Landing Page Analysis Exercise

Read chapter 5: Analysis, and refer to it as you work with this exercise. This exercise gives you a chance to look more closely at the processes of analysis to get a sense of how it works. We'll talk about what you discovered and how you proceeded at our next class session.

For reference: HandlistOfWebDesign. This page lists many of the elements of a web page that you need to consider when you describe it.

Work with these pages from the BSU Web Site

These are called landing pages. While there are a number of definitions of landing page (google define: landing page), the common denominator is a page designed for marketing:

In online marketing, a landing page, sometimes known as a lead capture page, is the page that appears when a potential customer clicks on an advertisement or a search-engine result link. The page will usually display content that is a logical extension of the advertisement or link, and that is optimized to feature specific keywords or phrases for indexing by search engines.

A page intended to identify the beginning of the user experience resulting from a defined marketing effort.

A page that is designed specifically to capture visitors from an ad or other targeted means and convince them to take a specific action. For many visitors, a landing page is just as important or more important than a homepage because it is their first exposure to a new site.

These features will be a part of the rhetorical context in which the pages function.


Start a new page on your wiki name page titled Chap5AnalysisYourInitials.

Set up these headings on your page

Survey method

Description of page

Consider everything on the landing page:images, layout, links, taglines, etc.
700 - 800+

Characterization of page
250 - 500

Description of context

Keep in mind and consider the web is part of the context here. And look at all three landing pages as part of the context.
750 - 800+

Characterization of context
250 - 500


Break your analysis into two parts

Rhetorical Properties

Patterns of Rhetorical Properties



Use this heading for stuff that doesn't fit description or analysis but that you want to have record of.
Look at all three landing pages as part of your description of context and to see the range and variation of the landing pages. Then focus on one landing page for your analysis.

Analysis: We'll do this in class on Feb 5

When you have made enough notes that you can characterize the pages in a paragraph or two, move to a new heading: Analysis. This is where you apply the search model selectively to the pages, naming the parts of the message and looking for rhetorical patterns.

Use the classical rhetoric search model of chapter 9.

Determine what kind of discourse the page is: deliberative, forensic, or epideictic, and how the elements of the page fit that kind.

Choose one aspect from this model to work with in detail

Draw on the classical model to locate and record rhetorical properties. The properties might be strategies; they might be the use of rhetorical devices such as arrangement or style; they can be the use of ethos, pathos, or logos ... It's up to you in analyzing to find a set of properties that will yield insight into how the message works.

You will need to use the the terminology of the classical model to record the properties you see. Again, refer to chapter 9.

If you have a hard time seeing rhetorical properties in the site, return to your description. The act of describing tends to open into analysis.

Once you have notes on the rhetorical properties you're focusing on, look for patterns in those rhetorical properties, and make notes on those patterns. Refer to chap 5:

For this exercise, look for all five patterns. They may not all yield, but you need to look closely before you decide. You can also bring in all three landing pages to get a good comparison.


If you've created a close analysis, you are right on the edge of interpretation. So compose a few paragraphs drawing on your notes to summarize your analysis: presenting the rhetorical parts you have noticed, the relations between those parts you have noticed, and the patterns in the message you have noticed. End with a paragraph of speculative interpretation: a consideration of the effect of the patterns you have observed, their use, their arrangement.


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