There has always been a debate on which works better Microsites or Landing Pages when it comes to conversion. Since they are both very different — our answer is it depends. It depends on the campaign objectives and the campaign strategy itself. First off, let’s discuss the differences between each and how Trinity Web Media uses them with a digital marketing strategy.
Microsites are a simplified stripped down WordPress (or other) site that is focused on one initiative, product or service. The benefit of using a Microsite vs. Landing Pages is that all content is structured to support the initiative, product or service. Focused content allows visitors to stay focused on the content to get them into the sales funnel without distraction.
By nature, microsites are multiple pages and allow you to present more information and track more complicated (and isolated) conversion metrics, such as specific VoIP phone tracking such as Twilio.
Trinity Web Media uses the microsite strategy when it comes to integrated marketing campaigns with tactics such as direct mail, print, television or radio.
Landing pages are built for down and dirty conversion. More often than not we use landing pages when the product or service offered is not complicated and can stand on its offering.
Typically landing pages has product and service information that all revolves around the user filling out a form to receive information.
We love using landing pages when it comes to acquiring social conversion, paid search (SEM / PPC) and downloadable white papers. As previously mentioned all the above items stand on their own merits.
Both Microsites and Landing Pages have their place in your digital marketing, but as with anything the key is knowing where to invest your WordPress development budget to further your business’ goals.