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)
- Navigational Structure & Information Architecture
Website: The campaign website will have a navigation system including primary navigation, footer links, and internal linking. This approach supports multiple user journeys through rich content, allowing visitors to explore based on their specific interests whether its tournament details, impact stories or sponsorship information.
Landing Page: The landing page will utilize a single-page, linear flow with minimal to no traditional navigation. Content will follow a deliberate persuasive sequence from introduction through benefits to call-to-action. Any secondary navigation will be limited to things such as minimal footer links for credibility reasons.
- Content Depth
Website: The campaign website will feature detailed content about all aspects of the initiative, including extensive tournament information, detailed impact stories, partner profiles, community stories, etc. All in full detail to the full extent to the user gets the information they need completely.
Landing Page: The landing page will present only the most compelling, action-driving content elements focused exclusively on motivating registration. Content will be deliberately limited to high-impact messaging that addresses immediate questions and overcomes objections to registration. Technical details will be minimized to emotional appeals and clear value propositions.
Justification: This difference in content depth aligns with the distinct user mindsets at each touchpoint. Website visitors often seek comprehensive information to make informed decisions over multiple sessions, while landing page visitors need just enough compelling information to take immediate action. Including excessive detail on landing pages reduces conversion rates by creating cognitive overload.
- Call-to-Action Strategy
Website: The campaign website will feature multiple calls-to-action throughout different pages, catering to various audience segments and engagement levels. These might include primary actions (team registration), secondary actions (newsletter signup), and tertiary actions (social sharing, downloading resources). CTAs will be contextually relevant to specific page content rather than uniform throughout.
Landing Page: The landing page will focus on a single, prominent primary call-to-action (tournament registration) repeated strategically throughout the page. Any secondary CTAs will be minimized in visual prominence and limited to options that don’t compete with the primary goal (such as “Learn More” expanding sections rather than navigating away).
Justification: Multiple CTAs on the website accommodate different visitor intents and engagement readiness, allowing for progressive commitment. The landing page’s singular focus on one primary CTA maximizes conversion potential by eliminating decision complexity and creating clear success metrics.
- Content Format & Visual Presentation
Website: The campaign website will utilize diverse content formats including detailed paragraphs, bulleted lists, multiple visuals, longer content. Visual design will balance brand aesthetics with information clarity, featuring standard webpage layouts with clearly defined content sections.
Landing Page: The landing page will emphasize scannable, high-impact content formats including concise benefit statements, social proof elements and emotionally resonant imagery. Visual design will prioritize attention direction through visual hierarchy, with strategic use of contrast, animation, and white space to guide visitors toward the CTA.
Justification: The website’s diverse formats accommodate different content needs and learning preferences during extended browsing sessions. The landing page’s streamlined, visually directed approach acknowledges that visitors from paid traffic sources typically make decisions within 8 seconds of arrival. The content formats and visual presentation on the landing page are specifically optimized for rapid comprehension and emotional response to drive immediate action.
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