The English Digital Content Consultancy
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EDC (the English Digital Content Consultancy), run by John Clifford, is an editing and advisory service for organisations that use the English language in their websites.

Working directly with website owners or with digital agencies, I offer a comprehensive editing, correcting, and writing-for-the-web service. The service is especially geared to supporting organisations that use English for international communication, where content may be written by or read by people using English as a second language.

My aim is simple: to give you the certainty that your English content reads naturally, is easily understood by your target readers, and is consistent and free from errors.

Who could benefit from the service?

  • Do you have content written by a number of authors with differing styles?
  • Are you unsure whether your English content is written in a consistent version (e.g. could it be a mixture of US and UK)?
  • Was any of your content written by subject-matter experts for whom English is not their first language?
  • Is your content aimed at readers for whom English is not their first language?

If you answered yes to any of these questions, you could benefit from using the EDC service.

Enquire now

Four success factors for web content

You can maximise the effectiveness of your digital content by taking care of four factors: reader focus, online presentation, writing style, and the mechanics of spelling and grammar.

Reader focus

What readership is your content aimed at? What do you want people to do or think as a result of reading your content? Can you say?

If parts of your content don't contribute to serving a known purpose for a known reader profile, it may be time to consider a selective content cull and update.

Online presentation

When you read a book or a printed document, it's different from using a website or app. We don't read online content in the same linear way.

We navigate, scroll and scan-read until we find what we're looking for. Successful web content is written and laid out in a way that makes the best of online reading behaviour.

Writing style

Your published English content needs do justice to your organisation and sound natural to your readers. When we write in a second language, there's a danger of being unclear – sometimes even unintentionally humorous or offensive.

If you've got any content on your website that was written by a non-mother-tongue author, consider getting it reviewed.

Spelling and grammar

English is a terrible language for spelling. Many words have two correct spellings. Many words are commonly misspelled. And there are plenty of other pitfalls.

A few little inconsistencies, and people will subliminally detect that something is amiss and they won't trust your content. An editorial review enforces consistency and can result in content that is perceived as more authoritative.

Do you need support or advice in one or more of these areas?

Enquire now

Why choose EDC

It's likely that some parts of your digital content will be perfect as they are, while other parts would benefit from additional work.

Sometimes it's hard to know which parts to change and which parts don't justify any extra effort and expense. That's where I can help you.

All-in-one service

My experience includes writing for the web, content strategy, editing, quality testing, and translating into English. I'll make a realistic assessment of how much or how little rewriting is needed. I will also take care of optimising the content for on-screen layouts, and I will look after the essentials of on-page SEO (search engine optimisation).

This integrated approach will be quicker and more cost-effective for you than dealing with lots of different people.

About John Clifford

I gained 15 years' agency experience at Investis Digital, a digital communications company (2002-2017).

My work encompassed quality management, user acceptance testing, accessibility testing, proofreading, copywriting, and content strategy. I led writing-for-the-web group training sessions for clients in three countries (UK, France, Italy).

A natural-born stickler when it comes to grammar and spelling, I previously had a number of editing- and writing-related roles. I'm a qualified French-English translator and translating was my main job for seven years.

Explaining your business to your readers

I've recently written or helped to rewrite content about forestry, pharmaceuticals, banking, oil and gas, plastics manufacture, language learning, and recruitment, to name a few.

And I've revised English content written by subject-matter experts with mother-tongue German, French, Swedish, and Norwegian, as well as English.

Clients often find it helpful to work with a writer who begins by having no specialist knowledge of their industry because it results in clearer explanations.

When I have to ask questions and piece together an understanding of a subject that was new to me, I can then write it up it in a form that other non-industry-specialist readers can easily understand.

Contact John Clifford


☏ +44 (0)1494 483105

Enquiry form

Five simple steps to perfecting your English web content:


Your requirements

Send me your content (as a document attachment or as a link) with any special instructions, desired deadlines, etc. The more information you can give me about your target readers and the purpose of your content, the better. But don't hesitate to send whatever you've got.


Q&A + free initial consultation

I’ll get back to you with any questions. The Q&A will result in a provisional brief. The brief will suggest, in outline, what mix of services is called for: proofreading, editing, rewriting, creative writing, revising of structure and layout, or some combination.



Once we've agreed on an outline of your needs, I'll give you a detailed quotation with costs and provisional timescales.



I'll generally begin by doing an initial sample of work for you to review. Only once you're satisfied with the initial sample will I start on the rest of the task. This method protects both parties against the risk of incurring a time cost for work that isn't in line with expectations.



Once you sign off on the initial sample, we can agree a completion date. For big projects we can adopt a phased approach with feedback loops. For smaller projects you may prefer to just have the finished work delivered in one instalment.