Everyone knows what an insurance agency website is, but more detailed insurance agency web marketing terms, such as microsites, minisites, landing pages, and compression pages, can be a mystery to many agents. and runners. What is the difference between these and why are they an important aspect of your insurance agency marketing?
Let’s start with a brief definition of each:
- Microsite: A microsite, which is also known as a landing page, minisite, or weblet, is an Internet web design term that generally refers to an individual web page. Examples of this could be a website dedicated to auto insurance, homeowners insurance, condo insurance, or errors and omissions.
- Minisite: A minisite is a small, focused website dedicated to a specific topic. Most minisites contain only a few pages, although pragmatically they can have as little as one web page or up to 20. They are generally a subset of a larger website. For example, the XYZ Insurance Agency website may have 30 pages of content and two mini-sites, one of them dedicated to the insurance of the trucking company (potential truck insurance clients) and the other dedicated to the benefits and the Compliance (Group Benefit Leads).
- Landing page: A landing page is a unique web page that is rendered when a user clicks on a search result, online advertising, social media link, etc. The landing page is usually geared towards leads or sales, and displays content directly related to the ad, search result, or link to social media. An example of a landing page might be Florida Yacht Insurance or Professional Liability Insurance for Engineers.
- Press page: Compressed pages are landing pages created and designed to capture leads, increase subscriptions (to newsletters, for example) or registration for an event (webinars / seminars), etc. Examples of a compression page include: Territory Exclusive Insurance Lead Generation webinar or subscription to the PPACA Compliance Newsletter.
- Weblet: Weblets, a term attributed to NASA’s origin, is similar to a minisite or microsite, although there are some key differences. It is often maintained by a single individual. It generally provides downloadable content. Weblets are often created to help non-technical people publish professional-looking web content without having to know anything about coding.
All of these terms apply to insurance agency websites and insurance agency web marketing. They are specific tools aimed at driving traffic, generating inbound leads and increasing subscription and / or event attendance. They are also used to convey experience and credibility in the matter. If you’re an agent or broker looking to expand your reach and generate more qualified inbound leads, microsites, mini-sites, landing pages, and compression pages should be part of your vocabulary.