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While all content online should have shorter sentences than you would find in print, when you get to the point of making the sale, write even shorter sentences and paragraphs. Why?
• You want to keep the pace fast—you want that person to make a purchase, subscribe, register, etc. and a fast pace in your writing creates momentum in the reader
• When site readers get close to achieving their task, they tend to skip any further text and go straight to the form and start completing it (that's why in some site's shopping carts you will see text in red, or even flashing text)