How long should a webpage be?

in Blog and website content copywriting

Whenever I give a presentation about writing web copy, one of the first questions I’m asked is “How long should a webpage be?” It’s an interesting question, partly because it depends on an awful lot of factors, such as:

  • what type of business you’re running (a florist’s website would perhaps be better focusing on visuals rather than words; a financial adviser’s website might more usefully focus on text)
  • where the page sits in the website (for example if it’s a main page which is signposting people to the information they need or if it’s a detail page such as terms and conditions further down the hierarchy)
  • how many words you need to get across the information clearly but succinctly.

The only thing you don’t really need to worry about is what Google will think of the length of it. Google’s advice is to Give visitors the information they’re looking for and to concentrate on quality over quantity.

So bearing all that in mind, what is the ideal length for a webpage?

As you might expect if you’ve read any of my other blogs, I think the first and most important question you need to ask is – what information does my website visitor need from this page? If you start from that point, you can’t go far wrong.

Web content

Think about how you want to structure and divide up your content so visitors will be able to find the information they need easily. For example, if you’ve got an About Us section, you might want to think about having something about your company’s ethos, its background, its team and its accreditations. You could have all this information on one page, but it might be better to split it into four separate pages. This would make it easier for visitors to get to the information they need without having to scroll down a single page in the hope you’ve included the information they’re looking for.

Blogs

I think the length of blogs is a slightly different question. If you think about your own attention span when it comes to blogs, it’s probably no more than a few hundred words. I’d therefore advise you to keep blogs relatively brief. If your subject needs more words than that to do it justice, consider splitting it into part one and part two (giving you the additional benefit of sorting out the problem of what to write next time). Alternatively, why not think about using it as the subject of a white paper that people can download (perhaps as a thank you for signing up to your newsletter)? This has the benefit of adding more value to your content from both your perspective and your visitor’s.

And bearing in mind my own advice on blog length, I’ll stop there. For more tips and advice on writing web copy, see:

Or for an informal conversation about your web content, please get in touch.

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