When writing physical letters or books, it's common to write long paragraphs. But online, where content is buttressed by a plethora of distractions, it's harder to read.
When paragraphs are too wordy, it reduces breaks, creates larger chunks of blurred text, and causes snowblindness where people skip more than they read.
Keep your paragraphs short and sweet, even use single-sentence paragraphs here and there, which will create more whitespace and eye traction.
That way, it is easier to scan without skipping, draws attention to shorter pieces of content that might grab their attention, and pulls them into the copy.
Paragraphs of no more than 2-3 lines deep will also give readers a chance to breathe while still being engaged in the flow of the copy.
Michel Fortin is a senior marketing specialist, renowned copywriter, and digital marketing expert. For the better part of 30 years, he's produced countless successful marketing communications and profitable campaigns that generated in excess of $300 million in sales. He's broken many industry sales records, including being instrumental behind the first ever “million-dollar day” online marketing campaign in 2004. He's worked with thousands of businesses and entrepreneurs around the world in a wide variety of industries on building their businesses, improving their marketing, and increasing their profits. He's a published author and often speaks at industry events. To connect with him, visit his LinkedIn profile where he is most active.