- Develop the content for the “landing page”. Based on the differences outlined in Part “A”, question #2, address how the content including the various web content elements will be different. Identify what you have done different and provide in-depth reasoning for your approach, goals, the content and the desired results. You will provide the content for the landing page in the same format as the website. (10 marks)
Copy:
Ready to Play?
One tournament. One chance.
One moment that could change everything.
Sign up today for the Hoop Heroes Youth Charity Tournament,
hosted by NBA legend Derrick Coleman and powered by Whirlpool.
Ages 10 to 14 are eligible to register. Entry is completely free, and finalists will earn the chance to train with Derrick Coleman himself at the Detroit Pistons Training Facility.
– No cost to play
– Free food and merch for players
– Real support for real families
The Whole Family Wins
Whirlpool is giving away twelve laundry pairs to the winning contestants!
This isn’t just about basketball, this is about believing in your shot, backing your team, and showing your city what you’ve got.
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Reasoning:
The landing page is built for one outcome and one outcome only, which is why it doesn’t need to follow the same structure, pacing, or tone as the rest of the site. It isn’t trying to guide users through an experience or educate them about the full scope of the campaign, it’s simply trying to get one specific group of people to take one specific action in the shortest amount of time possible. There’s no use for background information or deep context here because we already know this audience isn’t coming to explore, they’re arriving with a link or a prompt and either they’ll sign up or they won’t. That’s why there’s no navigation, no extended calls to learn more, and no visual hierarchy that encourages multiple scroll paths- everything here is designed to keep the user moving in a straight line from first glance to final action.
The tone shifts too, not because the campaign has changed, but because the format demands something different. Instead of focusing on values, relationships, and long-term credibility like we do on the main site, the landing page leans into clarity, confidence, and immediate benefit. That means sharper phrasing, shorter blocks of text, and less weight on narrative and more weight on value. The audience isn’t arriving with questions- they’re arriving with a decision to make, and our job is to give them everything they need to make it in under a minute.
It also doesn’t build in steps- the page opens at full speed and holds pace the entire way through. It tells the reader exactly who the page is for, what the opportunity is, what they get out of it, and how they can act. The copy doesn’t leave room for wandering thoughts or curiosity about the broader campaign because that kind of exploration belongs on the main site, we remove every possible distraction and redirect that energy into a single action. The purpose isn’t to build a connection over time and it’s instead to spark a decision immediately, and because of that the landing page has to be structured, worded, and paced in a way that reflects how little time we may actually have with someone before they move on.
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