I’ve addressed this question three times in the past week, so it finally registered on my blog-worthy radar. Microsites and landing pages are certainly related. Close cousins, yes. Siblings, no.
Landing Pages
Let’s start with the landing page. Landing pages are typically one-page creations. They focus on one particular offer, and specifically on getting the visitor to take advantage of that particular offer. Sometimes called lead capture vehicles, landing pages are used primarily for direct marketing programs - pay per click search engine marketing, direct mail, print advertising, etc. Well-designed landing pages are critical to the success of these campaigns, and the savviest of marketers use and test hundreds of different landing pages in order to optimize conversion rates.
For visual reference, here is an example of a Gold’s Gym landing page touting their 7-day free membership:
Microsites
Microsites, sometimes called minisites or sitelets, typically consist of a cluster of web pages and are used for a variety of purposes:
- Large consumer goods companies may use microsites to independently market a new product, because the primary company website may leave the product underexposed.
- A newspaper may use a microsite to cover a time-sensitive and popular event, such as the upcoming presidential election or the Olympics.
- A business-to-business software company may use a microsite to provide prospects with deep information on a product, information that cannot be handled via a landing page.