Keep it concise

We're all guilty of waffling on from time to time, going off on tangents and not getting to the point.

When it comes to reading content on websites our attention spans are shorter than ever, and instead of reading content from start to finish we tend to scan pages in a non-linear fashion, skimming for key words.

Shorter articles enhance readability, and this usability study by Jakob Nielsen concluded that given the duration of an average page view, users have time to read at most 28% of the words on the page.