Look, if you’re selling a simple service or product, such as a book or a, well, a vacuum cleaner, then there’s no need to have the landing page be as long as the book itself. Or the vacuum cleaner’s user manual and warranty information booklet.
The point is, make it nice and short for a smaller and more affordable ask, or a product that is a really common item, and longer for a bigger ask or a new and innovative product you need to demo at the same time to prove it works.
But do not underestimate the power of a well-written and beautifully designed landing page that is very detailed and long, because those types of landing pages definitely have their purposes and are incredibly convincing and reassuring in the eyes of the customer.
However, keep it reasonable, as there are plenty of successful companies whose landing pages include less than 1000 words of copy.
And then there’s Amazon with their Kindle stuff, which is almost 5000 words and still works wonderfully. Well, I don’t have their metrics to say that, but it’s Amazon, they would have changed and tweaked it already if it didn’t work.
But there you have it, an idea as to how long the landing page should be and the approximate ideal length, which is anywhere between the Impact’s 207 words to that monster Amazon calls a landing page.
Also, never forget to TEST your landing page. Split testing is really simple with proper tools, and you always get statistical proof of what works for you.