Copywriting Word Count: Sales Copy Length Guide

"How long should my copy be?" I get asked this constantly. And my answer is always the same: as long as it needs to be to make the sale, but not a word longer. That said, I've written enough landing pages, emails, and ads to know there are patterns that work.

Word Count Overview by Copy Type

Landing Pages

Short-Form Landing Pages (300-500 words)

Best for:

• Free trials and freemium offers
• Simple, low-risk products
• Well-known brands
• Audience that's already aware and interested
• Lead magnets and email signups

Medium-Form Landing Pages (800-1,500 words)

Best for:

• Mid-priced products ($50-$500)
• SaaS products
• Online courses
• Services with moderate complexity

Long-Form Landing Pages (2,000-5,000+ words)

Best for:

• High-ticket items ($500+)
• Complex B2B solutions
• Unknown brands building trust
• Audiences with many objections
• One-time purchase vs. subscription

The Price-Length Correlation

Email Copy

Cold Emails

• Optimal: 50-125 words
• Subject line: 4-7 words (30-50 characters)
• Focus: One clear ask, quick value

Sales Emails

• Short: 50-150 words (quick updates, reminders)
• Standard: 150-300 words (product launches, offers)
• Long: 500-1,500 words (sales letters, major launches)

Newsletter Emails

• Curated links: 200-400 words
• Educational: 500-1,000 words
• Personal essays: 800-2,000 words

Ad Copy

Facebook/Instagram Ads

Google Ads

• Headlines: 30 characters each (up to 3)
• Descriptions: 90 characters each (up to 2)
• Total visible: ~270 characters max

Product Descriptions

E-commerce Products

Amazon Listings

• Title: 150-200 characters (use all space)
• Bullet points: 200-250 characters each
• Description: 1,000-2,000 characters
• A+ Content: 500-1,500 words

Copy Length Principles

When to Go Long

1. High price points: More investment = more objections to overcome
2. Complex products: Need education before purchase
3. Cold audiences: Don't know or trust you yet
4. One-time purchases: No future relationship to build
5. Many competitors: Need differentiation

When to Go Short

1. Low price/free: Minimal risk, minimal explanation
2. Simple products: Self-explanatory benefits
3. Warm audiences: Already know and trust you
4. Subscriptions: Can build relationship over time
5. Strong brand: Reputation does the selling

The Golden Rule

"Copy should be as long as necessary to make the sale, but not one word longer."

• Every sentence should earn its place
• Test both short and long versions
• Let data guide your decisions

Frequently Asked Questions

How long should landing page copy be?

Landing page length depends on the offer complexity and price point. Simple, low-cost offers work with 300-500 words. Complex B2B solutions may need 1,500-3,000+ words. Higher prices generally require longer copy to overcome objections and build trust.

Is long copy or short copy better?

Neither is universally better—it depends on context. Long copy works for high-consideration purchases, expensive products, and unfamiliar audiences. Short copy works for impulse buys, well-known brands, and audiences who are already aware of and interested in your offer.

How long should a sales email be?

Sales emails should typically be 50-200 words for most purposes. Cold emails should be 50-125 words. Follow-up emails work best at 50-100 words. Full sales letters can be 500-1,500 words. Focus on one clear message and call-to-action per email.