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)

For the Michigan Kids Shoot For The Stars initiative, I've developed distinct strategic approaches for both the main website and dedicated landing page. These differences are intentional and based on digital marketing best practices learned throughout class. While both platforms will support the basketball competition and Whirlpool partnership, they serve different purposes in the conversion funnel and require tailored content strategies. The website will serve as a comprehensive information hub, while the landing page will focus exclusively on driving registrations through targeted messaging and  design. Below are four key differences in how I'll approach the content and structure for each platform.

Content Depth vs. Concise Messaging With 1 Clear CTA

When building the digital experience for the Michigan Kids Shoot For The Stars initiative, I focused on creating comprehensive, story-driven content for the full campaign website. This includes background on Derrick Coleman’s role, Whirlpool’s commitment to the community, and detailed information about the tournament itself. The goal is to provide depth and context for users who want to understand the bigger picture behind the event. That’s why every page will be supported by thoughtful headlines that set the tone for what follows. Key headlines like “Shooting Hoops, Changing Lives” and “This Basketball Competition Is More Than a Game” are designed to connect immediately with the audience and reflect the emotional core of the campaign. As emphasized in class, “Digital is different. Some 'rules' can be broken. If your headline does not resonate with your audience it will just go unused and that’s why headlines are so important—everything starts with your headline” (Briscoe, Lecture, Feb. 12). These headlines do more than grab attention—they guide the tone, shape the user journey, and tie the initiative’s values to clear, inspiring messages.

In contrast, the landing page will feature concise, benefit-focused copy that immediately communicates the value proposition using brief sections, bullet points, and compelling headlines that drive toward a single call-to-action. This approach aligns with the principle that "A good editor should be able to cut 40% of the word count while removing only 30% of an article's value" , allowing me to maintain impact with the key points while eliminating potential distractions.

Navigation Structure vs. Single Page Flow

The navigation structure represents another key difference. The website will feature a comprehensive structure with multiple sections organized in a logical hierarchy, including main  navigation elements in header, footer links, and effective internal linking strategy. This approach reflects the importance of organization discussed in class that "Organizing content is a crucial, very vital step for user experience and SEO." So prioritizing effective navigation is a crucial differentiate in the main website

The landing page will minimize navigation options to create a linear experience that guides visitors through  persuasive elements that brings them to one the primary call-to-action. This approach implements the approach emphasized in class that "Visitors need clear direction”  focusing visitor attention solely on registration.

Multiple Audience Focus vs. Single Audience Targeting

The third major difference involves audience targeting. The website will address all key stakeholder groups with tailored content sections for each audience segment - youth athletes, parents, community advocates, and potential sponsors. This comprehensive approach follows the principle that "When you develop content it's not just generic content for everyone, it's curating specific content for where each consumer is in the sales funnel, so important for everything we do so that the content is relevant to where each consumer is in a sales funnel." 

In contrast, the landing page will focus exclusively on the primary audience for registration, with all messaging, imagery, and proof elements tailored specifically to address this audience's needs and motivations. This targeted approach implements the fundamental concept that "You must understand what drives your specific consumers. Content is everything we do, it HAS to be valuable to your audience.”

Multiple CTAs vs. Single, Focused CTA

Finally, the call-to-action strategy differs significantly between platforms. The website will include multiple CTAs throughout its various pages, supporting different user goals and engagement levels from registration and newsletter sign-ups to volunteer applications and donation options. This varied approach aligns with the understanding that "Content writing involves engaging the audience through interactive content, stories, relatable examples, and more. Every piece of content must offer value to the reader, whether it's solving a problem, providing new information, or simply entertaining them."  

The landing page, however, will focus on a single primary call-to-action - registration for the tournament - made visually prominent and repeated at strategic intervals. This focused approach implements the core principle to "Keep it simple!!! - 1 image, 1 call to action, 1 message, 1 brand mark" , eliminating any potential confusion about the desired action.

By implementing these strategic differences between the website and landing page, it will be ensured that each platform effectively serves its distinct purpose while working together as part of the overall digital marketing strategy for the Michigan Kids Shoot For The Stars initiative.