It’s a no-brainer that you need to regularly publish content if you want to stay in the race with your competitors — but how long should your copy be?
Benefits of Short Website Copy
Shorter website copy makes it easy to scan the page and find what you’re looking for. Short website copy is also more concise, which makes it easier for people to understand what you’re saying. This increases conversion rates, which means that short copy can outperform long copy if you’re trying to get readers to take action.
Finally, short website copy is less crowded with information. Visitors are more willing to commit their attention spans to you and your point if your content is shorter.
Benefits of Long Website Copy
Long copy gives you more space to tell your story and explain your products and services in detail. It helps visitors better understand what you’re doing, why you’re doing it, and how they can benefit from what you do. They’ll also see how they fit into the bigger picture and how they can use your products or services in their lives on a regular basis (if applicable).
Long copy also provides an opportunity for keyword optimization. This allows search engines to easily find your content if someone searches for specific keywords related to what you do or offer on your site or blog.
When Are Short and Long Website Copy Most Effective?
Short website copy works best when you want to get people interested in your business or product and get them to take action. It’s good for when you need to provide only basic information about your product or service. You can use this type of copy on your homepage, product pages, and many types of blog posts.
Short copy is great for:
- Capturing the reader’s attention quickly
- Honoring the reader’s time constraints
- Persuading the reader to take action
In other scenarios, long website copy may perform better than short copy. For instance, if your audience is likely in the early stages of their buying process and they are still conducting thorough research, then they may need more information before making a purchase decision.
Consider long-form copy if:
- You offer complex or novel products and services
- You are trying to rank for SEO terms and phrases
- You want to build trust with your audience through storytelling
Longer website copy is ideal for selling emotionally, especially if you’re selling a higher-priced product or service and need to convince buyers that they will get value from their purchase.
Often, a mix of short copy and long copy can be effective for a brand, but it’s important to identify the right format for each piece of content your organization publishes.
Should You Use Short or Long Website Copy?
At the end of the day, the best rule of thumb is to consider your reader. If you’re still not sure which one is right for you, look at other websites in your industry, and don’t be afraid to experiment.
Net Profit Marketing’s team of professionals is trained to identify when short and long copy are most effective. Contact us today and learn more about how we can assist your organization with the content planning.