Skillfully setting the focus on a product

If a company wants to advertise products or services that would not be shown to advantage on the main website but deserve their own presence, a so-called microsite is a sensible solution. But what exactly is it?

Simply put, a microsite is a website that belongs to a superordinate website but has been outsourced to a separate domain. This microsite deals exclusively with a specific topic and comprises only a few pages. A microsite is used to advertise a new product or a special online campaign that is to be strongly separated from the main brand. This is particularly useful for products that require explanation or campaigns for which your target group needs extensive information. A simple landing page would not suffice here. Another advantage: a microsite can be completely redesigned and implemented and does not necessarily have to adhere to the design of the main site. New functions can also be implemented. In this way, the page can focus specifically on the product and also be adapted to the needs of the user so that it can lead to the desired conversions.

Nevertheless, you should be careful with a new design. Especially when website visitors are taken directly from the main page to the microsite and the unfamiliar design may lead to confusion or even rejection. It is therefore important to skillfully unite both sides by creating a reference to and thus trust in the main company website on the one hand and yet emphasizing the product or service through individual design elements on the other. Since microsites have their own URL that directly addresses the topic, they are particularly suitable for improving search engine rankings and can be a useful SEO tool.

Microsite vs. landing page: Which is worthwhile?

In contrast to the microsite is the landing page, which is characterized above all by its smaller size. It is just a single page that the searcher should land on – as the name suggests. A key advantage is therefore the comparatively fast implementation, which is why a landing page is particularly suitable for smaller offers that can be described compactly on a single page. This offers the opportunity to test different variants of a landing page. Changes and analyses can be carried out quickly and easily. Adopting the basic structure and design from the main site also means less effort than with a microsite. This allows a landing page to fit seamlessly into the corporate design. The risk of confusion that can arise with a microsite is therefore not present with a landing page. Since a landing page only ever represents a relatively small part, the challenge is to ensure that the page also receives the attention that is necessary for a satisfactory conversion.

Another difference to the microsite: The landing page is integrated into the domain of the main page. Nevertheless, it works independently, as it is not directly accessible via the menu (e.g.: www.website.de/landingpage).

So now the question arises: which option is the more promising? It is clear that both microsites and landing pages have their advantages and disadvantages. Which implementation is suitable for a specific case is determined on the basis of your own objectives and the needs of your customers.

And this is exactly where we can help you. Our online team knows exactly which option is best for you. Just get in touch with us!