Editing
Refining content so it’s clear, flowing and free of errors.
Editing can be grouped into three stages: substantive editing, copyediting and proofreading. Together, they take a piece of content from first draft to sign-off. Not all content needs to go through each stage – it depends on the type of content and what’s gone into the planning and writing of it.
What type of editing do you need?
| Your draft is | What’s involved | Typical content | |
|---|---|---|---|
| Substantive editing | Early | Improving the shape, structure and presentation of the content | Reports, landing pages |
| Copyediting | Nearly there | Making each sentence accurate, clear and consistent | Content written by AI or lots of people |
| Proofreading | Final and formatted | Catching any errors before the content gets published | Everything that contains words |
Substantive editing
Substantive editing deals with big-picture issues that will limit your content’s impact.
(It’s also known as ‘structural editing’ or ‘content editing’)
Right for:
An early draft. You’ve got all your main points down, but you’re unsure about the exact shape it should take.
Long-form content (eg report, whitepaper) or a marketing asset with multiple sections (eg landing page, email newsletter).
What I do:
Ask questions. First, I make sure I understand the objectives, audience and context of this content – then I review the draft in light of this information.
Sense-check the structure: I look at the overall structure of the piece, checking that the content flows logically and tells a story.
Review the content: Then I dive into the content itself, assessing if each section is organised and formatted so it will land with your audience.
What you get:
A set of clear recommendations, explaining what changes need to be made and why, and an open conversation to agree who will make them.
Copyediting
Copyediting involves combing through each line of copy to ensure accuracy, clarity and consistency.
(It’s also known as ‘line editing’)
Right for:
A draft that’s nearly there. You’ve got everything you want to say and it flows well; now it needs fine-tuning.
Any content that hasn’t been written by a professional writer, like an article written by or with AI, or a homepage with multiple contributors.
Out-of-date content. This could be web copy that doesn’t reflect your current brand identity, or a topical article that needs to incorporate new evidence and perspectives.
What I do:
Check for errors. This includes spelling, punctuation and grammar; facts (names, dates, stats) and links.
Make the copy clear, concise and accessible. I’ll identify anything that obscures your message (eg ambiguous language, awkward turns of phrase, unnecessary verbiage). And I’ll assess if it meets Plain English and accessibility standards that are realistic for your brand and appropriate to your audience.
Ensure consistency. I’ll check that all the copy aligns with your Tone of Voice and style guidelines. If you don’t have them, I’ll help you achieve a consistent tone and style.
What you get:
A copyedited version of your content in whichever format works for you. Edits are made as tracked changes, and comments are added with rationale or where more information is needed to make the right edit.
Proofreading
Proofreading is the quality control step before a piece of content goes out into the world.
Right for:
The final draft. The content has been formatted and you’re ready to click publish or send it to the printers.
All types of content, from an ad with just a few words to an annual report with a few thousand. Don’t let a sloppy mistake undermine all the effort that’s gone into making your content.
What I do:
Compare with previous version: verify that all amends have been carried through
Check the content integrity: confirm that the content is complete and every element is in place
Check the formatting: look for any issues with the layout, including fonts, headings, paragraphs, visual matter and pagination
Check for errors and inconsistencies: a final inspection of the copy, including spelling, punctuation, grammar, facts and links, checked against the house style or agreed style guide.
What you get:
A marked-up version of your content in whichever format works for you. If it’s in an editable format (eg Word document), amends are made as tracked changes; if not, I’ll use the best-available tools so you can see exactly what needs to change.
What clients say about my editing services
“Alex’s meticulous attention to detail and strategic insight significantly elevated the quality of our newsletter. Thank you, Alex, for your exceptional effort and dedication.”
— Reena Sooch, Partner at Day One Strategy
“Alex was incredibly diligent and detailed. Her extensive experience in marketing, content and copy meant she took the time to ask the right questions. I would highly recommend Alex in a second.”
— Nicole Roberts, Senior Copywriter at Action Rocket
“Alex’s attention to detail, high standards and strong editorial eye helped us achieve a website that we are very proud of.”
— Abigail Stuart, Founder of Day One Strategy