Long Copy versus Short Copy
This is a classic debate and I will answer it with the classic answer of a fellow website developer – it depends.
The real way to determine this is to create two versions – one long and one short and then perform an A/B Test. Note that many higher priced products and services may require more detail. Some target market segments may require more rather then less information before making a decision to purchase. A target market segment may be of a nature to require more research and in this case perhaps a landing page is not the best choice to satisfy this need. Anyway a short copy page will not suffice.
Therefore, the debate on long versus short copy will continue to rage. Do not worry about this too much but continue to think about it for your products and target audience. The more you know about the nature of your audience the better off you will be. You need to think like your audience. You may think that they will be bored with your long copy but if your write long copy and make it entertaining, informative and engaging then it will not bore your audience. You may think that you need to keep it short and sweet but if your audience desires more that they will not be satisfied at your attempt to keep it short.
Ask this important question – what is the goal of the page? Then work to achieve that goal. If it is lead capture then provide enough incentive on the page with your copy (long or short) for someone to complete your download file form or subscription form. You may need to tell a story (short or long) or perhaps you need to offer a gift in exchange for their name and e-mail address.
Do the right thing for your target audience and perhaps do an A/B test (or two) and you will create effective web copy whether it is long or short.