While this principle applies to practically all types of writing, I’ve realized that its importance is amplified when I write copies for the web. As a typical web user who relies on search engines, I can attest to the effectivity of short copies versus longer ones. Sure, an attractive, catchy title may lure me into a site, but a huge block of text, not to mention unsightly design and obtrusive advertisements, usually discourages me. Normally, I just read the first few lines and click close. In doing so, I realize that that particularly copy has just failed.

Aside from creating an impression, keeping web copy short increases its readability. Note that brevity doesn’t equate to being boring or dull. On the other hand, I realize that the real test for an excellent writer is achieving the most powerful effect in using as few words as possible. On some occasions, I alternate short- and medium-length sentences. This increases the impact of the copies I write.

More often than not, though, a short copy not only pleases the eye, it gives the impression that I know what I am talking about because I am able to keep everything tight.