Archive for category basic web design
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
Whether you were here long before the birth of the internet or after, you either can’t believe how far we’ve come, or just really glad you missed the dark ages.
Whatever group you are a part of, take a look at the short progression of digital technology as we know it. Let’s start with the term “Internet” describing a global network of smaller networks that is publicly available and organizationally ungoverned. It is the source of the World Wide Web (www.), email, person to person (P2P) applications, Voice over Internet Protocol (VOIP), and hundreds of other uses. The digital information used in each of these situations is nearly identical, but each case receives special handling of the data in regard to its reliability, speed, redundancy, and error adjustment. The success of the Internet is based on its flexibility in providing a platform for the different protocols and their distinct needs and uses. None of it existed prior to 1969.
The US Defense Department ARPAnet was the first to bring it online, but it involved common circuit-switching hard-wired between two computers. In 1983, the US National Science Foundation created the first network of computers using TCP/IP protocol. In 1985, domain names were introduced, and by 1991, Tim Berners-Lee invented the World Wide Web and invited the public’s interest.
It took some time for the general public to understand what it was and what benefits there were to using it. Larger corporations were, of course, the first to spend the time and money in programmers to convey the potential. We see individual users attempting general searches and using email accounts on slow dial-up connections.
It wasn’t long before faster connections became available and then the high-speed broadband connection. The average citizen finally realizes they are able to build their own websites for global viewing. The first sites were only text based using first generation HTML, but it soon incorporated simple images. By the late 90s, some text effects were added to roll and move text across the screen with elements like Flash. Colors, scroll bars, and hit counters entered the scene.
By 2000, having a website presence was a major deal for a company’s image. Designers were needed to come up with cool new things. Music was being played, color changing text, table-based features, and new helpful page builders with multiple columns and sections for adding more than just lines of text. Cascading Style Sheets (CSS) allowed changes to background color, text size, and style. The code would transfer to each page within the site.
With cellular phones having web browsers and modem interfaces, they can carry their own Internet access too. Between the use of tablets and phones, mobile design is now paramount in website construction along with the use of Search Engine Optimization (SEO). The right keywords, tags, and descriptions bring people to you and your website, quickly and easily, no matter where they are and what device they are using.
Most of us use our phone, tablets, and computers for everything from entertainment, shopping, finances, and staying connected with friends and family. Having to return to a world without the internet is something that would be incredibly difficult to do. It has made our lives easier, simpler, and faster, and it continues to evolve at a phenomenal pace.
Can you imagine the world without the internet now? Leave comments here or on my LinkedIn post Click Here.