The document provides an editorial checklist for web content to ensure it is properly formatted and conveys the right message. It includes guidelines for writing content with the correct tone, audience in mind, and formatting. It also lists checks for grammar, punctuation, links, images, and calls to action to help content be easily understood and properly optimized.

1. An Editorial Checklist for Web Content
Content speaks to the organization’s primary message
Content is written in the correct tone and style
Content is written with a specific audience in mind
Content is written in an inverted pyramid format (i.e. most specific information first)
Writing is jargon-free, buzzword-free, and easy to understand
For static pages: Page title is descriptive, specific, and concise
For blog/news content: Headline is enticing and provokes the reader to continue
Sentence case or title case is used consistently for page headings, headlines, and subheads
Appropriate subhead formatting has been applied (e.g. <h2>, <h3>, etc.)
Bulleted and ordered lists are used where appropriate
In-text links are semantic and descriptive (i.e. “click here,” etc. are not used anywhere)
Numbers and dates are formatted consistently
Email addresses and URLs are formatted consistently
Content is written in active voice wherever possible
Statements are positively constructed wherever possible
Quotes, images, and embedded media are properly attributed
Spacing is consistent after each terminal punctuation mark
Comma usage is consistent (e.g. serial commas are always used, never used, etc.)
Exclamation points, quotation marks, and capitalization are only used where appropriate
Long paragraphs are broken up into smaller, more readable chunks
Images are appropriate, relevant, compositionally sound, and professional in appearance
ALT text is added to images
Needless words are omitted
Content contains a call to action
Content has been proofread, revised, and approved
Appropriate metadata is applied (e.g. categories, tags, SEO details)
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