Effective Communication
Your primary concern in communication should be accuracy and clarity.
In addition, if your reader cannot trace your references or verify your statements you are going to lose credibility. If you lose credibility with your reader, you have lost all the work you did.
Have you noticed how short my paragraphs are? This is intentional because of the medium. People reading on the Web tend to skim the material. They usually jump completely over long paragraphs.
If I want to be read, I have to adjust my writing both to the medium and to the reader I am expecting. Take a look at TIME magazine. Their writing is a good example of clarity. They use small words, short sentences, and simple statements. They pioneered this approach. You should look at their work awhile and learn from them.
