Making it look interesting How much decoration do you put on a webpage. Faced with a thousand words of text what shall we do to break it up. In newspapers they call them column-breakers, but the need on a long webpage is just as clear. Some of these are clear. The Table of Contents joins with the title in selling the document.
Short paragraphs are easier to digest, and separate the arguments.
How Often In a long and eclectic career I have taught public speaking and also taught effective writing. Both have similar objectives. Both are related to webpage construction, but both have to be interpreted in the constraints and opportunities of the electronic media. In public speaking you should insert a small change of pace about every six minutes. Quotations, humour, or audience participation all serve for this purpose.