• Goldilocks & The 3 Websites


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?

This website is too long!

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.

This website is too short!

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!

This website is juuuust right!

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:

  • Each text-based page should have a minimum of 200 words. That is, your home page, service pages, or your About Us page should have at least that much content for good SEO benefits. However, that length is not necessary for photo galleries and other pages you won’t optimize for.
  • But keep it under 1,000 words. If a picture is worth a thousand words, a thousand is… too many. For most businesses, you should be able to clearly and concisely describe your page’s topic in fewer words than that. Between 250-500 should do it. If not, maybe it’s really 2 or 3 topics better divided across multiple pages.
  • Break up your text with headers and bullets. These simple measures greatly improve the overall readability of your text, and help your site visitor hone in on the section they’re most interested in. It also helps you keep your writing focused and on-topic.
  • Integrate your keywords. No one likes a keyword-stuffed website. Long gone are the days when you could get away with a sentence like “Our Boston plumbing team does plumbing in Boston, MA, call us today for Boston, Massachusetts plumbing services.” Make sure your keywords are worked into your content naturally, keeping a human reader 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!

ThriveHive combines easy-to-use tools and expert guidance to help businesses stand out and get found online. Learn more about our guided marketing and advertising solutions here.

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