If You Do Feel that you Need Longer Copy...

Sometimes to answer all your visitor's potential questions, you will need to consider longer copy.  It is not a science set in stone – copy needs to be as long as it needs to be to convey an idea or benefit to the reader.

If you fall into this category, then you must organize your copy in a way that does not scare your reader away.  So do not have a long page full of heavy text.  You need to have separate paragraphs for each idea and benefit, plenty of subheadings and bullet points, to enable the reader to scan down the page to locate the ideas and information, which appeals to them.

Long copy, as with short copy needs to be easy to understand, as if a visitor does not understand what you are trying to convey, you will lose them.