Your Web sales page is your 24 x 7 x 365 sales person. A Web page lives online forever. Yes, even after you remove the page from your site, it will live online in Web archives forever. Pages I wrote in 1997 are still online, long after the sites which purchased them were sold and resold.

Its longevity makes a long copy Web page the perfect advertisement: write it once, or get it written, and it’s online as long as you want, and longer. What other form of advertising stays around forever?

You’re bored with the copy, your buyers aren’t

The most common object to a long Web copy sales page (also known as a landing page) is “It’s boring - I can’t read all that stuff.”

Yes, it’s boring to you, because you know your business and products. Your buyers however, don’t. Serious prospects who are in a buying mood want their questions answered. If you don’t answer them, they’ll click away, and you’ve lost the sale.

OTOH, if you answer all their questions, your chances of making a sale go up. This means that your sales page must be long enough to answer all their questions.

Tip: if your copywriter recommends a long sales page, and gives you reasons you need one, listen.

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