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How Long Does a Landing Page Need to Be?

How much landing page content do you need? Not this much.

Create Landing Page Content That Drives Sales

You won’t find a magic formula that delivers customers to your business via the internet. You can’t copy a template, change the landing page content and assume your business will prosper. Every business, it seems, has to figure out for itself what works.

Still, best practices exist. Every landing page needs certain elements to be successful, even though those elements can look very different from page to page. So while there’s no magic formula that works every time, a framework in which to operate does exist. But first, let’s agree on the definition of certain terms.

What You Need to Know First

When talking about landing page content, you must understand the key terms. This article defines these terms as follows:

How Does a Landing Page Work?

If you’re running a PPC campaign, the ad should direct all traffic — on the click — to a landing page with content that reaffirms what the ad claimed. If you’re using an email marketing campaign, the technique is different, but the result should be the same: a clickthrough that sends the email recipient to a landing page.

Never send a potential customer to your Home page from a targeted marketing campaign because it often contains too much information, too many things to do and very little direction.

Your landing page content must contain a targeted message written to connect with the person who landed there. Whoever clicks though to your landing page already has interest in one of your products or services. All you have to do is persuade him to act. That’s the purpose of a landing page.

The Elements of a Successful Landing Page

Since landing page content is by nature rhetorical — in other words, its purpose is to persuade a person to act or behave a certain way — the language needs to connect to the specific target audience. The best way to connect and to get people to act is to reach them on an emotional level. To do that, every landing page needs to feature elements such as:

So How Much Landing Page Content Do You Need?

There’s no magic number that ensures success. If you’ve included all the required elements, your landing page can be 250 words or 1,000 words. The answer often depends on your target market, as it does for many business decisions. Do they read at length? Do they prefer video? Do they really need a lot of reinforcement or are they ready to buy when they click through to the landing page?

Your best bet is to cover your bases. Make sure the elements are covered completely. Make sure every graphic is needed and adds to the story you’re creating. Just like on every normal web page, everything you put on a landing page should contribute to the purpose of the page. If you think your landing page content is too long or too short, test it on different audiences. A/B testing is a staple of marketing. But that’s another subject.


Ray Access is a content marketing firm that delivers targeted words to empower your business. Contact us about your specific project to receive a quote or discuss your needs. We write website copy, blog posts, e-newsletters and more. Everything we do is thoroughly researched, professionally edited and guaranteed original.

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