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Landing pages or Microsites for high-end interior brands?

Wayne McMaster

23 July 2015

Wikipedia defines Landing pages as a web page which serves as the entry point for a website or a particular section of a website; and Microsites as a small auxiliary website designed to function as a supplement to a primary website, but which is right for your high-end interior brand marketing strategy?

Landing pages


A landing page is designed to welcome visitors from a specific campaign, be it a social media network, email or campaign,  it could have been from a link scanned via QR code on a trade catalogue or exhibition stand. They are oriented to filtering out the rest of the website in order to underscore and amplify the message of your campaign and get your visitor to take a specific action, be it download something, sign up for a free trial, or make a purchase.


Landing pages reside on your main URL. It could be xyz.com/product. You could have multiple landing pages on one domain name. So let's say you have 10 distinct product categories, you would still have one domain name and 10 landing pages.


One-off ads should have landing pages, to help create ROI statistics.  Cross medium campaigns should have microsites that tie together all aspects of the current marketing campaign.


The landing page wastes no time and gets right to business. If your goal is to get someone to take an action, you should remove all roadblocks and distractions, and optimize everything from your headline, to your Call-to-action text,  to button colors and placement, to all other content on the page. Landing pages provide a controlled, testing-friendly environment where there is a clear indicator of effectiveness: someone either clicked the button, or not. If you’re asking your visitor to complete a simple task, then keep things simple with a landing page that makes it easy.

Here's a good example of a landing page from Luxdeco in their early years:

landing page

Microsites


Most landing pages are transactional in nature and are eliciting the target to engage with a call-to-action and nothing else, whereas most microsites are providing a more comprehensive level of nurturing and education around a very specific topic. A microsite can often be used to test a product, support a campaign, or simply provide a more exclusive experience around a single product/service, which might be better achieved separately from the main website.

Another advantage of a highly focused microsite is in pushing your competition down the ranks. By creating a focused microsite and doing the correct optimisation you can quickly get the site to the top of the search engines for the specific keywords and thus pushing down competition!

Microsites are one specific subject on one domain name. So again, if you have 10 products, you would have 10 separate domain names like: product-a.com, product-b.com

Microsites work best when you have 1-5 pages of specific content. You can use these to drive specific traffic to them via social, print, PPC & of course organically.

Getting someone to complete a purchase isn’t always as simple as saying “buy now”, especially with a high ticket priced item. If you understand that the buying process around your product is lengthy and complex, microsites are a great way to serve up content that becomes an experiential tasting menu for your prospective customer. Whereas with a landing page you potentially get to “yes” or “no” right away, with a microsite, you can give a customer reasons to keep coming back, until she has a sense of your brand, a deeper desire for your offering, and is ready to buy.

A good example of a microsite is with the Danish Scanomat's Topbrewer product, launched in 2013 and taking the coffee making to new levels. Their main corporate site www.scanomat.co.uk still carries this innovative product within its category listings, however for simplicity, they also have a stand alone micrositde for this product http://www.topbrewer.com/ .

Scanomat

Topbrewer

SEO benefits


Search engines love them because they are the perfect balance of SEO & specific content. Domain names are important, try to use keywords as much as possible. Meta tags are still important, content is king & off site blogging, back links, PPC are always good. We've seen microsites get ranked to the first page of Google in less than a week and stay there.

The other thing to remember is that mico sites are great for lifting your main sites organic ranking with properly linked anchor text links.

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