Blogs > Clarifying the Misconception: “All Traffic Should Go to the Main Website”
July 24, 2025 RAVEN5
That idea is a misnomer and often reflects a narrow view of digital marketing metrics. Here’s why:
1. There Is No Inherent Value in “The Click” Itself
A click is not a conversion, nor is it a sale, a lead, or brand loyalty.
What matters is the quality of the engagement — did the user absorb the message? Did they act? Did they remember the brand?
2. Brand Awareness Is the Real Currency
A well-executed campaign builds emotional connection, trust, and recall — regardless of whether it lives on the main site or a landing page.
Awareness influences purchase decisions long after a campaign ends — and it’s often multi-touch.
3. A Campaign Microsite or Landing Page Can Be More Effective
It offers focus, clarity, and immersive experience — not distracted by unrelated content or navigation.
It reinforces campaign-specific branding and messaging without competing with the main site structure.
It’s built for engagement, not just information.
4. Value = Measurable Impact, Not URL Location
Whether it’s hosted on the brand’s website or a campaign landing page, you can measure:
These are what drive ROI, not the domain name in the URL bar.
5. Strategic Flexibility > Vanity Metrics
For awareness, engagement, and viral reach, a campaign hub is more agile.
For direct sales or integrated e-commerce, traffic to the main site may matter — but that’s a different objective.
Conclusion
“Clicks are just the handshake — what matters is the conversation that follows.”
Driving all traffic to the main website misses the point. What matters is that the customer is engaged, remembers the brand, and is more likely to act — whenever they’re ready.
Learn More
Clarifying the Misconception: “All Traffic Should Go to the Main Website”
Where Clicks End and Campaigns Begin: Building High-Impact Microsites with RAVEN5
Why the Click Doesn’t Matter — The Power of Microsites in Sweepstakes Campaigns
Hosting Matters: Why Your Sweepstakes Microsite Needs a Rock-Solid Foundation
Beyond the View: Measuring What Actually Matters in Sweepstakes Campaigns