Module 3 - content hubs: websites and landing pages

Website

A collection of interconnected web pages under a common domain, serving as a central digital platform for sharing information and interacting online.

Subdirectory

A subdivision within a website's domain (e.g., example.com/blog) used to organize content and structure navigation.

Subdomain

A separate section of a website with its own prefix before the main domain (e.g., blog.example.com), often used to target different audiences or purposes.

Microsite

Small, standalone websites or groups of web pages focused on a specific campaign, product, or topic, separate from the main website.

Content hub

A centralized online resource that gathers and organizes content on a particular theme, helping users discover and navigate related information.

Web page

A single document or resource on a website, typically accessible via a unique URL, displaying information, interactive elements, or media.

Landing page

Specially designed web pages aimed at driving specific visitor actions, like downloading, subscribing, or purchase, often created for campaigns.

Conversion

The process of turning a website visitor into a desired outcome such as a lead, subscriber, or customer, often measured in percentages.

Customer Experience (CX)

The total, holistic perception and journey a customer has with a brand across all touchpoints, channels, and interactions.

User Experience (UX)

The overall satisfaction and effectiveness a person feels when engaging with a website or app, shaped by usefulness, ease of use, and enjoyment.

User Interface (UI)

The visual layout and interactive elements of a website or app that users engage with, including menus, buttons, forms, and design.

Usability

The ease with which users can navigate, understand, and complete tasks on a website or app, minimizing confusion and barriers.

Accessibility

The degree to which websites, apps, and digital content are usable by people of all abilities, including those with disabilities.

Information Architecture (IA)

The planning and structuring of content and navigation on a website or app to help users find information efficiently.

Application/App

A software program designed to perform specific functions for users, accessible on computers or mobile devices.

Native app

An application built specifically for a particular platform or operating system, like iOS or Android, for optimal performance and integration.

Responsive design

An approach to web design that ensures web pages automatically adjust layout and content for different devices and screen sizes.

Lead capture/generation landing page

A landing page designed to obtain visitor contact information (like email) in exchange for value, for nurturing leads.

Click-through landing page

A landing page aimed at warming up prospects and directing them to another page, usually for transactions.

CTR (Click-Through Rate)

The percentage of users who click on a specific link or ad compared to the total who viewed it, used to measure campaign effectiveness.

CTA (Call to Action)

A prompt or instruction encouraging users to take a desired action, such as "Buy Now," "Subscribe," or "Learn More."

Smartphone

A mobile phone combining cellular connectivity with advanced computing features, internet access, and app usage.

Convergence

The merging of previously distinct technologies or industries—such as phones, computers, and media—into unified platforms.

Bluetooth

A wireless technology standard for short-range communication between devices such as phones, speakers, or computers.

GPRS -> EDGE -> 3G -> LTE -> 4G -> 5G

Progressive generations of wireless mobile communication standards, each offering improvements in speed, capacity, and reliability.

Accelerometer

A device or sensor within smartphones and other electronics that detects movement or orientation for features like fitness apps.

Proximity sensor

A sensor used in mobile devices to detect when an object (like a user's face) is nearby, often disabling the touchscreen during calls.

Gyroscope

A device or sensor in mobile devices that measures rotational movement, improving gaming, navigation, and AR experiences.

Web app

A software application that runs in a web browser, offering interactive features and services without being installed locally.

Lead magnet

Content or offers (e.g., ebooks, discounts) provided in exchange for user information, used in marketing to attract and convert leads.

Gamification

The application of game-like elements and principles—such as points, badges, or challenges—to marketing activities to boost engagement.

Distinctions: mobile websites vs. mobile apps

Mobile websites are accessed via browsers and work across devices; mobile apps are installed, offer deeper integration, and can work offline.

Benefits of mobile websites

Easy access, no installation, works on any device, quick updates, lower development cost.

Benefits of mobile apps

Better performance, offline access, push notifications, deeper device integration, personalized experiences.

9 key characteristics of mobile marketing

Portability, personalization, immediacy, location-awareness, interactivity, connectivity, convenience, multi-channel reach, data-driven targeting.

Pros of mobile marketing

Direct reach, high engagement, location targeting, personalized messaging, real-time communication, measurable results, app integration, convenience, viral potential.

Cons of mobile marketing

Privacy concerns, device fragmentation, app fatigue, ad-blocking, limited attention span, technical barriers, cost of development, rapid tech changes, competition.

Landing page best practices

Align page with ad goals, match language, simplify forms, keep design straightforward, use brand colors, leverage social proof, mobile-friendly, fast loading, put key info above the fold, update regularly, add thank you page, build for SEO.

Elements of a value proposition

Headline, sub-headline or short paragraph, 3 bullet points, visual, benefit-driven, specific, pain-focused, exclusive.

How to write a compelling CTA

Use clear, action-oriented language, make it prominent, match it to the page goal, and ensure it stands out visually.

Microsite pros

Narrows focus to a niche, builds brand awareness, boosts conversion rates for specific offers.

Microsite cons

Can cause a drop in traffic, takes effort to build, may fragment brand experience.

Landing page pros

Converts easily, captures information, provides insightful data related to target audience.

Landing page cons

Can be expensive to build, may lack segmentation, less traffic than main site.

When to use a microsite

For topics not part of the main brand, introducing new products/services, segmenting traffic, or building mini brands.

When to use a landing page

For marketing campaigns centered around one objective, driving a single action, or capturing leads.

Landing page definition (Unbounce)

Any page someone lands on after clicking a marketing CTA, designed for a specific campaign, often with no global navigation and focused on lead capture or warming up prospects.

Netflix landing page example

Free trials reduce perceived risk for high-cost or complex products; Netflix’s strong brand equity means free trials are no longer necessary.

Landing page optimization tips

Use a single CTA, minimize distractions, keep action above the fold, use compelling headlines and visuals, test and optimize regularly, ensure mobile-friendliness, and track performance.