A landing page is a standalone web page created precisely for one purpose – earning conversions. Don’t confuse it with a homepage – that is something entirely different. Your company’s homepage can be any number of words depending on your products and services as well as your target audience – it could even be just 50 words. That isn’t the case with a landing page – it’s purely action-oriented.
The truth is, many landing pages do not have enough content and that’s where the problem lies – more content equals more conversion.
The minimum requirement for a landing page is 500 words as that is enough length to provide adequate information to make your case about the credibility and benefits of your product while influencing the reader. As a guide, you should consider a few things about the power of including more content on a landing page.
How Does More Content Help?
More Room for Convincing
The more words you use in your landing-page content, the easier it gets to persuade readers to convert. In most cases, users need to be properly convinced to buy your products. You can’t hope to achieve this without using enough words. More content means that the readers are more likely to act on what you tell them.
More Information for the Reader
Let’s take a step back and try to understand why a user would click through to your landing page. Typically, they have either one of two objectives.
Buying the Product or Service
If a user intends to purchase your offerings, the process couldn’t be simpler. You just need to provide a CTA and you’re all set. You probably don’t need 500 words for this; just a line or two will do. But wait a minute, why do they want to buy from your business in the first place? Someone must have told them about your product or they must have read about it on social media or any other source. Most of the time, the user’s intent to purchase develops from reading a landing page. So, this particular user was in the stage of finding out more about your business before reading your landing page. The content of that page is what led to a purchase. This brings us to the second intent type.
An overwhelming majority of clickthroughs is from users who need more information to make their decision about purchasing from your company. They were intrigued but now they want more. This is where the content of your landing page proves its worth. It’s the single most important place to answer all of their questions and eliminate doubts. If there isn’t enough content to cover this aspect, you won’t be earning a conversion.
Highlighting the Benefits
A reader will only consider purchasing your offerings if they are convinced about the benefits. According to an article published in the Harvard Business Review, today’s customers aren’t convinced by salespeople selling solutions. Rather, it’s the solution with the best benefits that piques their interest.
The chances are that buyers will already be aware of the solution that your product or service provides. However, they need to be convinced about the benefits. How do you achieve this? It’s simple – you use your words. To properly elucidate the benefits, you must undergo a process of listing and explaining. You can’t possibly hope to do this right in fewer than 500 words.
Trust Is Developed
The more words used to describe what you’re offering in a proper manner, the stronger the trust of the readers. To be specific – information encourages trust.
Even if the reader is already prepared for purchase, more information is always helpful. The primary goal is always to have them click on the CTA, but they still wish to be provided with proper information and credible copy. Basically, more content
- cultivates a higher level of trust in your product or service,
- provides greater post-purchase assurance, preventing returns or exchanges, and
- improves the customers’ overall trust in your brand.
The Readers Follow a Process of Thinking
Even though landing pages aren’t novels, they should have one thing in common with them – taking the readers through a process of thinking. The only way to achieve this height of persuasion is to have plenty of copy. Here are a few things you should know:
- Build up the reader’s desire for knowledge. Curiosity plays a pivotal role in improving the compelling power of a landing page.
- Readers tend to have arguments in their heads about some of the aspects of your products or services. You must never shy away from these objections but meet them head-on instead and shatter them
- Make sure you keep the reader engaged throughout the copy; don’t let them get bored
When working on landing pages, you shouldn’t necessarily consider writing for SEO. However, as part of a good SEO content strategy, you should incorporate optimisation techniques into your company’s landing page as well. In fact, if obtaining organic landing-page traffic is your priority, then SEO is key. And if you know anything about SEO, you’re already aware that it never works effectively unless you use plenty of content.
Considering all the points above, it’s clear that your landing pages should be more than 500 words. Ideally, they should be close to 1,000 words just to ensure that everything is properly covered.
At this point, you must be thinking that landing pages are such a tricky business. It’s true that there are a lot of things that a copywriter must consider to write the perfect landing page. That’s why it’s advised that you leave this demanding work in the hands of professionals. An SEO copywriting agency will know exactly how to make the best out of a landing page to guarantee conversions. Your business will be in safe hands.