Landing pages and microsites steer consumers to information regarding your business and opportunities to take action. You need to know what your goal is in order to develop a path that leads your visitors to the specific material they need. Knowing the difference between landing pages and microsites can help you target the right visitors and guide them to the appropriate advertising campaigns.
What are Landing Pages?
Landing pages are connected from a social media post or an email capture page and filter out the rest of the website in order to reinforce a specific campaign message. They get your visitor to react with a particular action, to download, sign up, or make a purchase.
- They are very direct; eliminating opportunities for distraction, while optimizing all aspects from headlines, text, button colors, and placement.
- Their goal is maintaining consistency of brand and design to the main website. It is easy to test other versions of landing pages because they have few elements involved and there is a distinct gauge to find which one is working.
However, if viewed at the wrong buying stage, you might risk losing that viewer’s engagement. Also, the simplicity that makes the design consistent can also restrict content and tone.
What are Microsites?
Microsites are not a summarized version of your website. They are small sites with a few pages built around a focused message and a variety of content serving one exact area of your business. The microsite can be dedicated to an academic program, a special offer, or another campaign.
- They are less driven for immediate action and more toward comprehensive exploration of a product or service without navigating the bulk of your website.
- Their goal is creative and flexible design and content structure, further occasions to engage, and testing new ideas before going site-wide.
However, they require very specific content and can weaken brand identity, have a vague call to action, and pose challenges involving administration of that particular site.
How to Use Them
Many people aren’t making near the progress they could by being unaware that a major goal for online marketing is taking the consumer to a specific page of your website with a single purpose. A dedicated email signup page is a great example. Landing pages get the consumer decision right away, and microsites give customers reasons to keep coming back to get to know your brand and decide if they see value and relevance for what you’re offering.
Advice to Business Owners
Technology can force your hand on whether to use microsites or landing pages. Your content management system may not be able to integrate third-party forms and it’s easier to create pages. Consider the cost of creating dedicated content and hiring an agency to build a microsite. It can be overwhelming to do one on your own. Your content management system should allow you to share all content materials across microsites even if the design and content are altered.
Kilfeather, K., 2013. Landing Pages or Microsites? The Debate Rages On. https://www.percussion.com/blog/2013/December/landing-pages-or-microsites-the-debate-rages-on