I often see landing pages with a ton of text (usually combined with incorrect line height) that no one ever reads.
Like I get it... I met a lot of business owners who told me they want to have that particular piece of text there. So people can learn more about their product if they want to.
And I used to think the same. But it's not how your visitors are going to think about it.
It's crucial to think about the context in which the visitor comes to your website.
They might be doing research for a tool or a service to solve their problem. In that case, they are likely to be browsing for some time. And they might be tired of seeing so many similar pages with a lot of text. Their brain is getting overwhelmed!
Or they might've found out about you pretty randomly from some comment on Reddit or an ad on YouTube. Thinking that you offer something they need and want to check it out. In this case, they were doing something else, and you kind of interrupted their flow. So again... Their brain will quickly scan through your website, scavenging for that particular bit of information. The bit that will make them rationalize their purchase - make them say "this makes sense for me".
Their friend might have also told them that your product is great. In that case, they are likely to spend more time and attention on your website as they were already briefed.
But in neither of those cases there’s a need to squeeze more information on the landing page than the bare minimum. The core of what's in it for them.
Check intercom.com. They work hard on their LP. Watch them for some time and you can see they make a new version almost every month. They probably do a lot of A/B testing. Now go and REALLY check it. What’s there in terms of text?
HEADLINE. A long one, because everyone is going to read that. Always. So put a lot of effort into your headline. And don't be afraid to get rid of your sub headline.
Then there’s ANOTHER HEADLINE, even longer (seemingly - it’s not that long, but it’s bold).
And that's pretty much it! Then there are blocks that work as a treemap of specific features.
Do you want to say more? Create more landing pages! Different landing pages. For different target audiences or for different parts of your product.
In any case, I recorded a design review of a few landing page designs on Dribbble. I talked about this issue and other important things. Give it a watch! :)