There is no ideal word count. The right length depends on how much convincing your visitor needs.
Short pages work when
- The offer is simple and low-risk: free consultation, small purchase.
- Visitors already know you (retargeting, email).
- The decision is quick: book a table, request a callback.
Long pages work when
- The price is high.
- The product is new or complex.
- Visitors are cold and sceptical.
- There are many objections to answer.
The real rule
Write enough to answer every important question, and remove everything else. Long pages fail when they are padded; short pages fail when they leave doubts.
Make long pages skimmable
- Headings that tell the story on their own.
- Bullets and visuals.
- Calls to action after major sections.
Measure
Check length with our word counter and reading time calculator, use scroll tracking to see where people stop, and test versions.
Read long-form sales pages.
Want the full picture? This article is part of Landing pages: the complete guide, our in-depth guide with everything in one place.
