Define a round before delivery
Agree who collects comments and when a consolidated list is due. For a landing page, allow one round on structure and one on final copy. Ask the client to name the decision maker if reviewers disagree.
Turn opinions into actions
Use three columns for the location, the problem and the decision. “It feels wrong” becomes “the first screen does not say who this service is for”. Suggest a headline naming that audience and get it approved. Record the version next to each change.
Close the round in writing
Send a short recap of included edits, missing materials and requests that need a separate estimate. If a new page is requested, estimate its impact before starting it. Attach the revised version and ask for approval of that specific deliverable.
Give every revision an acceptance test
Keep the original comment in one column and the requested change and approver in another. “More dynamic” could become “shorten the opening eight seconds and move the product shot forward.” Send that line to the lead before reopening the edit. A one-sentence reply can prevent two different interpretations of the request.
When two reviewers want opposite things
Put both comments on the same line and ask the final decision maker which objective comes first. A shorter headline may work for a campaign while a support page needs precision. Record the decision, date and file version. At handover, someone new to the team can trace the reasoning without rereading an entire message thread.