- Provide me with a minimum of four (4) key differences in how you will approach the site content and structure (website vs. landing page). Base your answer on question #1 and justify your answers with in-depth reasoning. (12 marks)
Purpose and Audience Journey
The website is built for exploration and long-term credibility, which means its content is structured to support layered storytelling, informative context, and audience flexibility- there are multiple goals across multiple pages, and each one invites the reader to stay longer, learn more, and deepen their connection to the campaign at their own pace. In comparison, the landing page has only one goal and only one action we care about, so the user journey can’t unfold slowly or across separate entry points. There’s no time for someone to consider multiple options or explore other links, the entire landing page is instead written with the single outcome of getting youth athletes signed up in mind. Because the audience enters from posts or banner ads with urgency or curiosity already built up, the content doesn’t have to explain the full scope of the initiative, it just has to close the gap between the awareness and the decision.
Content Structure and Layout
The website content is segmented across six pages, each with a different role (informational, emotional etc.), which allows for more context and pacing that might feel more conversational instead of rushed. Visitors could click through the whole webpage to gather information, or just read what catches their eye depending on what they’re interested in, and each page supports its own purpose while still contributing to the site’s goal overall.
The landing page, on the other hand, doesn’t offer that kind of freedom- it’s structured as a single scroll, broken into short, high-impact blocks that each build toward the same end. There are no sidebars or extra links so in turn there are no alternate paths to take. We don’t want to give users a reason to hesitate or exit, we want the whole layout to guide them in one direction, so the structure becomes more narrow and sharp to a specific outcome.
Tone and Language Style
The whole website uses a tone that’s built to reflect our values/build a sense of community with our audience- every page and certain sections within them are written with different people or thought processes in mind, subduing that sharpness with the diversity of all the features which reflect Derrick Coleman’s broader initiative. We’re not just trying to inform, we’re trying to invite people into something meaningful, which is why the language stays conversational but confident across every page. In contrast, the landing page strips all of that down to its most persuasive core: the sentences are shorter, the tone is sharper, and the writing wastes no time building a mood. It opens with an emotional hook, stacks the clearest benefits near the top, and repeats the most actionable phrases so the message stays front of mind from the first line to the final button. There’s no extended mission statement here because the audience doesn’t need it – they already care, they just need a reason to act.
Navigation and Flexibility
The main site was built with flexibility in mind: whether someone’s looking for our volunteer opportunities, partnership info, or tournament details, they can get what they need quickly without being forced into a particular flow. That’s important for accessibility, especially since we’re speaking to multiple audiences across different entry points, all with different reasons for visiting the site. The landing page however, eliminates all of that freedom on purpose. There’s no top nav and no alternate page paths because none of that would help us achieve that one goal of converting. If someone wants to learn more about Derrick Coleman, or see who the partners are, or read a story about last year’s event, that content still exists, but it lives on the main site. The landing page cuts straight to the ask based on how it’s reached, and because of that its structure had to be as focused as the message itself.
Leave a Reply