THE LONG AND SHORT OF IT: HOW LONG SHOULD WEB COPY BE?
I’m often asked if web copy has to consist of multiple pages in order to sell—especially since most people don’t read on the web. While there will always be companies, products, and services for which abbreviated web copy is both suitable and adequate, I believe that when you’re trying to convince people to invest any amount of money or time (or both), you need to assure them that they are making the right purchase decision.
Most often, you simply can’t do that in a single page or less of copy. That would be like expecting a customer to walk into Best Buy and walk out five minutes later with a brand-new computer after spending 60 seconds with a salesperson pitching that particular brand. ...
Get Web Copy That Sells, 3rd Edition now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
