Websites, Microsites, Minisites and Landing Pages of Insurance Agencies

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

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, condominium 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, the website for insurance agency XYZ might have 30 pages of content and two minisites, one dedicated to trucking insurance (trucking leads), the other dedicated to benefits and compliance (group benefits leads).
• 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, and displays content directly related to the ad, search result, or social media 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 for an event (webinars/seminars), etc. Examples of a Squeeze Page include: Exclusive Territory Insurance Lead Generation Webinar or PPACA Compliance Newsletter Signup.
• weblet: Weblets, a term credited to the origin of NASA, is similar to a mini 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 having to know anything about programming.

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 signups and/or event attendance. They are also used to convey expertise and credibility in the matter. If you’re an agent or broker looking to broaden your reach and attract more qualified inbound leads, microsites, minisites, landing pages, and squeeze pages should become part of your vocabulary.