What is a microsite? A microsite is a website that promotes a company's products, services, campaigns, events, or entire brand. The definition of a microsite encompasses many different things; they're small websites or single web pages that use a different domain or subdomain, separating them from the company's main website. Ultimately, a microsite acts as a separate website for a single company, but it may convey a unique message that differs from the business' everyday website.
Microsites are typically temporary but can be used long-term, depending on their purposes. For example, microsites can help you target specific buyer personas or build campaigns for products or services. Think of it this way: Say you have a company that consists of multiple brands, each with its own identity and personality. Instead of combining all the different graphic elements that separate your brands and their audiences, you can use microsites for each brand's digital marketing campaign to target the right audience.
Microsite vs. website vs. landing page
To understand what a microsite is, you should know what a microsite isn't. A microsite is built for a specific purpose and is not a website or landing page. Microsites are small, but that doesn't mean they're small company websites.
Instead, microsites are sub-websites that focus on a campaign, product, or service rather than the entire company and its offerings. In addition, microsites are not landing pages. While they can be single-paged, microsites allow for more goals than generating leads and can help visitors make informed decisions by providing more content.
Microsites are not websites
Microsites are technically websites, but they're not the same type of business website you may already have. The difference between a microsite and a company website is their goals and purposes. For example, your business or main website likely lists all your product or service offerings, shares your brand story, and was built to drive sales or lead generation efforts.
On the other hand, the definition of a microsite is a small website that's created to serve many different purposes. These websites are usually smaller and separate from your primary website, allowing you to build targeted campaigns for specific initiatives, brands, or audiences. For example, microsites typically aim to increase awareness and conversions. And they have a different domain or use a subdomain to set them apart from the core functions of your business website.
Microsites are not landing pages
While microsites can be single-paged websites, they're not the same as a landing or splash page. Landing pages are often focused on a specific goal, such as conversions. However, a landing page is designed as a single page within a website and features minimal design. In contrast, microsites may have the same goals as a landing page and be single-paged, but they offer more content and information about a brand or campaign.
What's the purpose of a microsite?
As mentioned, a microsite may have many purposes. However, its main goal is to promote a company's individual products, services, or campaigns using a subdomain or different domain to take visitors away from the main website. Ultimately, microsites can help businesses separate brands, audiences, events, and campaigns that aren't part of their core business.