copy-editing

Run the copy through seven focused sweeps: clarity, voice and tone, benefit connection, proof, specificity, emotion, and risk reduction. Each pass targets one dimension so issues are not missed, and earlier sweeps are re-checked after each round of edits.

Use quick-pass checks for faster reviews: cut weak intensifiers and filler words, replace complex words with plain alternatives, keep one idea per sentence, and limit paragraphs to two to four sentences. Finish with the full checklist covering typos and formatting.

Apply the So What test: for every feature statement, ask why the reader should care, then add a benefit bridge such as "which means..." connecting the feature to a concrete outcome. Pair each benefit with specific numbers or timeframes where possible.

Use editing when a draft already exists and the core message is sound but needs polish. Rewriting from scratch fits when there is no draft or the strategy and audience are wrong; editing preserves the author's voice while fixing clarity, proof, and specificity issues.

The process improves existing copy but cannot fix a weak underlying strategy, wrong audience targeting, or missing product evidence. Structural page changes and new copy creation require separate copywriting or page optimization approaches.