I don’t necessarily recommend short copy. The best copywriters know that long copy sells. You need to give yourself enough room to actually make a convincing argument — the elevator pitch is all good and well, but the only thing it can ever do is to spark enough curiosity to continue the conversation.
But I always recommend lean copy. And it’s twice as important online. Whipping copy into shape is an important skill for any writer, because all of us start with flabby first drafts. Fortunately, toning up your writing is a lot easier than curls, crunches and hover squats.