3. 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)

Michigan Kids Shoot For The Stars Landing Page Content

Beginning Section

MICHIGAN KIDS SHOOT FOR THE STARS
“More Than a Game. A Chance to Change Lives.”

Michigan's Community Initiative
Middle School Basketball Tournament Founded By NBA legend Derrick Coleman
In Partnership with Whirlpool®

The Impact Section

The Impact

This isn't just about basketball – it's about unlocking real opportunity.

Win as a Team - Compete for the championship title against middle school basketball teams in Michigan
Support Your Family - Each player on the winning team will receive a Whirlpool washer and dryer for their family
Be Seen, Be Heard - Gain exposure, grow confidence, and show the world what you're made of
Join a Movement - Help us prove that when communities come together, everybody has fun

Who We're Looking For Section

Who We're Looking For

Middle school basketball players age 10-14 with passion and drive for their community
Volunteer Coaches ready to lead and uplift
Community volunteers to help make the event unforgettable

Why Join Section

WHY JOIN? SHOOT FOR THE STARS

This tournament is more than just basketball – it's a chance to grow, connect, and support each other.

Kids gain skills, confidence and lasting mentorship
Families have a chance to win a Whirlpool washer & dryer
Communities come together to uplift and inspire

Call-to-Action Section

Sign Up Today!

Whether you're a player ready to hit the court or a volunteer looking to help, we're excited to have you join us!

[Form fields for Full Name, Email, Phone Number] [Radio buttons for Player Age 10-14, Volunteer]

After signing up, be sure to check your inbox for more information about teams and volunteer roles.

[Submit Button]

Side Banner

Shoot for the Stars
Do it now

Bottom Section

EVENT DETAILS

Name: Michigan Kids Shoot For The Stars
Presented By: Derrick Coleman & Whirlpool Corporation
Date & Time: July 25th, 2025 | 9:00am - 6:00pm (end time subject to change)
Location: 1290 W Warren Ave, Detroit, MI 48201, United States
Admission: Registration Required*
Attendees: Youth teams, families, and community members

Special Appearances Section

SPECIAL APPEARANCES

Derrick Coleman – NBA Legend & Host
Whirlpool Corporation Leadership Team
Local Community Leaders & DJ

Motivational Tagline

Change the Game
Change Lives
With
Derrick Coleman

The strategy behind the landing page for Michigan Kids Shoot For The Stars has been specifically designed to differ from the main website pages in several strategic ways:

Condensed Information Architecture

The landing page consolidates key information from multiple website pages (About, Event Details, Get Involved) into a single, scrollable experience. This approach reduces friction by eliminating the need for visitors to navigate between pages to find essential information, which research shows can increase conversion rates by up to 40%.

The page is structured to guide visitors through a logical sequence: introducing the initiative, explaining its impact, defining who can participate, highlighting benefits, and finally presenting a clear sign-up form. This streamlined flow supports the primary conversion goal of capturing registrations directly on the landing page, rather than sending users through multiple pages of the main website.

Focus on Immediate Conversion

Unlike the main website where content depth and navigation options are prioritized, the landing page emphasizes immediate action through a prominently displayed sign-up form in the lower half of the page. This strategic positioning allows visitors to register after being presented with compelling reasons to do so, but before they might leave the page. The form itself is simplified, requesting only essential information (name, email, phone number, and role selection) to minimize abandonment.

The addition of a reassuring message beneath the form ("After signing up, be sure to check your inbox...") addresses potential concerns about next steps, reinforcing that registration is just the beginning of their journey with the initiative. This clarity about what happens after submission is specifically designed to reduce form abandonment rates.

Benefit-Driven Messaging

The landing page employs more concise, benefit-oriented language compared to the more descriptive and comprehensive content on the main website. For example, the "Impact" section breaks down benefits into four distinct categories (Win as a Team, Support Your Family, Be Seen/Be Heard, Join a Movement), each focused on a different motivation that might resonate with potential participants.

The "Why Join?" section reinforces these benefits from the perspective of different stakeholders (kids, families, communities), creating multiple entry points for emotional connection. This approach applies the marketing principle of benefit segmentation, ensuring that different audience motivations are addressed within the limited space of a landing page.

Visual Hierarchy and Design Elements

The landing page employs stronger visual hierarchy and more prominent design elements to guide attention:

The motivational tagline "Change the Game, Change Lives" is given significant visual weight
The "Dream Do Achieve" circle graphic creates an inspirational focal point
The side banner with "Shoot for the Stars, Do it now" creates visual urgency

These design elements create emotional resonance while directing visitors toward the conversion action. The visual hierarchy is intentionally designed to lead the eye from the value proposition at the top through supporting information and toward the call to action.

Simplified Social Proof

Rather than the detailed partner information found on the About page of the main website, the landing page uses the "Special Appearances" section as a condensed form of social proof. By listing Derrick Coleman, Whirlpool leadership, and local community leaders, the page establishes credibility efficiently while keeping focus on the registration goal.

Event-Focused Urgency

The landing page creates a sense of immediacy by highlighting the specific event date (July 25th, 2025) more prominently than the main website does. This strategy employs the psychological principle of scarcity—emphasizing that this is a time-limited opportunity that requires action now. The "Do it now" text on the side banner reinforces this urgency.

Targeted Audience Segments

The landing page explicitly defines three target audience segments in the "Who We're Looking For" section:

Middle school basketball players (primary participants)
Volunteer coaches (adult supporters)
Community volunteers (general community members)

This clear audience segmentation immediately helps visitors self-identify their potential role in the initiative, increasing relevance and personal connection to the content.

The strategic differences between the landing page and main website reflect a deliberate conversion-focused approach that prioritizes immediate engagement while still communicating the core value proposition of the initiative. By combining emotional appeals with clear benefits and a streamlined registration process, the landing page is specifically engineered to maximize conversion rates while providing just enough information to make an informed decision about participation.