Short Form Vs. Long Form Landing Page: Which is Better?
A landing page is super important for driving conversions and leads for your business. Basically they’re specialized pages that focus on getting visitors to take a specific action, like signing up for your email list, purchasing a product, or downloading content.
There’s a big debate out there about short form vs. long form landing pages. Short form pages are minimalist, laser-focused, and get right to the point. Long form pages take more of a storytelling approach and provide a lot more detail before asking for a conversion.
Both formats have their benefits depending on your goals, target audience, and type of offer. In this article, we’ll break down the pros and cons of each style and things to think about when deciding which is right for your business.
In our last article, we discussed which is better for landing page traffic – organic or paid search? Today’ we discuss which one’s better – short form or long form landing pages.
What is a Short-Form Landing Page?
A short-form landing page is typically a single, one-page experience with a very focused, minimalist design. The key elements tend to include:
A strong, benefit-driven headline
A succinct description or brief paragraph of copy elaborating on the offer or CTA
Bulleted lists or short sections highlighting the main benefits/features
Effective visuals like an image of the product or explainer video
A prominent call-to-action button for the desired conversion
Short-form pages cut out the fluff and stick to the most essential information the visitor needs to take action. The goal is to quickly communicate the value proposition and get the click or conversion with as little friction as possible. This allows you to laser-focus on the one thing you want the visitor to do.
These pages are sometimes referred to as squeeze pages or opt-in pages. They are commonly used for things like lead generation, webinar registrations, contests, promotions, and other offers where you are trying to get an email address or small commitment from the visitor quickly.
The layout is clean and distraction-free by design. Every element focuses on moving the visitor along to the CTA as efficiently as possible.
Benefits of using a short-form landing page
Benefits of using a short-form landing page:
Loads faster – With less content and simpler design, short-form pages load quicker, which improves user experience. Quick load times are especially important on mobile.
Clear, concise message – The focused copy and design allow you to communicate your key message and value prop very clearly. Visitors immediately understand what you’re offering and what action you want them to take.
Higher conversion rates – Various studies have shown short-form pages often convert better. Less distractions and friction means more visitors move down the funnel.
Better for mobile – The minimalist design also makes for an excellent mobile experience. This is crucial since most web traffic now comes from mobile devices.
Requires less pages – You can fit all the essential info on one page. This allows you to capture leads or get conversions without requiring visitors to click to multiple pages.
Cost effective – Simple, one-page sites are much cheaper and faster to build versus long, complex pages and content.
Appealing to some audiences – Certain demographics appreciate short-form, high-impact pages versus lengthy content. For example, millennials.
The bottom line is short-form pages are highly focused on converting visitors quickly. If your goal is to get leads or sales with as little friction as possible, they are a great choice.
What is a Long-Form Landing Page?
In contrast to short-form pages, long-form landing pages use a more in-depth, educational approach through lengthy copy and multiple sections. The key elements of a long-form page typically include:
An introductory headline and subheadings for scanning
Detailed paragraphs and sections to tell the full story
Additional supporting elements like videos, images, charts
A lengthy main copy body of 400+ words
Call-to-actions are positioned further down the page
May utilize sidebar navigation or scrollable sections
The goal of these pages is to educate and build trust by providing all the information a visitor could need before converting. This allows you to walk them through your value proposition via an engaging story.
Long-form pages work well when you have a complex product, service or concept that requires more explanation before a visitor will convert. They are also popular when launching a new brand that needs credibility.
Since visitors need to absorb more information, these pages utilize scrolling and multiple visual elements to make the content easy to consume. The call-to-action is positioned further down after content.
In summary, long-form landing pages take a slower, relationship focused approach to conversions versus the hard sell tactics of a short-form squeeze page. If your business requires more storytelling and education first, long-form works.
Benefits of using a long-form landing page
Benefits of using a long-form landing page:
Allows storytelling – The lengthy copy lets you tell your brand’s full story to build rapport with visitors. You can use an engaging narrative tone versus just stating benefits.
Answers more questions – With more detailed content, you can preemptively answer common questions and objections visitors have further down the funnel. This builds trust.
Boosts credibility – More content, evidence, social proof, and visuals make you seem like an authority on your topic versus short hype-focused pages.
Caters to research-driven buyers – For complex B2B sales, buyers often want to deeply research before contacting sales. Long-form nurtures these visitors.
Highlights more benefits – You have space to elaborate on your diverse value proposition across many elements like video, images, testimonials, demos, etc.
May increase time on page – If your content is truly engaging, visitors may spend more time consuming information and learning about your brand before converting.
Appeals to audiences who want detail – Certain demographics like Baby Boomers often appreciate long-form content and sales approaches versus minimalist pages.
The bottom line is long-form pages take an educational approach that helps build relationships with visitors based on value versus making quick hype-driven sales pitches.
Choosing the Right Format: A Comparison
When deciding between short-form and long-form landing pages, there are some key factors to consider:
Simplicity of offer – If you have a simple, straightforward offer or CTA like an ebook download or webinar registration, a short-form page is likely sufficient to quickly convert visitors and get leads. No need for lengthy content.
Complexity of product/service – If you are selling a high-ticket, complex product like enterprise software or medical devices, long-form pages are better suited to properly educate prospective buyers first before asking for a conversion.
Type of visitor – Know your target audience demographics and preferences. Millennials may appreciate a short-form page versus Baby Boomers who want more information before converting.
Brand credibility – Well-known established brands may be able to use short-form pages more effectively versus new unknown brands that need longer content to prove credibility.
Stage in buyer’s journey – Cold traffic that is new to your brand may need long-form education pages versus existing warm leads that just need a quick CTA pitch page.
Conversion goals – If you want quick conversions like email leads, start with short-form. If you want higher commitment sign-ups or purchases, long-form may convert better.
Test both page formats with your specific offer, audience, and goals. There is no one-size-fits-all solution. The better you know your visitors and objectives, the easier it will be to determine which page style is ideal.
Ideal Usage Scenarios for Short-Form Landing Page
Because of their ultra-focused nature, short-form landing pages work best in these situations:
Lead generation offers – Simple squeeze pages are perfect for capturing emails or leads. For example, an opt-in gate in exchange for a free ebook, template, checklist, etc.
Webinar and event promotions – A short page with basic event details and a registration form is effective at getting quick sign-ups.
Contests and giveaways – A one-page contest entry form can capture emails for your list and generate buzz.
Coupons and discounts – A page with a code and brief benefits description convinces visitors to claim the deal.
Surveys – Getting participation for surveys and polls is easy with a straight-to-the-point, one-page form.
App downloads – A page focused solely on getting the click to download your mobile app keeps it simple.
When you already have brand recognition – Well-known brands can use short pages and not worry about credibility.
As a follow up to a long-form ad – Use a short-form landing page after a detailed blog post or ad to convert visitors.
The takeaway is short-form pages are ideal when you need a quick conversion or lead from visitors who already have some context about your business from previous marketing touchpoints.
Ideal Usage Scenarios for Long-Form Landing Page
Long-form landing pages thrive in these situations:
High-ticket or complex products/services – When selling high-priced items or intensive offerings, long-form content is needed to educate prospects and guide them through the buying journey.
Extensive education required – If your product or service requires lengthy explanations of features, demonstrations, and problem-solving, long-form pages allow you to walk through all the details needed to convert and satisfy buyers.
Launching a new product line – Lengthy pages focused on product education and value propositions can effectively introduce a new brand or product category to an unfamiliar audience.
B2B sales cycles – For businesses selling to other businesses, buyers often have long research and decision making cycles. Long-form nurtures them through education-focused content.
When brand credibility needs establishing – If you are a young brand or reinventing your image, you need in-depth content to come across as an authority and gain visitor trust. Short hype-driven pages won’t cut it.
During the top of the sales funnel – Early in the buyer’s journey when visitors are still learning about solutions for their needs, long-form pages provide helpful education content.
Complex decisions with multiple stakeholders – For B2B sales with multiple decision makers, long-form pages can provide the depth needed for consensus before contacting sales.
The main scenarios are when education, credibility, and storytelling are required to properly convert and satisfy visitors researching major purchasing decisions or unfamiliar products.
Length of Copy For Short-Form Landing Page
When creating copy for short-form landing pages, brevity is key. Follow these guidelines:
Keep copy to 200 words or less – This concise word count forces you to get straight to the point with the most crucial information. Any less than 50 words is usually too little though.
One or two short paragraphs – Break up copy into a headline, subheadline, and 1-2 short paragraphs for skimmability. Use line spacing between paragraphs.
Focus on the main hook/benefit – Don’t veer off into tangents. Stick to your most compelling value proposition or incentive for taking action.
Rely more on headlines/bullet points – Use formatted headers, subheaders, and bullet points so visitors can digest info easily at a glance.
Include only essential info to convert – Cut any fluff. The copy should solely focus on instilling confidence in your CTA offer and getting the click.
Use active, engaging language – Be persuasive and speak directly to the visitor with a conversational style to capture attention fast.
Check page length on mobile – Copy should be short enough to avoid heavy scrolling on mobile devices. Check formatting across all screens.
Adhere to these copywriting best practices when designing short-form landing pages in order to increase clarity and conversions. Remember, less is more on one-page sites.
Length of Copy For Long-Form Landing Page
For long-form landing pages, copy length should be:
400-1,000 words or more – This provides enough space to educate visitors about products while holding attention. Sections can be bite-sized.
Scannable with subheads – Break up copy into multiple sections with clear descriptive subheadings so visitors can scan for key info easily.
Content variety – Incorporate diverse elements like stats, lists, FAQs, quotes, etc so copy doesn’t become monotonous.
Well-formatted – Use spacing, lines, and larger fonts selectively to delineate sections. This improves skimmability of long copy.
Conversational tone – Write informative copy conversationally to connect with visitors. Avoid overly formal or corporate speech.
Explains context before details – Provide background first on problems being solved before diving into product features so visitors have needed framework.
Follows logical order – Organize sections purposefully in a flow that makes sense and systematically moves visitors down the funnel.
Optimized for SEO keywords – Include relevant keywords naturally throughout copy, headers, image names, etc. But avoid awkward over-optimization.
Designed for scanning – Present information clearly for skimming like short paragraphs, chunking, bold font, etc.
With long-form pages, follow copywriting best practices suited for long-term engagement and education versus a quick sale pitch.
Consider Your Conversion Goals
The landing page format you choose should align with your specific conversion goals:
Short-form for quick conversions – If you simply want to capture leads or emails, a short page with a lead gen form will convert visitors faster.
Long-form for more commitments – If you want visitors to purchase a product or sign up for a free trial, more content may lead to higher quality conversions.
Type of conversion or metric – Short pages work well for clicks, downloads, form entries, etc. Long pages are better for webinar registrations, content shares, purchases.
Lead quality – Short pages may attract lower quality leads just entering the top of the funnel versus long-form that nurtures leads closer to being sales-ready.
Conversion rate vs value – Short pages typically convert more people but long pages may convert fewer users who spend more or have higher LTV.
Single vs multiple conversions – Long-form pages can get lead and secondary conversion in one session before exiting the site.
Consider both macro conversions like sales along with micro conversions like email sign-ups. Find the right balance of copy length for your specific goals and metrics. Continually test and optimize over time.
Consider Your Target Audience Preferences
When choosing between short-form and long-form landing pages, it’s crucial to factor in your target audience demographics and psychographics. For example, typically millennials and Gen Z prefer short-form, highly visual pages versus lengthy content aimed at Baby Boomers. B2B and complex service offerings may require long-form to appeal to research-driven buyers, while B2C products can often use short-form. Consider where prospects are in the buyer’s journey as well, since early stage prospects may appreciate educational long-form pages versus existing warm leads ready to buy that prefer short, focused CTAs.
If most of your traffic is mobile, shorter pages are likely more user-friendly. The bottom line is to truly understand your visitor demographics and leverage that insight when formatting pages. Get to know your audience’s content style preferences, and you’ll be better equipped to match landing page format to their expectations. Testing both long and short-form options is key to determine what resonates best with each unique audience.
Key Takeaways & Conclusion
To summarize key points in determining short form vs long form landing pages:
There is no definitive universally better option – The “right” format depends on your specific goals, offers, target audience and more.
Test both short-form and long-form pages – Set up A/B testing to see which style converts better for your unique situation and audience.
Align page format to your conversion goals – Make sure the length and focus matches your objectives, whether quick conversions or high-commitment sign-ups.
Consider your target audience demographics – Create pages tailored to how different groups like millennials, Gen Z, Baby Boomers, B2B buyers, etc consume information.
Focus on effectively communicating value – At the end of the day, conveying your core value proposition clearly is what matters most, regardless of page length.
Mix page types as needed – You may find certain offers or audiences respond better to different formats. Use a mix of short and long pages.
Continually optimize based on data – Leverage analytics and testing to iterate on improvements over time. There is no set-it-and-forget solution.
The debate between long form vs short form comes down to aligning page style with your specific goals, products, services and audience preferences. By keeping the focus on communicating effectively in the right context, you can succeed with either format.
