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Patient Attraction Episode 140: Why Length Doesn’t Matter

Welcome back everyone. I am Colin Receveur and today we are going to talk about the perfect number of words for your web pages. Stay tuned.

 

– Today is Tuesday, June 3, and we are continuing our series on how to improve your website copy.

– Now copy isn’t the only content. There are pictures, maps and, of course, videos.

– I’m a BIG fan of video.

– But almost every page has some copy on it, even it is just a paragraph introducing the rest of the content on the page.

– There is an open debate about the perfect amount of copy on a page.

– On the one hand, some studies show that most people skim articles online. No one wants to see the dreaded “tl;dr” (too long/didn’t read) in the comments.

– On the other hand, longer articles increase a site’s search engine results from Google and some studies suggest that longer copy provides better leads and higher conversion rates.

– So what are you to do?

– Here are five tips for writing copy that is the perfect length:

1. Don’t assume that shorter is better – or that longer is. Depending on the content, either could be the right answer.

2. Ask webpage visitors. Put a short questions at the bottom of each page: “Did this page answer your questions?” or something like that.

3. Use your analytics. Which pages do people visit most often? Which ones do they stay on the longest? Which pages gets shared most?

4. Ask yourself if the page does its job. Does it say everything that needs to be said? Does it overcome objections? Does it have a call to action? Has it integrated keywords naturally? Does it connect with the readers.

5. Finally, tighten up your writing. I asked our lead copy guy about this topic, and he deferred to Strunk and White’s Elements of Style:

“Vigorous writing is concise. A sentence should contain no unnecessary words, a paragraph no unnecessary sentences, for the same reason that a drawing should have no unnecessary lines and a machine no unnecessary parts. This requires not that the writer make all his sentences short, or that he avoid all detail and treat his subjects only in outline, but that he make every word tell.”

– So, in short, pages need to be as long as it takes for them to convey the required information, and no longer.

– Come back tomorrow and I’ll tell you have your website can make you THE dental authority in your community.

– Until then, keep moving forward.

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