No-frills feedback for business content
Remove jargon, overused phrases, wild overstatements, and unclear messaging with thoughtful and unique feedback.
Type, paste, whatever works
Type or paste your text into the ick editor to see flagged words and phrases highlighted instantly by category. Click on a highlight to learn why it was flagged, when it might still be appropriate, and explore suggestions for clearer alternatives or next steps.
The three shades of ick
Unoriginal
Words and phrases come in and out of fashion. But using trendy terms in your copy can dilute the impact of what you’re saying. ick helps you catch buzzwords in the act, so you don’t sound like just another brand ‘disrupting’ or ‘future-proofing’.
Jargon
What qualifies as jargon depends on where you work, but the worst offenders are usually technical or corporate speak. Jargon often gets lost in translation, alienating your audience or making your message harder to understand. There’s almost always a simpler, more direct way to say what you mean.
Overstated
These are your hype words, meant to grab attention and spark excitement – but they rarely add value unless clearly defined or backed up with evidence. This category helps you spot exaggerated claims that might need a reality check.
Fair use…
for when foul is fair
Most words and phrases highlighted by ick are accompanied by a fair use policy. This is to provide further context on when a word could and even should be used. We’re not here to ban words, just to make sure they are used to their best effect and in the right contexts.
Suggestions over swaps
ick doesn’t “fix” your copy. Our mission is to make you think a little more about how you write. For most flagged words and phrases, you’ll find some clearer alternatives and next steps for editing. The alternatives aren’t always one-to-one swaps but suggestions for simpler, more direct language. Ultimately, it’s up to you to decide what fits your message best.
Dyslexia Friendly
Created in line with the British Dyslexia Foundation’s style guide, Dyslexia Friendly mode increases letter spacing, removes the white background from the editor and increases line height to improve readability. Even if you’re not dyslexic, you may find it easier to read.
Write with joy
ick makes the process of writing genuinely enjoyable. Our 'modes' are a big part of that. Co-designed with copywriters, each one comes with niche tricks to help you edit and write with joy.
Lightbox
Created by special request of an ick tester with ADHD, Lightbox mode creates a quieter environment for editing by reducing the noise around the editor and focusing your attention on the words in front of you.
Night Owl
A creative take on dark mode, Night Owl inverts the colors of the ick editor to reduce blue light. Perfect for late-night editing, but just as useful during the day. Use it whenever it works for you.
Serif Switch
A special request from co-founder Sophie, Serif switch toggles the font between serif and sans serif so you can read your copy with fresh eyes. It’s a niche trick, but it can help you catch mistakes you might have overlooked on the first read.
Good ol’ plain text
Something that sets ick apart from other editing and writing tools is our decision not to include formatting. Why? Formatting can be a distraction when focusing on your messaging, and it often doesn’t transfer smoothly to Word Processors or social platforms. Instead, we’ve prioritised making it as easy as possible to copy your work as plain text or download it as a .txt file, so you can save it for later.