LK Design: Keep Your Pages Short, But Not Too Short
Writing for the web is different from writing for print. People skim online, especially when they first get to a webpage.
You want the contents of your web page to give them what they want quickly, but provide enough detail for those who are interested.
It is encouraged to use simple, familiar vocabulary as user are resistant to working hard to understand a sentence. If they are to miss a word they don’t want to go back and make sense of it.
Long web pages can benefit from tables of contents using anchor links to help readers get around.