Updated: Sep 23
As mentioned, in the last video, this blog will emphasize on the difference between a Website, Microsite, Landing page, and Mobile App. We hope that this blog gives you enough information to choose the best for your business and not be carried away by any fads which come and go. Beginning with...
A website is a collection of web pages on the internet in which each page has a specific and definite reason for being there. There can be a variety of pages on one website, starting with the basics:
Services / Products matrix page
Product-specific detailing pages
Showcase or Gallery page
About Us Page
... and many more depending upon the requirement of the industry & the company specifically.
All these pages are interconnected and the audience can travel internally to each page by clicking on the menu buttons. A website gives you the freedom of having a specific address and a highly personalized form of online space on the internet. It is like your live product / service e-catalogue.
You could showcase the depth of your thoughts behind the brand (Mission and Vision) or even the glorious history of your family business (Brand Story). The idea revolves around engaging the audience which has landed on your digital shop due to some intention of either getting a reference or giving you business. Both ways, it is your first impression on a person you haven't met yet. Our primary research conducted on a sample size of approximately1000 people across India indicates that more than 50% of people develop their first impression of the company through a website. It should be tastefully designed and worth it.
A microsite is something like the movie "Inception". It is actually a website inside a website, which is very informative and cool. A microsite can be a small 5 pager or a full-fledged website depending on requirements. Then why is it called "Micro"? Just because this website does not represent a company but only a specific function or a business unit of that brand.
Marriott Hotels has a website at the brand level, depicting the brand itself and its subsidiaries. Link to the Brand Website.
But when you book a hotel in Pune, you go to that hotel's separate microsite to scroll on each page about the services offered and the discounts available, not on the brand's mother website. Link to the Microsite of JW Marriott, Pune.
There is a brand website of Microsoft as well, on this link, but if you want to purchase a Microsoft product like Office 365, you will have to go to the Office 365 Microsite, on this link where all the pages will be dedicated to the product line, length, and depth.
Hence, a microsite is required for large-scale functions where your separate Product / Service / Business Unit needs its personal space due to its complex nature.
A landing page is technically any page where the audience lands on but in this context, we are referring to a stand-alone landing page. Before you use this as a website for your company, think again about why you need a website in the first place? If it is for a business, you need to have separate pages for showcasing your products or services to give better clarity to your audience. A website is a seal of trust for a brand.
THEN WHY IS A LANDING PAGE CREATED?
A landing page is created only for "lead generation" purposes on Search Engines like Google, Bing, etc. By running search ads on Google, you get a more mature audience who know about the services in general and are now seeking them intentionally by Googling them. Hence, the leads generated on a landing page are much more qualified than through Social Media platforms like Facebook (Facebook Native Lead Form).
It is for a simple reason that when a person searches on Google, they actually wants to know about the services / products. When they reach your page, they read your content and consider you as an eligible option. They navigate to the lead form to fill it for you to call them back. Do you remember filling up lead forms for your college admission on the college's page, it was totally intentional. Wasn't it?
On the landing page usually, you have broad information about the advertised offering and only one link attached, that of a Lead Generation Form. The second way out is to only go back or closing the tab. This is done with the intention of giving the audience full information in one place itself and not let the audience go anywhere else except filling a lead if interested. Subsequently, the leads are nurtured by calling them on the number they submit. A landing page can be on the same or a different domain name but it is never linked to any page on the website.
A mobile app is a step towards hyper-personalization, from the brand to the user. Loosely an app is recommended for those businesses whose trade requires heavy data exchange, high footfall (more users like eCommerce), or complex backstage calculations.
The basic reasons for a brand to consider having an app are:
It gives you speedy loads in the ecosystem. If you browse any product through the Amazon mobile app, it will load faster and work smoother due to the saved data on your memory card specifically for this function.
If your online shop is going to have a bigger and more complex product matrix like the range of women's clothing, your app might be able to give ease of access through personalization in the user interface for a better overall experience.
An app is recommended when you have a bigger audience base, who come back frequently (not weekly but almost daily). Why else would a brand make an investment which is not even being used? Otherwise, it would be smarter to stick to a mobile-friendly website.
With this we end our short summary about the differences between a website, microsite, landing page and mobile application. This blog will also be featured as a video log in near future but from SEO point of view, we need to put it here too. Because, if we don't practice ourselves, how will we consult you?
Check out our tastefully designed website on the link: theunfinishedbusiness.in.
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The Unfinished Business