Squash the "Bugs" in Your Copy

A QA Approach to Copywriting

The Copy Bug

The Bug > Copy Connection 🪳✍️

I spent over 20 years chasing bugs in web applications. Now I write copy.

Surprisingly, there are many similarities between the two fields. Today, I use my QA skills to identify and fix “bugs” in my copywriting to improve its quality.

Here are a few observations on how editing copy is like bug tracking in software development.

Typos and Grammatical Errors

Let’s start with the most obvious “bugs” in your writing: Typos and grammatical errors are the worst examples of bugs in your copy. Similar to broken links or UI issues on a website, if you don't catch them early, you potentially take a hit when end users or readers notice them.

They undermine your credibility, and it is costly to go back and correct them after release. That’s why proofreading is essential. Take your time, use tools to assist you, but don’t rely on them to do the heavy lifting.

Clichés and Overused Phrases

Moving beyond surface-level errors, let’s talk about something more subtle: Clichés in copywriting are like redundant code in development. They work, but it’s inefficient and uninspired. You end up sounding like everyone else. This will quickly turn readers off.

Steer clear of tired, predictable clichés. Choose fresh, audience-specific language instead.

Lack of Editing

You. Must. Edit. Skipping copy edits is like not doing code reviews. It leads to confusing results. And you end up having to correct it later.

Always make time for thorough editing of your work. Establish a routine for editing. Consider using a checklist.

Inconsistent Tone or Style

Inconsistency in the tone of your copy is like an inconsistent UI. It’s confusing for the reader or user of your site. A style guide, or structured outline, will keep you on track.

Not Writing to the Audience

I have often seen sites with properly written code, but not designed with the end user in mind. It’s the same with your copy. Remember who you are writing for.

If you try to write to everyone, you appeal to no one. Pick one reader and write to them.

Poor Formatting and Readability

Have you ever seen a website with too much going on? It has tons of information, but it’s disorganized. It’s overwhelming, right?

The same goes for copy that is hard to read.

• Use headings

• Write brief paragraphs

• Include bullet points

Readers scan to find what interests them. Make it easy for them to find it.

Weak or Missing CTAs

Finish on a strong note.

Copy with a vague or missing call-to-action is like a dead end on a website. The reader has nowhere to go. Always offer an actionable next step in all of your copy.

Whether asking them to subscribe, buy, or take another action, guide them to that next step.

Image created by the author

Bugs: Gone! 🐛🪲🐞

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