# Copy Editing Checklist & Best Practices

Based on research from [Copy Hackers](https://copyhackers.com/), [Ann Handley](https://annhandley.com/everybody-writes/), [Nielsen Norman](https://www.nngroup.com/articles/writing-for-the-web/).

---

## Multi-Pass Editing Framework

### Pass 1: Message & Strategy
| Check | Question |
|-------|----------|
| Core message | Is the main point clear? |
| Audience fit | Written for target reader? |
| Goal alignment | Does it drive intended action? |
| Value prop | Is the benefit obvious? |
| Flow | Does it follow logical order? |

### Pass 2: Structure & Format
| Check | Question |
|-------|----------|
| Headline | Compelling, clear, benefit-focused? |
| Subheads | Scannable, parallel structure? |
| Paragraphs | Short (2-4 sentences)? |
| Bullets | Used for lists of 3+? |
| White space | Enough breathing room? |
| CTA | Clear, specific, action-oriented? |

### Pass 3: Clarity & Concision
| Check | Action |
|-------|--------|
| Unnecessary words | Delete them |
| Jargon | Replace with plain language |
| Passive voice | Convert to active |
| Long sentences | Split into shorter |
| Weak verbs | Strengthen them |
| Redundancies | Remove duplicates |

### Pass 4: Grammar & Mechanics
| Check | Examples |
|-------|----------|
| Spelling | Common misspellings |
| Punctuation | Commas, periods, apostrophes |
| Capitalization | Titles, headings, proper nouns |
| Subject-verb | Agreement errors |
| Tense | Consistency throughout |
| Formatting | Bold, italics, links |

### Pass 5: Final Polish
| Check | Action |
|-------|--------|
| Read aloud | Catch awkward phrasing |
| Fresh eyes | Wait 24h if possible |
| Mobile check | How does it look? |
| Link check | All links work? |
| CTA test | Is action clear? |

---

## Common Editing Fixes

### Wordiness Fixes
| Wordy | Concise |
|-------|---------|
| In order to | To |
| Due to the fact that | Because |
| At this point in time | Now |
| In the event that | If |
| Has the ability to | Can |
| Prior to | Before |
| Subsequent to | After |
| In spite of the fact | Although |
| For the purpose of | To |
| A large number of | Many |

### Weak → Strong Verbs
| Weak | Strong |
|------|--------|
| Make better | Improve |
| Give help | Help |
| Do an analysis | Analyze |
| Make a decision | Decide |
| Take into consideration | Consider |
| Put emphasis on | Emphasize |
| Reach out to | Contact |
| Come up with | Create, develop |
| Get started | Start |
| Have an impact | Impact, affect |

### Passive → Active Voice
| Passive | Active |
|---------|--------|
| Results were achieved by the team | The team achieved results |
| The report was written by Sarah | Sarah wrote the report |
| Costs can be reduced | You can reduce costs |
| It was decided that | We decided |
| Errors were made | We made errors |

### Jargon → Plain Language
| Jargon | Plain |
|--------|-------|
| Leverage | Use |
| Utilize | Use |
| Synergy | Teamwork |
| Paradigm | Model |
| Bandwidth | Time, capacity |
| Circle back | Follow up |
| Move the needle | Make an impact |
| Low-hanging fruit | Quick wins |
| Deep dive | Detailed look |
| Touch base | Talk, check in |

---

## Headline Editing

### Headline Checklist
- [ ] Under 10 words (ideal: 6-8)
- [ ] Specific benefit or outcome
- [ ] Uses strong, active verb
- [ ] Relevant to target audience
- [ ] Creates curiosity or urgency
- [ ] Avoids jargon and clichés
- [ ] Works standalone (no context needed)

### Headline Strengthening
| Weak | Strong |
|------|--------|
| "Our Solution" | "Cut Costs 40% in 30 Days" |
| "Getting Started Guide" | "Launch Your First Campaign Today" |
| "About Our Features" | "Features That Double Your Output" |
| "Welcome" | "Start Saving 5 Hours Weekly" |
| "Contact Us" | "Get Your Free Consultation" |

### Headline Formulas
| Formula | Example |
|---------|---------|
| [Number] Ways to [Benefit] | "7 Ways to Double Revenue" |
| How to [Result] Without [Pain] | "How to Grow Without Burning Out" |
| The [Adjective] [Method] for [Result] | "The Simple System for Faster Sales" |
| Why [Surprising Claim] | "Why Your Ads Aren't Working" |
| [Result] in [Timeframe] | "Better Sleep in 7 Days" |

---

## CTA Editing

### CTA Checklist
- [ ] Starts with action verb
- [ ] Specifies what happens next
- [ ] Creates sense of urgency (if appropriate)
- [ ] Stands out visually
- [ ] Single, clear action
- [ ] Benefit-oriented when possible

### CTA Improvements
| Weak | Strong |
|------|--------|
| Submit | Get My Free Report |
| Click Here | Start Your Trial |
| Learn More | See How It Works |
| Download | Download the Guide |
| Sign Up | Start Free Today |
| Buy Now | Get Instant Access |
| Contact | Schedule My Demo |

### First Person CTAs
| Second Person | First Person (Higher CVR) |
|---------------|---------------------------|
| Start Your Trial | Start My Trial |
| Get Your Report | Get My Report |
| Create Your Account | Create My Account |
| Save Your Progress | Save My Progress |

---

## Web Copy Best Practices

### Scannability Rules
1. **Front-load key information** - Put important words first
2. **Use descriptive subheads** - Tell what's in each section
3. **One idea per paragraph** - Break up long blocks
4. **Bullet points for lists** - Easy to scan
5. **Bold key phrases** - Guide the eye (use sparingly)
6. **Meaningful link text** - "Download guide" not "click here"

### Paragraph Length
| Context | Max Sentences | Max Words |
|---------|---------------|-----------|
| Above fold | 1-2 | 30-40 |
| Body copy | 2-4 | 50-75 |
| Technical docs | 3-5 | 75-100 |
| Long-form | 3-4 | 60-80 |

### Sentence Length
| Type | Target Length | When |
|------|---------------|------|
| Short | 5-10 words | Key points, emphasis |
| Medium | 15-20 words | Normal explanation |
| Long | 25-30 words | Complex ideas (rare) |

**Mix lengths** for rhythm and readability.

---

## Email Copy Editing

### Subject Line Checklist
- [ ] Under 50 characters (mobile preview)
- [ ] No spam trigger words
- [ ] Creates curiosity or urgency
- [ ] Specific > generic
- [ ] Tests well A/B
- [ ] Matches email content

### Email Body Checklist
- [ ] Opens with reader focus (not "I" or "We")
- [ ] Single clear purpose
- [ ] Scannable formatting
- [ ] One primary CTA
- [ ] Personal, conversational tone
- [ ] Mobile-optimized length

### Subject Line Fixes
| Weak | Strong |
|------|--------|
| Newsletter #47 | Quick tip: Save 2 hours today |
| Company Update | Your [reward] is waiting |
| New Features Announcement | [Feature] is live - see what's new |
| Don't Miss Out | Ends tonight: 40% off |
| Important Information | Action needed: Verify your account |

---

## Landing Page Editing

### Above-Fold Checklist
- [ ] Headline: Clear value proposition
- [ ] Subheadline: Supports main claim
- [ ] Visual: Relevant, high-quality
- [ ] CTA: Prominent, action-oriented
- [ ] Trust signal: Logo, testimonial, or stat

### Page Flow Check
1. Does headline answer "What is this?"
2. Does subhead answer "Why should I care?"
3. Does body answer "How does it work?"
4. Does social proof answer "Can I trust this?"
5. Does CTA answer "What do I do next?"

### Common Landing Page Issues
| Issue | Fix |
|-------|-----|
| Headline is vague | Specifiy the benefit |
| Too much text above fold | Move to below |
| CTA below fold | Add secondary CTA above |
| Multiple CTAs competing | One primary action |
| No social proof | Add testimonial/logos |
| Features, not benefits | Rewrite as outcomes |

---

## Tone & Voice Editing

### Matching Brand Voice
| Trait | Check |
|-------|-------|
| Formal/Casual | Appropriate for audience? |
| Technical/Simple | Right complexity level? |
| Authoritative/Friendly | Consistent throughout? |
| Serious/Playful | Matches brand? |

### Consistency Check
- Same terms used throughout?
- Consistent capitalization style?
- Same pronoun usage (you/your or we/our)?
- Matching tone in all sections?

### Tone Adjustments
| Too Formal | More Conversational |
|------------|---------------------|
| We are pleased to announce | We're excited to share |
| Please do not hesitate | Feel free to |
| At your earliest convenience | When you get a chance |
| It is recommended that | We suggest |
| Prior to commencement | Before you start |

---

## Quality Checklist Summary

### Pre-Publish Checklist
```
□ Core message is clear in first 5 seconds
□ Headline is specific and benefit-focused
□ All claims are supported
□ CTA is clear and compelling
□ No spelling/grammar errors
□ All links work
□ Mobile-friendly formatting
□ Brand voice consistent
□ Social proof included
□ Legal requirements met (privacy, terms)
```

### Quick Editing Hacks
1. **21-Word Rule:** Cut 21 words, find 21 better ones
2. **Remove "that":** 90% of the time unnecessary
3. **Remove "very/really":** Find stronger words
4. **Remove "just":** Usually adds nothing
5. **Remove "I think":** Be confident
6. **Start sentences differently:** Vary structure
7. **Use contractions:** More natural
8. **Read backward:** Catch spelling errors

---

## Tools for Editing

### Automated Checkers
| Tool | Best For |
|------|----------|
| Grammarly | Grammar, spelling |
| Hemingway | Readability, simplicity |
| ProWritingAid | Comprehensive analysis |
| Language Tool | Multi-language |

### Readability Scores
| Score | Tool | Target |
|-------|------|--------|
| Flesch-Kincaid | Most tools | Grade 6-8 |
| Hemingway | Hemingway app | Grade 5-8 |
| Gunning Fog | Various | 10-12 |

### Reading Level Guidelines
| Audience | Grade Level |
|----------|-------------|
| General consumer | 6-8 |
| B2B general | 8-10 |
| B2B technical | 10-12 |
| Academic | 12+ |
