DirectLandings :: Resources :: Articles by Encephalo Associates :: Why Landing Pages & Microsites

Ever since the earliest efforts to commercialize the Internet in the early 1990's, numerous new technologies and business processes have been developed to leverage the medium. One very practical result of these efforts is the landing page, a special purpose web page, and the multi-page microsite, which is entered via a landing page and continues for several pages. Both can be set up as free-standing websites (with unique URLs). Or, both can be set up as separate areas of a corporate website. This article is specifically about free-standing landing pages and microsites.

While free-standing landing pages and microsites can be created with their own "look and feel," they're often developed to closely resemble a specific corporate website, sharing the same design and navigation features. Unifying the "look and feel" provides a seamless user experience and a consistent corporate identity. On the other hand, when modestly-priced templates are available, or when testing new positionings or creative approaches, a visually distinct landing page may be the cost-effective solution.

From a sales and marketing perspective, what are some of the special purposes served by landing pages and microsites? These tactical, highly-focused websites can be used to:

• gather or update contact information, for uploading to corporate databases
• attract attention, build brand equity, and further a sales relationship by offering something of interest or value -- e.g., white papers, software applets or demos, seminars, e-newsletters, sweepstakes, informal polls, e-alerts, etc.
• transmit formal proposals, special offers, or add-ons to prospective buyers, to induce a sale
• detail features and offers on selected products, reinforcing reasons to purchase
• promote easy and immediate ways to contact sales or customer service staff with requests, questions, or comments
• provide streamlined, on-the-spot ordering
• launch customer surveys, user communities, loyalty-program sign-ups, etc.

Typically, visitors reach a personalized landing page/microsite in one of two ways: by clicking on a personalized link or URL (e.g., from an email); or by entering into a browser a personalized URL that was printed on another marketing piece (e.g., a postcard, brochure, overnight letter, fax, etc.). Either method transports a potential customer to a landing page as a named (not anonymous) visitor. Once there, visitors should encounter a specific "call to action," designed to further the relationship. That "call to action" could arise from any of the "special purposes" listed above - e.g., "Learn more. Read and pass around our white paper," or "Complete our registration form to get our award-winning e-newsletter delivered to your box every Wednesday. . . ." The data automatically captured by tracking visitors' movements on a landing page/microsite can then be used with other data on hand to set priorities for follow-up - through calls, mail, fax, or email - whatever channel best produces the intended results.

The more complex the business objectives for a landing page, the more likely the landing page will evolve into a multi-page microsite. This is especially the case when CRM (customer relationship management) goals are driving the process. Relationship-building involves interaction and sharing, which often leads to more complex messaging between the company and potential buyers. From start to finish, your business goals, objectives, and strategies will determine which tactic(s) - landing pages or microsites - to pursue at different points in the sales cycle.

Should anyone question the need for a free-standing landing page/microsite in addition to an existing corporate website, it should be emphasized that microsites and landing pages are special-purpose websites. They have a specific mission to accomplish. In contrast, corporate websites are typically designed to address broader business objectives and strategies.

For example, landing page campaigns are designed to be focused and proactive - more like a nudge - in contrast to the velvet touch of corporate websites that also encourage background research, browsing, and developing a relationship with a brand. When there’s a specific customer action that a manager or salesperson wishes to set in motion, a landing page/microsite can be specifically designed to achieve this, without interfering with or undermining other objectives that the corporate website is trying to achieve.

If another objective is testing and tracking alternative tactics, using careful controls in order to decide which tactics produce the best business results, landing pages/microsites are again the stronger option. General corporate websites are not set up to provide the "clean" testing and tracking environment necessary to make confident decisions about which sales/marketing tactics are delivering ROI (return on investment) and building relationships. Landing pages and microsites are ideal for this purpose, and can be set up efficiently by experienced marketing technologists who understand these kinds of special needs.

If another objective is to qualify leads at an earlier point in the sales cycle, personalized landing pages/microsites are better suited to the task than corporate websites. When prompted by a personalized URL, visitors arrive on a landing page under their own name, making it possible to capture all subsequent click-stream data on a named visitor basis, without requiring registration. No more anonymous website traffic or lost opportunities to create a lead, when personalized landing pages/microsites are the initial point of visitor contact. Every visitor can be profiled, and their visit data stored in a database for convenient follow-up and tracking.

All in all, landing pages and microsites are "win-win" for seller and customer. Combined with branding and personalization, they promise an engaging, motivating customer experience, plus a low-cost, low-hassle solution for your business. While maintaining a "high touch" approach, landing pages and microsites progressively qualify named leads each time they're used in the sales process. Wouldn't your sales and marketing staff prefer to devote more of their time to closing business, using a one-to-one sales tool that supplements the way they develop their pipeline? Landing pages and microsites offer this potential like no other.

© 2002 - 2004. Ruth V. Armstrong, PhD. All Rights Reserved

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