
Natural wording
Use the terminology customers understand and enough context to explain the subject. Exact-match repetition is not a quality target. Look for gaps between what the business offers and what visitors understand.
Check accuracy, redundant paragraphs, headings, links, and next steps before publication. Read the copy without the keyword brief to test its usefulness. Save a baseline before replacing an existing approach.
- A written brief
- Named responsibilities
- Agreed review points




