Most copy gets better in the edit, not the first draft. Before you publish any product page, ad, email or post, check that the first line hooks the right reader, the offer and price are clear, every claim is specific and proven, the copy talks about "you" more than "we", there's one clear call to action, and it reads well on a phone. The 25 checks below take 10–15 minutes and catch the problems that quietly cost sales.
How to edit
- Let it rest. Edit an hour later (or the next day), not straight after writing.
- Read it on your phone, where most buyers will.
- Read it out loud. Anywhere you stumble, a buyer will too.
- Go through the checklist one section at a time.
Clarity
- ☐ Can someone tell what you're selling in 5 seconds? Show the first screen to a friend and ask.
- ☐ One main message. Can you say what the page is about in one sentence?
- ☐ No jargon your buyer wouldn't use. "Omnichannel solutions" → "sell on WhatsApp, Instagram and your website".
- ☐ Short sentences. Split any sentence over ~20 words.
- ☐ Short paragraphs. One to three sentences on mobile.
- ☐ Headings and bullets so people can scan.
Specificity
- ☐ Replace vague words with facts. "High quality" → what makes it high quality? "Fast" → how fast?
- ☐ Numbers where possible: sizes, timeframes, quantities, results.
- ☐ Price in cedis, not "affordable" or "DM for price".
- ☐ Delivery and access details: how and when they get it.
Buyer focus
- ☐ More "you" than "we". Count them.
- ☐ Benefits before features. For each feature, is the benefit stated? (See features vs benefits.)
- ☐ Their words. Does the copy use phrases from real customers?
- ☐ Objections answered. Price, trust, "will it work for me?", delivery, payment.
Proof
- ☐ Every big claim backed up: a review, a number, a photo, a demonstration.
- ☐ Testimonials are specific: "I made GH₵ 2,000 in my second month" beats "Great course!"
- ☐ Nothing you can't prove. Remove exaggerations and guarantees you won't honour.
Action
- ☐ One main call to action, repeated where it makes sense.
- ☐ The button says what happens: "Get instant access", not "Submit". See how to write a call to action.
- ☐ A worry removed near the button: "Pay with MoMo", "Pay on delivery", "Instant download".
- ☐ Real urgency only: a deadline that actually ends, stock that actually runs out.
Cut the filler
- ☐ Delete throat-clearing openings: "In today's fast-paced world…", "We are pleased to announce…".
- ☐ Cut weak words: very, really, just, actually, basically, in order to.
- ☐ Remove repeated points. Say it once, well.
Final checks
- ☐ Proofread: names, prices, dates, links (tap every link), spelling. A wrong price or broken link costs more than any weak sentence.
Words to cut or replace
| Cut or replace | Why | Try instead |
|---|---|---|
| Premium, world-class, best-in-class | Everyone says it; means nothing | The specific reason it's better |
| Affordable | Vague, and can sound cheap | The price, and what it compares to |
| Solutions | Jargon | What it actually does |
| Click here | Doesn't say what happens | "Get the guide" |
| Very, really | Weakens the next word | A stronger word |
| Utilise | Formal | Use |
| In order to | Wordy | To |
| We are happy to announce | Filler | Say the news |
Before and after an edit
Before (78 words):
In today's competitive business environment, it is very important for small businesses to really understand their numbers. That is why we are pleased to introduce our premium bookkeeping solution, which is designed in order to help you to basically manage your finances in a very efficient and effective way. Click here to learn more about how we can help your business to grow.
After (37 words):
Do you know how much your shop actually made last month? Our monthly bookkeeping shows your profit, stock and cash on one page, every month. GH₵ 300 a month. Book a free call →
Half the length, twice as clear, with a price and a specific next step.
Use AI as an editor
Paste your draft into an AI tool and ask: "Cut this by 30% without losing meaning", "Make it simpler for a reader on a phone", "List any vague claims". Then check every change is still true and still sounds like you.
Frequently asked questions
How long should editing take?
For a product description, 10 minutes. For a sales page, an hour, ideally spread over two sittings.
Should I hire an editor?
For big launches and your main sales pages, a second pair of eyes is worth it. For everyday posts, this checklist is enough.
Read next: 15 copywriting examples, before and after and copywriting for small businesses.
