Know-How Exchange : Copywriting

You need enough information to make sure the visitor knows they're at the right place. If it conveys everything it's supposed to convey then it's long enough.

It starts with the search term your prospect entered. What were they searching for when they spotted your ad?

Assuming your ad directly responds to the search term that was entered and promises a benefit they want, they'll click.

Once they click, the landing page needs to give them whatever you promised in the ad. If you promised them that you'd fix their non-functioning headlights, you need to let them know (on the landing page) that they've come to the right place. You want to continue the message/promise from your ad.

The other thing you want on that landing page is a call to action. What do you want them to do? If you want them to send you an email message, say so and provide the link to your "mailto" email address. If you want them to call, make sure they can find the phone number. If you've promised them a download with information on headlights, make very clear what they have to do to get the download -- including the "download now" button.

The amount of copy? As much as you need to get them to take the desired action. No more. No irrelevant links. No distractions. Just give them what you promised in the original ad.

If you can find Seth Godin's "The Big Red Fez," it gives a great explanation of why it's so important to "put the banana where the monkey can see it." You want to make the call to action very obvious to your site visitor.

Also - you may wish to anchor the landing page with an appropriate graphic that ties in with your general branding. People tend to scan to visuals first - so if your image reinforces they've come to the right place - it'll help (and don't forget to use the image's alt-tag to help your SEO efforts).