copy-editing

Pass 1: Clarity

• Can every sentence be understood on first read?
• Is there jargon that needs simplification?
• Are ideas presented in logical order?
• Is the main message crystal clear?

Pass 2: Concision

• Can anything be cut without losing meaning?
• Are there redundant phrases?
• Is there unnecessary throat-clearing?
• Can long sentences be broken up?

Pass 3: Power

• Do headlines stop the scroll?
• Is the copy specific and concrete?
• Are verbs active and strong?
• Does it create urgency or emotion?

Pass 4: Conversion

• Is the CTA clear and compelling?
• Are objections addressed?
• Is social proof present?
• Does it flow toward action?

Weak Headlines

Before: "Our Solution for Your Business"

After: "Cut Your Reporting Time by 80% This Week"

Vague Claims

Before: "We help companies succeed"

After: "We've helped 500+ B2B companies increase demo bookings by 40%"

Passive Voice

Before: "Reports are generated automatically"

After: "Generate reports automatically"

Feature vs Benefit

Before: "Real-time sync across devices"

After: "Never lose your work—changes sync instantly everywhere"

Weasel Words

Remove: "very", "really", "quite", "somewhat", "basically", "actually", "just"

Throat-Clearing

Cut opening phrases like: "We believe that...", "It's important to note that...", "In today's world..."

Redundancy

• "Free gift" → "Gift"
• "Past history" → "History"
• "End result" → "Result"
• "New innovation" → "Innovation"

Strengthen Verbs

Weak: is, are, was, were, been, being, has, have, had

Strong: creates, drives, eliminates, accelerates, transforms

Cut Adverbs

Before: "Works incredibly quickly"

After: "Works in seconds"

Be Specific

Before: "Significantly improve performance"

After: "Improve page load time by 3.2 seconds"

Remove Qualifiers

Before: "This might help you save time"

After: "Save 10 hours every week"

Flow Optimization

1. Check: Does each section lead naturally to the next?
2. Verify: Is the most important information above the fold?
3. Ensure: Does copy build toward the CTA?

Scanability

• Add subheadings every 3-4 paragraphs
• Use bullet points for lists
• Bold key phrases (sparingly)
• Keep paragraphs under 4 lines

CTA Placement

• First CTA: visible without scrolling
• Mid-page CTA: after key benefits
• Final CTA: strong close with urgency

Tone Consistency

• Match brand voice throughout
• Consistent formality level
• Same perspective (you vs we)

Formatting

• Consistent capitalization in headlines
• Proper punctuation
• Correct grammar
• No typos or spelling errors

Readability

• Target 8th-grade reading level for consumer
• Keep sentences under 20 words on average
• Use common words over fancy alternatives

Headlines

• [ ] Clear value proposition?
• [ ] Specific, not generic?
• [ ] Creates curiosity or promises benefit?
• [ ] Under 10 words?

Body Copy

• [ ] Opens with hook?
• [ ] Benefits before features?
• [ ] Concrete examples and specifics?
• [ ] Social proof included?
• [ ] Objections addressed?

CTAs

• [ ] Action-oriented verb?
• [ ] Clear what happens next?
• [ ] Friction reduced?
• [ ] Visible and prominent?

Technical

• [ ] No spelling errors?
• [ ] Grammar correct?
• [ ] Consistent formatting?
• [ ] Links working?

When editing copy, provide:

1. Edited version with changes applied
2. Track changes summary (what changed and why)
3. Major recommendations for structural changes
4. Confidence notes on uncertain changes
5. Questions for stakeholder if context needed

Light Edit

• Fix errors only
• Minimal changes to style
• Preserve original voice

Medium Edit

• Improve clarity and flow
• Strengthen weak sections
• Maintain general structure

Heavy Edit

• Significant restructuring
• Major rewrites where needed
• Full optimization for conversion

• copywriting - For creating new copy
• page-cro - For conversion optimization
• marketing-psychology - For persuasion techniques