How quickly can you make your point?  With impatient web readers, the faster your message has impact, the more effective it will be. 

In the film A River Runs Through It, Norman Maclean learns the art of writing from his father, the Reverend Maclean, who believes the art of writing lay in thrift:

(skip to time 5:45 – 7:15)

Half as long.  Again, half as long.

Most online writing is far longer than it needs to be.  SEO copywriters count keywords.  Business websites ramble, losing the message visitors came to hear.

The real test of web writing is how well you convey meaning with the thrift of a Rev Maclean.

How long do you think a reader surfing on their phone will take with your article?  Make an estimate and cut it in half.  Then cut it in half again.

Writing with thrift is an art.  It requires a disciplined editing process.

Want to hire an excellent web writer?  Find the person who charges the most per word and promises to say what must be said (effectively, elegantly) in as few words as possible.