What's the Difference between a Landing Page and a Microsite?

What's the Difference between a Landing Page and a Microsite

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At Roger West we are often asked, "What's the difference between a landing page and a microsite?"

So, I thought I would try and explain.

As you may already know,landing pages andmicrosites have a lot in common. They are used during marketing campaigns to extend the impact of an advertisement, whether online of offline. The original advertisement could be a Google ad campaign, an online banner, or perhaps a newspaper or magazine ad. Both have the same general purpose, which is to convert visitors to either a lead or a sale by offering an opportunity to make a decision.

So, what's the difference?

Landing Pages

A landing page is a single page of content and focuses on one specific call-to-action. The CTA might be to download a whitepaper, purchase a product or request additional information. Whatever the offer might be, it must be simple enough to explain and convert on one page and one page only. Offering too much content, too many images, and too many messages will distract the prospect reducing the likelihood of conversion.

Microsites

On the other hand, a microsite is a mini-site with 3-5 pages of content. While the purpose of the microsite is to convert, the microsite is built to handle a larger volume of content. Usually, this approach is necessary when the offer is more complex and requires more information to convince a prospect to convert or when multiple paths to conversion are necessary.

I hope this information helps you as you decide what's best for your next Internet marketing campaign.

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