Aug 5, 2024
Good graphics? Sure. Strong video? Absolutely. Crisp design or nice fonts? Definitely important. But there's something even more significant that often gets overlooked: the copy on your website, landing pages, mobile apps, or digital products.
Believe it or not, some of the most engaging websites out there aren't the prettiest. They might lack the sleek design or high-quality images, but they captivate their audience with well-crafted words. Words that engage and inspire.
This guide is all about the science and art of user experience (UX) writing. We'll dive into practical examples and best practices that you can apply to your UX writing projects.
Why UX Writing Matters
Online communication is crucial. From headlines to microcopy, every word shapes the customer's journey. UX writing is all about creating smooth, accessible, and easy-to-navigate experiences. Kristina Bjoran, a Senior UX Designer at ForumOne, describes it as the "act of writing copy for user-facing touchpoints." By honing your copywriting skills, you'll provide the best possible user experience at every stage of the customer journey.
Bad experiences often come from unnecessary hurdles. UX writing focuses on the customer experience, addressing digital accessibility concerns and ensuring your products or services reach a wider audience.
UX Writing vs. Copywriting
While UX writing and copywriting are related, they're not the same. Copywriting is sales-focused, aiming to persuade and sell. UX writing, on the other hand, brings digital experiences to life, making them more accessible and user-friendly. UX writers often collaborate closely with design teams to create a seamless ecosystem that ensures every aspect of the journey is valuable, accessible, and easy to navigate.
The Purpose of UX Writing
The words we choose are key to helping customers:
Understand where they are on the page
Grasp the information provided
Know what the next step is and how to take it
Choosing the wrong words can lead to a poor customer experience. Bad information can confuse and demotivate customers. Even the best design can't save a product if the customer doesn't understand the information. Overloading the page with content isn't the answer either; it can lead to cognitive overload and drive users away.
Understanding Your Visitors
Before diving into design or drafting your first copy, it's crucial to understand your end-users. Ask questions about your customers, their background, and their journey. Some key questions to consider:
What do they know?
What do they want?
What are their pain points?
What device are they using?
How did they get here?
What can they do next?
With a firm understanding of your user, focus on the core tasks they want to complete at each stage of the product. For instance, on an eCommerce product page, ask yourself: "What are the main things my customer wants to do at this stage, and how can I cater to that?" Then, match your content to meet their needs.
Example
Imagine you have a new product, and your research shows that potential customers are wary and unsure if your website is legitimate. Your challenge is to craft content that instills trust and confidence.
For an eco-friendly clothing brand, you might create UX copy for a pop-up message like this:
"We create timeless, long-lasting attire that's friendly to the planet. We invest 15% of our profits into reforestation projects. We're GreenWear, and we want you to join us. Enjoy 10% off your first order."
This copy builds trust and offers an incentive, effectively engaging the user.
Best Practices for UX Writing
Now that we're up to speed with the basics, let's look at some essential best practices for consistent success.
Make Your Content Scannable and Readable
People scan pages rather than read them in detail. Use headings, sub-headings, bullet points, and introductions to create a clear structure that makes scanning easy. Research shows that headlines should be no more than six words long for maximum impact.
Remove Illegible Content
Don't rely solely on imagery to communicate. Icons, emojis, and pictures can be scattered on a page, but they shouldn't replace words. Ensure strong color contrast for readability. For example, the design and color contrast on Apple iOS is visually sound, but the options "done" or "settings" are ambiguous. Clearer text like "delete photos" and "view gallery" would provide better guidance.
Keep Your Audience in Mind
Use appropriate terminology for your audience. Avoid confusing jargon and consider the customer's context. For instance, displaying sales tax prices on a DIY website might confuse non-trade customers. Tailor your descriptions to the user's needs rather than focusing solely on SEO. Remember, customers, not Google, will be buying your product.
In conclusion, the copy on your website is more important than you might think. Well-crafted words can engage and inspire your audience, leading to better user experiences and higher engagement. By understanding your users and following best practices, you can create content that truly resonates.
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