A Microsite, as the name suggests, is a mini-site, generally with a one-page home page and several product or information sub-pages, designed on the basis of a landing page, which may be a sub-brand, service or product branch of a company, but not in the same domain as the company’s main website.
Microsites can barely afford to compete for search rankings because the number of pages is so small that it is difficult to compete for keywords unless the competition for the keywords is very low or even non-existent.
Exception: integrated marketing applications
In integrated marketing (e.g., integrating TV ads, radio, outdoor ads, etc.), multiple channels of traffic are integrated into a Microsite through less competitive keyword searches (i.e., keywords on a Microsite that appear in the search results whenever they are searched for and are in the first place).
It is responsible for conversions, but it is difficult to get traffic through natural search, so it is often promoted through advertising or social promotion, and through a Content Flow design close to a Landing Page, but with a navigation bar, and finally using the Call to Action block within each subpage to get conversions.
When do you need a Microsite
Is it possible for your target group to decide whether to inquire or purchase a product by reading the landing page? We have to analyze the information that users need before they can enter the decision making stage to determine this.
For example, if we are promoting a parent-child tour today, in addition to using the Landing Page design guidelines to write good web content, we can also initially understand through user interviews or web research that parent-child tours need to focus on detailed itineraries and safety.
Therefore, parents need detailed information about the sightseeing spots, transportation methods, and even the tour schedule, insurance plan, and travel agency’s introduction etc.
In such a situation, when users land on such a page through advertisements, the information they need to know cannot be too small.
But if you use the Landing Page thinking to deal with such a web page, it will encounter contradictions.
First of all, we all know that we don’t want users to jump out of the page before they make a decision, and the landing page should not be too long, otherwise users may lose patience and leave after reading too much information. But in the case of travel products, where users need clear information, what do we do with them?
How to set up a Microsite
Take the travel agent Microsite as an example, we can handle it like this.
The settings on the home page, the title Section, the most attractive features of the tour, the most important attractions (each attraction is a small picture, a large label and a 120-word introduction), the schedule table, the travel agency, the insurance plan introduction, the price list, and the Call to Action button.
Each paragraph will have a button to link to the corresponding main introduction page, for example, the introduction page will list more in-depth introduction, the schedule table can list daily meals, hotel introduction and transportation tips, etc.; and at the end of these pages, a Call to Action paragraph will be placed (or there can be a floating sign-up or inquiry button), sometimes with a button to return to the Sometimes there can be a button to go back to the product home page, so that users think they are not losing their ways, but indulged in your content.
If the characteristics of the product and the target group require a lot of information to be revealed, it is necessary to set up a Microsite to allow users to have free navigation privileges through the navigation bar, and finally use the Call to Action on each page to allow users to switch between pages.
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What is Microsite? What is The Difference Between Microsite And Landing Page?
A Microsite, as the name suggests, is a mini-site, generally with a one-page home page and several product or information sub-pages, designed on the basis of a landing page, which may be a sub-brand, service or product branch of a company, but not in the same domain as the company’s main website.
Microsites can barely afford to compete for search rankings because the number of pages is so small that it is difficult to compete for keywords unless the competition for the keywords is very low or even non-existent.
Exception: integrated marketing applications
In integrated marketing (e.g., integrating TV ads, radio, outdoor ads, etc.), multiple channels of traffic are integrated into a Microsite through less competitive keyword searches (i.e., keywords on a Microsite that appear in the search results whenever they are searched for and are in the first place).
What is Microsite
It is responsible for conversions, but it is difficult to get traffic through natural search, so it is often promoted through advertising or social promotion, and through a Content Flow design close to a Landing Page, but with a navigation bar, and finally using the Call to Action block within each subpage to get conversions.
When do you need a Microsite
Is it possible for your target group to decide whether to inquire or purchase a product by reading the landing page? We have to analyze the information that users need before they can enter the decision making stage to determine this.
For example, if we are promoting a parent-child tour today, in addition to using the Landing Page design guidelines to write good web content, we can also initially understand through user interviews or web research that parent-child tours need to focus on detailed itineraries and safety.
Therefore, parents need detailed information about the sightseeing spots, transportation methods, and even the tour schedule, insurance plan, and travel agency’s introduction etc.
In such a situation, when users land on such a page through advertisements, the information they need to know cannot be too small.
But if you use the Landing Page thinking to deal with such a web page, it will encounter contradictions.
First of all, we all know that we don’t want users to jump out of the page before they make a decision, and the landing page should not be too long, otherwise users may lose patience and leave after reading too much information. But in the case of travel products, where users need clear information, what do we do with them?
How to set up a Microsite
Take the travel agent Microsite as an example, we can handle it like this.
The settings on the home page, the title Section, the most attractive features of the tour, the most important attractions (each attraction is a small picture, a large label and a 120-word introduction), the schedule table, the travel agency, the insurance plan introduction, the price list, and the Call to Action button.
Each paragraph will have a button to link to the corresponding main introduction page, for example, the introduction page will list more in-depth introduction, the schedule table can list daily meals, hotel introduction and transportation tips, etc.; and at the end of these pages, a Call to Action paragraph will be placed (or there can be a floating sign-up or inquiry button), sometimes with a button to return to the Sometimes there can be a button to go back to the product home page, so that users think they are not losing their ways, but indulged in your content.
Conclusion
If the characteristics of the product and the target group require a lot of information to be revealed, it is necessary to set up a Microsite to allow users to have free navigation privileges through the navigation bar, and finally use the Call to Action on each page to allow users to switch between pages.
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