If you’re mapping out your website and wondering how much written content it should contain, here’s the answer: The amount that will support your sales goals.
When writing website copy, determine what your “ideal” prospects need to know in order to take action, which can mean contacting you for more information, arranging a meeting with you, or buying outright. Your offering and your sales strategy should dictate the amount of content.
Just as important, determine what your readers do not need to know. Websites that are bloated with content get that way because the company has tried to tell every possible thing it can about what it does and who it is. The average reader doesn’t need that much information.
This is where a good copywriter comes in. He or she can look objectively at your key goals and figure out the best way to structure them into the website while keeping the content as concise as possible. Company principals usually aren’t the best choice to write the final draft of web copy, because they know too much about their offering and tend to put all of it into the content.
So write only what’s necessary to make the sale or continue the sales process. If it’s a lot, write a lot. If it’s four web pages with two paragraphs each, write that. Readers will stay with you if they feel what they’re reading is in their best interests. But if you overload them, they might get confused and find something else to do.