Charles Eames once said; “The details are not the details. They make the design.”
Some of you might know about UX Writing, while some must have heard it for the first time. In this article, we will explore UX writing and how it has made products/services successful and popular.
What is UX Writing?
UX writing involves writing microcopy for digital products, mobile apps, interfaces, and other related elements that appear throughout the interface. Its purpose is to support users in having a positive user experience.
Example of Good UX Writing
Spotify
“No credit card needed”
That is the magic sentence. What else?
“Get Spotify FREE”
On top of all that, the design for such a landing page couldn't be better. Remember the study that says people only read 20% of a website? The headline and the space around it are the most important elements on a landing page.
They take up about 20% of the page, and users' eyes are immediately drawn to them. The button and the microcopy are also important, but they are secondary to the headline. The strategic placement of the copy ensures that it is seen by users, as it falls between the key attention-grabbing elements.
Tumblr
Tumblr stands out as the ultimate platform for showcasing creative microcopy. With unrivaled flexibility, Tumblr maximizes its potential to deliver exceptional user experiences. This is particularly evident in their mobile app, where they harness the full extent of their capabilities.
Tumblr came up with the coolest “Nevermind” button if the user doesn’t want to post.
Dribbble
Dribbble's design choices are exceptional and effectively leverage the brand. For example, its 404 error page uses a captivating color palette to encourage creative exploration.
The page showcases designs that match the color you choose, creating an intriguing 404 message that invites you to click and navigate to those pages.
What is so special about UX writing?
Using flashy and quirky words to get people's attention is common, but it's hard to keep their interest with the same words. When users explore a new website, they embark on a unique user experience journey that requires guidance along the way.
Just like a physical journey, they experience emotions with each tap, click, scroll, and swipe. Microcopy is the small text found on websites and apps. These concise words are used to encourage users, build trust, and empower them.
They can range from tiny error messages to navigational prompts on pop-ups, captions, buttons, loading indicators, or error pages. Even a simple message about cookies shows care and understanding, catering to our emotions at every stage of the user journey.
So, what do UX writers actually do versus copywriters?
Good UX writing and copywriting share many of the same rules and challenges. Both require an understanding of people's needs, feelings, and the questions they are asking in their heads so that they can reduce friction and build trust.
A UX writer trying to write an effective button that guides the user to click is not unlike a copywriter working on a clear, descriptive call to action (CTA) that gets the reader to act.
Copywriting = Marketing Materials UX Writing = Digital Product/ Service Use
A UX writer's job is to write microcopy for the interface of digital products and services. This microcopy guides users through the products and services. As a result, UX writers are responsible for writing copy for the following things:
Buttons
Error messages
Controls
Notifications
Instructions
Onboarding sequences
Form fields
Loading screen messages
Chatbots
Copywriters are responsible for writing any copy that drives sales, whether directly (an ad) or indirectly (business blogging). This includes:
Landing pages
Email newsletters
Product descriptions
Blog posts
Social posts
Print ads
Radio jingles
Slogans
White papers
These differences mean that the roles also care about different types of data (sometimes). For example, a copywriter who writes a blog might care more about impressions, time spent, and bounces. A UX writer who writes for a mobile app might care more about daily active usage, ease of use, goal completion, and user satisfaction.
Of course, the line blurs when it comes to writing for websites as they’ll both care about clicks and goal completion. Therefore, copywriters and UX writers handle your marketing and product writing, respectively. They still have two different roles with unique strengths.
Ways to improve your UX writing skills
1. Understand your users and write for them.
2. Consider your brand voice.
3. Learn from successful brands.
4. Don’t underestimate personalization.
5. Make the text easy to translate, don’t use jargon.
6. Be careful with humour.
7. Stick to simplicity.
8. Talk to the users.
9. Keep the terminology consistent.
10. It’s all about clarity for users.
Example:
Google initially used the text 'Book a room' on its hotel booking page, but later modified the copy when they realized something was amiss.
“We realized that it was far too committal at this level in the decision-making process,” stated Stan Phill from Google.
“So, we changed it to Check availability, and we discovered that this met the consumer right where they were in their mentality. They were still looking at rooms and wanted to know what dates were available and what the pricing was for that time period.”
Looking for a UI/UX consulting firm that can help you create great user experiences, contact us today to learn more about our UI/UX consulting services. We have a team of experienced UI/UX designers and developers who can help you create a website that is both user-friendly and visually appealing.
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