A vendor call in Phoenix switched my whole approach to landing pages

I used to cram every benefit and stat into one page, thought more text meant more convincing. Then last Tuesday I sat in on a vendor demo at a coffee shop in Phoenix and their analyst pulled up heatmaps showing people only read the first 2 paragraphs and the button text. They tested a stripped version with just one clear angle and conversions went up 34%. Now I write landing pages like a menu, short descriptions, one main dish, and a clear call to order. Has anyone else found that cutting copy actually made clients happier or do some niches still need the long form?

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