Longer Sites vs. Shorter Sites
The first thing audiences see when they click on a link to visit your site is the landing page. The landing page is a person’s first impression and is a valuable opportunity for you to convert leads. Since landing pages help sell the value of your products and services, it is crucial for you to understand what this means to people who visit your site and how you can modify that impression through the landing page in order to boost increased conversions from your web traffic.
For some companies, this can be done quickly. For other companies, a longer in-depth landing page permits for a better sales case. It all depends on who your audience is and what they are looking for.
Long Landing Page
Advantages
- Authority
When you fill your page with high-quality content, detailed insights, supported claims, and convincing arguments, a better impression of the company as an expert authority is created. It also shows that your company can be trusted, and this credibility can only come from in-depth details, which is something a short landing page does not have room for. - Ranking
Having a long landing page can have a huge impact on your search engine ranking. In order for this to happen, you need to be sure to have high-quality text, properly enhanced visuals, and multimedia on your page. Longer landing pages perform better for SEO over a long period of time. - Products
Products include a story, a process, have unique features and advantages, pricing, and more. Therefore, long landing pages are generally better for products than short landing pages. Your audience needs to be convinced of how valuable a product is mainly because there is a lot of competition out there.
Disadvantages
- Fewer Leads
Long landing pages may outperform short ones in conversions, but they also decrease the number of leads you receive. People who are just browsing won’t take the time to analyze the information you offer; therefore, they will simply move on. If these impulse leads are what you are looking for in order for your business to work, then long landing pages are not for you. - More Distractions
The leads that do stay will become more engaged, but will they be engaged in the right things? It is always hard to find a balance between providing real value and coming up with a convincing sales case. Long landing pages can easily hide your intention to sell and leave your audience feeling good about the information they learned from your page without any real desire to buy your product. It is important for you to maintain focus throughout your page.
Short Landing Page
Advantages
- Fewer Distractions
You will be giving your audience a lot less information which takes away possible barriers to action. Your audience will probably have an analytical eye, and more information means more questions, creating possible confusion. Short landing pages causes you to be more focused on your messaging. - Get What You Want
If your main goal is to gain your audience’s contact details in order to start a relationship, then a shorter landing page can be beneficial. Trying to get someone to buy your product requires more work, but establishing a relationship requires a lot less work. - Enough is Enough
It doesn’t make sense to include more information if everything that makes it onto your page is enough to get someone to do the action, such as buy your product.
Disadvantages
- Quantity Over Quality
You might get more leads versus a long landing page, but the leads you get will not be of high-quality. If you want a landing page that does most of the work for you, then a short landing page if not the right choice for you. Your leads might evolve into prospects or subscribers, but they will most likely not become customers, and even loyal customers at that. Short landing pages are for those looking for instant gratification.
Choosing the length of your landing page may be confusing and overwhelming. You may not know what type of page will benefit your business the most. Intergetik Marketing Solutions can help you figure that out. Contact us on our website at www.intergetik.com and click on “Hire Us” at the top of the page to see how we can help you meet the goals of your business.