One of my mentors once said: "Write a much as you need to write to get your message across. Then stop!"
Content on a home page, sales page or services page of a website is likely designed to trigger someone to take actions that could lead to them becoming a client. In this case the flow of the content is built on well-defined psychological principles.
If you focus on keeping the length really short you may lose out on the opportunity to fully integrate those principles effectively. Your words will have less impact.
I was once approached by a web designer to write for his website. Here's roughly how part of that conversation went:
Client: I only want 50 words on the home page.
Me: Hmmm (thinking). So, do you look on your website as your online sales person?
Client: Yes, yes yes! That's a great way to say it!
Me: Would you send a real live sales person out to meet a potential client and tell him he can only say 50 words?
End of conversation. The copy that I wrote had about 250 words and he was vey happy with it.
However, using more words doesn't give you a license to ramble or write a lot just because. There's a huge difference between rambling and getting your point across with impact in as few words as possible.
If someone is willing to take the time to read your material, even if it's a bit longer, they're more likely to look on you as an authority and someone they can trust to help them.
Don't sell yourself short by holding on to a principle that may not serve you!
Is YOUR copy persuasive? I'll take a look and give you an opinion. You can contact me by email at MaggieDenn@gmail.com or call me at 805 965 9173 and let's talk.
Copyright 2017 Maggie Dennison