Once you get past the canned response of informal writing about "what you know," more writers are at a loss.
Outlines can provide much needed coherence for web writing, which suffers from a certain "Hey gang, let's put on a show" 'lil Rascals vibe.
Well Buckwheat, it doesn't always work that well for your readers.
Many writers might argue outlining stifles their creativity. The very same people who complain about writer's block. An outline can help you know where you are in your writing, and where your writing has to go.
Very often the beginning writers are the ones hung up on "creative freedom." The pros can get plenty creative in getting from points A to B when they know there is a point A and point B.
Copywriters know the formula AIDA. The ones who fail to woo the customer figure if they're done writing, those critical parts of the formula must be in there ...you know, somewhere.
Nothing could be further from the truth. When you have to do such things as counter objections, it helps to have a list of objections to refer to.
Pro copywriters have outlines and checklists which cover every element of a winning sales letter. Amateurs don't.
Outlines are like the requirements and specifications of code. When things don't work, you'll generally find the answer lies in the lack of an outline.
Why outline? To get you where you're going