Why long pages beat short ones for big decisions and SEO (She's Got Assets Podcast w/ Trevor Mauch))

So when I talk with people and they say, man, well, the website's too long, the content's too long, I just want something that's just a landing page and a bunch of white space and hardly any words. Well, guys, you're not Apple selling an Apple product, okay? Apple is white space everywhere showing big pictures because that's what the prospect needs. The prospect wants to see giant photos of the technology. The prospect wants to see the specs, lots of white space because Apple is about design. I expect a well-designed Apple product and I expect the website to match that aesthetic. Okay. If you go to Amazon though, those are two of the highest producing websites in the world as far as revenue goes, Amazon and apple.com. Amazon looks completely different, right?

Total. Yeah. Aesthetically, like Yeah, extremely opposite.

Amazon's cluttered, like a lot of people would say it's cluttered, but Amazon is optimized for exactly what that prospect is looking to do. Amazon isn't stupid, right? Amazon can build an, an apple.com looking website. They don't because their prospect would not buy as many things on that website. They're in a different mindset looking for different things. So we have to think about the same things on our websites. And when we're attracting a motivated house seller, in this case looking for off-market properties, is that person is making a major life decision. Do you think they're going to make a major life decision to sell a property on a landing page with 500 words? Probably not. They probably want to go in and go, well, what does this service look like? How does it work? Are they legitimate? I want to see what— I want to see reviews. I want to see how their process works. I want to understand it. I want to understand a bunch of stuff. And so that's why when we've tested long copy versus short copy, long pages versus short pages, the long pages for this industry work better every single time.