Best Foundation

Charitable Activities

Paragraph length is an area where copywriting for the web is very different from other forms of writing. If you are proficient at other types of writing this can be a difficult adjustment. 

The concept of one idea per paragraph is especially important on the web. You should break more complex ideas into smaller chunks that stand alone as a paragraph. Always ask yourself what your user really needs to know and cut the rest. A good rule of thumb is that a paragraph should have between 1 and 3 sentences. 

This guidance applies to informational content but also to journalistic or persuasive content. This article from the Red Cross is a good example of a consistent use of short paragraphs in the context of a charity website.