As Australian SMEs invest more in their online presence, a common question we encounter is: what’s the ‘right’ length for a webpage? There’s no single answer, as the optimal length is directly tied to your conversion goal. Simply aiming for a specific word count is a wasted effort. We need to consider what you want visitors to *do* on each page.
Let’s break down some common goals and the page lengths that generally perform best. Remember, these are guidelines – continuous testing and analysis are crucial. We’ll focus on what’s working well as we move into 2026, with data showing a continued shift towards user intent-focused content.
- Lead Generation (e.g., contact forms, quote requests): Longer-form content – typically 800 to 1200 words – often performs better. This allows you to thoroughly address pain points, establish expertise, and build trust. Think detailed guides, case studies, or comprehensive service explanations.
- Direct Sales (e.g., e-commerce product pages): Around 300 to 600 words is usually sufficient. Focus on clear product descriptions, high-quality images, and compelling calls to action. Shoppers are generally looking for specific information quickly.
- Brand Awareness/Information (e.g., ‘About Us’, blog posts): 500 to 800 words is a good range. These pages aim to inform and engage, so a conversational tone and valuable content are key.
- Landing Pages (specific campaign focus): Shorter is often better – 200 to 500 words. These pages should be laser-focused on a single offer and minimise distractions.
It’s important to note that readability is paramount. Regardless of length, use headings, subheadings, bullet points, and plenty of white space to make your content easy to scan. We’re seeing a trend towards more visual content too – incorporating videos and infographics can significantly boost engagement. Don’t forget mobile users; ensure your pages are responsive and load quickly.
Ultimately, the best way to determine the optimal page length for *your* business is through A/B testing. Experiment with different lengths and content formats, and closely analyse your conversion rates. Start by focusing on your highest-traffic pages and those critical to your revenue. This data-driven approach will deliver the most impactful results.
