When you hear short or long, you think of the length of something right?
These terms worked well in the old days of copywriting – a sales letter’s content could be easily described as either long or short.
But websites are much different since hyperlinks break the flow of web copy. People, and I’m no exception, rarely read entire web pages in a sequential fashion – they scan content for relevant information and move from one page to another through links that interest them.
So in the context of web copywriting, short vs. long means more like minimal or pared down vs. expansive and content rich.
More crucial than simply long or short is whether your copy/content answers potential customers’ questions and concerns. Studies show that well over one-half of potential customers do not convert because the site’s content fails to do just that.
That’s why “long” copy web pages have better sales conversions than minimal or “short” copy – they do a much better job of completely answering customers’ concerns.
And answering questions isn’t limited to just copy…they are also answerable through video, audio, customer reviews, blogs, forums, etc.
Think of it this way – sites who do not answer visitors’ questions through content and hyperlinks run the risk of falling into the “used-car salesman” trap and do nothing but frustrate prospects and force them to look elsewhere.
Focus more on putting yourself into your customer’s shoes – copy on a page can be short if it includes hyperlinks to more information and/or addresses their concerns. Each individual can learn as little or as much as they need or want before purchasing your product or subscribing to your service.
Learn more about short vs. long in the context of SEO copywriting in this informative article from GrokDotCom.