New Balance – Landing Page for ‘The TRACK’ Venue

Role: Web Copywriter

Deliverables: Hero header, subheadlines, CTA copy, on-page value messaging

Overview:For New Balance’s multi-use sports facility, I was briefed to write brand-forward landing page content that promotes The TRACK as both an elite athletic venue and an event rental space. The challenge was positioning a niche facility to both corporate clients and athletic organizations — without losing brand tone.

Technical Approach:

• Developed a responsive messaging hierarchy (hero → social proof → stats → CTA) based on heatmap and scroll-depth best practices

• Wrote performance-driven copy that highlighted the venue’s differentiators (hydraulically banked 200m track, 5K spectator capacity, 24K sq ft warm-up zone) using action verbs and quantified benefits

• Balanced functional copy with brand voice, tying back to New Balance’s identity as a performance-first lifestyle brand

  
  

Result: The streamlined messaging turned a highly technical venue offering into an accessible, benefits-driven experience. Within the first three days of launch, the page generated over 150 qualified sign-ups, far surpassing early benchmarks and establishing the venue as a serious contender for corporate and athletic event bookings.