How many potential customers do you lose, burying them deep in your main website?
According to a recent Microsoft study, the average online user pays attention for just 8 seconds. That means if they have to dig through a complex website structure, they’re unlikely to even reach your current campaign. And once their attention vanished, so did your opportunity – they’re already leaving your site.
In the fast-paced world of online marketing, every second counts. That’s why the standalone microsite has become an essential tool in every marketer’s toolbox.
HubSpot’s 2024 data shows that over 38% of medium and large companies use standalone microsites for product campaigns and promotions. And it makes perfect sense – microsites offer targeted messaging and much more accurate performance tracking.
What is a microsite and when does it make sense?
A microsite is a separate web page or small website that operates independently of your main corporate site. It usually serves a single, straightforward purpose: to reach a specific audience, explain a particular topic, or support a current campaign.
Microsites are ideal for:
- product launches,
- promotional offers,
- recruitment drives,
- service transitions,
- introducing innovations,
- targeting specific customer segments.
Microsites can improve conversion rates by stripping away distractions and focusing the visitor’s attention on what truly matters. There’s no top navigation, no banners, no complex site architecture – just one clear message and one paved path to action.
A microsite is also faster to load, easier to update, and more flexible to test and optimize. You can even use a different design from your main site if you're targeting a distinct audience, or showcase products that don’t fully fit into your core portfolio.
Microsite vs. landing page: What's the difference?
While the terms are often used interchangeably, a landing page and a microsite are distinct.
A landing page is typically a single, campaign-specific page with one primary goal: capturing leads, driving conversions, or sparking a specific action. Traffic from a PPC ad or email campaigns lands here.
A microsite, on the other hand, can include multiple subpages, navigation, and different types of content for various audiences. It supports broader storytelling, progressive user guidance, and can handle more complex communication goals.
Case Study – Tondach & Digital Vision
For Tondach, our long-term partner at Wienerberger, we designed a new microsite to support customers during their buying journey. Thanks to our solution, visitors could easily explore the pros and cons of different roofing materials – and, more importantly, understand how the entire roofing system works together as an innovative, long-lasting solution compared to other options.
The main goal? To spark excitement through visuals. We wanted customers to imagine how stunning a Tondach roof can look, how cleverly the system is designed, and how it keeps its beauty and function for years to come, without complicated maintenance.
At the same time, we needed the new site´s communication to stand out – visually and verbally – from the brand’s standard product presentations. While the leading corporate site focused on a broad product portfolio and technical specs, the new microsite called for clarity, a friendlier tone, and convenient examples.
That’s why at Digital Vision, we created a standalone microsite with an educational twist.
The page showcased a striking mix of dynamic 3D visualizations. One highlight was an interactive configurator that allowed visitors to instantly swap different roofing types and colors on a model roof. We also added practical showcases of the complete roofing system’s benefits and a cross-section view of the iRoof insulation solution.
We structured the content to drive interaction, highlight key advantages, and present the full complexity and practicality of Tondach’s offering.
The result? A fast-loading, easy-to-update microsite that gave Tondach a powerful tool for sharper analytics and better campaign performance. And because it worked independently of the primary CMS, managing the site remained refreshingly simple.
Microsite advantages over subpages
Still debating between a standalone microsite and a subpage on your primary site? Consider these benefits:
- Speed and performance – Microsites load faster, pleasing both users and search engines.
- CMS independence – No need to alter the core website system, which streamlines approvals and development.
- Testing flexibility – Microsites are perfect for A/B testing content or design variants.
- Tailored design – You’re not locked into your primary site’s visual style.
- Tone of voice control – Speak directly to your campaign audience in a way that resonates.
- SEO precision – Target specific keywords without affecting the primary site’s performance.
- Campaign analytics clarity – Isolate campaign data from overall web traffic for cleaner results.
- Focus on a clear message – no distractions, just the essentials. Just one strong, punchy statement that leads the visitor straight to the point.
Watch outs
Microsites aren’t a one-size-fits-all solution. For smaller campaigns, a simple landing page may do the trick. Before you invest, make sure a microsite aligns with your broader communication and SEO strategies.
Always ensure your microsite has:
- a clear purpose,
- a defined audience,
- a tone and design tailored to that audience,
- optimized keywords,
- high-quality, search-friendly content,
- analytics integration and smart URL structure.
Microsites as an innovative tool in the modern marketing arsenal
A microsite isn’t just a side project – it’s a high-performance tool that delivers focus, results, and measurable conversions. If you’re launching a new product, introducing an innovation, or running a campaign with a clear goal, a microsite might be your most effective route.
Already thinking a standalone page could give your next campaign a boost?
Let’s talk. At Digital Vision, we’ll help you shape the concept, build the experience, and drive results.
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