TODO - Explain CMS steps
Tonality
Define the tone, 'turn of phase' & character of the writing style throughout the site and try to be consistent with that approach. i.e pick sentiments like; friendly, personal, authoritative, relaxed, humorous, reassuring etc. Then apply those lens over the text and validate that those sentiments come across.
Precision
When editing text try and be as precise as possible and not too wordy. Be mindful of customers time and try to priorities imparting the important information at the beginning of a page/section with in depth details below that.
Design
Think if information would better be displayed in; bold, italics, lists, grids or requires images. Once changes are made make sure that it hasn't adversely affected the layout and design of the site by checking it on; mobile, tablet and desktop devices.
Help
If in doubt please talk to Paddy/Webmaster for advice.