24th July 2019 admin

The benefits of a microsite opposed to landing pages

First, what is a microsite?

A microsite is an individual web page or a small bunch of web pages that act as a separate entity for a brand. A microsite typically lives on its own domain, but some exist as a subdomain.

Microsites can be used to help brands achieve several things. For example, some companies have used them to highlight a specific campaign or target specific buyer personas. Others have used them to tell a short story or to inspire a particular call-to-action.

Well, why use a microsite?

You may consider microsites to be an overpriced landing page for your next marketing campaign. However, microsites offer much more and can help you improve your visibility within search engines, nurture your brand and increase conversions among a specific audience without having to make a considerable investment.

Within this article, we’ll explore the benefits of a microsite, and how designing and launching one could help grow your business substantially.

Improve your SEO

Google looks at each microsite as entirely independent, assuming it’s on its own domain name. As a result, a microsite provides you with an opportunity to focus on a specific keyword and increase your businesses visibility for that keyword within search engines.

When designing and launching your microsite, you can select a keyword-rich domain (e.g. marketing.proventusdigital.com). This, when combined with quality and unique content featuring that keyword, will increase the likelihood of you ranking high for it within Google, Bing etc.

While you could have focused on that keyword on your main website, the likelihood is that you would also be focusing on a more comprehensive array of keywords. The more keywords a domain is seen to be targeting, the weaker the overall ranking will be for it. Therefore, focusing on one keyword per website will result in improved search engine optimisation.

Improved brand recognition and increased touch points

It’s not uncommon for a company to have multiple products, each with their own separate branding (e.g. Proventus Reach). Therefore, having a microsite for each of these products allows for that branding to be more integrated into the overall design of that microsite. Providing it can deliver a seamless experience for the prospect as it’s more targeted around that product/service.

If your business targets several demographics, who respond differently to different web design or content styles, a microsite allows you to serve these better.

A Platform to Experiment On

Redesigning your primary website with conversion optimisation in mind can be a risky move. Microsites, on the other hand, provide you with an inexpensive platform to experiment around. You can then send visitors to this website and monitor its performance without the need to make dramatic contextual or technical alterations to your main site.

Increase conversion rates and ROI

Investing in paid search, paid social media, ensuring organic optimisation? Great, but how do we improve the performance?  Using a campaign-specific landing page is always a worthwhile investment. However, big brands often use microsites instead as they allow you to customise the experience the visitor has at a much higher level. Microsites will often lead to a higher conversion rate, whether you’re aiming to sell products, services or gather data. Therefore, the small investment necessary for a microsite is well worthwhile.

Microsites have an essential role in online marketing. However, without a web design that reflects the objectives of that microsite, you may find that your microsite doesn’t generate your business a return.

How can Proventus help?

Proventus, a team of creative and results-driven web designers, developers and marketers, specialises in the implementation of such microsites and digital marketing campaigns. Visit our web design page to learn more, or call our team on 01865 570061.