The role of a writer is not to say what we all can say,
but what we are unable to say. --Anaïs Nin
When a company creates a business website, they need to add quality content on the site in order to attract visitors to it. Just having a good design will do the site no good. Good website content is what can drive traffic to the site. Bad content can do more damage to your business online than any other factor. In order to be good and attract visitors, the content on your site should be as relevant to your business as possible and should be structured well. Random thoughts and ideas copy pasted from the internet will not make a good read and will drive visitors away from the site. The content that is put up on a business website needs to be composed in such a way that it has a logical flow and is as close to the area of business as possible. This is where substantive editing comes into picture.
Substantive editing stands for that form of editing that involves going through the entire content of the website and understanding the purpose of the content on the website. The editors need to understand the business needs of the company and the website and edit the content. Substantive editing deals with the entire structure of the content and making sure it fits well into the web design. It does not involve just making grammatical changes to the content and correcting wrongly spelt words. Substantive editing helps to make sure the content fits the business needs of the website, is placed correctly in the web design and organized in a way that there is a logical flow to it.
While proofreading and copy editing of your content is important, substantive editing should also take an important place while managing the content of your website. Proofreading and copy editing will help you make any grammatical changes and errors that may be there in the content of your site but substantive editing will help you make sure that the content is well structured and organized on. It will help you edit the content of the entire website as a whole, make sure that the navigation on the website is logical and well organized. It not only makes the content on your site easy to read but also puts the content in the context of your business and makes the entire experience of the visitor on your site easy. The user will not feel lost in between your content if the content has been edited by substantive editors.
Substantive editing requires a lot of experience and skill. The editors require analysing the content and taking decisions based on judgment. Sometimes it involves changing the entire content or restructuring it. It may not be possible for companies to use their resources to only do substantive editing of their website contents. It may also be expensive for upcoming businesses to hire experienced and skilled substantive editors to do the editing for them. Outsourcing substantive editing services to companies like Customized Write is one option that such businesses may have. Our editors have experience and skills that are required for substantive editing of content. Our editors spend time with the client and understand their business and website structure and edit the content according to what best suits their needs and requirements. If it requires for the content to be restructured or rewritten, our editors will be able to do that as they will not have to concentrate on other aspects of business development unlike the client.