Campaign-based microsites are websites with a custom URL that generally live outside of your corporate site and are created for one reason: to support a brand campaign.
They’re more effective at converting leads to sales for several reasons:
- The campaign promise is immediately obvious. Send users to your company website and you’re likely to lose them. Why? Because it’s too hard for them to find what the campaign promised. Even a few seconds looking for the item advertised will result in abandonment.
- Microsites often have far more design options than most corporate sites—which means they can often be more visually arresting. And good visuals help sell.
- Analytics for the campaign are easily viewed by agency and client, allowing the agency to make continual updates that improve SEO. This is faster, more efficient and effective than having a go-between.
- There’s just one call to action—and it’s the one that supports your ad campaign.
Don’t let your ad campaigns fall on deaf ears. Insist on a campaign microsite for any significant advertising campaign.