Former LA TimesÂ writer Cathy Curtis believes that writing for the web has improved her skills as a copywriter. She shares some of what she has learnt and some advice about web copywriting in an eminently readable article for AIGA, the American Institute for Graphic Art.
[In my journalism days] I wasn’t terribly concerned with the mechanics of keeping readers interested throughout the story.
The novelty of the web, on the other hand, made me question every move. During my first few years, I treasured the free online advice offered by Jakob Nielsen and other pioneering web specialists. I became fascinated by theories about how users absorb information online. Everyone seemed to agree that the web user was, above all, impatient.