A web copy is a perfect launch vehicle for an online marketing campaign. However, time and again experts get engaged in a debate of how long an effective web copy should be. While long copy is proven to outsell short copies, people do not like to read long a web copy. Though the two statements are completely contradictory, surprisingly both are true. So, which web copy is the best? The one that gives you business! If you ask how long a good web copy should be, the answer is, as long as the readers like it to be. Therefore, when you determine length of a write up for the web, considering a few points can help you determine its length.

First, readers read slower and less on the internet simply because it is harder to read online than to read in print. However, a web copy with succinct sentences, concise paragraphs and bulleted points, sub-heads, callouts and highlighted headings can overcome this shortcoming. Also avoid very lengthy web copies that need the reader to scroll down till he yawns to sleep. Web copy must engage and intrigue the customer and make the best resound with them.

When you write your web copy, keep in mind the purpose and target audience for which you are writing. Normal sales pitch copy should only briefly outline the points and not go into details. However, a web copy written in form of an article or newsletter has to be elaborate and long. The audience on the web is generally younger and has shorter attention span so shorter and crisp copies that say more in less and list all points are received better. However, you may be catering to audience you like to make more informed decision or need more convincing. In such case you’ll need a web copy with higher word count.

It is important to consider your product type as a parameter to set word count of web copy. If your product is simple, it is advisable to tighten your web copy such that it briefly highlights all the selling points. However, if you are dealing with more complicated or a new product, add all the details and features to the copy to establish credibility. The magic of establishing the right note with the audience lies in the way you make your content helpful without making it overwhelming.

The length of web copy also depends on whether you are writing it entirely for SEO spiders or the human visitors. While the humans usually prefer shorter and crisp copies, for spiders more is better. Human readers want your web copy to answer all their queries and elaborate upon the benefits they’ll derive from your product or services without having to wade through volumes of text. The search engines on the other hand like web pages that have higher word count, have appropriate density of relevant keywords, and have lesser number of diagrams.

Therefore, the length of a web copy entirely depends on for whom you are writing, about what you are writing and why you are writing. Once you answer these questions, you’ll know how much to write.