How Much Copy Should You Write on Your Homepage?

Have you ever wondered how much copy you should have on your homepage? With Crazy Egg, I’ve tested everything from long sales letters to a minimal homepage.

So, what’s the right approach? Well, it’s not as simple as giving you one answer. To explain how much copy you should write on your homepage, I’ve created an infographic…

Download a printable version of this infographic.

Click on the image below to see a larger view:

How Much Copy Should You Write on Your Homepage?

Click here to view an enlarged version of this infographic.

Conclusion

It’s all about persuasion. That’s what you need to focus on when it comes to your homepage copy. If you can convert someone with one word, then one word is all you need.

But if you need more words to get your message across, then you should write more copy.

What have you found to convert better? Short or long homepages?

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Comments

  1. Great infographic! Too many people get stuck on “how many words”. Awesome point, should be just enough to get your point across and help your customer achieve his/her goal!

    Chris

    • Muhammed Abdullahi Tosin :

      Well said, Chris.

      I used to worry about length too. But experience has taught me to keep my copy detailed without being verbose.

      Awesome stuff, Neil! Thanks for always giving us real value.

      • Chris & Muhammed, Thanks for the feedback. Essentially it’s all about the message that you are conveying and less about the number of words or how eloquent it is. The point is to get people to take certain actions when reading your copy.

    • Lori English :

      Hi Neil,

      A great post with meaniful information. I read so many different amounts to write your content that I decided to write to get my point across. I tested five hundred, eight hundred and over a thousand.

      Lori English

      • Anil Agarwal :

        Any website’s home page should not be focused on word count. Focus on what works.

        Sometimes, more copy works and oftentimes, the less is more better.

        Make sure to work on what your audience wants and focus on creating great call to actions.

  2. Great one Neil, I love #3 and #4. I did not know the value of having a good hompage until my sales dropped. I did not want people to make that same mistake so i wrote this. 7 Steps to creating Homepage that drives Insane Revenue. http://koriefusion.com/7-steps-creating-homepage-drives-insane-revenue/

    • Steve Estimable :

      Johnson, on point post!

      I like Step #4: Reason for Clicking

      Hope you sales is skyrocketing now!

      Have a nice day!

      • Johnson, thanks for sharing that post. You touched on a lot of points. I think one of the most important, that is often overlooked, is speed and you made a note of that. Looking forward to hearing much more from you.

    • You mention 7 reasons in your headline but only deliver 5

  3. great point, and you have answer all of my question in my head.

    tq !

  4. Tyler, Easy Agent Pro :

    We’re currently developing a tool much like yours on quicksprout for the home page. Very interested to see how that impacts email signups.

    -Tyler

  5. Steve Estimable :

    Neil, captivating infographic on home page length copy.

    I wonder how they were able to analyzing 1.5 millions eye tracking fixations. Pretty impressive!

    I agree when you say “It’s all about persuasion” the most difficult visitors would be when their psychological is in unconscious incompetence stage and require high stimulus to gain their attention.

    Neil, Q: What have you found to convert better? Short or long homepages?

    Steve, A: I do like short homepages that direct to specific in-depth long landing page like Ramit’s iwillteachyoutoberich.com products sales page.

    P.S: I noticed the change of your “headshot” is it to test or actualize your day to day look. You seem to take a more corporate approach.

    Have a persuasive productive day!

  6. Very Informative Neil, Will surely continue subscribing on your News letter. Big Thanks for the free info and courses.

  7. Randy Kauffman :

    Great Infographic. This will help lot’s of people. Thanks Neil!

  8. I had a long copy on the homepage. I removed unnecessary content, and moved to simple Web page layout, as in the graphic. Conversions improved. Later we put a very prominent call 2 action on the homepage. I am now getting twice the traffic i used to.

    • Pawas, great to hear. Sounds like the shorter copy worked wonders for your site. Let me know if you need help with anything at all.

  9. Keith Bresee :

    Hey Neil!

    I can totally relate to this post!

    My homepage at first was unorganized, but once I focused in on having it do one thing my conversions went up.

    Killer post!

    Be awesome!
    Keith

    • Keith, glad you liked it. Let me know if you need help with anything else. Looking forward to hearing much more from you.

  10. Wendy Kelly :

    Hi Neil!

    As usual, I love the way you laid this out. I very much agree, and have been experimenting on different personal projects to see how layout changes visitor experiences on homepages.

    I’d love to see more written about how to determine what stage your prospect is in – How do you (as in you, Neil Patel) decide which audience segment to target the homepage to, and have you experimented with this?

    Thanks,

    Wendy

    • Wendy, lots of testing and experimentation. After a while you see certain patterns emerge. I would suggest going in and making changes to see what insights you can get from your users.

  11. Brian Syuki :

    I really needed this, I will be writing a copy soon and this is a time saver on my research. Thanks Neil.

  12. What if the homepage is about selling an ebook on some very micro niche.. Should it include a story telling post as a bait and followed by Buy Now button ?

    BTW nice infographic , I love the flat design !

    • Kaushik, that can be one approach. I try to avoid the term “bait” when talking about shit subject — but try it out and let me know how it works.

  13. Rohan Bhardwaj :

    Hi Neil,

    Well I am wondering what should I do?

    Basically my home page shows the recent blog post and that way I am not utilizing my audience, I guess.

    Should I add a banner of my copy on homepage, as it shows blog post or I might need a full dedicated homepage like yours.

    Awesome infographic as always.

    Stay awesome.

    • Rohan, I have always been of the opinion that a full dedicated home page works best. Often times when you jump straight into blogging it can look a bit spammy. Try it out and let me know what works best for you. I always suggest testing.

  14. Hello Neil! Great post. How is it going with the nutrition blog? Waiting to know the steps you are taking.

  15. Does this mean SEO should not be a factor with regard to your home page’s length? I am sure it shouldn’t be the only factor, but I am surprised it’s not a small factor in this post.

    • Marvin, SEO should always be a consideration. I just didn’t highlight it as much because I wanted to talk primarily about how copy can make a big difference.

  16. It is “your goal”, not “you’re goal” – in “make the page as long as it has to be”

  17. Hey Neil,

    I am glad you wrote this as I have been trying to determine this for quite sometimes. My data shows that around 2200 words has gotten the best traction? I will definitely take your information above and test it, thank you sir!

    John Pate

    • John, glad I could help. Let me know if you need anything else along the way. Thanks for the feedback.

  18. Greatly appreciated infographic!

    But wouldn’t focus on visuals be more important than words for the homepage? I heard an image is a thousand words or something… If you want to make a visitor feel at home on the homepage, cozy visuals and easy navigation will have a greater effect than any words… IMHO the words are for other pages. I could be wrong?

    I mean Neil, you just used an infographic (with tons of visuals) to describe the use of words right?

    • Zac, I think a page full of only visuals wont do the trick. You need to captivate them through words — it helps ease the process from introduction to action. I used an infographic within this blog posts because I have already caught my audience’s attention 😉

  19. Zofran Lawsuit Lawyer :

    Great infographic and I agree with. My SEO person said that the more content on a page, the better the rankings so they’re pushing for more content. They said at least 500 words, minimum.

    • Joe Kizlauskas :

      Your SEO people are right but do you need to send your visitors to your homepage? Is your homepage the best place to convert a prospect? If someone is searching for 4K TVs and you sell a whole host of electrical products, you want them to hit your special offers on 4K TVs, not necessarily your homepage.

      What if someone else has heard about your amazing offer on games consoles? They type your URL in, not via search or click a link to your homepage in the bottom of your email, and the homepage is all about 4K TV’s because it’s good for SEO. They will think, where are the games consoles and move on.

      I am a big fan of SEO, but SEO is not always the biggest consideration. Defining a single objective for a page is far more important, then decide how to drive traffic.

      • Joe, great points and thanks for helping out with this question.

        Zofran, Following up on Joe’s points — I think it’s vital to focus on the big picture. That being said sometimes getting people from one page to another in the easiest way possible should be a consideration.

  20. Neil,

    Thank you so much for covering this topic. It has been bothering me for a decade. Clean, concise and uncluttered vs. long content on the home page. I greatly appreciate your insights into this.

    I am looking forward to hearing about the nutrition blog, as I am ready to mirror your steps as I create one as well.

    You are #TotallyAwesome

    • Dade, glad I could help. I definitely think it’s important to figure out the right formula. I should have an update on my nutrition blog soon — stay tuned.

  21. Pankaj Dhawan :

    I couldn’t agree more. The content should be presentable enough so the customer shouldn’t need to read too many words to know what they are looking at – this can be few words to thousands as per the domain of the service being provided and the client.

    • Pankaj, glad you found the post helpful. Sometimes being short and concise can make all the difference.

  22. Daniel Lofaso :

    Nice work Neil!

    Do you have any data on textual content on a homepage (word count) as it correlates to the pages that rank best in Google (homepage rankings strictly speaking)?

    I wonder if there is any correlation there? For me personally, I think utilizing the steps you mentioned above-the-fold work great as does textual content in terms of increasing rankings. Putting UX first is always a priority but sometimes I have more success with my clients’ sites by adding relevant text to the homepage.

  23. Dallas Injury Accidents Lawyer :

    Our SEO person recommends at least 1,000 words and the use of icons for services for quick identification of what they’re looking for so we opted to use the icons at the top of the page followed by a lot of content. Since we’ve boosted the amount of content, we’ve gotten a noticeable increase of visitors from our improved web page ranking.

    • That’s great to hear. Sometimes there is a specific formula that can make all the difference. As always though I suggest testing and applying new variables throughout the process to see what other changes can be made to increase traffic/rankings.

  24. The Virtual Secretary - Virtual Assistant :

    We use a multitude of techniques for organic SEO, one which includes using a minimum of 1,000 words and preferably 1,500 words on pages. During the past 10 years of doing SEO, we’ve learned that content is king and the search engines consider pages with over 1,000 words to be considered “authoritative content”… laying out so much content is definitely a struggle. Structuring that much content in a web site that is easy to read and navigate is definitely challenging….

    • That’s definitely a challenge I had to overcome early on. It sounds like you have the right blueprint though. Let me know if you need any help along the way.

  25. Alex Clapcott :

    Hi Neil

    As always… an interesting topic, covered with quality research and an easy to digest visual format.

    Thanks

  26. William Artamon :

    “necessary number of words to convince them”? What about the right words?

    Also – I think for many readers, concerns regarding the amount of copy on the homepage has to do with SEO and how word count might affect their ranking. I personally clicked through to the post to get info on this.

    Thank you

    • William – You should have the right amount and balance that with quality.

      I agree — people sometimes get caught up solely in the SEO and forget that quality & copy are important factors.

  27. I think it also depends on how much content your competitors have on their page. If the top ranking guys have just 700 pages of content, there’s no point writing over 2,000 words. You’ll want to write more than them, but not 3 times what they have.

    • Andre — good point. I always suggest people do some competitive research to get a grasp of whats going on.

  28. Awesome stuff..!!
    very informative acrticle.

  29. Sean Morrison :

    Great Post as always Neil!

    Thanks for sharing this information. Even though we’ve been building website for quite some time, this topic always comes up. Not so much “how many words should we write?”, but “what all can we say to get the point across?”, answering all foreseeable questions, while still looking right. It’s a puzzle every time, but that’s what makes our jobs so fun.

    Love these infographics BTW. Thanks.

    • Sean, glad you like the infographics.

      You bring up a great point. Intent should be just as important as any other factor. People often forget to ask why and get caught up in the how.

  30. Very timely and insightful info… gonna help me w/ my site relaunch.

    Like that new pic (new to me) of you in the sidebar… just get that knot a bit tighter so the tie flares out from it. 😉

    -jg

  31. Awesome information with this cool infographic

    Thanks

  32. William Zimmerman :

    Neil-great article!! Bill Z

  33. Jake at Spy-Tronix :

    Regardless of what you do, focus on making your home page “sticky” so that the user finds what they want and has a reason to click to another page – rather than bouncing.

    We give our Spy-Tronix customers a little bit of everything on our home page because our products can be “intimidating” if you do not know a lot about them. We don’t want them to think of them as “spy devices” so much as we want them to see them as “solutions to their problems.”

    So our main goal is to spark their interest enough to get them to the next page and further down the sales funnel we’ve created.

    Like the new Pic, Neil….but I think your other one was more “friendly and personal.” IMHO 🙂

    • Jake, thanks for sharing your approach. You definitely have the right blueprint and I can see why you guys are doing well.

      Thanks for the feedback on the photo — I felt I just needed something new 😉

  34. Neil, surprising to see some of the useful information about home page. Most of us unaware of a lot of stuff you mentioned in above infographic.

    Thanks for creating it and sharing.

  35. Awesome Neil, Really am a big fan of yours, Your all posts are amazing and unique, this one also..Am very lucky to read this one..Thanks

  36. Nice post Neil. Especially the reminder on the states of awareness!

    When I re-evaluate pages from that angle I always come across inconsistencies that don’t match a visitors thought process.

    • Dennis — it’s something we often overlook. It’s important to try to get into the user’s head.

  37. Hm.. I have to say, it’s a pretty “empty” infographic
    besides the spelling errors, there’s a lot of marketing clichees, with the wooden conclusion: you need to have as much content as you need to convert the visitor… duh!

    • Ov, thanks for the feedback. What other factors could I have incorporated to make it more helpful for you?

      • I was hoping to get a breakdown by niche

        like if you sell an educational product (course, etc), it’s statistically better to have a longer homepage

        if you’re selling a game or app, you’re better served by a shorter page

        that kind of stuff, more practical. by this time i think everybody and their aunt can give out lists of marketingy stuff you need to do, but we lack the real practical examples

        don’t get me wrong neil, I love your blog and effort, just don’t want you to go down the path of putting the polish before the actual content

  38. Get More Website Traffic :

    Amazing infographic,

    Great insights (And fascinating facts)

    🙂

  39. Anubhav Garg :

    This is a great info-graphic Neil Patel, thank for sharing such wonderful insights through it. 🙂

  40. Hi Neill, Neil,

    Thank you so much for covering this topic. I have been wondering about what I need for my home page when I start my new website. I really like your home page for neilpatel.com was it hard to design. With your blessing I would like to ask if you would mind that I use a similar design. I greatly appreciate your insights into this.

    I am looking forward to hearing about the nutrition blog.

  41. Hi Neil,

    Loved this post…& it’s prompted me to ask for your help if you wouldn’t mind.

    Am in a dilemma right now re whether to have a scrolling one page site or create a 2nd page for each of my offerings.

    I’m creating a range of “done for you” solutions aimed at relative newbs to get their biz going faster (with an upsell for training they can come back to if they want to learn how to do things themselves which will also place them into funnel for my upcoming online training academy launch).

    Since they really only know their pain points & are mostly aren’t aware of the many traps (& therefore the many benefits of my package solutions) of DIY – I’m considering an offer page with links to an actual sales & purchase page (for each package) where there’s room for all the copy & closing the sale.

    Am I overcomplicating this process?
    I mean, should I have a one scrolling page website showing each pain point/package (& the benefits & sales copy & purchase button beneath each package).

    I have a great designer & a theme that offers both a single page site & a full site option so these things are not a problem.

    Would love your input please.

    • Lyn, I think you are overcomplicating it a bit. I don’t have your webpage in front of me so I can’t guide you through the process. If you provide it I would be glad to help and give some feedback.

      • Thanks for your offer to help Neil.

        The site for this isn’t designed yet. We’re working on the site plan for it right now – my web guy & are co-creating packages which will have input from both of us.

        The way I approach the copy would be a little different for example if it’s all going onto a one page site that allows you to keep scrolling to see one package after another (with pain points to help people quickly see if a package is “them” …or the other option is that the home page starts with a graphic for each package, has a good package title & an attention grabbing intro text (teaser) then a link to a long copy sales letter (for each package).

        Am thinking option 2

  42. Really – All you “connected” guys do is reword each others content these days, this is quite frankly useless – I suppose you will delete this – More interesting would be an update on your 1-Apr launch ??????????????

    • Joan, Thanks for the feedback. I like to think I provide value with each and every post. Most people haven’t ready every single post of mine so a lot of these new posts are refreshers with updates on information. I will have an update on the nutrition post this month 🙂 — stay tuned.

      Also, let me know if I can help you in any way.

  43. Mohinder Verma :

    Dear Neil, I am a regular readers of your posts but one thing which I want to discuss here is that if we use your infographics directly with the code given below the infographics then it is slowing down our blog openning and this is not a good sign for our blog.

    No doubt your infographics are much better than the text content but still the problem of slow openning of our blog leaves a negative impression on our readers.

    What will you say on this?

    http://blogingfunda.blogspot.in

    • Mohinder, if it is slowing down your site you may need to optimize it for site load time and some other variables. I will check on my end too though. Let me know if it continues to happen with new infographics.

  44. When you are ready to write your copy you need to place yourself in the shoes of your readers. This will also help you determine how long or short it needs to be…

  45. Great info that is well laid out; however, I hate that you don’t have a Pin it button with your infographic.

  46. Great post Neil!

    What strategy do you recommend to reach all prospects depending on their state of awareness? Should we create a specific page for each?

    Thanks

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  48. Good post and one that I will be sharing. I’d still change the You’re to your though 😉

    I guess, it all comes down to trail and error with copy and never a goal that’s 100% finished these days.

  49. Rufus Adams :

    wow thanks for an amazing infographic and useful info again neil

  50. Harekrishna :

    The survey result of users reading behavior on the web is surprising. It is true, only 16% read word by word. We should focus that what and when it should come on home page of the website. Thanks for the excellent tips

  51. shamsher khan :

    I tend to find myself breezing over extremely long copy if I am just looking for quick information like a how to article. If I am really going to research something to learn it, then I will want copy that is longer. If i see copy that is too short, I assume it does not have enough value in it. However, if we think of what Winston Church Hill said about long speeches, he said if you wanted a 20 minute speech he would need two months, but if you wanted a 2 hour speech he could start right away. Well… same could be said for posts and copy. If you can say all you need to in a 20 minute version vs 2 hours, more power to you and to your reader who will benefit.

    • Shamsher, interesting taking from the British Bulldog, Churchill. I like the concept and get the logic — however, I wish Google operated the same 😉

  52. Hey! Neil
    Great Infographic.The way you represent information is really awesome.I liked 1st and 2nd Point very much. Thanks for such intresting information.

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