Audit for clarity gaps

Review your current copy to identify vague terms, filler phrases, and sections that don’t clearly communicate benefits. Mark areas where value is unclear or where readers might hesitate, so you know exactly what to rewrite for stronger persuasion.

Rewrite to active voice

Convert passive constructions into active statements that assign clear responsibility and outcomes. This sharpens tone, speeds comprehension, and makes benefits feel immediate and actionable for readers.

Define a single CTA path

Choose one primary action and structure the page around guiding users to that action. Remove competing CTAs or distracting links that pull attention away from the main conversion goal.

Extract core value and compress

Distill the full page into a single value proposition and 3 supporting benefits. Remove redundant or repetitive phrases to keep the copy tight and conversion-focused.

Trim fluff and remove redundancies

Eliminate filler adjectives and repeated concepts. Replace long-winded sentences with precise, outcome-focused statements that reinforce the reader’s motivation to act.

Validate with quick readability test

Run a rapid readability check and adjust sentence length and vocabulary to reach your target audience. Reassess after changes to ensure the page remains persuasive and accessible.

Tagline recast into benefit-first phrasing

Transform generic taglines into clear benefit statements that answer What’s in it for me? and Why should I care? within the first line.

Streamline sentences for scanning

Shorten sentences, remove filler words, and use bullets or subheads to improve skimming. Each line should convey a distinct point or benefit.

Preserve voice while increasing concrete outcomes

Maintain brand voice but replace vague phrases with concrete numbers, actions, and results so readers can visualize the impact clearly.

Simplify vocabulary

Choose simple, common words over technical terms. Replace complex phrases with plain equivalents so sentences stay clear and approachable for a broad audience.

Favor short, direct sentences

Limit sentences to a few clauses, prioritizing direct statements that reveal action and benefit. Short sentences reduce cognitive load and improve comprehension.

Test with plain-language examples

Include simple, concrete examples that demonstrate the benefit in real terms. Examples resonate more than abstract promises and boost trust.

Replace hedges with certainty

Remove hedging language and replace with definitive statements that clearly state outcomes. This reduces ambiguity and strengthens reader confidence in the value proposition.

Prefer plain, concrete terms

Swap jargon for everyday terms that a typical reader understands instantly. Plain English improves retention and helps readers act faster.

Provide direct alternatives

Offer direct rewrites for common phrases and show before/after samples to illustrate the improvement in clarity.

Enforce max-15-word sentences

Audit each sentence and shorten any that exceed 15 words. Break longer ideas into two sentences to preserve meaning without sacrificing clarity.

Break long sentences at natural pauses

Use periods, semicolons, or dashes sparingly to maintain rhythm. Each sentence should deliver one primary point or outcome.

Read aloud to ensure rhythm

Read copy aloud to check cadence. If it trips over the tongue, rewrite to a smoother, more natural flow and shorter chunks.

Structure with short paragraphs

Limit each paragraph to 2-3 sentences to keep attention high. Short paragraphs improve skimmability and reduce cognitive load for readers.

Limit one idea per paragraph

Center each paragraph on a single point or benefit. This prevents topic switching and helps readers absorb the message more effectively.

Use blank lines for readability

Insert blank lines between paragraphs and sections so readers can easily scan and pause to digest key points.

Trim hedges and replace with certainty

Scan for hedging words and substitute with direct verbs that assert outcomes. This boosts perceived confidence and accelerates reader action.

Quantify claims where possible

Attach numbers to benefits to make them tangible. Specific metrics improve credibility and help readers visualize impact.

Use direct benefit statements

State outcomes plainly, e.g., 'Save time' becomes 'Save 5 hours per week.' This clarity drives faster reader action.

Switch to active voice

Identify passive sentences and rewrite them with clear agents and actions. Active voice energizes copy and improves comprehension.

Make responsibilities clear

Assign actions to subjects so readers know who or what drives each result. This reduces ambiguity and increases trust.

Retain meaning while increasing energy

Preserve the original intent while sharpening wording to a more dynamic, outcome-focused tone.

Detect duplicate ideas

Scan for sentences conveying the same point in different words. Remove the weaker variant to tighten the page and improve clarity.

Choose the most concrete phrasing

Favor specific, measurable statements over vague repeats. This strengthens persuasion and reader confidence.

Trim repeats before final review

Run a final skim to catch any residual redundancy and ensure each sentence adds new value to the argument.

Make CTAs specific and actionable

Rewrite CTAs to tell readers exactly what they will gain and what to do next. Avoid vague phrases that dilute urgency or purpose.

Repeat CTAs across sections

Place primary CTAs in the hero, mid-page, and footer to maximize chances of conversion. Ensure consistency in language and appearance.

Test variants for performance

Run simple A/B tests on CTA text, color, and placement to identify the most effective combination for your audience.

Provide a complete rewrite with tracked changes

Deliver the full rewritten page and clearly mark added, removed, and modified sections so clients can review every adjustment at a glance.

Annotate each change and rationale

accompany the rewrite with a brief note explaining why each change improves clarity, conversion, or readability to justify the edits.

Include before/after readability metrics

Provide readability scores (e.g., Flesch) for before and after versions to quantify the impact of the rewrite on comprehension.