"Short pages convert better." [DEPENDS]
A B2B security vendor replaced a tidy 450-word landing page with a 2,800-word version: threat data, a comparison table, three named-customer quotes, and an FAQ.
— Demo requests went from 2.1% to 4.7%
Why the myth spread: e-commerce case studies where short pages crush long ones, then everyone generalized.
The boring truth: page length should match decision weight. A $40k annual contract isn't an impulse buy. The long page wasn't "more content" - it was every objection answered before the prospect could leave to Google it.
The nuance: the same vendor's $9/mo self-serve tier converted better on a short page. Length follows price and risk, not a universal best practice.
Above The Fold Heresy
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"Short pages convert better." [DEPENDS]
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