Everyone knows how efficient a brief, concise touchdown web page will be. It’s fast to learn and, relying on the provide up for grabs, can persuade guests to buy or opt-in quick. One of the best landing page examples are sometimes of this selection.
However there are advantages to constructing long-form pages too. For starters, longer pages can present in-depth data guests have to make knowledgeable selections, serving to you appeal to extra certified leads from the beginning. Furthermore, your organization could have affords higher suited to an extended web page with extra convincing to do.
In accordance with our Conversion Benchmark Report, which analyzed the habits of greater than 74 million lead-gen touchdown web page guests, pages with 125 phrases or much less sometimes had a 15% larger conversion charge (I imply, concise converts!) However for pages between 250 and 750 phrases, we discovered conversion charges actually solely different barely on this vary.
Such stays the query dealing with each copywriter:
“How lengthy ought to my touchdown web page be?”
Properly, the reply is nuanced and comes right down to the provide at hand. There are a number of circumstances the place long-form touchdown pages can truly be higher than shorter ones. For example, if you happen to’re:
- describing technical product particulars and in-depth advantages,
- showcasing your organization’s achievements to ascertain credibility, or
- persuading prospects to put money into particularly costly software program, companies, or high-commitment affords.
Web page size is much less about choice, and has extra to do with the complexity of the provide at hand and the stage of the shopping for course of somebody’s in. You’ll want to cowl all of your bases, anticipate objections, and present that your provide is legit. A heckuva job for a restricted quantity of copy.
So, to encourage your subsequent not-so-short web page, we analyzed 5 long-form touchdown web page examples beneath. Right here’s our tackle why every of those built-in-Unbounce pages work so properly.
Instance 1: American Govt Facilities
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Why this works: No questions are left unanswered.
This long-form touchdown web page instantly highlights American Govt Facilities’ distinct providing within the headline, and above the fold (i.e. they’re providing digital workplace companies like mail dealing with, digital assistants, and assembly rooms). Given the choice potential prospects face right here, it’s essential that the model’s introduced a bulleted, quick-to-read listing of what’s up for grabs at the start of the web page.
By itemizing all the important thing options above the fold like this—readers can rapidly get a way of whether or not AEC will meet their core necessities. That is particularly essential for busy resolution makers who’re evaluating their choices. If AEC’s touchdown web page is only one of many somebody has open of their browser, as an illustration, it makes a robust case in opposition to competing pages the place core choices could also be tougher to identify.
The touchdown web page doesn’t cease there, both. Their contact type seems above the fold in an orange rectangle that bridges between the 2 sections. This distinction encourages the attention to maneuver down the web page.
Beneath the fold, AEC shares detailed details about the place they function and emphasizes the advantages over the competitors. Additionally they listing packages and pricing so prospects can independently determine whether or not the service suits their funds.
The lesson right here? Additional copy might not be required to transform a client on a private buy, however when their resolution impacts a whole workforce or office, it clearly helps. For a B2B firm like American Govt Facilities, utilizing a long-form touchdown web page is sensible as a result of it permits this model to cater to a extra intense consideration section within the purchaser’s journey.
Instance 2: Mr. Rooter Plumbing
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Why this works: Easy, simple design—and an incentive for purchasers.
Mr. Rooter’s touchdown web page (developed to advertise their South San Gabriel service area) is just not essentially lengthy by way of the variety of web page sections, however it’s bought a number of copy and particulars. Proper off the bat, readers can see what Mr. Rooter affords. Including a telephone quantity to the header additionally offers prospects who’re urgently looking for a plumber an instantaneous level of contact. Hey—when the water’s gathering round your ankles, you don’t have time to learn a whole touchdown web page. Moreover, the entire cities inside the South San Gabriel area are listed—so prospects don’t must do additional analysis.
And other people like a deal. By providing a $20 low cost, the web page offers prospects an additional incentive to make use of Mr. Rooter over a competitor. The location of the provide is on the left-hand aspect of the web page, which is good contemplating that on-line readers’ are inclined to scan pages from left to proper in a Z- or F-shaped sample. The provide can be an instance of primary however efficient skeuomorphism, with a dotted line that instantly calls to thoughts coupons in printed media.
The web page goes on to explain the corporate’s areas of experience intimately—one thing condensed touchdown pages don’t provide—and highlights why prospects select Mr. Rooter by together with some advantages of their service (24/7 availability, dependable specialists, native space information) in addition to testimonials.
This instance proves that in lots of industries, substance issues greater than gorgeous design—and also you don’t want a technical background to construct a touchdown web page that does the trick (shameless plug: particularly not with our landing page templates).
Instance 3: Chronotek
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Why this works: Skilled perception and in-depth product particulars.
We’re startin’ to see some patterns right here. Similar to the above long-form touchdown web page examples, Chronotek showcases its major options above the fold—together with a direct heading that describes their product in clear, uncomplicated phrases. Having each these components above the fold grabs the target market’s consideration as quickly as they land and encourages them to maintain studying.
However they don’t cease there. Since Chronotek is B2B software program—and sure requires a big funding of money and time—it’s important their touchdown web page paints a full image. By itemizing six key methods prospects profit (e.g. simplified payroll, stay reporting, in-app messaging), Chronotek outlines the worth of investing IT {dollars} of their time-tracking software program.
Although their major messaging is comparatively simple, farther down the web page Chronotek makes use of quick copy with movies and illustrations to attach on a extra emotional degree. On this case, these components instill a way of urgency (“Chronotek sends the alert earlier than it’s too late.”) mingled with the peace of mind that they have you ever coated (“Relaxation assured and know all of it!”). The copy on this part can be extra ‘you’ oriented. “You” or “your” happen six instances—and the copy’s peppered with emotional phrases, like “stress.”
An instance of the copy paired with movies Chronotek makes use of all through the web page.
Although many prospects could be satisfied by the options and advantages of this product alone, utilizing a long-form touchdown web page lets Chronotek make a extra emotional enchantment to anybody who has remaining objections or wants to listen to sure key phrases earlier than they’ll join a free trial.
Instance 4: Throne & Hauser
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Why this works: Transparency and comfort builds belief.
Once more, not a ton of web page sections size sensible on this one, however this regulation agency’s web page does comprise a good quantity of copy. That mentioned, it additionally doesn’t waste any of their guests’ time. The corporate’s companies and placement seem instantly—plus a brief description of why a shopper ought to work with Throne & Hauser. Additionally they function the credentials guests count on from a good regulation agency upfront. And, lastly, we see two easy strategies of contacting the corporate (through telephone or type).
By together with private bios concerning the agency’s legal professionals (images included), the web page creates a connection, which is important in a largely relationship-driven trade. Testimonials additional enhance prospects’ belief within the agency by showcasing examples of joyful shoppers.
This long-form touchdown web page additionally subtly tells a narrative with a contented ending in its selection of images:
The hero shot contains a unhappy youngster divided between dad and mom, whereas the picture underlying the call-to-action on the backside reveals a mum or dad and youngster fortunately united. Utilizing their web page this manner permits Throne & Hauser to inform a narrative and evoke feelings.
Instance 5: Schar Faculty at George Mason College
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Why this works: Credit score the place it’s due.
To impress potential college students, the Schar Faculty at George Mason College has included tons of data on its long-form touchdown web page. Readers rapidly be taught that the varsity operates in Washington, D.C. (location’s a significant component with regards to deciding on a college) and that applications mix technical expertise and concept. If a pupil’s , they’ll simply request extra info and begin their utility utilizing the shape. There are additionally alternatives to enroll in pattern courses or attend an open home.
The Schar Faculty additionally options achievements to separate themselves in a aggressive class, the place choices can really feel infinite. The testimonials come from current graduates who now occupy high-demand jobs in fields related to the varsity’s applications:
The web page additionally consists of diploma program descriptions. For these (prolonged!) blurbs, short-form pages wouldn’t minimize it, however that is the sort of particular data potential college students want to find out if a given possibility is true for them.
The web page leads with the varsity’s Grasp’s applications, which makes up the majority of its enrollment. And though it’d make sense to create separate touchdown pages for every diploma program, utilizing an extended format for this touchdown web page helps present an outline for college students who could be contemplating a number of applications.
And there you have got it: 5 efficient long-form touchdown web page examples…
…throughout 5 industries no much less! These firms all wanted just a few extra phrases to get their level throughout, with detailed descriptions, testimonials, and achievements that quick pages simply don’t have room for. The additional copy helps the manufacturers be empathetic to the usually important private or monetary impacts of the affords at hand.
Finally, the character of your trade and services or products will assist dictate touchdown web page size. What’s essential to recollect is that there’s no arduous and quick rule. We’re typically taught that shorter is sweeter, however touchdown pages—like naps, daytime, and holidays—can generally stand to final slightly bit longer.