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.