We can say that page length, in general, is determined by barriers and resistance to purchase.
The more we increase the value of what we offer, the more we have to justify the value, reducing possible doubts and objections.
Then there are “short,” or squeeze, landing pages, which are only meant to collect a customer’s email in exchange for a valuable piece of content (an ebook, video, article), but the lead generation process, in this case, is no different but only deferred in an automated email cycle.
I also use this strategy, usually called Email Marketing Funnel, but not right away. It is part of the efficiency click that is implemented when my client already has an Effective Landing Page optimized to convert users into customers.
Why do I create an effective landing page first? Simply because if I can intercept a segment of people who are already ready to buy your product or service, I have no reason to devote my primary attention to those who are not yet ready to do so and need to be warmed up or trained about it.
Think about when you have a pain in a tooth in the evening: would you rather download an ebook of dental hygiene instructions (and wait for related emails) or have the phone number of an open clinic near your home that maybe doesn’t charge you for the urgency and takes the pain away for good?
