In fact, for B2C marketers specifically, microsites were more commonly used than branded content tools, mobile apps, webinars, case studies, eBooks, and more. Let’s review the benefits that microsites hold in comparison to a landing page, and then find out a few ways microsites could benefit you the most.
Microsite vs. Landing Page
What’s the difference?
- Domain: A landing page is a specific page on an existing domain — like your home page, services page, contact page, etc. A microsite is on its own domain; it may also have multiple pages, but it lives separately from your core site.
- Use: Landing pages tend to focus on conversion — why your services are excellent, testimonials from your clients, etc. Microsites usually serve to inform first and foremost, though they could certainly support conversion as an additional goal. Effective microsites will have a clear call to action (CTA) at the end, which might be a link back to your main domain or social pages.
- Focus: Landing pages either focus on one story or give teasers of multiple stories available on other pages on the site. Microsites generally tell 1 story across all its pages, typically as part of a specific campaign or initiative.
When a Microsite Could Benefit You
There are many benefits of microsites, and they vary by your specific goals. Here are a few common reasons a microsite could be a good fit for your next campaign.
- Brand flexibility: If you’re launching a campaign with its own style, a microsite allows you to branch out without creating visual confusion on your standard site. You can still reference or link to your main site as needed for customers to learn more about the holistic message and purpose of your company, but the microsite provides freedom to be different and focus on a single initiative.
- Speed of deployment: Adding a visually distinct section to your existing website can be a slow process. The style guide for your campaign may not mesh well with your main brand, but to live on the same site you’d need to harmonize the two. If you’re working with an agency that didn’t develop your existing site, introducing them into your code can be a time-sink you didn’t budget for.
- Ease of access: Since your microsite has its own URL, it’s easier for your viewers to remember — sampledomain.com/page-you-want/subpage isn’t memorable, and users generally don’t want to spend time navigating through your main site to locate the campaign. Your microsite’s unique domain improves recall since you can make the URL specific to your subject or slogan.
While there are dozens of mediums for visual communication, a microsite can help you avoid several pitfalls of launching an initiative on your own website.