Always edit in order: Purposeful → Concise → Conversational → Clear. Each phase builds on the previous one.
Overview
The editing process applies the four quality standards in sequence:Phase 1: Purposeful
Goal: Ensure every piece of text serves a clear purposeQuestions to ask
Does this text help the user achieve their goal?
Does this text help the user achieve their goal?
Focus on user value, not company messaging.Example:
- ❌ “We’re excited to have you!”
- ✅ “Connect your bank to see spending insights”
Does this text serve business objectives?
Does this text serve business objectives?
Consider whether the text drives business goals (conversions, engagement, retention).Example:
- ❌ “You can upgrade if you want”
- ✅ “Upgrade to unlock unlimited projects”
Is the value to the user clear?
Is the value to the user clear?
Users should immediately understand what they gain.Example:
- ❌ “Enable notifications”
- ✅ “Get notified when orders ship. Enable notifications.”
Are user concerns anticipated and addressed?
Are user concerns anticipated and addressed?
Address potential questions or worries proactively.Example:
- ❌ “Enter your credit card”
- ✅ “Enter your credit card. We use bank-level encryption to protect your data.”
Action items
Remove text that doesn’t serve user or business goals
Lead with user benefits, not features
Address potential user concerns proactively
Ensure every sentence has a clear purpose
Phase 2: Concise
Goal: Use the fewest words possible without losing meaningQuestions to ask
Can I remove unnecessary words?
Can I remove unnecessary words?
Every word must earn its space.Example:
- ❌ “In order to save your changes, please click the button below”
- ✅ “Save changes”
Can I combine redundant information?
Can I combine redundant information?
Look for repeated concepts or overlapping messages.Example:
- ❌ “Your password must be at least 8 characters long. Use 8 or more characters.”
- ✅ “Password must be at least 8 characters”
Is every word earning its space?
Is every word earning its space?
Challenge each word - what purpose does it serve?Example:
- ❌ “We need you to confirm your email address”
- ✅ “Confirm your email”
Am I front-loading important concepts?
Am I front-loading important concepts?
Put the most important information first.Example:
- ❌ “You need to have at least 8 characters for your password”
- ✅ “Password must be at least 8 characters”
Benchmarks
Use these targets to guide conciseness:| Content type | Target length |
|---|---|
| Buttons/CTAs | 2-4 words ideal, 6 maximum |
| Titles | 3-6 words, 40 characters max |
| Error messages | 12-18 words (including solution) |
| Instructions | 14-20 words |
| Body copy | 15-20 words per sentence |
Action items
Remove filler words (“in order to”, “please”, “just”)
Cut redundant phrases
Front-load important information
Check word count against benchmarks
Phase 3: Conversational
Goal: Make text sound natural and human, not roboticQuestions to ask
Would I say this out loud?
Would I say this out loud?
Read your text aloud. If it sounds unnatural, rewrite it.Example:
- ❌ “An error has occurred during the processing of your request”
- ✅ “We couldn’t process your request”
Should I use active or passive voice?
Should I use active or passive voice?
Use active voice 85% of the time for more direct, natural language.Example:
- ❌ Passive: “Your account has been updated”
- ✅ Active: “We updated your account”
- Actor is unknown: “Your order was shipped”
- Actor is unimportant: “Your file was saved”
Am I including natural connecting words?
Am I including natural connecting words?
Articles (“the”, “a”) and prepositions make text more conversational.Example:
- ❌ “Update required. Install latest version.”
- ✅ “Update required. Install the latest version to continue.”
Am I avoiding corporate jargon?
Am I avoiding corporate jargon?
Replace business-speak with everyday language.Example:
- ❌ “Leverage our platform to optimize your workflow”
- ✅ “Use our tools to work faster”
Action items
Read text aloud - rewrite anything that sounds unnatural
Convert passive voice to active (unless passive is clearer)
Add natural connecting words where needed
Replace jargon with everyday language
Phase 4: Clear
Goal: Ensure meaning is unambiguous and easy to understandQuestions to ask
Am I using specific, accurate verbs?
Am I using specific, accurate verbs?
Choose verbs that precisely describe the action.Example:
- ❌ “Remove account” (temporary or permanent?)
- ✅ “Delete account” (clearly permanent)
Is my terminology consistent?
Is my terminology consistent?
Use the same word for the same concept throughout.Example:
- ❌ Using “remove”, “delete”, and “erase” interchangeably
- ✅ Always using “delete” for permanent removal
Is the reading level appropriate?
Is the reading level appropriate?
Target 7th-8th grade for general audiences, 9th-10th for professional tools.Example:
- ❌ “Utilize this functionality to expedite workflow efficiency”
- ✅ “Use this feature to work faster”
Is the meaning unambiguous?
Is the meaning unambiguous?
Could this be interpreted multiple ways?Example:
- ❌ “Submit” (submit what?)
- ✅ “Submit application”
Reading level guidelines
| Audience | Target level | Flesch-Kincaid |
|---|---|---|
| General public | 7th-8th grade | 60-70 |
| Professional tools | 9th-10th grade | 50-60 |
| Technical products | 10th-11th grade | 40-50 |
Action items
Replace vague verbs with specific ones
Ensure consistent terminology throughout
Test reading level with readability tools
Remove ambiguous phrasing
Complete example
Here’s the editing process applied to a real example:Original
“In order to proceed with the activation of your new account, we kindly request that you please take a moment to verify your email address by clicking on the link that has been sent to the email address you provided during the registration process.”
Phase 1: Purposeful
Question: What’s the user goal? (Activate their account)Question: What’s the business goal? (Verify email for security)
“Verify your email address to activate your account. Click the link we sent to [email].”
Phase 2: Concise
Remove: “take a moment”, “that has been sent”, “you provided during registration”Front-load: Start with the action
“Verify your email to activate your account. Click the link we sent you.”
Phase 3: Conversational
Active voice: “We sent” instead of “has been sent”Natural: Remove overly formal language
“Confirm your email to activate your account. Click the link we sent you.”
Phase 4: Clear
Specific verb: “Confirm” is clearer than “verify”Unambiguous: Added clarity about where to find the link
“Confirm your email to activate your account. Check your inbox for a link.”Result: 67 words reduced to 12 words. Clear, actionable, conversational.
Quick reference
Phase 1: Purposeful
- Serves user goals?
- Serves business goals?
- Value clear?
- Concerns addressed?
Phase 2: Concise
- Remove unnecessary words?
- Combine redundant info?
- Every word earns space?
- Front-load important concepts?
Phase 3: Conversational
- Would you say this?
- Use active voice?
- Include natural connectors?
- Avoid jargon?
Phase 4: Clear
- Specific verbs?
- Consistent terminology?
- Appropriate reading level?
- Unambiguous meaning?