Driving traffic to your website is just the first step. You need to convert those visitors into leads and customers. That’s why landing pages are a vital part of any inbound marketing strategy. But how long should a landing page be? That’s the question we’re going to answer today. We’ll look at the pros and cons of short and long landing pages and how each format can impact your conversion rate. By the end of this post, you’ll have a good idea of which is right for your specific needs.
The Point of Landing Pages
A landing page is a standalone web page that serves a single purpose – to convert your visitors.
It’s a distinct page on your website that follows up on a promise that you have made in your paid ad or your content.
For example, if you offer a free eBook in your content, the landing page can provide access to the eBook in exchange for the user’s email address.
A great landing page is laser-focused on selling your offer and converting visitors. If your landing page fails to deliver on what is promised, you’ll see a high bounce rate and few conversions.
Different Types of Landing Pages
Landing pages are typically part of a post-click sequence that shows the user they have landed in the right place.
If you run a paid search campaign and send traffic straight to your homepage, you’re going to confuse visitors and waste your ad budget.
A landing page should focus on a single offer.
You can create separate landing pages for each of your company’s offerings, including:
- Sales landing pages
- Squeeze pages
- Lead gen landing pages
According to HubSpot, companies that create a higher number of landing pages generate more leads:
Now you know why landing pages are important, let’s get back to the question: how long should a landing page be?
An SEO Perspective on Landing Page Length
Longer landing pages usually perform better in search rankings.
A longer format provides enough room to include unique, valuable content on the topic. To meet Google’s EAT guidelines (Expertise, Authority, Trust), you need to build out landing pages with high-quality, relevant content that answers the search query.
However, longer landing pages do have their downsides.
Let’s take a look at the pros and cons.
Benefits and Shortcomings of Long Landing Pages
Benefit: Build Trust
Providing detailed, complete information helps build trust with visitors and adds credibility to your offer.
With a longer format, you can address audience pain points in-depth, provide supporting information, and establish your company as a trusted authority on the subject.
This can be great for your brand reputation and conversions.
Benefit: Improved Ranking
As we’ve already mentioned, longer landing pages increase your chances of ranking high in search results and driving organic traffic to your page.
You can include lots of high-quality content on the topic, add lots of visuals, and incorporate more on-page SEO tactics to boost your ranking over the long term.
Benefit: High-Quality Leads
Longer landing pages help to qualify leads.
You can explain the offer in more detail and narrow in on your target audience in your copy.
When the visitor reaches the CTA at the bottom of the page, they know that the offer is right for them.
Overall, you might get more leads with a short landing page, but they won’t be as qualified.
Shortcoming: Fewer Leads
While this does depend on the offer, shorter landing pages often outperform longer landing pages when it comes to conversions.
A long landing page requires the user to invest more time processing the information.
For some people, they won’t stick around – they’ll bounce.
If you rely on impulse purchases and opt-ins, a more extended landing page might not be the best option.
Shortcoming: More Distractions
Longer landing pages need to balance offering enough information to provide value and maintaining a focus on conversions.
The more information you provide, the bigger the risk of distracting users from your offer.
If you provide too much detail, visitors might be satisfied with what you’ve already provided and have no desire to convert and download your lead magnet.
You need to maintain the focus on your offer and inspire curiosity and desire.
A PPC Perspective on Landing Page Length
For a PPC landing page, you don’t need to worry as much about “thin content” and organic ranking.
However, you still need to focus on your target keywords and maintain a high-quality score.
Quality score is a metric used by Google to determine the relevancy between a paid ad and the landing page. The higher the quality score, the less you will pay when a user clicks on your ad.
The layout of a PPC landing page can be more important than the actual length of the page. Here’s a quick overview of the best practices:
- Main CTA should be above the fold
- High-quality visuals to go along with the content
- Include positive reviews and testimonials
For PPC lead gen landing pages, keeping the number of required form fields low can increase conversions.
According to HubSpot, 3 is the magic number for conversions:
This also provides just enough information to create a profile on your CRM.
Benefits and Shortcomings of Short Landing Pages
Benefit: Fewer Distractions
Keeping your landing page short allows you to stay laser-focused on selling the offer. You can remove any possible distraction that could derail a conversion.
Benefit: Low Barrier to Conversion
If your landing page is the first step in building a relationship with prospects, you don’t need to overload them with information.
Shorter landing pages work well for a quick introduction and to build your email list.
You can go into further detail later in the buyer’s journey when leads need more information to make a purchasing decision.
Benefit: Keep It Simple
If you’re targeting busy business decision-makers, your audience will appreciate a shorter landing page that gets straight to the offer.
Shorter landing pages can work well for webinars, lead magnet downloads, and email opt-ins.
Shortcoming: Low-Quality Leads
A short landing page might generate more leads, but the quality won’t be as high as a long landing page.
You can build relationships and develop prospects into qualified leads, but don’t expect to have a long list of hot leads from a short landing page.
We’ve explored the pros and cons of each format, so which is best for conversions?
Well, it depends on your offer and your unique circumstances. There are certainly a number of landing page best practices.
If you are trying to attract prospects at the early stages of the buyer’s journey, a short landing page can be an effective way to grow your email list and start relationships.
If you’re trying to sell a big-ticket product, you’re going to need to explain the offer in more detail on a longer landing page.
The best option for your business will depend on what you’re offering and the source of traffic.
If you need some help turning your website into a relentless lead-generating machine, get in touch with our team of paid search and SEO experts here at Ogno. Let’s find out how we can level up your marketing campaigns.