Who writes Careful Copy
Careful Copy is written and operated by Peter Pohlmann. He runs the content side of a European medical second-opinion service, wrote the copy rules it publishes under, and turned those rules into this review. Every guide on this site is his work, and every report comes from the same published rule set.
Where the rules came from
A medical second-opinion service has a harder writing problem than most clinics. Every sentence about an imaging finding is read by a worried patient and by the treating physician who receives the report, and it has to be clear to the first without overstating anything to the second. The rules that make that work are unglamorous: name the person responsible, answer the question first, describe what a finding may indicate rather than what it proves, and end by sending the reader back to their own doctor.
Those rules were written for that service. Careful Copy applies the same ones to clinic, practice and dental websites, where the writing problem is the same and the copy is usually worse. The rule set is versioned, dated and cited by code in every report, and published in full, so you can check any finding against the rule it came from. The country layers are the exception: those carry legal references that a lawyer in each market confirms before we sell that layer, so they stay unpublished until they have been through counsel.
How these guides are written
I write them. They carry my name and the date they were last reviewed, and I revisit anything that makes a claim about how search engines behave when the evidence changes.
The guides describe what to do with wording and structure. They do not give medical advice, and they do not tell you whether something is lawful. Where a question is legal rather than editorial, the guides say so and send it to a lawyer, which is the same thing the reports do.
How the reviews are produced
Reviews are generated by software from the published rule set. No person reads your report before you do, and we say so on every page rather than implying a team of editors. Each finding quotes your page, names the rule it comes from, and suggests replacement wording. Findings that touch credentials, prices, testimonials, guarantees or data handling are listed separately with no suggested wording, because those are questions for your lawyer.
A rewrite never adds a fact. If better wording needs a number, a credential or a date that is not already on your site, the suggestion leaves a bracket for you to fill in. You can see all of this in the sample report, which is a real review of a public website, published with the operator's permission.
What we load in your browser
Nothing beyond what the site needs to work, unless you allow it. Measurement and advertising scripts stay inert until you choose, and you can change that at any time from the footer. The cookie policy lists what each one would set. Our own rule set flags clinics for loading third-party scripts before a consent decision, so the site is built the way the reports ask sites to be built.
What this is not
Careful Copy is not a law firm and gives no legal advice. It does not assess whether any content is lawful, certifies nothing, and makes no promise about search results. What you publish is your decision.
Getting in touch
The quickest route is the free homepage review. Send the address of a site you are responsible for, and the report comes back by email within 24 hours.
Careful Copy is operated from Portugal and serves customers in the US, UK and Europe.