Nobody writes their best work in a single draft. Not a novelist, not a journalist, not a copywriter. If you think you are done after one draft, then you are not giving your best.

You need to put aside your copy for a few hours, even overnight. Then, read it afresh. You’ll certainly see areas where it can be improved. Write a second draft, and a third. The web is a tough medium for copy. You can’t afford to publish your second best. When writing for the Internet you won’t reach your best copy until you have written two or three drafts.

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