Size matters in the online world where bigger is better

Size Matters - bigger is better online
Size Matters - bigger is better online

Does size matter? Sorry chaps – yes it does; big time. Human beings are programmed to believe that bigger is better. A great big fat encyclopaedia is bound to be more informative than some slim volume, isn’t it? And those lovely big country houses are just so much better than a little two-up, two-down farm worker’s cottage. As for Presidents of the United States – well, yes, mostly the tallest one in the contest wins. Even the electorate appear to cast their vote in terms of size.

Now, some new evidence, shows that this preference for “bigger is better” is built into us – babies choose on the basis of size, according to researchers from the University of Copenhagen and Harvard in a joint project. When presented with a choice between two conflicting individuals, the babies selected the big one was the winner. The study suggests that in terms of social dominance, size matters.

Online this is reflected in website choice. Even Google behaves like a baby in this instance, frequently ranking a site that has more pages higher than one with only a handful of them. In search engines, big is often perceived as best.

The same is true for humans – show them a website that has a few pages and they say “there’s not much here”. Show them a site with thousands of pages and they go “wow, what a lot of information”. Of course they don’t read it all, or even look at it all. But they literally “weigh up” a site.

If your site has more pages, it is perceived – albeit in a rough and ready fashion – as potentially more valuable than a smaller site. It’s yet another reason as to why you need to be adding as much content to your website as you possibly can. If you have more pages than your competition – assuming those pages are relevant, of course – your potential customers will weigh up your site as being better than the alternative.


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Graham Jones
Graham Jones is an Internet Psychologist who studies the way people use the online world, in particular how people engage with businesses. He uses this knowledge to help companies improve their online connections to their customers and potential customers and offers consultancy, workshops, masterclasses and webinars. He also speaks regularly at conferences and business events. Graham is an award-winning writer and the author of 32 books, several of which are about various aspects of the Internet. For more information connect with me on Google+
Graham Jones


Graham Jones is an Internet Psychologist, professional speaker and author of 32 books who helps businesses understand the online behaviour of their customers
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