Landing Pages & Microsites
When a visitor clicks your PPC (pay-per-click) text ad on a search results page or on a banner ad elsewhere, where does that click take them? It could be a 'landing page' — a page located deep in your Website that details your promotional offer and asks the visitor to take a specific action.
Or a "micro" site — a 1, 2 or more page, self-contained site that focuses narrowly on one group of products or services. Microsites exist in addition to your main Website (often with a different domain name, or using a sub-domain URL), and are usually created for special promotions (both online and offline).
The Landing Page
The overall appeal — the tone, design, copy writing, and user interface functions of your landing page could make or break your efforts. It's important to keep in mind that this should be treated as a complimenting "pre-sell" stage in the closing process. While detailing the benefits and promise of your offering made in the original email blast, here you simply ask the visitor for desired contact information (their name, email address and phone number, for example) so you can close the sale. Or maybe the visitor is directed to your online store to make a purchase.
Why not just send visitors to my home page?
Your homepage could be too busy, and the offer you are promoting could be buried somewhere on the page, or worse yet only found through a navigation link. One of the main benefits of creating a landing page or microsite is clarity. With a sole focus on only one aspect of your business offerings, the viewer will not be distracted by unrelated content on your homepage. Especially if you have animated visuals, and other loud offers that compete with what you're trying to keep them focused on.
Why a Microsite?
In most cases, a microsite is designed and edited to accomplish a narrowly defined objective. To announce a new product or service. Or target a niche audience for one of your many product offerings. Or anchor a viral, social media promotion. No matter the goal, a microsite can be a valueable asset in overall online marketing strategies — and also provides value in search engine rankings efforts.
Microsites should not be considered permanent fixtures — they can come and go as needed, but can deliver measurable benefits. We'll work with you to test and develop the most effective solution for your campaigns.
atlantis 57 can help create highly targeted, results-driven microsites that will get your next product rollout off to a great start. Let's talk about it.
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