So, you’ve designed the perfect website. It is simple to navigate, intuitive to use, the color palette is on point, and loads quickly. If you think that is everything you need, you are missing something and something that is very valuable and will be the cherry on top for your user experience cake: UX writing. Unlike a copywriter, your UX writer will ensure your written content conveys the message you want while it looks and reads great.
A copywriter knows how to write a copy. They know how to write content that is persuasive enough to be used in marketing and sales. But, a UX writer goes a little further than that, and they can do this while also understanding and applying UX design principles. They will make sure the right message is conveyed, as well as organize your copy so that it looks clean and orderly to add to the appeal of your website or app.
UX writing, just as UX design, is very user-centered and focuses on enhancing the user’s experience. UX writing makes the user feel like he is in a more casual and naturally occurring human interaction than with a machine. UX writing is clear, concise, and appropriate, but it does this in a way that makes the app or website even more human. Of course, problems can occur, and inexperienced UX writers might confuse the user, but these are exceptions.
Excellent and effective UX writing accomplishes three things: it transmits technical instructions without hindering the app’s overall feel and flow; it guides the user through the app at the same time that it unnoticeably persuades, promotes, and praises the user in the appropriate moments; and lastly, it manages to make the user feel more heard and relaxed when there are app crashed, bugs, or other technical problems leaving him with an overall satisfied sensation despite the errors.
Whether you hire an external UX writer or decide to have an in-house one, there are some things you should always keep in mind to accomplish your goals:
UX writing, as we’ve said before, is user-centered. This changes a few things, like, for example, the words used. In standard copy, a writer might pick a comment because it means what they are trying to say, or maybe it goes better in the text format. Instead, a UX writer will adapt the language to the user’s needs and habits. An example is the difference between ‘info’ and ‘information’ or ‘sign in’ instead of ‘login.’ In both cases, the latter has been replaced by most people’s form in their everyday lives. Meaning UX writing adapts to the user’s language and habits.
Another essential thing that UX writers do is understand the ‘meaning under the words’ to increase purchases and business derived from the site or app. For example, using phrases like ‘Get started!’ ‘Try it out now!’ are much better at increasing clicks than ‘Add Credit Card’ or ‘Pay Now. There are emotional triggers that go beyond the exact meaning of the word. After all, ‘Get started!’ or ‘Pay now’ achieve the same result, but their tone and emotional response make a massive difference in if the user will click the button or not.
A UX writer is not a person that you’ll need now and again. They must become a fundamental part of the team and be included in the product development process from start to finish. This ensures that the written content across the business platforms is enhanced according to the product vision and business requirements.
Just as we were told in school to avoid large blocks of text because they tire the reader, the same thing happens in website or app design. If a user encounters too much text that is not divided in a digestible way, the probability of them skimming and then quickly leaving the page is tenfold. To avoid this, UX writers properly divide content and make it attractive for visitors.
Keep the user at the center of your design. Focus on creating a reading experience that is comfortable and engaging for the user. This means taking things like color and typography into account. You don’t want to present a purple font on a black background or yellow font on a white background. It is uncomfortable and almost impossible to read without getting a headache. The same goes for fancy and stylish fonts. Save the unique fonts for parts of the text that you want to highlight.
Don’t make your user spend time and effort just to read and understand your message. Make it as easy for them as you can to ensure they’ll stay long enough on your page and that they receive your message.
Psychology knows that humans are attracted to order and symmetry. UX writers will use this to organize their content making sure content blocks are divided and placed symmetrically and orderly to achieve a clean and pleasant look.
Headers are hugely important, and UX writers know this. They see headers as an opportunity to present different topics and create space in long chunks of text. They use headers to create natural pauses and straightforward navigation through the page.
However, understand that headers are only headlines and should not be filled with too much text to confuse the user. Keep headers to one line of text, and pay attention to the font size you use in them.
Remember that the focus of UX design is to make the user feel comfortable and at ease in your app or page. Creating a page that is not overfilled with text, images, or style elements will be better for the user—avoiding visual overcrowding and exhaustion. Keep style elements like bold and italics to highlight specific words but don’t overuse them.
Responsive design is a need nowadays. The ability for your site to adapt to the different screen sizes and devices is paramount for achieving success. If you only focus on the information and how it is presented on a desktop, everything will change once it is presented on a smartphone. All the thoughtful considerations you had to create the perfect user experience will be wasted once the device is switched. Of course, this will be the case only if you don’t make your site adaptable and responsive. So, make sure to test for mobile display and navigability always.
Whether your website is intended to increase your business or not, you should always have CTAs. They will allow you to create a lead generation funnel and have powerful insights about your page. Having clear and direct CTAs will help you understand your Key Performance Indicators (KPIs) and Unique Selling Propositions (USPs). So, keep your CTA buttons direct, clear and make sure they navigate to a contact page.
UX writing is increasing in popularity and importance among different experience design agencies and industry in general. Providing easy-to-understand, scannable, consistent, and engaging writing can make or break an app or website. Effective and high-quality UX writing will make your writing look good, convince and give understandable directions, all by creating your user to feel at ease and as if he was engaging with another human who cares for them. UX writing is the cherry on top of your website/app design. It will help you achieve a fantastic user experience that will keep your customers returning to you.