We all admire a good landing page. To put it in sporting terms, it’s the centre-forward of the digital world: content that converts.
Landing page copywriting is harder than it looks. It’s not just about having a killer headline, some punchy sales points and a slick call to action (CTA).
As the climax of a customer journey, it also needs to work effectively with the rest of your content.
That way, you can help make sure your copy addresses your customer need with laser-sharp clarity.
How long should a landing page be?
If your landing page is the last stage of a customer’s journey through your email or web marketing – so not intended to attract traffic via on-page SEO – you may only need a few paragraphs of tightly crafted copy.
In most cases, though, a landing page needs to do more work. If a lead is arriving at the page without a clear idea of their own challenge, you have more explaining to do. The same applies if they lack knowledge of your company or sector.
That’s when you need a longer landing page that can run to 1,000–2,000 or more words of copy.