copy-editing

Apply the Seven Sweeps Framework: run focused passes for clarity, voice and tone, benefits (So What), proof, specificity, emotion, and risk reduction near CTAs. After each sweep, loop back to verify earlier sweeps were not compromised, then deliver a revised version.

Copy editing improves existing copy through structured review passes while preserving the core message and author voice. Copywriting creates new copy from scratch; use a copywriting skill for first drafts, then copy editing to refine them.

Run a content refresh with six passes: update dates and stats, verify claims and links, align voice with current brand, adjust for shifted search intent, add newer proof, and improve structure. Refresh when traffic declines or data is over 12 months old.

Use expert panel scoring for high-stakes copy like launch pages, pricing pages, and high-traffic landing pages. Assemble 3-5 personas, score 1-10 each, revise the lowest-scoring areas, and iterate until all scores reach 7+ with an 8+ average.

Copy editing preserves the core message, so it cannot fix a fundamentally wrong angle, shifted audience, or structure that no longer matches search intent. In those cases a full rewrite is the appropriate action.