or service in a quick, painless and easy to digest manner.
The Landing Page:
What is it? A simple, single page or form – usually hosted on an existing website – intended to drive a specific action.
What is its purpose? The landing page is singularly focused and intended to spur action (i.e. – download information, sign up for a free trial, subscribe to newsletter, etc.) and move a potential customer from awareness to consideration and eventually, purchase.
The Bottom Line:
Microsites and Landing Pages are great vehicles to enhance your marketing efforts and help drive sales. In some cases, they can even be utilized in place of a traditional website. Microsites and landing pages offer similar benefits, and determining the right solution for your efforts is entirely dependent on your needs.
Benefits of microsites and landing pages include:
• Quick deployment (3-4 weeks vs. 3-4 months for a traditional site)
• Can be used as a short-term solution for specific goals and programs
• Promotes a specific call to action (CTA)
• Build brand awareness organically
• Easy to measure campaign engagement
• Simple navigation
• Allows for direct interaction with a specific promotion or campaign
• Great medium to tell a brand story
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