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 strategic marketing consultant and certified digital marketing expert who specializes in helping professionals, experts, and skill-based entrepreneurs build their practices or businesses. With his unique combination of copywriting, SEO, and CRO, he can help improve traffic, leads, and revenue for his clients. For the better part of 30 years, he's produced countless wins, generating in excess of $300 million in sales and results that have broken many industry records. He's the author of two top-selling books and often speaks at industry events.