Editing
Your audience is an unforgiving bunch who don't tolerate mistakes.
Anyone who has spent any time on the internet knows that there is an awful lot of poor English being used out there. Not only does it make the text hard to read, it also cheapens your brand. Nothing says low quality like spelling mistakes, grammatical errors and poor copy. When you're trying to build a reputation, poor editing works against you.
The building trade has a saying, "measure twice, cut once." The same is true in copywriting. Edit twice, publish once. The more work that goes in to the preparation of print or internet copywriting, the less likely mistakes will get through.
Editing is all about the three C's.
Correctness, Consistency and Clarity
Correctness
Correctness doesn't necessarily just mean factually true. When editing for the web, it's as much about whether the details are correct than whether grammar and puncuation are correct. Are the ordered lists sequential? Are headings accurate? Are bullets used consistently?
Editing for correctness includes all the tiny details that make a surprising difference when missed.
Consistency
Once we have the details right, we have to keep them that way. If there are particular examples of punctuation or spelling in the copy, we have to ensure they remain consistent throughout. We also have to check the facts. If a particular widget is made of powder coated steel in one part of a text, it has to be the same throughout.
Editing for consistency involves an attention to detail and a good memory. Let us catch mistakes before your audience does it for you!
Clarity
Clarity works to make the writing compelling. Making it interesting, clear, concise and moving forward. Heavy editing means if a piece of text adds nothing to a paragraph we remove it. Light editing migh mean gently guiding the author back on-topic.
Writing for the web and writing for print need different skills and a different approach. Knowing the audience is key to providing writing in the form they accept. That's where editing for clarity comes in.
Huxleymedia provides print or website editing. From a simple spelling and grammar check, to a full manuscript.