13 Tools to Improve the UX Right Now; Rewriting your Copy Wrongs

“Rewriting is the essence of writing well: it’s where the game is won or lost.”

William Zinsser

Tools for rewriting copywriting help convert eCommerce visitors into customers. But how?

They assist you by helping you capture the elusive attention, interest, and desire of your one reader. Making a long-lasting impression in 5 seconds or fewer isn’t easy, so use copywriting to connect your one reader to clarity. It creates “context” in a congested online world.

Approximately 47% of adults in the United States experience considerable difficulty in performing tasks that required them to integrate or synthesize information from complex or lengthy texts.

National Center for Education Statistics

It can take hours, days, or weeks to revise to the point your audience will understand how your CBD product solves their problem. Yet, UX is a vital part of optimizing your sales. Let me explain how to speed up the process without sacrificing quality.

By the time you finish reading this article, you’ll learn how to:

  • Ease the reading effort for all your visitors
  • Improve your conversion rate by lowering your bounce rate
  • Communicate your USP precisely to increase your profit margin
  • Save time using rewriting tools to highlight the strengths/weaknesses of your copywriting

Why Rewriting Copywriting is Vital

As we grow more digital day by day, clear communication is essential. It automates selling your CBD products online by connecting the dots. So edit ruthlessly to increase clarity.

Good writing starts with rewriting.

Eddie Shleyner, Very Good Copy

Way back in 1998, a Nielsen Norman Group study was done that showed a rewritten website scored 159% higher than the original in measured usability.

The sole goal of rewriting copy is to increase comprehension. Editing web copy concisely illustrates important information by:

  • adding words
  • removing words
  • choosing words

Copyediting is punctuation and grammar. Readability can limit your potential customer’s interest in your CBD product. This can “make or break” their experience with your brand. Users will leave your site before you even get a chance to convert them.

Simplify your copy using editing tools to improve your copy’s clarity. Revising for readability helps visitors’ FEEL your solution for their problem with your “WHY BUY” messaging.

“Editing is not just about fixing the grammar, it’s about fixing the clarity for your reader.”

Ann Handley

Rewriting Helps Cognitive Fluency

Cognitive fluency may be the most underrated aspect of the user experience because it affects customers’ perceptions and behavior.

Cognitive fluency refers to the subjective experience of the ease or difficulty of completing a mental task.

People can be persuaded easier when your messaging is easy to comprehend. When your visitors are more receptive, they click the buy button. Yes, a typo-free website helps. But poor copywriting makes your investment in vain.

During rewriting copy, think about the ease or difficulty your visitors will have mentally processing your content. Make it as easy as possible for them to understand. Editing web copy is a dynamic process of perfecting your eCommerce site’s effectiveness at getting consumers to click. But it’s worth it.

Side Note

In 2016, CXL’s Aaron Orendorff stated the homepage is the most notorious place for clutter. For example, Sticker Mule’s revenue dropped by nearly 48% when they added too much content.

Rewriting Copy Using a Test

According to Readable, 83% of people will finish your content if the readability level is 5th grade instead of 12th grade. Use the rewriting tools to determine the Flesch reading score, ensuring your copy doesn’t go over your visitor’s heads.

“Simplify, simplify.”

William Zinsser

Developed in 1975 for the U.S. Navy, a higher score on the Flesch Reading Ease Test means your content is easier to read. Measuring the readability of your copywriting gives you a good indication that your visitors will understand what they perceive.

Flesch Reading Ease Test is a great copy editing tool.

Source: Wikipedia

When using the tools below, try to aim for a score between 60.0–70.0 unless your audience requires a higher level of comprehension.

Some popular publications’ readability indexes are:

  • Reader’s Digest – 65
  • Time – 52
  • Harvard Review – low 30’s

Use online editing tools to get the Flesch Reading Ease Test score, so you write your content accordingly.

Tools Help Create Converting Web Copy

Persuasion on the internet is about capturing your target audience’s attention. The average attention span of an adult is 8 seconds.

“The average human attention span is now shorter than a goldfish’s — seriously.” – Digitalinformationworld

When editing your website copywriting:

  1. Think about the structure of your site
  2. The purpose of the copy

Your target audience needs to know who you are and why they should buy from you. Your copy can be “flashy,” but if visitors don’t understand your metaphor or your hyperbole overload, you probably lose them. Hopefully, not forever.

Gold Fish need you to use copy editing tools to keep their attention

Don’t lose your audience’s attention.

According to a 2008 Nielsen Norman Group study, users read only 28% of the words. To negate losing your audience to millions of other things, use these tips to make your copywriting more appealing:

Tools for Improving Readability & Consistency

A UX-friendly writing style (voice and tone) needs uniformity. Increase readability by delivering valuable knowledge in the same tone and voice. Consistent web copy makes the experience more polished, therefore professionally presenting your company. A cohesive message builds credibility and trust.

Reliability generates leads. Be consistent with the:

  • Font size
  • Font style
  • Formatting
  • Terminology
  • Capitalizations
  • Commas
  • Spelling
  • Hyphens
  • Acronyms

Following the lead of Joseph Sugarman’s quote, “the goal of every sentence is to get the next one read,” every single sentence has to consistently advance the action. The consistent flow of the “slippery slope” leads to a fluency heuristic.

Fluency heuristic – the easier an idea or information is to understand, the more likely it is to be accepted. Developing a style with consistent formatting and structure increases the persuasiveness of your copywriting.

YoastSEO’s readability tool has an acceptable frequency of long sentences of 25% or less and passive sentences at less than 10%. Using the statistics from the editing tools will keep your writing consistent, so clarity isn’t an issue. Emphasize the benefits while keeping in mind most visitors will scan the website for meaningful information. Ensure your web copy, and each website page is cohesive with a simple structure.

How Can Rewriting Copy Optimize Your Website?

According to Neil Patel, readability is directly linked to:

  • How Google indexes and rates your website
  • If people like your content
  • Your revenue

Since we’ve all got options online, your website’s bounce rate is often tied to your UX. Their experience is more than words, but copywriting provides context and meaning. Meaning equals money. In eCommerce, meaning equals conversion rate optimization.

A Referral Rock survey found out, 36% of marketers said copy has the greatest impact on conversion rate, while 33% named design. To fix your bounce rates, use copy that correlates with the consumers. Ensure you focus on optimizing your visitors’ experience.

Improving your website copy will inspire those “window shoppers” to become long-term loyalists as the brand speaks to their needs for better health outcomes.

A great user experience starts with meaningful copywriting, that is:

  • Clear
  • Concise
  • Creative

It efficiently solves your consumers’ insecurities about your CBD products. Copy and paste your website copywriting into the editing tool:

  • If the score is too low – simplify your sentences
  • If the readability index is too high, add some brand personality, creativity, or even industry-specific jargon

Increase your conversion rate using editing tools by measuring the readability of your web copywriting.

How to Optimize your Copywriting with Tools?

To increase the duration of your user sessions, have copy that tells, compels, and sells your visitors that you have the solution for their problem. Edelman showed that only 10 percent of people think any brand communicates their true motivations and concerns.

  1. Create a value proposition by combining your:
  • VoC data
  • Customer feedback
  • Analytics
  • Marketing Goals

2. Edit the messaging (repeatedly) until it increases your conversion rate.

Use the rewriting tools to speed up the process when your copy is miles away.

Successful web copywriting:

  1. Rearranges your unique selling proposition by popularity
  2. Condenses the benefits to the most relevant ones
  3. Implements segmentation, personalization, and stage of awareness strategy within your brand’s unique voice

Revising is a process that can go on forever, so make sure you set deadlines but don’t rush this part of your customer’s experience.

Optimize Readability by Rewriting Your Copy

Google found visitors form a judgment in the first 50 milliseconds. Do different types of rewriting depending on the needs of your web copywriting. How bad is your website tanking?

You see plenty of views, but no one is clicking. Whelp! It’s time to reorganize all the copy during a heavy copy rewriting revamp. Your editing process can be complex or simple.

“1) Write the entire text. 2) Set your text aside for a few hours or days. 3) Return to your text fresh and edit.” -Dean Rieck, “the best direct response copywriter in America.” 

Fine-tooth comb editing may not be necessary. Let the analytics predict what level of copy rewriting needs to be done.

Heavy Rewriting Copy

Heavy editing includes changes from the style to the sentence structure.

You can work on:

  • The voice and the tone by choosing better diction
  • Reducing the wordiness of your messaging
  • Is there passive voice?

The editing list can be endless. Testing is the best way to perfect what words convert your visitors. I use Copyhackers 7 sweeps of editing whenever it is time for heavy editing.

  1. Clarity
  2. Voice and Tone
  3. So what?
  4. Prove it
  5. Specificity
  6. Heighten emotions
  7. Zero Risk

Medium Rewriting Copy

Medium editing addresses problems in the web copy that you are aware of without having to change the entire messaging.

Light Rewriting Copy

Light editing is based on quick insights provided by data or observations. Convert your visitors into consumers faster by editing it into their language. Be precise and clear, so cognitive fluency, readability, and your UX are converting powerhouses.

Increase Conversions By Rewriting Copywriting

The health and wellness industry is estimated to be worth between $3.4 trillion and $4.2 trillion. The most important correlation between revenue and readability is understanding. As a result, clarity reigns supreme in converting your health and wellness audience into CBD customers.

Fine-tuning your copywriting makes the difference between prompting clicks or producing a high bounce rate. Your passion for your product is only clear after you polish your messaging.

No one will ever complain that you’ve made things too simple to understand.

Ann Handley

Rewriting your website to convert isn’t just shortening up the word count. Instead, use the opportunity to create emotionally rich web copy that is fine-tuned for conversion. Focus on both the small details and the big picture, so your web copy will be easy to read. Use rewriting tools to achieve a user experience that is the talk of the net (good ole fashion word of mouth).

A Well-trained Brain is the Superior Rewriting Tool for Copy

Reading out loud is the most productive way to edit your web copywriting. Start to read your copy from the end to the beginning (backwards) to catch typos, errors, and awkwardness. When you read it out loud, edit the:

  • Awkward sounding phrases
  • Sentence structure and comma placements
  • Obvious information that you hear missing
  • Missing transitions
  • Underused words
  • Repetitive words and phrases (especially with keywords)

Paying attention to every little detail makes the difference between communicating clearly and leaving the prospect confused. Avoid foggy web copy with straightforward messaging.

Try reading each sentence backward, instead of the usual way.

Ann Handley

Online Tools for Rewriting Copy

Keywords will be naturally embedded in your website copy since you are writing for the web. Although SEO is much more than keywords, use tools catered towards an online audience to help you.

  1. Some copywriters focus on creating content for humans and then crafting the keywords in the copy
  2. Others do all their keyword research first and then craft the piece so their copywriting is appealing to humans and search engines

Small SEO Tools Plagiarism Checker

Copy editing tool Small SEO Tools Plagiarism Checker

Quick Summary:

Small SEO Tools Plagiarism Check is the best tool to ensure there is no plagiarism. It has a lot of other useful tools for text available.

What I love about it:

Confirms your content is unique.

When to use:

Whenever you’re concerned with verbiage that is too close to your competitors.

Yoast SEO

Copy editing tool Yoast SEO Read-able

Quick Summary:

Yoast SEO is a popular plugin for WordPress that focuses on SEO. As you craft content in WordPress, the readability analysis points out:

  • The percentage of transition words
  • The Flesch Reading Ease score
  • Passive Voice

Yoast SEO also looks at:

  • Consecutive sentences
  • Subheading distribution
  • Paragraphs
  • Sentence lengths

What I love about it:

It gives you instant feedback on your readability. You can make decisions based on the color of each meter. Remember, your audience determines what score you’re aiming for on the Flesch Reading Ease test.

When to use:

Use YoastSEO when you’re putting your content into the CM.


Copy editing tools

Quick Summary:

The Read-able tool streamlines the process by analyzing the whole page at once. A business should score between 65-70 on the Flesch Reading Ease test. To measure the readability, it also uses tests such as

  • Gunning Fog
  • SMOG Index
  • Coleman Liau Index
  • Automated Readability Index

It also has text statistics as well.

What I love about it:

You can use it to see your website’s current readability. Therefore, you can get an idea of what your audience is experiencing before you decide what to edit.

When to use:

Before you take a deep dive into your content.


Copy Editing Tools Copyscape

Quick Summary:

A full-page originality checker.

What I love about it:

You can use it to quickly check for plagiarism.

When to use:

Right before your site goes live, ensure there is no plagiarism in any content.


Copy editing tool Unsuck It

Quick Summary:

It provides alternatives to jargon.

What I love about it:

It probably doesn’t need to be used that often, but it does provide quality alternatives and definitions.

When to use:

If it is necessary to remove jargon.


Copy editing tool Sem Rush

Quick Summary:

A data-focused tool that helps you decide how competitive your keywords are.

What I love about it:

Sem Rush isn’t a tool for editing, but you can use it to see what keywords are more important to include in your web copy.

When to use:

You can also see what questions people are asking related to your keywords. This helps your rewriting brain tailor your web copywriting to what people’s search intent is.


Quick Summary:

A Neil Patal keyword tool that provides analytics for your content ideas.

What I love about it:

The tool will help you decide which keyword is worth including by providing statistics and what sites rank the highest for that keyword.

When to use:

Use Ubersuggest to help you determine what keywords to rank for.


Quick Summary:

A tool to help you find long-tail keywords.

What I love about it:

The tool provides ideas for medium and long-tail keywords.

When to use:

Use Wordtracker when you’re optimizing your page for medium and long-tail keywords.

Tools Used for Editing Copywriting

Hemingway Editor

Quick Summary about the Hemingway Editor:

It is an online tool that gives writers tips on creating a better document by providing a readability score (based on grade level). It also has a counter for:

  • Words
  • Characters
  • Paragraphs
  • Sentences

What You’ll Love about the Hemingway Editor:

It highlights complex sentences in red and categorizes them as “very hard to read” sentences. The Hemmingway editor points out common errors and lengthy sentences in yellow. The editor even suggests shortening these sentences or splitting them into two.

It also points out:

  • Passive voice (green highlights)
  • Phrases that have simpler alternatives (purple highlights)
  • Adverbs (blue highlights)

When to use the Hemingway Editor:

To make your messaging clear and simple.

Slick Write 

Quick Summary about Slick Write:

Slick Write highlights:

  • Adverbs
  • Complex sentences
  • Usage of prepositional phrases

Also, it breaks down:

  • Structural elements
  • Sentence length
  • Flow of the lengths

What You’ll Love About Slick Write:

The statistics feature is extremely helpful for looking for stylistic mistakes. It has three indexes that measure:

  • Passive voice
  • Prepositional phrases
  • Reading level

It shows the percentage of your:

  • Vocabulary variety
  • Adverbs
  • Functions words
  • Pronouns
  • Uncommon words

When to use Slick Write:

You use the slick write editor when you need a quick breakdown of your website copy. It’ll highlight the words and have a description of the type of word it is. For example, it’ll highlight an adverb and tell you to consider revising the copy if there are too many adverbs (5.5%).


Quick Summary of Grammarly:

Grammarly focuses on correcting over 250 types of grammatical mistakes, spelling errors, and vocabulary usage. Grammarly has a blog that provides writing tips.

What I like about Grammarly:

The quick suggestions it provides with its plugin. The overall score helps you determine if the copy is hitting its marks. The clarity, engagement, and delivery meters are quick insights that can strengthen the point you are getting across.

When to use Grammarly:

Whenever you are editing anything, go with Grammarly. I primarily use it to ensure my copywriting is clear.

Writing Reviser 

Quick Summary:

It is an add-on for Google Doc users. It highlights key elements of writing like wordiness, passive voice, sentence fragments, and run-on sentences.

What I like:

It doesn’t suggest anything but points out all the different structural aspects of your words and sentences. And it allows you to sweep through with precision.

When to use:

If you need a deep level, look at the words of your website.


Quick Summary:

A web editor that captures spelling, grammar, and style issues.

What I like:

This online editor helps with word choice and has a summary that quickly breaks down your copywriting.

When to use:

Use ProWritingAid for all of your editing needs.

Microsoft Word Spellchecker

Quick Summary:

Highlights common errors and has a basic spell-checker feature. The real genius of Microsoft Word is the “Read Aloud” feature.

What I like:

I only use Word for the “Read Aloud” feature, but I LOVE listening to client copy out loud as I revise.

When to use:

When you need to hear, your copywriting out loud.

Books that Help with Rewriting

Everybody Writes

Favorite Quotes from Everybody Writes

  • “Your words are your web currency.”⁠
  • “Good writing is like math: it has logic and structure.”⁠
  • “Editing is not just about fixing the grammar, it’s about fixing the clarity for your reader.”⁠
  • No one will ever complain that you’ve made things too simple to understand.”
  • “Content is about telling a true story well.”⁠

On Writing Well

A reference book for writing quality words, sentences, and paragraphs.

Favorite Quotes from On Writing Well

  • Writing is an intimate transaction between two people, conducted on paper, and it will go well to the extent that it retains its humanity.”
  • “Make a habit of reading what is being written today and what was written by earlier masters.”
  • “Unity is the anchor of good writing.”
  • Clear thoughts become clear writing; one can’t exist without the other.”

Proofreading Handbook

A well-written reference book on how to proofread. It provides a formula for dead/live versions of the document that ensure accurate and consistent editing.  She walks the reader through a step-by-step process for editing and proofreading.

Editor-Proof Your Writing: 21 Steps to the Clear Prose Publishers and Agents Crave (Great Books for Writers)

I haven’t had the pleasure of reading this book, but it came up frequently while researching.

Online Resources for Rewriting Copywriting

Grammar Girl 


Check out Terry Schilling and Dan Marzullo to provide a few tips on editing your copy

Last Words on Rewriting to Convert

Optimizing your readability will decrease your site’s bounce rate. Capture your consumers’ world as they see it and deliver the right message. If they clearly understand how beneficial it is for them, your CBD products will sell.

After revising your current web copy, your prospects will be converted into customers that won’t be able to wait to tell their friends about the experience they had. You will always be optimizing!


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