I would like to get a website set where the homepage is basically an advertisement for my one-to-one consultancy business. Is a long web copy preferable or is short copy (as short as the screen itself where the visitor doesn't need to scroll down to read everything) better? Personally, i don't like those long ebook mini-site, i think straight to the point is a more workable approach. Advice anyone? Thanks!
I also personally like the short copy. I believe that a good writer should be able to get to the point pretty quickly and convincingly.
I like the way you think! Most people who read Web sites scan them. Check out the latest Poynter eye-scan survey for stats and what not. As they say, "less is always more."
Why not try for the best of both worlds? Something short and eye catching in the first instance, with links to further information if people want it. Everyone is different - I, for example, prefer short copy every time, but some people are reassured by information. Cover everything in the short copy (for the people like me) and then expand on a separate page for those that do want more.
Discussions and polls almost invariably favour short-copy. Sales results from split-testing almost invariably favour long-copy.
For long copy you need to have good info that the reader is interested in or they will leave before the conclusion. As someone was saying earlier is good to lay it out for skimmers also a lot of readers just want bits and pieces and if you set it up nice they will skim down and get glued to your conclusion.
Thanks guys, you've given me something to think about. The reason why i don't like those mini-site kind of copy is because they are usually full of fluff. But hey, it works for some sellers! If base on what alexa_s said, sales results from split-testing almost invariably favour long-copy, this could mean buyers believe they are getting more bang for their buck when they see so much copy on the site even when they don't finish reading it. But of course, maybe we are just so used to seeing sites like these that they don't work on us anymore and we could use some feedback from those outside of internet marketing... hmmm...
If you're selling yourself, you need to have enough information to convince the readers almost instantly. I wouldn't use a sales letter for a service, but I wouldn't use a few paragraphs either. Convince your readers that you know your stuff without overwhelming them or offending thier more delicate sensibilities.
I suggest clients to make use of the shorter version of a sales copy and my sales letters emphasise the product and it's use to the customers. All is well placed in a short copy which saves the time of the consumer in deciding whether to buy the product or not. But, when the emotions are rightly connected, the conversion rate has definitely increased thereby making my clients happy and me happier
This is exactly the point, I think. The problem is that as internet marketers we like to think we know our buyers well enough to be able to judge these things. The reality is that we just don't. And the people whose collective opinions you need, to make these decisions, are people you just can't ask directly. The only way to "ask" them is with split-testing. I really dislike most of these "long copy" sales pages, myself. But I've never seen split-testing results (my own, or those of any of my clients) that didn't prove that they work better than anything else. Also, I think the higher the price is, the more important it is to have "long copy" so that you can really answer all the potential "objections". The only realistic alternative, I think, is to use short copy offering a powerful incentive for an opt-in, and then use the autoresponder series into which they're opting in as a way of effectively sending out the "long copy". And that's probably not as good, anyway (though it does have other potential advantages, of course).
I've heard it said by Dan Kennedy and Joe Vitale that the amount of copy is equivalent to the price. However, I've also seen IM gurus sell thousand dollar products with just a video for a sales page.
These are guys who certainly know what they're talking about. And they're talking from proven results, not (unlike some of the people posting above) their own unsubstantiated personal preferences or impressions.
However, the guys I mentioned who just use a video for a sales page sell a lot of products too (Tellman Knudson, for example.) I'm trying to look for examples. here's one: http://www.listbuilding.com/watch/
The long copy will allow you to hit a lot more long tail keywords and many more that you never thought of. I would use as many words that I needed and not worry about the length.
To be honest, it really doesn't matter what's 'preferable'. It matters what works, a/b test your best short form and long form sales copy and let the results make the decision. -Ryan
You want a decend amount of copy on your homepage for good Google rankings, but keep it relevant and stick to only important information. Using headers, pictures and bullet point lists often helps to break up long paragraphs of text.
As a researcher and marketing consultant, I have found that most people think the same way. And if the majority rules... We are a nation of impatient, "give it to me now without having to read so much info" people. Here is a loooooooong sales site that does not work: http://www.doubleyourdating.com/ebook/?signup=true&s=54277&z=N2RTBZZZZZZZA&sbid=dWKTf One of the worst I have ever seen. But, having too short of a sales page.... It has been said that the more expensive a product is, the more info should be given. I do not agree with that. For example: If Sony was having a sale online for a TV, does there really need to be a loooooooong-ass sales page??? Well, that is a poor example, heh, but you get me here. What converts is giving free samples, tips on what you can do for them, not being a long-winded salesman.
That book is actually one of the bigger seduction products out there- it sold quite a few copies. And as for Sony, it's all about building a brand to them. I've gotten one page fliers in the mail from SONY with nothing but a fancy picture of a TV and the name of it in bright lights. No specs. No price. So something like that is totally inapplicable to this situation because we're just selling a product one-time, not building a brand.
Actually, Crossroad, he has sold quite a few copies, but not as many as you think, and, he has been doing it for, I think, 5 years anyway, so of course he is going to sell "quite a few copies." He kept making the same mistake all that time. Uh, no, it's about them selling a TV. Period.