Editing is a golden rule of good copy. But how much can be achieved by editing your own work? No matter how fine-toothed your comb, you are bound to neglect some messy grammar here or a stray comma there, simply because you are too close to the job.

Where possible, you should get a fresh set of eyes to review your work. Because when it comes to business communication, you can’t afford to make mistakes.

Who to use? It may be a colleague, or someone removed from your organisation. As long as they have a firm grasp of your communication objectives and your corporate style and brand, then your editor will certainly add value to the project.

Editing websites

Web masters and online marketers responsible for large websites – I’m talking about sites with multiple content owners and deep layers of pages – need to think more carefully about editing web content.

Too often, I see websites with inconsistent or repetitive content. It’s because there are so many people involved with different sections of the site – and these people don’t have time to check out what other people are doing.

If you assign one person to review all web content before it is published to the site, then you will start to see the following improvements:

• Consistency of tone and language
• Reduced word count (web editors are adept at saying things with less words)
• Stronger brand message
• Logical links between IA and content

Depending on the number of new pages your organisation publishes, you may need an editor for a couple of hours or one day per week.

Self-editing has its place

You will certainly make the editor’s job easier if you review your work first. Ask yourself, “Am I telling the reader what I want them to know?”

Once you are sure that your document addresses all of your communications objectives, and you’re satisfied with the amount of information provided, you can hand it over to the editor.

And if, for whatever reason, you can’t use an editor, then make sure you proofread it at least three times – each time checking for a different item (eg grammar, punctuation, active voice).

I am the first to admit that, on occasion, I have thought myself capable of editing my own copy. Mistakes inevitably creep through. As do the web crimes of passive voice and sloppy sentences. But only sometimes, I hope.

I hope this article has been useful to you, and welcome your feedback.