Just a Grammar Check, Please

“Can you have the writer do a quick grammar check?”

It’s a request we get quite a lot at The Giles Agency. And on the one hand, we’re happy to hear it. The fact a client cares about grammatical accuracy is reassuring for any content writer. It means they understand the importance of high-quality copy and they want the content they’re putting out to be polished and professional. More importantly, they understand that errors are distracting (a disaster for an already distracted audience) and can lead to misunderstandings.

The problem is, accurate grammar is only a tiny part of getting copy right.

What does a grammar check do, and not do?

Taking the broadest possible definition, grammar checks ensure technical correctness, addressing spelling, punctuation, and syntax errors. However, a sentence that is technically correct may not flow. It may not sound natural or capture a tone that resonates with the audience. Correct grammar alone does not guarantee clarity, coherence, or engagement. A well-placed comma might tidy up a sentence, but if that sentence is convoluted or off-brand, the message won’t land.

Content consumption and breaking the rules

In a fast-paced digital environment, the way we consume content is constantly evolving. Today’s readers rarely read a piece of text word for word, from top to bottom. Instead, they skim and scan, seeking out key information quickly. For the writer, this means keeping copy brief and highlighting key points, often by using incomplete sentences and keeping punctuation to a minimum.

Waning attention spans also call for a more conversational and straightforward style, making content easier to follow and more accessible to a wide audience. And this sometimes means a more relaxed approach to traditional grammar rules. Gone are the days when starting a sentence with ‘and’ or ‘but’ is frowned upon.

Today, a little rule-bending is acceptable in the name of readability and engagement. After all, it’s been 80 years since the great writer George Orwell battled against obscure writing, saying, “Break any of these rules sooner than say anything outright barbarous”.

The bottom line: good copy is more than just correct copy

Checking copy is not just about catching technical errors – it’s about ensuring that content is clear, engaging, and fit for purpose. And the best writing doesn’t always follow the rules. So, while it’s not time to ditch your copy of Elements of Style quite yet, it pays not to focus on grammatical accuracy at the expense of impact.