Build paragraphs that get your point across fast. Site visitors scan until they find what they're looking for; only then do they start reading. To keep them happily zipping along:
- Make your point in the first sentence. That's all a scanner reads, so don't build an argument with your conclusion at the end. Put your conclusion first.
- Keep sentences short. Use action verbs and speak directly to the reader.
- Keep paragraphs short. Two or three sentences should do the job. If not, chunk your ideas down.
Brevity builds loyalty. Keep it short and sweet and they'll be back for more.