The Truth About Copy Length: Why Word Count Isn’t Everything (But Still Matters)

If you have been in the world of copywriting long enough, I bet you've heard this question more than once — "Should copy be long or short?"

It's the age-old debate, and while many claim that shorter copy is always better, BUT only experienced copywriters know the truth — word count isn’t the real issue.

The focus should always be on the value given, flow, and whether it drives conversion or not. Word count? That’s just a tool you can use strategically depending on where your audience is in their buying journey.

Whether you’re writing a sales page, social media ad, or an email sequence, the length of your copy matters less than how well it performs.

In this article, I'll share why word count shouldn’t be your primary concern and how you can strategically use it to guide your audience toward conversion.

Why word count isn’t your primary concern as a copywriter?

Many people get caught up in the notion that a shorter copy is inherently better. But here’s the thing: your copy should be as long as it needs to be to effectively communicate your message.

If your copy is engaging and draws your audience in, they’ll keep reading —whether it’s 100 words or 1,000. The key is to ensure every word counts. Aim for flow, not just brevity.

However, this doesn’t mean you should ignore word count entirely. It’s still an important tool —especially when used strategically.

Let’s explore how to approach copy length based on the different stages of your audience’s buying journey.

Top-of-Funnel (TOF): Keep It Short and Punchy

At the top of the funnel, your audience is just getting introduced to your brand or product. This is where short copy truly shines.

When you’re writing social media ads, headlines, or introductions, the goal is simple: grab attention and spark curiosity. At this stage, people don’t need the full story. They need just enough to feel intrigued and click through.

Think of these types of copy as emotional nudges—designed to provoke interest or provide an immediate solution. Here, less is definitely more.

Middle-of-Funnel (MOF): Balance Detail and Persuasion

When you get to the middle of the funnel, it’s time to start building trust and providing more information. This could be in the form of emails, product pages, or landing pages.

Here, your copy can afford to be a bit longer. You’re nurturing interest and beginning to address potential objections. While you don’t want to overwhelm your reader with too much information, you also don’t want to leave them wanting more.

Balance is key—give enough detail to engage them but keep it focused and persuasive. The length of your copy should be flexible —long enough to provide value, but concise enough to maintain attention.

Bottom-of-Funnel (BOF): Go All In with Comprehensive Copy

At the bottom of the funnel, your audience is on the verge of making a purchase decision. This is where thorough copy comes into play.

Whether you're writing a sales page, FAQ section, or detailed product description, this is your opportunity to leave no stone unturned.

Long-form copy can be particularly effective here, especially for higher-ticket items or complex services. People want all the information before they commit.

The key is to ensure your copy remains engaging and relevant, even when it’s longer. If the copy feels like a conversation that answers all of their concerns, readers will keep going.