2. Writing briefly and concisely

2 a. Sentence length
The average sentence length for good online readability counts 10 words.

2 b. Resting points
Points, commas and special characters are both eye-catchers and resting points. Use them.

Note that commas do not damage the readability of your web text and make your sentences extremely lengthy.

2 c. Split
How do you make long sentences shorter? Chop them in two.

X: If you are looking for an experienced copywriter, then you are at the right address here.
V: Are you looking for an experienced copywriter? Then you are at the right address here.

Place a match word in the second sentence, which refers to the previous sentence.

X: Are you looking for a copywriter with years of experience?
V: Are you looking for a copywriter? One with years of experience?

Place a question word between your sentences.

X: I have been considering a new hosting party for months, because my website loads slowly, is often offline and seems to be a target for hackers.
V: I have been considering a new hosting party for months. Why? Because my website loads slowly, and is often offline. It seems to be a target for hackers.

2 d. Connect

X: Increasing expenses and increasing personnel costs.
V: Increasing expenses and staff costs.

2 e. Names

Do you use a name for the second time? Then use a shortened version or abbreviation. (Unless this is a keyword.)

Wealthy Affiliate University (first time)
WAU (second time)
Loes Knetsch. (first time)
Loes (second time)