“How long should my pages/copy be?” It has to be one of the first questions I get about landing page creation and writing copy. There are landing pages in all shapes and sizes from ultra-short to super-long. So, which is best for your product/service?
The answer to that is multi-part. You have to look at the trigger for your landing page and see how much information is provided up front. Then, for the page itself, I usually start with four different criteria… what I call my FACE formula.
Once you have this information in hand, you can make a confident decision about the length of your landing page. Grab a sheet of paper or a keyboard and get ready to take some notes. These tips will save you a bunch of time.
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What's the first thing you think of when writing with keywords? Probably one of the first is that keywords and phrases are descriptive of the products and/or services you're writing about. But, what happens in those circumstances where you can't (or don't really want to) use your chosen keyphrases descriptively? Is Your Product/Service Really Cheap? One of the primary things that causes this dilemma is the word "cheap." There's a big difference between somebody typing "cheap travel insurance" into a search engine query field and you calling your own insurance cheap. Nobody really … [Read More...]
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If you own an ecommerce site, you'll want to pick up a copy of my "Ecommerce Copywriting" ebook (published by Wordtracker). It will walk you through how to use category and other pages as landing pages (among many other things!). If you found this post valuable, others might, too. Please share (below) on your favorite social media sites. Thanks! … [Read More...]
About once a month, my team of experts and I get together and thoroughly pick apart a web page from one of my Marketing Words Newsletter subscribers. (With the site owner's permission (and blessing), of course.) The goal is to offer extensive ways to improve rankings and conversions. During the process, you can also look over our shoulders at techniques that may help bolster the performance of your site, too. This month's candidate is Jean of Best Move Forward.com. As a reminder, the expert panel does not discuss the page we are critiquing. Each of us looks over the page and … [Read More...]
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If you found this post valuable, others might, too. Please share (below) on your favorite social media sites. Thanks! … [Read More...]
It takes some guts to submit your website for public critique, so I always extend my sincere thanks to those who offer up their work for my group of pros to pick apart in the name of improvement. We all recognize how hard it is to design & optimize a site that works well and also that everyone has their own opinions. With that said, each of us took a look at the home page not following any particular criteria. We've given our honest feedback on how we believe the site can be improved. The professionals commenting on this site have not seen what the others have written. Pay close … [Read More...]
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This has to be one of the most frequent questions I get asked about writing website copy. I can understand why. It seems everywhere you look there is different advice about how many words/pages it takes to sell a widget. When you lay out all the different pieces to the puzzle, however, it gets easier to make a decision. People First… Everything Else Second The primary goal of any piece of copy is to persuade the reader/watcher to take the action you want them to take. Everything else - including search engine optimization - comes second (or third or fourth). After all, there … [Read More...]