Contrary to what many people think, a microsite and a landing page are not the same thing. They are also not designed to deliver the same experience. Depending on your goals, one of these online marketing tools will be more effective for you.
To begin, let’s take a look at what each of these marketing methods do for your brand.
What’s a landing page?
A landing page is a focused page (preferably one page, thus the name) that is hyper-focused on a single product or service. It provides direct access for your audience on a specific subject and is designed to drive the viewer to a preplanned action. The action can be anything from “buy now!,” “subscribe to our newsletter” or “download a pdf or app.”
The goal of a landing page is to remove all the info the visitor isn’t looking for so you can focus their experience on what they are looking for. This approach can increase the likelihood of conversion. Most landing pages are housed on your main website but eliminate the need to go through a homepage and dig for the info they want.
Landing pages also provide easy-to-see tracking of visitors and conversions.
What’s a microsite?
Microsites are exactly what the name implies – a small website. Microsites are designed to focus on a single subject or be an extension of a specific marketing campaign. They are typically longer than a single page but not as long as a complete website.
Microsites can perform many functions, such as share a deeper product story or simply entertain the visitor to grow brand loyalty and engagement.
Microsites have their own URL and are separate from your main website. Microsites are also often temporary. Once the marketing campaign or promotion that it was designed to support ends, the microsite typically is taken down.
The right approach starts with your goals.
To choose whether a microsite or a landing page is right for your project requires clearly identifying your goals. Once the goals are identified, the right approach becomes obvious. Keep in mind that brands can use both landing pages and microsites independently or together.
If you’re ready to up your digital game with either of these effective online tools, give us a call or send us an email. Insight’s expert digital team will make sure you have the right digital platform to make your project a success.