What is a promotional website and when is it needed?

Introduction

Not every product or business needs a large corporate website or an online store with complex systems. Sometimes, a separate platform for presenting a specific product, event, or service is enough. This is where creating a promotional website can help. 

What Is a Promotional Website and What Functions Does It Perform

A promotional website is a resource created to promote a specific product, service, or advertising campaign. Promotional websites typically have the following characteristics:

• Focus on visuals – the use of bright design, images, videos, animations, and sometimes interactive elements instead of relying exclusively on text. 

• Focus on a specific result – a promotional website is built around a defined marketing goal, which can be supported by one or more “Call-to-Action” elements (CTA).  

• Simple structure – without bulky elements, making the website easy to use.

• Defined lifecycle – it is usually created to support a specific marketing campaign and technically maintained throughout the campaign. 

A small example of using a promotional website – a company launches a new smartphone model. On a corporate website, the new model can easily get lost among the rest of the catalog. To focus attention on the product, it can be appropriate to create a separate promotional website entirely focused on its story, specifications, visual features, and more, with the user journey supported by a relevant CTA. In this case, website creation becomes part of a separate advertising campaign rather than a replacement for the main corporate resource.

An example of a working promotional website by Geniustudio. 

Signs That Your Business Needs a Promotional Website

If at least several of the following signs match your situation, it may be time to create a promotional website: 

• Launching a new product – when it is necessary to highlight a product or service among others in the catalog to promote it effectively.

• The need for a separate story  – when it is impossible to present a product or service on the main website from a visual or storytelling perspective. In this case, a separate promotional website provides room for creativity. 

• Advertising campaign or presentation – a promotional website serves as a strong PR tool for an upcoming product, special project, event, course, and more. 

• The main corporate website is not suitable – when a product is launched for a new target audience and rebuilding the main website around it is impractical

• Testing a marketing idea – quick MVP testing without unnecessarily restructuring the main website. In other words, a promotional website is used to test a hypothesis.

If at least one of these points sounds familiar, it may be a sign to order a promotional website from Geniustudio! 

Promotional Website or Landing Page: What Is the Difference?

At this point, you may have a question: “Then why do you need a landing page?” There is a difference, but a promotional website and a landing page do not necessarily have to exclude each other. They are indeed similar, but they have different sets of functions. 

• A promotional website has a broader presentation and image-building purpose, a more complex structure, and more room not only for product advertising but also for telling the brand story. 

• A landing page focuses as much as possible on a conversion action, where it is not customary to spend much time on background information. On a landing page, each subsequent section logically continues the previous one and leads the user toward the final action. We explain more about creating a landing page and its structure in a dedicated article.

In short, promotional websites and landing pages follow different steps and perform different tasks, but they can work toward a common goal – guiding the user toward the desired action.

When a Promotional Website Is Not the Best Solution 

Having considered when a promotional website is truly needed, it is also worth mentioning situations where it may not be the best solution. As before, let us look at the examples point by point: 

• A website for permanent use – a promotional website is built around a specific product, launch, or PR campaign. If the website is intended to be a complete and permanent representation of the business, it is worth focusing on developing a corporate website. 

• A website with advanced functionality – if your goal is to showcase a large product catalog, provide personal account functionality, and so on, it is worth focusing your efforts on developing an online store. Only after that, if there is a need for a special presentation of a particular product, can you consider creating a promotional website specifically for it. 

• If the new website does not meet the business needs –  if the same product can be presented on the main website without the need for a unique design or targeting a different audience, and it does not serve a new marketing objective, then a separate promotional website may result in unnecessary spending. 

What an Effective Promotional Website Should Include

Here, we will focus on the main components that help a promotional website contribute to the results of an advertising campaign: 

• A defined goal – a promotional website is strictly focused on presenting a new product, supporting an advertising campaign, introducing the brand, collecting inquiries, and so on. The promotional website focuses on a specific subject and uses additional information only to support the defined goal. 

• Strong visual presentation – a combination of thoughtful design, interactive elements, photos, videos, animations, and storytelling helps present the product or campaign more effectively. 

• A well-designed CTA – an integral part of the customer journey through the promotional website. At the same time, unlike a landing page, the CTA is an important part of a promotional website but is not necessarily the main reason for its existence.

• Speed and responsiveness –  speed, responsiveness, and technical support are important for a promotional website. Pages should load quickly, and the website should work correctly across different screen sizes, from monitors to smartphones

• Post-launch analysis – a promotional website is also a useful tool for evaluating the success of an advertising campaign. Analytics makes it possible to see which channels users come from, what actions they take, and at which stage they leave the website. This information can be used to adjust the campaign going forward. 

Conclusion

In conclusion, a promotional website is a powerful tool for implementing a PR campaign when presenting a new product or service. In many cases, a separate promotional website is more practical than rebuilding the main website to meet the needs of a specific campaign.

If you recognized your own situation throughout this article, it may be a sign that it is time to create a promotional website, and Geniustudio will be happy to guide you through every stage of development!

Introduction

Not every product or business needs a large corporate website or an online store with complex systems. Sometimes, a separate platform for presenting a specific product, event, or service is enough. This is where creating a promotional website can help. 

What Is a Promotional Website and What Functions Does It Perform

A promotional website is a resource created to promote a specific product, service, or advertising campaign. Promotional websites typically have the following characteristics:

• Focus on visuals – the use of bright design, images, videos, animations, and sometimes interactive elements instead of relying exclusively on text. 

• Focus on a specific result – a promotional website is built around a defined marketing goal, which can be supported by one or more “Call-to-Action” elements (CTA).  

• Simple structure – without bulky elements, making the website easy to use.

• Defined lifecycle – it is usually created to support a specific marketing campaign and technically maintained throughout the campaign. 

A small example of using a promotional website – a company launches a new smartphone model. On a corporate website, the new model can easily get lost among the rest of the catalog. To focus attention on the product, it can be appropriate to create a separate promotional website entirely focused on its story, specifications, visual features, and more, with the user journey supported by a relevant CTA. In this case, website creation becomes part of a separate advertising campaign rather than a replacement for the main corporate resource.

An example of a working promotional website by Geniustudio. 

Signs That Your Business Needs a Promotional Website

If at least several of the following signs match your situation, it may be time to create a promotional website: 

• Launching a new product – when it is necessary to highlight a product or service among others in the catalog to promote it effectively.

• The need for a separate story  – when it is impossible to present a product or service on the main website from a visual or storytelling perspective. In this case, a separate promotional website provides room for creativity. 

• Advertising campaign or presentation – a promotional website serves as a strong PR tool for an upcoming product, special project, event, course, and more. 

• The main corporate website is not suitable – when a product is launched for a new target audience and rebuilding the main website around it is impractical

• Testing a marketing idea – quick MVP testing without unnecessarily restructuring the main website. In other words, a promotional website is used to test a hypothesis.

If at least one of these points sounds familiar, it may be a sign to order a promotional website from Geniustudio! 

Promotional Website or Landing Page: What Is the Difference?

At this point, you may have a question: “Then why do you need a landing page?” There is a difference, but a promotional website and a landing page do not necessarily have to exclude each other. They are indeed similar, but they have different sets of functions. 

• A promotional website has a broader presentation and image-building purpose, a more complex structure, and more room not only for product advertising but also for telling the brand story. 

• A landing page focuses as much as possible on a conversion action, where it is not customary to spend much time on background information. On a landing page, each subsequent section logically continues the previous one and leads the user toward the final action. We explain more about creating a landing page and its structure in a dedicated article.

In short, promotional websites and landing pages follow different steps and perform different tasks, but they can work toward a common goal – guiding the user toward the desired action.

When a Promotional Website Is Not the Best Solution 

Having considered when a promotional website is truly needed, it is also worth mentioning situations where it may not be the best solution. As before, let us look at the examples point by point: 

• A website for permanent use – a promotional website is built around a specific product, launch, or PR campaign. If the website is intended to be a complete and permanent representation of the business, it is worth focusing on developing a corporate website. 

• A website with advanced functionality – if your goal is to showcase a large product catalog, provide personal account functionality, and so on, it is worth focusing your efforts on developing an online store. Only after that, if there is a need for a special presentation of a particular product, can you consider creating a promotional website specifically for it. 

• If the new website does not meet the business needs –  if the same product can be presented on the main website without the need for a unique design or targeting a different audience, and it does not serve a new marketing objective, then a separate promotional website may result in unnecessary spending. 

What an Effective Promotional Website Should Include

Here, we will focus on the main components that help a promotional website contribute to the results of an advertising campaign: 

• A defined goal – a promotional website is strictly focused on presenting a new product, supporting an advertising campaign, introducing the brand, collecting inquiries, and so on. The promotional website focuses on a specific subject and uses additional information only to support the defined goal. 

• Strong visual presentation – a combination of thoughtful design, interactive elements, photos, videos, animations, and storytelling helps present the product or campaign more effectively. 

• A well-designed CTA – an integral part of the customer journey through the promotional website. At the same time, unlike a landing page, the CTA is an important part of a promotional website but is not necessarily the main reason for its existence.

• Speed and responsiveness –  speed, responsiveness, and technical support are important for a promotional website. Pages should load quickly, and the website should work correctly across different screen sizes, from monitors to smartphones

• Post-launch analysis – a promotional website is also a useful tool for evaluating the success of an advertising campaign. Analytics makes it possible to see which channels users come from, what actions they take, and at which stage they leave the website. This information can be used to adjust the campaign going forward. 

Conclusion

In conclusion, a promotional website is a powerful tool for implementing a PR campaign when presenting a new product or service. In many cases, a separate promotional website is more practical than rebuilding the main website to meet the needs of a specific campaign.

If you recognized your own situation throughout this article, it may be a sign that it is time to create a promotional website, and Geniustudio will be happy to guide you through every stage of development!