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 ^[1] 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

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" — ^[2] applying this structure; URL: three-gaits.org/unbridled-potential