Short snappy writing works best online.
First, people are less ready to read long pieces online than short articles.
Third, people get distracted easily online. There are advertisements and links to other web sites as well as bleeping notification of incoming emails, tweets and instant messages.
If you write a brief article there’s more chance readers will get to the end before skipping off elsewhere.
Fourth, skilled writers aim for brevity because good, vigourous English is concise.
A writer’s goal is to get messages to readers as swiftly and as accurately as possible.
Get on. Say what you need to say. Get off.
Leave the fancy, flowery stuff to poets and fiction writers.