Editing is a huge responsibility. As if it isn't enough to manage the final draft, editors also have to tread lightly and try to help writers without hurting their feelings. It's a difficult job, but it can be rewarding.
Editing isn't my favorite task, but the most important goal is to strengthen the writer's voice and help them soar. Editing should never dilute a writer's voice. These written voices are as distinct as our spoken voices.
I'm doing it now. Whether it's a website, a blog, or a social page, web writing needs to be conversational. This isn't a doctorate thesis or a romance novel... Web content is succinct writing that keeps the reader in mind. It should be friendly, too!
Think about visiting a website to buy a sweater. We don't want to frustrate people with irrelevant rambling or disorganization.