
Natural wording
Use the terminology customers understand and enough context to explain the subject. Exact-match repetition is not a quality target. Compare the proposed message with the words customers use.
Check accuracy, redundant paragraphs, headings, links, and next steps before publication. Read the copy without the keyword brief to test its usefulness. Check the destination as well as the message that sends people there.
- A written brief
- Named responsibilities
- Agreed review points




