How much is enough copy?
We all spend a lot of time writing and creating content for the home page. But how do you know just how much is enough?
How much time do you have to make a good first impression? 30 seconds? A minute?
How about… try 7 seconds…. or less.
As much as it may hurt your feelings, according to the Neilson Norman Group study on behavior on the web, 79% of users scanned the home page, and only 16% actually read the home page word for word.
And what converts scanners to readers are:
- Good information architecture.
- Good page layout.
So how much copy do you need exactly? To answer that question, be sure to click to view the infographic created by Neil Patel – QuickSprout. It provides a very clean and simple overview of just how much copy to write for the home page.
Keep in mind before you analyze your page, you should have already set goals for the page. Did you want it to?
- Generate leads?
- Capture email opt-ins?
- Sign up for an account?
- Shop for items?
You need to know why the customer is visiting your home page, and what you need to do to get them to take action.
Also you need to eliminate any fears, hesitations or concerns.
The next step would be to make them aware of a problem they may have, and the solution you have available. According to Gene Schwartz from Breakthrough Advertising the primary states of awareness that customers have are:
- The Most Aware: The prospect knows you and only needs to know “the deal”.
- Product Aware: Your prospect knows what you sell, but isn’t quite sure that it’s right for him, or her.
- Solution Aware: Your prospect knows the results he wants, but not that your product or services provides it.
- Problem Aware: Your prospect senses he has a problem, but he or she doesn’t know that there is a solution.
- Completely Unaware: No knowledge of anything except, perhaps, his own identity or opinion.
At the end of the day – it’s not about how long or how short your copy is, it’s about writing just enough to convert the prospect.