---
title: Landing Page Content Structure & Sections
type: article
created: '2026-04-05'
updated: '2026-04-05'
source_docs:
- raw/2026-04-05-three-gaits-capital-campaign-landing-page-development.md
tags:
- website
- landing-page
- fundraising
- nonprofit
- content-strategy
- capital-campaign
layer: 2
client_source: null
industry_context: null
transferable: true
---

# Landing Page Content Structure & Sections

A well-structured campaign landing page guides visitors from awareness to action through a logical sequence of sections. This structure was developed and validated during the [[clients/three-gaits/index|Three Gaits]] capital campaign landing page session, drawing on analysis of multiple comparable campaigns.

## Core Section Sequence

### 1. Header / Hero

- **Campaign name** (distinct from the organization name — consider a campaign-specific identity)
- **Tagline** — short, emotionally resonant, memorable (e.g., *"Building Hope One Ride at a Time"*)
- **One-sentence description** — what you're building, for whom, and where
- **Primary CTA button** — "Make a Difference" or equivalent, linked to donation form
- **Secondary CTA** — "Learn More" anchor link scrolling down the page
- **Hero image** — large, high-quality; ideally a compelling photo or architectural rendering

### 2. Campaign Goal / Progress Bar

- Restate the total fundraising goal prominently (e.g., $4 million)
- Progress bar or thermometer graphic if campaign is underway
- Reinforces urgency and social proof

### 3. Facts & Stats Strip

- 3–5 key statistics displayed as scannable icons or cards
- Lay out **horizontally**, not vertically
- Examples from Three Gaits: *43 years of service · 2,000 annual lessons · 100+ volunteers · 60+ person waitlist*
- Use icons alongside each stat for visual interest

### 4. Who We Are / About

- Brief organizational narrative — history, mission, community served
- Establishes credibility and emotional connection before asking for money

### 5. Impact / Why This Matters

- Concrete outcomes from current programs
- Specific metrics: participants served, diagnoses supported, geographic reach
- Testimonials or pull-quotes from riders, families, or volunteers (with photos when possible)
- *"Day in the life"* framing works well here

### 6. Community Support

- Signals broad buy-in: volunteers, partner organizations, local institutions
- Counters the perception that only a small group cares

### 7. Why Now?

- The urgency argument — what is the cost of inaction?
- Current limitations (e.g., seasonal closures, waitlists, aging facilities)
- Specific examples land better than general statements (e.g., *"Sarah's physical therapy progress stalls each winter when we close"*)

### 8. Our Vision

- Describe the future state the campaign will create
- Ideal location for **architectural renderings** — entry view, site plan, interior perspectives
- Consider an expandable blueprint-style floor plan for donors who want detail
- Embed or link the **campaign video** here or adjacent to this section

### 9. Investment Breakdown

- Itemize how the total goal will be spent
- Example structure:
  - Heated indoor arena — $X
  - Modern stable / barn — $X
  - Therapy and classroom spaces — $X
  - Administrative / contingency — $X
- Transparency builds donor confidence

### 10. Rider / Beneficiary Experience

- Humanize the impact of the new facility
- Short narrative or bullet list of what becomes possible post-build

### 11. Ways to Give

- Multiple giving mechanisms: online, check, pledge, stock, planned gift
- Giving levels with named tiers if applicable
- Donor recognition options: **by name**, **in honor of someone**, or **anonymously**

### 12. Naming Opportunities

- List spaces available for naming rights (arena, barn, classrooms — not every stall)
- CTA to contact the organization directly for naming discussions
- Reference the **donor recognition wall** as a parallel honor

### 13. Footer / Final CTA

- Repeat the primary donation button
- Contact information
- Social sharing links

---

## Visual Asset Checklist

| Asset | Source |
|---|---|
| Hero / lifestyle photos | Existing event photography (e.g., Walk Trot Toast landing page) |
| Architectural renderings | Campaign PDF — entry view, site plan, covered arena view |
| Blueprint / floor plan | Expandable element for detail-oriented donors |
| Campaign video | Upload to Vimeo; embed via iframe |
| Donor/staff headshots | For testimonials and leadership sections |
| Organization logo + brand colors | Brand guide |

---

## Design & Production Workflow

1. **Draft content in Claude** — feed brand guide, existing copy, and comparable campaigns; generate initial HTML
2. **Review and refine** — client reviews sections, flags additions/deletions/changes
3. **Finalize asset placement** — decide where photos, renderings, and video embed go
4. **Send to designers** — hand off HTML draft for professional mockup in **Figma**
5. **Approve Figma mockup** — review before any development begins
6. **Build final page** — implement from approved mockup; host at a clean URL (e.g., `organization.org/campaign-name`)

---

## Content Quality Signals (from AI Analysis)

When reviewing a draft, check for:

- [ ] Specific statistics, not just general claims
- [ ] At least one personal story or testimonial with a name
- [ ] Clear itemization of how funds will be used
- [ ] Explicit urgency argument ("Why Now?")
- [ ] Multiple giving pathways, not just a single donate button
- [ ] Naming/recognition options for major donors
- [ ] Campaign video embedded or prominently linked

---

## Reference Examples

- **Enduring Sanctuary campaign** — strong emotional narrative, community ownership framing, leadership video, focused goal
- **Agape Riding "Beyond the Barn"** (`agape-riding.org/beyond-the-barn`) — useful naming opportunities section; overall execution considered average but instructive
- **Three Gaits "Unbridled Potential"** — [[clients/three-gaits/capital-campaign-landing-page|active project]] applying this structure; URL: `three-gaits.org/unbridled-potential`