Recently, a client of mine requested a sales page and wanted it “short”.
When the topic of how long a sales page should be comes up, I have a standard answer:
“I use as many or as few words as it takes to convey the benefits of your product or service, and overcome your prospects' objections.”
In other words, you can effectively sell with short copy — sometimes. But you need long copy — at other times.
After all, your sales page is your salesman, but in print. If it were a real person talking to your prospect, it could take thousands of words before finally getting a sale from your prospect.
How do you know just how long to go?
Long sales pages out-convert short sales pages when:
The ultimate answer to the question of sales page length can only come from testing. Although the list above is based on the informed knowledge of many direct response copywriters, you can really only know what length works for your particular product/service and your specific market through testing.
Compare the conversion rate of a long sales page with a short sales page. Which ones pulls more sales? Then go with the winner.
What are your thoughts on how long a sales page needs to be? Better yet, have you tested sales pages of varying lengths? If so, which ones performed better than the others? Please share by posting a comment below.
Lexi Rodrigo is a communication and marketing professional for multimillion-dollar businesses, co-author of Blog Post Ideas: 21 Proven Ways to Create Compelling Content and Kiss Writer's Block Goodbye, and host of "Marketing Insights LIVE!." Connect with Lexi on Twitter, Facebook, or LinkedIn.
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