All of the conventional wisdom tells you to keep it short when it comes to Web pages. But is there ever a time when a long page is appropriate?
Landing pages are used with online marketing campaigns to convert visitors. When the campaign’s aim is to make a sale, a long landing page is often the best way to give visitors all of the information they need to make the commitment to buy from you.
When you create a long landing page, it is important to design it so that it’s easy to read and visitors don’t get lost as they scroll through the page. To accomplish these two goals:
When you’re writing the text for your long landing page, consider how people make purchasing decisions. They will be asking themselves questions like “Can I trust this business?” “What if I’m not happy with what I get?” “Is this Web site safe?”
You can address each of these concerns by including:
And remember, even though you’re creating a long landing page, do not include any information that is not a necessary part of the decision making process. All of your content should still be focused on making the conversion, no matter how long the page is.