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The Ideal Length for Website Copy: Does Word Count Matter?

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What's in this article

The length of website copy can vary depending on the type of content and the purpose it serves. There is no definitive answer to how long website copy should be, as it ultimately depends on the specific needs of the business and the preferences of the target audience. With that in mind, how long should your website content be?

In general, 300 to 2000 words is long enough for website copy to convey the intended message and provide sufficient information to the audience. Less than 300 words is not enough to give the best answer. Google is more likely to choose content with more words because it may have better content.

In this article, we will explore how long website copy should be and provide tips for determining the length of your copy

how long should your Website content be

From an SEO point of view, it makes sense to have at least 300 words in your website copy. Any less and it appears that your website has ‘thin’ or ‘low quality’ content. Search engines look for the best possible answer and the best possible answer is more likely to be more than 300 words long.

Can a website’s copy convey its message in less than 300 words?

Probably, but websites that have more words are more likely to have higher quality content, therefore, rank higher on the Search Engine Results Page (SERPs). A study conducted by Backlinko where 11.8 million search results were analyzed found that distributed among the top 10 results the average Google first page result contains 1,447 words. I’ll let that sink in.

In some cases, shorter copy may be more effective, such as on landing pages or product pages, where the goal is to encourage visitors to take immediate action. In other cases, longer copy may be necessary, such as in-depth blog posts or whitepapers that require more detailed explanations.

Ultimately, the length of website copy should be determined by the needs of the audience and the goals of the business. It’s important to consider factors such as the type of content, the audience’s preferences, and the purpose of the content when determining the appropriate length for website copy.

Why Does Website Copy Length Matter

Website copy length is a crucial factor in determining the success of a website. The length of website copy can impact a variety of metrics, including user engagement, search engine optimization (SEO), and conversion rates. Therefore, it’s essential to understand the role that copy length plays in achieving these goals.

User Engagement

The length of website copy can impact user engagement, which refers to the extent to which visitors interact with a website.

A shorter website copy i.e. direct copywriting, can be effective in capturing visitors’ attention and encouraging them to take immediate action, such as making a purchase.

Longer website copy, i.e. conversion copywriting, on the other hand, can provide more comprehensive information and compelling words that connect with people, which can increase engagement and encourage visitors to stay on the website longer.

Longer Content Can Provide High-quality, Relevant Content

Website copy length can also impact search engine optimization (SEO). Search engines like Google favour high-quality content that provides value to visitors. Longer website copy can provide more opportunities for creating valuable content that can help the website rank higher in SERPs.

However, it’s important to note that quality and relevance are more important than length when it comes to SEO. Websites that provide high-quality, relevant content are more likely to rank higher in search results, regardless of the length of the copy.

Affects User Journey

The length of website copy can also impact conversion rates, which refers to the percentage of visitors who take a desired action. Shorter website copy can be effective in encouraging visitors to take immediate action, or who need to find what they need quickly, for example, a stressed-out visitor trying to complete an insurance claim after a car accident.

While longer website copy can us persuasion techniques, storytelling methods, psychological triggers and behavioural triggers which are weaved into the copy in order to make people tick and take action, i.e convert, while at the same time keeping it engaging and relatable to their audience.

Using longer website copy gives you the opportunity to take your time with your visitor and show them benefits, testimonials etc ultimately getting them to take the desired action

Determining the Appropriate Length of Website Copy

Determining the appropriate length of website copy requires a balance between providing valuable content and keeping the copy engaging. To do that you first have to figure out who the website copy is for, the target audience, and the purpose of the copy.

Who is the Copy For

Discovering your audience for writing engaging copy is crucial in determining the appropriate length of website copy. Your audience’s emotional, cognitive and physical state affects how long your copy should be may.

A stressed-out mother, who is trying to find a last-minute gift for a birthday party probably doesn’t have time to read detailed content that addresses concerns and answers their questions. She needs more concise copy that gets straight to the point.

What is the Purpose of the Copy

The purpose of the content can also impact the appropriate length of website copy. For example, landing pages and product pages typically require shorter, more concise copy that encourages visitors to take action, while blog posts and whitepapers may require longer, more detailed education based content.

Before writing copy first, figure out the goal of your website, after you have determined the goal you can then determine whether you need an in-depth educational copy or straight-to-the-point action copy.

Focus on Quality, Not Quantity

As mentioned above, website copy length can also impact search engine optimization therefore, it’s essential to focus on the quality of website copy rather than the quantity. High-quality, engaging copy that addresses the audience’s needs and provides value is more important than the length of the copy.

Keywords stuffing is no longer effective so there is no point in doing that, Google is now smart enough to figure out what your website is about.

Break Up Longer Copy

If longer copy is necessary, it’s essential to break it up into smaller, more manageable sections. This can include using headings, subheadings, bullet points, and images to break up the copy and make it easier to read and navigate. Keep each paragraph less than 4 lines long on a desktop if possible.

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