Editing
Upgrade your content with human editorial expertise
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.
You may be wondering if you need to pay for professional editing in the age of AI. While AI can make your writing appear more polished and professional, it can’t help you connect with your reader. That’s because it doesn’t understand meaning: it only knows what sounds plausible.
As an experienced editor with a mix of digital marketing and sociolinguistic expertise, I lend strategic insight and academic scrutiny to each piece of content. I’ll work with you to refine your content so it’s clear and compelling. Ultimately, I’ll help you communicate your meaning so you can connect with your reader.
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 assess the overall composition of the piece, checking that the content flows logically and tells a story.
Review each section. I dive into the content itself to determine whether it’s organised and formatted to 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, grammar, factual information and links.
Make the copy clear and concise. I identify anything that obscures or dilutes your message (eg ambiguous language, awkward turns of phrase, waffle, repetition).
Ensure consistency. I 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.
Check accessibility. I assess whether the copy meets plain English and accessibility standards that are realistic for your brand and appropriate to your audience.
What you get:
A copyedited version of your content in Word, Google Docs or your preferred software. Edits appear as tracked changes, and I add comments to explain my reasoning or to flag where I need more information.
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 your content.
What I do:
Compare with the previous version to verify that all amends have been carried through.
Check the content integrity. I confirm that the content is complete and every element is in the right place.
Check the formatting. I identify any issues with the layout, including fonts, headings, paragraphs, visual matter and pagination.
Check for errors and inconsistencies. I do a final inspection of the copy, checking that spelling, punctuation, grammar, facts and links are accurate and in line with the style guide.
What you get:
Every error marked up and corrections provided in context. Depending on the format, it’s tracked changes in Word or Google Docs, annotations in a PDF, or screenshots with the errors highlighted and explained.
Editing case studies
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Elrha
Editing and proofreading charity reports and resources to communicate impact to stakeholders.
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Square
Editing, localising and optimising B2B content marketing assets for this global SaaS business.
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ActionRocket
Editing emails, SMS messages and app notifications for TurboTax, Nespresso and LW Theatres.
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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