Question

Topic: Copywriting

Landing Page - Long Copy Or Short???

Posted by Anonymous on 3/11/2010 at 4:11 PM ET 50 Points
This one has seriously been stumping me.....

I am putting together a (3) step sequence in order to sell our marketing products aimed at the attorney niche.

The BIG question right now is, should the landing page copy be long or short?

Now, I do understand the theory behind long copy. It cuts down on "browsers", helps qualify prospects, gives rebuttals to possible objections and satisfies BOTH the impulse buyers AND the analytically minded. However...

The ultimate goal of our landing page is to; A) capture leads & B) to have prospective attorneys receive and read free our e-book. We are NOT looking to sell anything on the landing page. OUR E-BOOK WILL BE OUR SELLING TOOL. So, based on the experience of others on here & the input above, loooooooooooooong copy or short???
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RESPONSES

  • Posted by melissa.paulik on 3/11/2010 at 4:50 PM Accepted
    In your scenario, I favor short copy. You just want them to download the free ebook so I would give a quick enticing paragraph (that reminds them why they clicked the link) and then the download form.

    Keep the form as short as possible too. If you don't need the info, e.g. physical address, don't ask for it as each piece of additional info will cut into your conversion rates.

    I would also suggest that you avoid adding other links to the landing page. e.g. a lot of people feel that they NEED to add a link to their home page. Going to your home page is just one more thing your visitor can choose to do that takes them away from requesting your ebook.

    IMO, long copy is best reserved when the page is intended to take the visitor through the sale and get them to buy. That's tough copy to write effectively. And, it tends to look and sound more like an infomercial which may not appeal to your attorney niche.

    Melissa Paulik
  • Posted by Inbox_Interactive on 3/11/2010 at 5:23 PM Member
    I favor short for what you're doing.

    As Melissa said, long copy is more appropriate for paid offers. (I have written landing pages that are 12-14 pages long!)

    Good luck,

    Paul
  • Posted by Jay Hamilton-Roth on 3/11/2010 at 11:17 PM Member
    Why not do both - and split test the result?
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