One of the first jobs I got when I started freelancing again (yes, this is my second run!) was a website copyedit. The client accepted my quote and then sent me the brief. Once I read it, I realised they’d made a mistake. They were after a copywriter! Not only did they want me to fix obvious mechanical errors, but they also wanted me to rewrite the copy to make it more impactful.
Yikes!
At that stage, I wasn’t familiar with copywriting, but I was familiar with sales (book retail). And I’d also worked as a publicist for a book publisher. So when I skimmed the copy, I could see where headings could be sharpened, paragraphs shortened and benefits emphasised, so I gave it a red-hot go – and my client loved it.
It was the start of more website copyediting work. And one thing I realised is that it’s a far cry from editing books (my usual trade). There are considerations that go beyond fixing typos and spelling errors, such as strategy, brand voice and SEO. That’s because websites have a very specific goal: to connect with customers, build credibility and drive conversions.
So here are 7 things I look at when I'm copyediting website copy. And if you’re DIYing your copyediting, you may find this checklist useful too!
1. Spelling, grammar and punctuation
The first step is to correct spelling, grammar and punctuation issues. Why do I tackle this first? Because I want to make sure everything is spick and span before I look at deeper issues. It’s like giving dirty plates a rinse before giving them a proper wash (I hate cloudy dishwater!).
Some editors may choose to fix these errors later, which is fine too. Either way, misspellings, poor punctuation and wordiness can confuse, mislead and drive your customers elsewhere. Plus, multiple errors can suggest your service or product is just as slap-dash or chaotic as your grammar and spelling!
2. Structure and formatting
Websites have a structure that helps them rank on search engines and streamline the buyer journey, so this is top of mind when I’m editing a website. I make sure that headings follow a hierarchical structure and that content flows logically.
Another thing I check is formatting. Are any headings too long? Is there a wall of text? Could a paragraph be broken into bullets? I even check if content blocks are roughly even. For example, if you’ve got content blocks for each service and one is longer than the others, it may give that service undue attention.
3. Accessibility
Websites need to be accessible, not just for users but also for search engines. To ensure this, I check the text colour against the background and recommend improvements for enhanced readability. (If you’re doing this yourself, use this colour contrast checker.) I may flag the use of italics, as they’re usually hard to read, or underlining, which can be easily confused with links.
I also highlight any language that may not align with your target audience, or that excludes different age groups, cultures, genders and cognitive abilities.
4. SEO
If clients have an SEO strategy, I ask for targeted keywords so I can ensure they’re used in relevant headings and body text. It also means I won’t accidentally delete or change them during the copyedit. If keywords are used unnaturally or too frequently, I’ll flag this too. And if clients provide meta descriptions and title tags, which are critical for SEO, I’ll check these for relevant keywords and mechanical errors.
5. Brand voice
Businesses should have a consistent brand voice across all marketing communications – and websites are no exception. I usually request a brand voice guide and flag anything on the website that may depart from it. (This is especially important if the business has just undergone a rebrand.) If the business is new and a brand voice guide doesn’t exist, I ask a few questions about their ideal customers and check out their social media posts (or other communications) as a general guide.
6. Navigation
Navigation menus are like drapes in a room – they’re easily overlooked during a copyedit. I usually check for typos, misspellings and inconsistencies (for example, the use of both title and sentence case in menu headings), and that navigation is clear and logical. For example, FAQs may be easier to find in the main menu rather than a sub-menu, or they may be more effective on a product page.
7. Links/buttons
There’s nothing more annoying than trying to book a call or download a resource and being met with a 404 page! To avoid this, I ensure all internal links and buttons are active and lead to the correct page, and that the anchor text is relevant and contextualises the link. For example, instead of ‘click here’, I may recommend ‘Get your business planner’ or ‘Book a call’ to clarify the action.
Linking is also important for SEO, so I’ll check for the number of internal and external links and flag any issues. Too many links can be distracting for users, and too few may affect rankings or the user's ability to navigate the site.
Final thoughts: What’s included in a website copyedit
As you can see, a website copyedit goes beyond typos and spelling errors. It needs to consider factors such as SEO, brand voice, user experience, formatting and accessibility – things that can’t be pawned off to AI or a generalist editor. They require a nuanced understanding of Google search engines, as well as how users interact with digital content and what prompts them to take action! If you need a website copyeditor who can help you eliminate niggly errors and optimise your website for conversions, send me an email or check out my Services page for rates.
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