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Making corporate web Web writing

Giving, and receiving, expert feedback on web copy

Approvals, sign-offs, stakeholders, feedback and other horrors

When you write corporate web content, a lot of approvals and sign-offs stand between your first draft and the big shiny “publish”¬†button. I usually need 3-5 “stakeholders” to be happy with my work, but I’ve heard horror stories about companies with as many as 11 points of sign-off. Adding more people to the mix almost never improves quality, but you can keep crappiness at bay if everyone¬†(including you) understands their role.

There are plenty of blogs out there where writers reel off instructions to reviewers (Bad Language’s “The Art of Feedback” is one of the better ones) [UPDATE, Nov 2019: Hmm, seems they’ve rebranded to Articulate Marketing, but the link still works], but that’s only half of what we need. Yes, it’s important to give reviewers a few pointers. But it’s just as crucial that you, the writer, know what you need to do too.