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Word Count: A Constant Conundrum

June 30, 2021

When it comes to writing blogs there is a question we get asked very often.

How long should a blog post or web page be?

The short answer unfortunately is it depends on the format and purpose of your content. However, even with these variables, it’s possible to have ballpark figures for content requirements in 2021. We’re going to look at a few different page formats and how many words you should look to write for each format.

Landing Page

First and foremost, why does word count even matter? Well, the reason is two-fold. Firstly, the more words, the greater the chance to capture keywords and rank higher on your SERP results. Secondly, more content means more useful information for users to absorb and use, potentially leading to a conversion or click to another page on your site.

That isn’t to say you need to pack your landing pages with thousands of words. Optimising your copy and balancing it with the design, layout, and purpose of your landing page is key to getting the balance right. With that said, the benchmark for a landing page is about 300 words. This may seem like a lot but when you take into consideration all the titles, case studies, categories, quotes, product and service descriptions, and other information on your page it’s easy to hit that mark. All you need to do is write the relevant information for the right sections and optimise it with your focus keywords and semantic variations.

A well-informed landing page is not just good for search engines but also for users as it provides them with all the information they need to convert on your site. The longer the content the greater the chance to add variations and links to relevant pages, leading to more opportunities to drive traffic further down the funnel.

Blog Posts

Blog posts are a completely different beast. Depending on the blog you can write anywhere from 600 words to 6000 words. Blog posts are specifically designed for content be it a short news bulletin, in-depth product review, or white paper detailing the technical aspects of your product.

Determining how long your blog should be all comes down to your research. How in-depth do you need to go with the piece? Is it a quick listicle of the ‘Top 10 Places to Eat’ or is it a deep dive into what it takes to make a successful restaurant in a busy city.

A good place to start is to take a look at your competitor pages and see how they’ve structured their content. You can get an idea of what sort of information users find useful and see which page is getting the most views. If you can’t find any competitor pages, you’re in luck, you can fill that search need with a unique piece that no one has created yet.

Along with research you also need to consider format. Some industries thrive on text-heavy documents, especially professional industries like legal firms or engineering companies. If, however, you’re writing about sunny holiday destinations or theme park rides, you’re more likely to appease your audience by including more images and videos rather than text.

As you can see there is no ‘right’ answer for the correct length of a blog. Canvas your users, consult an expert, or just google your competitors and you’ll have a better idea of how many words and what words you’ll need to include in your piece. Above all else, make your take unique and you’ll find your article will draw in traffic and lead to greater SEO results.

Contact Pages

Finally, there are pages where word count doesn’t matter. Pages like contact pages or product listing pages with filters are designed not for content but rather for a specific purpose. Always consider the purpose of your page before deciding on a word count and work from there. Do this and you’ll find you create optimised copy that meets users’ needs and keeps you in your designer’s good graces.

At Fifteen, we work with clients to create exciting digital strategies that improve their visibility and conversion rates. If you’re interested in finding out more about our SEO and digital marketing services then contact us today and we’ll get your content optimised for search engines and users alike.




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