Writing, editing, proofreading copy

PW Logo - #ffa124 Your copy brings your vision to shine.

To let your words do the job of expressing your voice and wooing your audience – and search engines – your copy needs to be:

  • clear, simple and consistent
  • accurate, error free and flowing
  • relevant, engaging and calling to action
  • aligned with your mission and business goals.
“Ideas alone are not scalable. Only when an idea is put into words that people can clearly understand can an idea inspire action.” ~Simon Sinek

PW Logo - #ffa124 Which level of copy and content checking, fixing and crafting is right for you?


Proofreading is the quality assurance of the final draft (proof) of a website, other online content (e.g. email) or print publication before release or go-live. It covers:

  • Identifying typos and essential errors in spelling, grammar and punctuation.
  • Ensuring consistency of styles and elements such as paragraphs, line spacing and fonts.
  • Checking numbering and formatting of captions, references, citations and table of contents. (not included: checking the accuracy or getting permission for quoted content or citations)
  • Testing links and functionality, mainly for online content.
  • General minor sense checking. (not included: re-wording or structural adjustments to improve flow or readability)


Editing is about improving a draft version of a text publication, whether for print or online, and getting it ready for proofreading (the final stage before publication). It covers:

  • Ensuring quality in spelling, grammar, punctuation, and for online content also checking functionality and linking.
  • Applying consistent tone of voice, style and formatting as per your house style (which is to be provided by the client).
  • Numbering and formatting of captions, references, citations and table of contents, including fact integrity and online research.
  • Suggesting adjustments to sentence structure and flow and questioning intended impact (or also legal issues where recognised) to assure general readability, clarity and impact.


Developmental editing – also referred to as substantive or structural editing – takes the editing process a step further to include checking and adjusting the logical flow and overall cohesion of a text. Particularly when it comes to websites there are multiple parts and pages that need to come together and form what is called the user-journey (which ultimately leads the users to take action; and search engines to take notice).

This process often involves moving content sections around, rewriting portions of content, or also re-confirming and clarifying strategic objectives of the content, which can sometimes even lead to a deeper soul-searching journey and effectively turn into writing from scratch.

“Editing is not just about fixing the grammar, it’s about fixing the clarity for your reader.” ~Ann Handley


As contrary to editing and proofreading, copywriting relates to crafting words – or also website content structures and journeys – from scratch, it means that a clear brief and a compelling, strategic purpose for the copy output are essential. The process usually includes:

  • Clarifying the strategic core of a piece of work (what it is about, who it is for, what it is to achieve and why, etc).
  • Researching the respective subject matter and keywords as well as the client’s website and any other information that can aid familiarity with the client’s product and organisation.
  • Writing relevant, targeted, simple, consistent copy and in client’s style and tone of voice, so that both, users and search engines, may easily find, digest and take action on desired goals.
  • Formatting content consistently and organising content strategically, again in order to aid readability and accessibility for both, users and search engines.