Shorter is better. Why? Because people don’t read online. They scan. You have about 5 seconds to get the user’s attention. So write in simple, direct language that communicates thoughts efficiently.
Use an active, conversational voice with strong verbs. Don’t be passive. The best verbs demonstrate action, movement, things happening.
Sources: Attribution = credibility. Let me say it again. Attribution = credibility.
Hyperlinks: That’s why its called “the web.” Hyperlinks are essential. If not, go back to writing on dead trees.