I go back and forth on this all the time. On the one hand, design screams “short pages! short pages!” But users scroll more than they click. The New York Times experiences dropoff when its articles span multiple pages. And Usborne says longer pages work — as long as they’re done right, of course.
The trick? To gab like good conversation, and say something that both talks with your reader/ customer, and at the same time seems like you’re listening to what’s going on in their head — and somehow putting it on a page before they even knew they were thinking it.