Your website doesn’t have to be either long or short. You don’t have to make a choice between a few snappy paragraphs, or a multi-thousand word sales letter.
Both formats can be combined to produce a good sales conversion rate which maximises your sales.
Here’s how:
Put the short copy in first, then the long-copy, then tie them together.
The visitor can then choose what they want to read and what they require to make the purchase. After the short copy they can click through to the next page if they’re ready, or they can be compelled to continue on through the long-copy.
This is how the copy would be laid out on the page:
Headline first
(Short copy)
- Features
- Benefits
- Bullet points
- Call-to-action
(Long-copy)
- Sub-headline
- Long-copy features and benefits
- Other (testimonials, special offers, stories etc).
- Call-to-action
Your visitors will see what they want to see in their own mind. To one person, it will be a huge page of copy with a summarised start. To another person, it will be straight-to-the-point short copy with a load of content below it which they can’t be bothered to read. Everyone’s happy.
There’s different types of visitors so don’t make any of them wait. Give them all an opportunity to buy now when they can say ‘I’m ready’. Some will only need a few features and benefits, others will need thousands of words before they’re convinced.