So apparently, Crystal Clarity readers are a curious bunch (yay!) When I put out my call after my last “Reader Questions Answered” post about grammar checkers, I got a heap of questions in response.
That’s awesome, and I’m seriously looking forward to answering them for you.
Meanwhile, in this post, I’m answering Question 2. which comes from Robyn Kyberd from Optimise and Grow Online. She’s a business and marketing consultant who helps businesses of all sizes grow in a way that’s both sustainable and profitable.
Robyn wants to know about sales page length. She asks “… Are there are specific times to use a long-form sales page (you know, one of those epic ones that goes on forever) or can “short and sweet” be just as powerful?”
It’s a great question, and she’s not the only one who’s asked me it. Here’s my 0.02c on the topic…
If you’ve been following me for any length of time, you won’t be even slightly surprised that I qualify almost any answer I give with “There’s No One Right Way”. Yes, capitals and all.
Because, really. There isn’t.
What’s right for me and my audience (and my writing style) might be totally, completely and utterly wrong for you.
But, that said? There ARE a few guidelines that might help to point you in the direction of “shorter”, “longer” or “just right”.
Here’s what I think about when I’m writing sales and opt-in pages for either myself or a client.
Most readers subconsciously assume that the time and effort it takes to read your sales page is proportional to what they’ll need to spend on your thing. They also tend to expect that the time and effort they need put into deciding whether to get your thing will roughly reflect its cost.
So… if you have a free two-page PDF opt-in that will help them solve a small problem, they’ll want to make a quick, on-the-spot decision. Either, “Yep, this thing could be useful: I’ll give it a go!” or “Nope, this is totally irrelevant for me. Not worth my time.”
Either way, they won’t want to wade through masses of text to reach that decision. And that means you need to keep to your opt-in page short and sweet.
On the other hand, if you have a 6-month coaching intensive or a VIP offer that you’re charging four (or even five) figures for? Your readers will generally expect to put some major time into deciding whether it’s right for them. That means they need a lot more information to reach their decision.
So those are clear-cut examples of when your page probably needs to be long or short. But what if your offer is somewhere in between? In that case, think about the nature of your offer and your audience.
Sometimes, the nature of your audience (and your offer to them) determines the length of your copy.
For example, you’d probably want to go shorter and more direct if you’re writing to:
In fact, any time your offer is designed to save your audience time and stress, you need to start by showing you understand them with your copy. If your sales page makes people feel even more stressed and overwhelmed than they already are, they’re not likely to trust you to help them.
If, on the other hand, your offer relates to slowing down, relaxing, or anything sensual or luxurious, you can afford to be a bit more wordy.
When I ran my “Get Ready to Write a Sensational Sales Page” webinar last month, I spent some time defining the purpose of a sales page.
I explored a few different definitions before settling on my favourite one: “A good sales page is one that helps your reader to make a clear decision on whether your offer is right for them. (And then prompts them to take action if so.)”
So, in terms of copy length, your sales page should have as much information as most of your readers need to make that clear decision.
Sometimes, that will result in a page that’s longer than you think it should be. But if all the information on the page is genuinely helpful, and it’s clearly structured and written for F-pattern readers? You’d be amazed how much tolerance people have for longer copy.
(And don’t be afraid to include a contact form or link for people to ask questions that they don’t see answered on the page.)
So there’s my brief guide to what to think about when you’re figuring out how long to make your sale page. And Robyn, I hope you found it helpful!
Of course… there’s more to getting a sales page right than simply the length. If you’re not sure where to start I can help.
I offer an affordable DIY Sensational Sales Page planning and review consult package for less than 25% of what it would cost you to have me write it for you.
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