Get to the point
Errors in your text will ruin your credibility, especially when they occur in strategically important places such as in headlines. You never know who might not become a customer because of poor perceptions about your standards.
Just as sloppy design puts us off, so does sloppy text. Effective writing comes from effective editing – it’s like chiselling a statue out of the marble. You risk losing credibility if you don’t bother with the editing stage. As your business grows, errors in your text pose a greater risk to that credibility.
If you think loose editorial standards don’t matter too much, check out the words of Matt Cutts, former head of the webspam team at Google:The rest of this post is only for Espresso+ Members.