When I first started work as a copy editor over 10 years ago, I thought every project would be a unique snowflake.

I was woefully wrong.

In fact, it turns out most writers, even the very talented ones, repeat the same handful of mistakes over and over again.

Arguably, I need this checklist more than anyone, because though I know in theory what makes a great piece, I often overlook key elements through laziness—or simply because I forget.

This list is a reminder to myself of the process I need to go through before I hit publish on any piece. I plan to use it as a simple framework to improve the quality of anything I create; I hope you’ll find it helpful too.

1. Content

Is my content evergreen? Seeking to answer big life questions like “How can I maintain happy relationships?”, “What is the meaning of life?” or “How can I achieve my goals?” will make your articles more consistently resonant than seeking to answer niche questions like “What are the 5 best whiskies?” Even if you want to write about whisky (and why not?) make sure your article goes deeper too.
Is what I’m saying relatable and/or unique? “How I made millions writing just one article” isn’t relatable. “How I found my soulmate and now we’re sickeningly happy together” isn’t relatable. Nor will your readers be fooled by something written without passion. Always consider your relatability and how your perspective provides something new to a topic. You can do this by volunteering your own experiences or even by drawing unusual parallels.
Is my perspective on this subject typically valued? This is a curveball, but it’s important. On Medium, for example, I’ve persistently tried to write in the “mental health” category and nobody cares. For whatever reason, my perspective just doesn’t do it for those audiences. Typically, I’m more useful to readers in the “creativity”, “relationships” and “lifestyle” categories. Go where your work is valued.

2. Structure and length

If someone just read the introduction and the conclusion of your article, would the point you’re making still be clear? It’s annoying when introductions are misleading as to what the article will be about. It’s alarming when a conclusion introduces brand new concepts or fails to answer the hypothesis set out in the introduction. These two should work in harmony, like cheese and chutney.
Does the story flow in an order that makes sense? When we talk, we often indulge in diversions: our stories meander. Somehow, this translates poorly to article writing. And while a few relevant diversions can be charming, too many can be frustrating. Try and make it easy on your reader to follow your line of thought. Perhaps consider a story arc to make a cohesive and satisfying article (more on this here).
Does the length of my piece reflect the necessary depth of the subject? If I’m looking to rescue my failing marriage, I want all the help I can get, not a short story that only makes one vague point. I read somewhere you should write the blockbuster on your subject, and I think it’s true. Tell your readers everything you know; give them something they can come back to again and again.

3. Tone of Voice

Is this recognisably written by me? In my articles, I tend to swing wildly from extreme silliness to serious matters of the heart. Maybe you’re the same? Never fear, I’ve come up with a system for creating cohesion across topics. Choose 3 words that represent you as a writer and funnel everything through them. I.e., I’m going with “honest”, “irreverent” and “poetic” for now. It makes me cringe more than a little, but it does help.
Is my writing accessible for most readers? This one seems obvious, but as a history book editor, I’ve seen it overlooked alarmingly often. Have you explained your subject in a way that laymen will understand? Is your language overly flowery or is it easy to comprehend? Do you occasionally attempt to connect with your reader by posing questions?
Are there a few moments of magic in your piece? My favourite writers make me laugh, reflect on or relate to what they’re saying. Usually, these moments of connection come from the author’s authentic honesty. Aim for a moment or two of real vulnerability in each piece you create; if they’re missing, you haven’t finished yet.

4. Polish

Is there any unnecessary repetition? Even when I see an Instagram caption that reads “An amazing day out with my amazing husband!” I die a little inside. The thesaurus exists for a reason. This is important when assessing your content too. Are there any sentences or paragraphs where you’ve expressed the same idea twice?
Have I checked thoroughly for typos, broken links, missing quote attributions? I read an article once extolling the charm of “raw” writing, with naive errors. Seriously? I don’t know about you, but I feel like it shows disrespect for your reader’s time. I’d recommend installing Grammarly to give you a head-start (though don’t take its word as gospel—it comes up with horrible suggestions at times).
Is there variety in my writing? Have I used different punctuation to suit different sentences? Have I contrasted short punchy lines with longer sentences that flow? Have I used the odd poetic line or personal experience to provide relief from statistics and facts?

5. Presentation

Is my overall presentation consistent? Squint at your article from afar. Are all your subheads the same size and do they follow the same rules regarding trailing punctuation? Have you used the same style of bullet point? Are the sections roughly even? Etc., etc.
Have I used an image that’s eye-catching, credited and unique? Historically, I’ve been bad at this since I favour moody, dark photographs; however, they get lost amid the photos with more white space. Also, don’t forget to spend time hunting through images so you don’t end up with the same one everyone else found on the first page of UnSplash.
Is the value of my piece immediately obvious? Does my title accurately describe what people are about to read? Do my subheads illustrate the different things the reader might learn or elements of the story they might enjoy? Does my article look too squashed or too spaced out, or is it well-ordered and enticing?

Even just writing this has reminded my forgetful brain of what I should be considering every time I open my laptop and set my coffee to brew.

I didn’t want to bludgeon you with content, but I could happily spend hours going into greater depth on any of the above. If there’s anything you’d like more detail on, as always, let me know.