Long web pages work well in a smartphone format
As long as your website is adapted to the smartphone format, most people will not mind scrolling. In fact, many of them will find that to be a more intuitive way of reading about your business, rather than clicking on links.
Companies increasingly use sections on their landing pages to present their business, expertise, history, and more. Being able to scroll from one segment to another becomes easier than navigating between pages, and helps present your company in a way that is both fluid and stringent. Clearly, links to some subpages should be included throughout, as you do not want every last bit of information about your company to be displayed on the very first page.
How to ensure that your web page loads quickly
So a long web page is easier to scroll through, especially for smartphone users, compared to only having separate pages in a menu structure. That said, a long web page may also load more slowly. This can be solved by asynchronous loading, thus by starting to show page content before the web browser has loaded the entire page.
It is probably a good idea to make your web page images responsive, as well; not merely scaled to fit different formats, but smaller and lighter. WordPress, possibly the most widely used website building tool in the world, supports this kind of responsive web design.
Google likes content, so make sure yours is relevant and optimized
Gathering all your information in a single web page serves little purpose, and may confuse Google as to what the primary point or information of the web page is. Long pages are by no means a problem though, on the contrary.
Google strives to provide its users with the best and most relevant search results possible. Long, informative web pages with great search engine optimization (SEO) will be rewarded with higher rankings among the search results. Rightfully so, as Google will regard these websites the most likely to actually provide the information Google users are searching for. A very short text or page may be very concise and to the point, but can also drown in a sea of similar web pages and paragraphs. Long does not mean endless, only that you should speak about your expertise and business with nuance, honesty and persuasion. If your texts, paragraphs or web pages are very short, Google will frankly assume that you do not have much to say, and promote your competitors instead.
Headings and subheadings make your web pages better and easier to read
While longer texts and web pages can be very beneficial, make sure they only contain useful, clear and customer-oriented information. Make sure that your main headings are informative phrases – like a specific question, or the answer to one – rather than just a couple of words.
Subheadings are no less important, and should be used in any web page text that contains at least four paragraphs. Shorter paragraphs are easier to read than long chunks of text, especially if they come with subheadings that help move your argument (and, arguably, your reader) along. The pages become easier to read and comprehend, which should reflect positively on your business as well.
Google also analyses subheadings when ranking its search results. Simply put, when Google finds that a certain website uses descriptive, insightful headings and subheadings, that helps the website rise among the search results. It’s not just enough to have lots of good information on your web pages, if it isn’t structured in a comprehensive, digestible way.
At Skapa, we help our customers with all sorts of content marketing, creating the kind of marketing material that appeals to your customers and yields excellent Google search results. Want to know more? Get in touch with us, and let’s look at what we can do together!
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