Good for you! We have done our best to stress that an editor or proofreader is an essential resource for maintaining a professional website. You need someone who is good with the nuances of expository writing, of course, but this also must be a person whose judgment you trust. Week after week, as you add new content to your web pages, your proofreader should review each piece for grammar, spelling, and usage irregularities before it goes live for all the world to see.
You’re at the Controls of the Conveyor Belt
As the owner or manager of a law firm, medical practice, or professional business, getting the proofreader or editor in place is the last essential step in creating a website content machine. Members of your staff—possibly even you, yourself—will evaluate the needs of your potential client base and write engaging, informative articles that address those interests. Your editor will review the work and make any changes needed. Then, using Foster Web Marketing’s revolutionary Dynamic Self-Syndication (DSS) software, you can arrange for new articles to go live at the exact time and day that suits your business schedule.
Regular publication of informative website content is a proven method of maintaining reader interest in your site and brand, as well as a way to attract attention from major search engines. A dynamically growing business website often earns a higher placement on search engine results pages. Of course, a higher search engine score tends to drive more readers your way, which also improves your Google ranking. This positive feedback loop can propel your brand recognition upward as long as you maintain steady publication of excellent, relevant content from your office.
Another Use for Your Proofreader: Implement a Quality Check System
Of course, when your proofreader or editor signed on to the mission, the flight was already underway. You already had content published on your website—maybe a lot of content. Is it helping you or hurting you? Just as great content can establish your dominance over your competitors, weak or inferior writing can drive away potential clients and customers.
Beginning in the early spring of 2014, Foster Web Marketing became a program of taking a second look at material that had already been written and published for our partners. Under our new Quality Check program, an editor is assigned to look at the custom web content that has been published over the past three months for a particular client. The objective: search for patterns of errors in grammar, idiom, topic development, and word use that had been overlooked by the original writers and editors. The reviewing editor will produce an extensive report of any defects found, carefully highlighting any areas where similar mistakes have regularly been made.
Of course, this report is just a first step in the process. A report is useless if it’s not read and not used as a tool for action. Following up on the Quality Check, the management team in charge of that client’s website—in conjunction with the current writers and editor—will assess the report’s conclusions. They are responsible for developing an action plan to make sure patterns of errors do not repeat in the future. The older content that was identified as flawed will be evaluated, and either revised to meet English standards or replaced with new content.
Even small businesses can adapt the Quality Check process to assure that old content does not linger on the website when it’s no longer useful. Turn your new editor loose on your old website content and see what errors he can find. The results may surprise you; but if you follow through on making improvements to or discarding stale content, the strength of the reader response to your freshened web content may startle you even more.
A Quality Check may even be used as an annual event. Just remember that, for best results, you will want a different proofreader or editor to conduct the review process each year. Editors, as much as writers, become used to overlooking the errors they have made in the past, so you need a fresh set of eyes to look at the old material without preconceptions.
There Are Always New Ways to Innovate
Until now, the Foster Web Marketing Quality Check has been a process we’ve refined for our own use in maintaining this site and refining our work for our partners. Now that we know it works, we’re happy to share this idea with others.