How long should a landing page be? This is probably a question that everyone who develops landing pages asks. Moreover, in the copywriting community, this is the most common question. And quite reasonably.
The length of a landing page, or the amount of content you want to place on one page, is inversely related to the level of awareness of its visitors. Awareness of what? About your product, about the offer, about the area your company belongs to and the solutions it implements. The more a person knows about your product, the shorter the page, and vice versa.
At least 5 stages of awareness can be identified:
1. Completely knowledgeable. Visitors know your brand and have complete trust in it.
2. Product awareness: Visitors know your product and why they might need it, but they aren’t ready to make a purchase yet.
3. Solution-level awareness: Visitors know that products exist to solve their problem, but they are not yet familiar with your offering.
4. Awareness at the pain level. Visitors are aware of their austria phone number data problems, their “pain”, but do not yet know any solutions.
5. Completely uninformed. Visitors know nothing about their problem, much less about your product.
Understanding the level of awareness people have when they come to your page will help you better determine what to say, what incentives to use, and how long it will take to convert them to your solution.
For example, the first (i.e. absolutely informed) visitors will most likely be interested in the terms of the deal: they do not need exclusively educational content - they already know everything about your offer. But with those who are informed at the level of pain, you need to work long and thoroughly, engage in informing them and gain their trust: only then, perhaps, will they make a choice in your favor.
Since awareness is essentially a segmentation criterion (selecting groups from the entire target audience), your marketing campaign should have a corresponding number of landing pages optimized for each awareness level. It makes more sense to start with developing a landing page for the penultimate level (“pain”), and then, cutting down the content, optimize the landing page for each of the remaining groups.
As for the last level (the uninformed), there is no point in creating a separate landing page specifically for them. These people most likely landed on your page by accident, which means that it is unlikely that you will be able to convert them into buyers. Therefore, it is better to focus your attention on the first four groups who are aware of the problem and are trying to solve it.
Below we have selected for you examples of landing pages tailored to each of the awareness groups.