Here’s the situation: The client wants an online presence; a destination they can drive their target consumer toward; A place to reinforce brand and campaign messaging and/or drive the target to do…something.
This raises the age-old question: Landing Page or Microsite? We’ve put together some overall truisms and best practices that help us answer that question and successfully navigate this fork in the strategic road, and we’re happy to share.
SO. First off, let’s establish some baseline terminology. What do we mean when referring to “microsites” and “landing pages”? Searching for the definition for “microsite” is kind of like searching for the definition of “happiness.” Everybody has an idea of what it is, but they all describe it a little differently. At Werremeyer Creative, our definition of Microsite is based upon these truisms:
Microsites are…
…smaller than traditional websites
…designed for a specific purpose or campaign
…often temporary
…often published independently (but not always) of the parent company’s branded site
…multiple pages
Landing Pages, while similar on the surface, have two notable differences (in red):
…smaller than traditional websites
…designed for a specific purpose or campaign
…often temporary
…published as part of parent company’s branded site
…one page
The strengths and weaknesses of a Landing Page
Landing Pages are designed specifically for the purpose of converting prospects. Unlike on microsites, information and entertainment always come second to behavior-driving design.
We employ landing pages to convey facts, figures, and testimonials in the briefest way possible to convince prospects that they’re worth buying into.
Landing pages are largely easy to create, quick to launch, and don’t require a heavy amount of content or a big marketing budget.
However, they do have their shortcomings when compared to Microsites. In most cases, they sacrifice engaging content and brand-related information in the name of simplicity.
The bottom line is this: Opt for a post-click landing page over a microsite when your goal is to convert.
The strengths and weaknesses of a Microsite
Microsites are a smart choice and a strong marketing tactic to build credibility within your industry, increase customer engagement and awareness, or generate new leads.
That said, in comparison to a Landing Page, a Microsite comprised of multiple pages generally requires more time and resources to create.
Microsites are typically built for a specific campaign or a discrete objective yet allow for ample opportunity to educate your target about the larger brand in the process. They engage and educate, thus creating a deeper awareness. Granted, the deeper a Microsite becomes, the less “micro” and focused the content becomes. Maintaining focus and intent on every page is critical.
Simply put: Microsites are a great choice when your goal is brand awareness related.
When to use Landing Pages and when to use Microsites?
When trying to decide whether to use a Microsite or a Landing Page, things like the size of your team, your campaign, and your budget will obviously factor into your decision.
But as far as goals go, remember this: Microsites work best for brand awareness objectives while Landing Pages are best for converting.
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And if you’d like to know more about what Werremeyer Creative can do for your healthcare brand? Let’s get to work.