Websites, Microsites, Minisites and Landing Pages of Insurance Agencies

Digital Marketing

Everyone knows what an insurance agency website is, but the more granular insurance agency web marketing terms such as microsites, minisites, landing pages, and squeeze pages can be a bit of a mystery to many. agents and brokers. What is the difference between these and why are they an important aspect of marketing your insurance agency?

Let’s start with a brief definition of each:

  • Microsite: A microsite, 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 web page 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 few as one web page or as many as 20. They are usually a subset of a larger website. For example, insurance agency XYZ’s website might have 30 pages of content and two minisites, one dedicated to trucking insurance (truck insurance leads), the other dedicated to benefits, and the other dedicated to trucking insurance. compliance (potential group benefit clients).
  • Landing page: A landing page is a unique web page that is displayed when a user clicks on a search result, online ad, social media link, etc. The landing page is often targeted at leads or sales, displaying content directly related to the ad, search result, or social link. An example of a landing page might be Florida Yacht Insurance or Professional Liability Insurance for Engineers.
  • Compression page: Squeeze pages are landing pages created and designed to capture leads, increase subscriptions (to newsletters, for example), or registration to an event (webinars/seminars), etc. Examples of a Squeeze Page include: Territory Exclusive Insurance Lead Generation Webinar or PPACA Compliance Newsletter Subscription.
  • weblets: Weblets, a term credited to the origin of NASA, is similar to a minisite or microsite, although there are some key differences. It is often maintained by a single individual. It usually provides content that can be downloaded. Weblets are often created to help non-technical people publish professional-looking web content without programming skills.

All of these terms apply to insurance agency websites and insurance agency web marketing. They are specific tools intended to drive traffic, generate inbound leads, and increase subscriptions and/or event attendance. They are also used to convey experience and credibility in the field. If you’re an agent or broker looking to expand your reach and attract more qualified incoming leads, microsites, minisites, landing pages, and landing pages should become part of your vocabulary.

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