In working with new clients I’ve discovered a great deal of confusion and misperception about this issue.

I can tell you after writing and testing many different acquisition pages over the years that answering some key questions beforehand is vital to success:

Are you looking to get people to call? Or to fill out a form? Or enter their email? Or some combination of these? How many fields in a form do they have to fill out?

Is it for a product or a service? Or a product leading to a service?
Will they receive a free report, free consultation, or some other premium? Do they have to take out their credit card (even if it’s for a free trial)?

Is the prospect coming from an ad? Where was the ad placed? An article? A press release? Some place else?

Even the lingo used makes a difference in setting expectations about the length of the copy. Sales page or opt-in page? Or squeeze page? Or lead capture page? Or landing page?

When you are working with a copywriter or marketing person be careful of the terminology used and make sure everyone is on the same page, so to speak.

It can all factor in on the length of the page. And length makes a difference. I’ve created tests where changing the length doubles response.

It would be interesting to hear your experience when it comes to copy length for lead acquisition. Why do you think one worked better than the other?

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