As Australian SMEs invest more in their online presence, a common question we encounter is: “How long should our website content be?” It’s a valid one. There’s no magic number, but understanding the relationship between content length and conversion rates is crucial for maximising your return on investment. Simply put, length matters, but it’s not about hitting a specific word count; it’s about satisfying user intent.

For years, the SEO world pushed for longer content, believing Google favoured it. While comprehensive content *is* important, longer doesn’t automatically equal better conversions. We’ve seen plenty of lengthy pages with poor engagement and dismal results. Here’s what we’ve learned about optimising content length for conversions:

• Match length to complexity: A simple product with few features needs less explanation than a complex service. A straightforward ‘contact us’ page should be concise, while a detailed guide explaining your process will naturally be longer.
• Consider the stage of the buyer’s journey: Top-of-funnel content (awareness stage) can be broader and slightly longer to educate. Bottom-of-funnel content (decision stage – like product pages) needs to be focused and persuasive, often benefitting from detailed specifications and comparisons.
• Prioritise readability: Regardless of length, content must be easy to scan and understand. Use headings, subheadings, bullet points, and short paragraphs. Australian audiences respond well to clear, direct language.
• Analyse your competitors: What content lengths are performing well in your industry? This isn’t about copying, but about understanding audience expectations and identifying gaps.

We’ve found that for many Australian businesses, aiming for content between 600-1200 words strikes a good balance. However, this is a starting point. The key is to continually analyse your website data. Use tools like Google Analytics to track metrics like time on page, bounce rate, and, most importantly, conversion rates for different content lengths. A/B testing different versions of your key pages – varying the length and structure – will provide valuable insights specific to your audience and offerings.

Don’t get fixated on word counts. Focus on providing valuable, relevant information that addresses your customers’ needs at each stage of their journey. Regularly reviewing and refining your content based on performance data will deliver the best results and drive sustainable growth into 2026 and beyond. If you’re unsure where to start, consider a website conversion audit to identify areas for improvement.