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Copywriting by Mark Shaw

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Interview: Catherine Toole, Sticky Content

Catherine Toole is a copywriter, journalist, and lecturer who founded and is managing director of Sticky Content, a digital-copy agency specializing in planning, writing, and editing copy across digital platforms, from websites to email, and mobile to blogs. She explains how web users scan for key “information cues” rather than reading screenfuls of text, and how writing copy that is search-engine friendly is now simply part of the job.

The main difference between writing copy for print and the web is how your readers read you. Online, to be frank, they don’t. Instead of reading from left to right, top to bottom, studying and digesting text as they might with print, online readers scan pages fast, looking ...

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