2. 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)
Some of the ways that I will approach the content and overall structure of the Landing page, and the Website are as follows
THE WEBSITE
· I used storytelling and emotional appeal to drive a connection
As talked about in class focused on using storytelling to help emotionally resonate with people, to help build trust and also to paint a le. to do this effectively painted pictures of what a washer and a dryer mean for families – such as dignity, stability, not having to worry anymore, more family time and luxury etc. Additionally, I highlighted and painted the story of Derick Colman’s background and also talked about whirlpools background to help with authenticity and also for relatability! It was very important that I did this on the website. It creates emotional resonance and builds trust and it can be the difference between someone remembering your brand or forgetting it and also getting involved. Additionally, “Storytelling fosters a deeper connection with users, making them more likely to engage with the brand on a long-term basis.” [vii]
· I organized content across multiple pages to avoid overwhelming & gave strong dedicated navigation As talked about in class websites need to be easy for users to navigate- or they will simply just leave. Because of this, I made sure that I created separate pages for things like the event details, sponsorships, impact etc.- to help keep things organized and also to help me tell specific stories that will best work on each page effectively, in addition to this I made sure that I used a strong navigation, strong internal linking to help them always have a next step and also made sure that there’s a NAV to help them choose what they want to do. This is important because for a website unlike a landing page – its not about the choice to force action but rather giving them the freedom to explore which is crucial for those still learning about the campaign, business and cause “Internal links guide users to related or essential pages, making it easier for visitors to locate relevant information. This reduces bounce rates, as users are less likely to exit the site in frustration. Effective navigation ensures that users can find the information they need quickly and effortlessly, while poor navigation can drive them away.” [viii]
· I followed the F-pattern layout using short chunks and subheads
This is extremely important because as talked about in class people don’t read online they scan from left to right and in the F pattern- meaning by using this I was overall able to cater to their preferences/reading style and also make sure that they are really only getting the most important information. Plus “Only 28% of website text is read on average & Users spend 80% of their time viewing the left half of a webpage” [ix]
· I included visuals that reinforce the message
Ad talked about in class audiences love visuals. And in 2025 most of the best performing content / social platforms such as Instagram. Tik Tok and Pinterest are all visual-based. Meaning they are very important and should be used to help visually tell the story you are telling with the text. With this in mind I made sure that I included an abundance of photos that completed the content that I wrote- by using meaningful images like basketball courts and families with laundry to show both the sport and the cause visually! This is important because as talked about in class visuals increase retention and emotional impact and Visuals on average get 94% more views than text-based information, visuals increase retention by 42% as Images convey what words can’t and our human minds are wired to respond to the image, he human brain processes visual information 60,000x faster than visual text, Content with visuals/ videos attracts 3x more inbound links” [x] Plus “Web content with visuals gets 94% more total views than content without. People remember approximately 80% of what they see, compared to only 20% of what they read” [xi]
THE LANDING PAGE
· Focused on action-driven content – As talked about in class when we want people to do something we need to speak with them by using action-driven language- meaning on the landing page which Soley focuses on this I made sure I did this to ensure that im driving people to action/ to take step on the CTA which I want them to. This is important as the Landing page is the place that is supposed to drive the audience to conversation! This is backed up by a report that states “Effective CTAs are clear and direct, using action-oriented language. Phrases like “Start Your Free Trial” or “Claim Your Free Guide” specify both the action and the benefit, leaving little room for hesitation” [xii]
· As talked about in class when we are writing for audiences we need to write directly to them, we need to write in an action-driven language and we also need to push them toward a clear next step using compelling CTAs- because if we don’t tell them what to do next, they won’t do it. This is important for me especially to do on a landing page because this is all about getting them to do something and “Using action-oriented language in CTAs can increase conversions by 121% compared to passive alternatives” [xiii]
· Used one CTA / focused on one topic and desired action- As talked about in class landing pages are supposed to be focused and drive people to complete a single action. I used to “Get Involvde” as the repeated CTA and made the button large, clear, and above the fold just like we learned. Plus “Landing pages with a single call-to-action have a 371% higher conversion rate than those with multiple CTA” [xiv]
- I added urgency and gain-based emotional triggers- As talked about in class there are 4 main emotional triggers that we can use to get people to act fast/ to drive them to action- including gain and scarcity. Knowing this I made sure that I highlighted these emotional triggers when I was writing the content. This was important to do because “The Scarcity Effect is a cognitive bias where people place a higher value on items or opportunities that are limited or restricted in availability “ [xv]
- As talked about in class I made sure I talked about all important information first- meaning I made sure the most important points were emphasized, I made sure that I put the most important information at the start of the sentences, I placed the most important information above the fold and I also made sure that the key message of the landing page was visible at the very start- so people don’t have to scroll to know that. This is important because According to the Nielsen Norman- “users spend 57% of their viewing time on the content above the fold, with a significant drop in attention below it.” [xvi]
