Should Your Marketing Plan Include a Long or Short Landing Page?

Does your marketing plan include landing pages?
A good landing page is an effective part of your marketing plan.

Your marketing plan includes landing pages, but do you know what these pages should look like? Landing page copywriting should be simple, but it’s also important to make sure it’s long enough to cover the important information you want to share. While there’s no cut and dried answer to the proper length for landing pages, inbound marketing services can often help you identify the factors that will determine the best length for this important marketing tool. Follow these landing page tips to ensure your landing page produces the best results.

All the Necessary Information

The most important thing to remember with your landing pages is to provide exactly the right amount of information to your readers. Because most people who visit landing pages are looking for solutions to specific problems, it’s important to address how you are able to resolve their issues. You want your readers to fill out the form to give you their contact information so you can reach out to them individually; however, this means people are likely to have objections that will cause them to rethink inputting their information. It’s your job to convince them filling out the form will benefit them.

A Large Request Requires a Longer Page

Think about what you are trying to achieve with your landing page. How much information do you expect your readers to provide? This is an important factor in how long your landing page will be. If you only need an email address so you can send more information to the reader, a short landing page will be enough to convince them to provide the information. On the other hand, if you expect readers to provide their name, address and telephone number, it may take a little more convincing and thus more landing page copywriting.

When Is a Long Page Appropriate?

In general, it’s best to avoid longer content because many Internet users have a short attention span. When it comes to your landing pages, this perspective on your marketing plan may not be the most beneficial. For situations when you need to build a level of trust with your readers, it can be best to create a longer landing page. A longer page means readers must scroll through more information in order to reach the form. This means the people who reach this point are more likely to fill out the form, generating more qualified leads. They may also work well when you have a lot of images or other visual information to share with your readers. In the end, longer pages often equal higher quality leads and conversions.

When Should You Use a Shorter Page?

Because more people will read through a shorter landing page, you should use them if you are trying to generate a larger number of leads and the quality of those prospects isn’t as important. When you don’t produce as much landing page copywriting on a page, there are fewer items to distract the reader. They are more likely to move directly to the form and fill it out, providing the contact information you want. These pages are often highly effective if you are offering additional information. For instance, if the result of filling out the form is the ability to download an ebook that expands upon the topic, you won’t need to provide a lot of content on the landing page. The ebook will supplement the content on the landing page.

Finding the right length for your landing page copy can be a long process. Many inbound marketing services recommend trying various types of landing pages, including varying lengths, to help you make the right decision based on your needs, as well as what your customers are looking for. No two businesses are alike, which makes it more difficult to determine exactly how long your landing page copywriting should be.

If you are looking for help with your inbound marketing content strategy, contact us. Our experienced team of writers can produce landing pages designed to appeal to your target audience.