A series of fluorene-based rod–coil liquid crystal polymers with different lengths of the coil segments on backbones were designed and synthesized by a palladium-catalyzed Suzuki coupling-reaction. The thermal stability, the UV–Vis absorption and fluorescence spectra in chloroform solution and thin film, the electrochemical properties, thermal behavior, and morphology of these rod–coil polymers were investigated. The thermal stability of these polymers steadily decreased on increasing the length of the coil segments on the backbone; their optical and electrochemical properties did not exhibit noticeable dependence on the weight fraction of the coil segments. However, the shoulder emission and the full width at the half-maximum (FWHM) in PL spectra of the films increased, whereas the oxidation onset potentials and the corresponding HOMO energy levels decreased with the increase in the weight fraction of the coil segments, which was assigned to microphase separation and formation of folded chain conformation as the weight fraction of the coil segments increased. These polymers displayed a characteristic liquid crystalline texture. The variation of the weight fraction of the coil segments obviously affected the thermal behavior and morphology of these rod–coil polymers.