How long should your website’s content be?
Once upon a time, long and full of keywords was the way to go. You could write and write, and write some more to fill up your pages.
Then the rise of smartphones and small screens made you think, “hey – let’s shorten this up!” with almost no detail so people could see the simple facts and give you a call on the go.
Then, search giant Google made updates and announcements about content quality, and again about mobile-friendliness, and…. you go back and forth on your content unsure of what to do.
How are you supposed to juggle smartphone screens and full, descriptive text? How long should your content be to provide the right information without overwhelming people?
You’re passionate about what you do. You love your business, your customers, and your industry. That’s fantastic, but do your customers feel the same way? Your website goes on for pages and pages, and each page scrolls on into eternity. You see a website chock-full of detailed information describing the innermost workings of your field but your customers see big walls of text that is too dense to digest.
Too much content can send customers running the other way, even though you mean well. You need to focus each page on a single topic, and narrow the writing down to the key points that customers will want to know up front. Save the technical specifications for later, when they call or start a project.
Does your website have a home page, a contact page and… not much else? Let’s just say that “I’m a plumber, Call me for plumbing services!” won’t really cut it when you’re trying to compete for business from customers who have fingertip access to dozens of other local companies.
If your business’ website doesn’t really say what it is that you offer, you’re throwing away the opportunity to show visitors what you can do for them. If they’re looking for a plumber to help renovate their bathroom, they want to know that you can install their new jacuzzi tub!
Ahh. Relief! Like the fabled porridge, this website is just the right length: neither too hot long nor too cold short.
While your website’s content length is relatively flexible and may depend on your business, there are a few key things to keep in mind:
Ultimately, you should write for your customers, not for search engines. Google’s algorithm won’t be paying your bills, but it will help boost your site in search results if your content is well-written!
As the Internet has evolved, customers and technology have evolved with it. Make sure your website isn’t scaring off your potential customers with less than ideal content!
When it comes to website length, the perfect size is not too long, not too short, but juuust right!