Long Copy Vs. Short, Why You Should Give Prospects More Information

The debate about long copy versus short copy is an old one. While long copy is statistically proven to bring better results than short copy, many people believe that long copy simply won’t get read, especially if that copy is on the Internet. They say, “The Internet is a fast medium. People don’t want to read long blocks of text. They’ll click away.”

The reality is that prospects who are genuinely interested in the product you offer always want more information about it, not less. If they are not interested in the product or not qualified, no matter how long or short the copy is, they will just never buy. They won’t read 15 words, much less 1,500.

If long copy leads to poor results, it isn’t because of the length. Rather, it has to do with the copy’s content. If the copy is boring or doesn’t contain some kernel that the reader can instantly relate to, then he’ll stop reading. However, if the copy, lengthy though it may be, engages, entices, educates or entertains, then you’ll have no problem keeping the reader’s interest.

When it is well written, long copy can significantly outperform short copy and lead to a much greater level of response. Prospects want more product information, particularly when buying on the Internet where they can’t see in person, touch or test-drive the product. Detailed feature and benefit statements are the golden nuggets that tempt prospects and cause conversions.

Shorter copy can lead to several potential outcomes: a lower response rate due to lack of compelling information; a barrage of information requests because the copy didn’t successfully answer the prospect’s questions; or a higher number of cancellations or refund requests because the product or service was not what the customer anticipated based on the limited information he read.

So, if you’re writing for the Web, just how many words should a page contain? The optimum size is 250 words for maximum effectiveness. While it may seem like a lot, a 250-word count for each page balances search engine and reader needs. Search engine spiders crave content, especially keyword-rich content. You may see “a lot of words,” but the search engines see “a document with lots of important data to extract.”

As long as you follow usability principles, you can write tons of text without overwhelming your reader. Besides if the search engines see a lot of key phrases combined with a low-word count, they may flag your site for spamming. A longer word count makes it easier to include your key phrases without sacrificing your marketing message.

Do you lose customers with scrolling copy? No, according to a study by User Interface Engineering (UEI). “One of the most significant findings of our research on web site usability is that users are perfectly willing to scroll. However, they’ll only do it if the pages gives them strong clues that scrolling will help them find what they’re looking for,” reports the article As the Page Scrolls from UEI. “In the trade-off between hiding content below the fold or spreading it across several pages, readership increases when the content is on a single page.”