UX Copywriting - Text that is useful for both the user and the business

UX texts play a key role in attracting and retaining customers. Today, every company knows that even a single word can have a huge impact on both sales and company reputation.  

UX stands for User Experience. UX copywriting is closely related to UX design. UX copywriting works only in the DIGITAL direction. Its main goal is to guide the user and make it easier to navigate the site or application.

What is UX copywriting?

UX (user experience) or "user experience" is the impression that a person gets when working with the interface of a mobile application, online service. The simpler and clearer the interface, the easier it is for the user to perform a targeted action: purchase a product, call a taxi, fill out a loan application. In this sense, the interface can be compared to the distance that the client travels from point A - getting to know the product - to point B - concluding a transaction.

To make an interface responsive, you need to fill it with simple and understandable text that tells people where to click, what to enter, and what their actions will result in. Simply put, a UX writer explains what is displayed on the screen in words.

UX copywriting is one of the tools for improving the user experience. In order to achieve a perfect product, such specialists usually work together with UX designers. Because graphic design plays an important role in the perception of the integrity of the product, in addition to text.

What is the difference between UX and regular copywriting?

• Purpose. The task of conventional copywriting is to sell a product or service, so it creates marketing texts: these can be social media posts, blogs, advertising scripts, etc. The ultimate goal is always the same - to sell. UX copywriting works only in the digital space, directly on the site and application. The main goal of UX copywriting is to improve navigation for users visiting the site. Each visitor should be able to easily perform the necessary actions.
  
  
• Text format. A regular copywriter creates different content, from product descriptions to video content. UX copywriters mainly work with microtexts, which sometimes consist of one word.
  
• Teamwork. A copywriter is guided by the tasks of marketers, SEO specialists, editors (depending on the goals and budget). At the same time, he can also work independently. A UX copywriter is a team player. He must constantly communicate with a designer, developer, analyst in order to clearly understand what he is writing. This is especially true for complex technical programs, where dozens of questions arise every day.
  
• Evaluation of effectiveness. The work performed by a regular copywriter is evaluated by the following metrics – page view duration, site abandonment rate, scroll map, conversion, position in search results. A UX copywriter's work is measured by daily visits, number of completed transactions, reviews, repeat visits, and time spent on tasks.

The task of a UX copywriter

For large employers - Google, Amazon and Microsoft - a UX copywriter is an integral member of the team, while smaller companies invite copywriters at the final stage, when only the content is missing. Sometimes the texts are written by a designer or marketer. The disadvantage of this approach is that the texts can be perceived separately from the product and not be useful enough.

Typically, in companies, a UX copywriter performs the following tasks:

• Writes texts for the interface, website, application;
• Conducts A/B testing of content;
• Sets the company's editorial policy;
• Participates in audience research to understand behavioral psychology;
• Analyzes the effectiveness of the text;
• Writes news about the product.

From the very beginning of a project, a UX copywriter is involved in developing a “tone of voice” – the company’s own style of communication with its customers. This is necessary to differentiate from competitors, convey the value of the product, and gain trust.

How to work with microtexts

One of the challenges of a UX copywriter is the ability to work with microtexts - to write as briefly as possible and without losing meaning. For example, a menu item that describes the functionality of the program should consist of 2-3 words. A UX writer constantly has to fit sentences into the limited space of the interface. It can take several hours to compose one phrase, and this is normal.

Writing for understanding

UX text should be understandable to everyone who visits the site: a housewife, an engineer, a plumber. When writing, avoid complex terms and jargon that only company employees know. Creativity and original thinking are more of a disadvantage in UX texts, as they can confuse the user. Frequent use of synonyms in the interface is acceptable.

For UX texts, replace abstract expressions with more specific ones.

Write briefly.

There is no need to waste the user's time by reading long texts with unnecessary or obvious information. Moreover, most people do not read text word by word, but rather scan it. Do not use complex sentences with many connections that hinder the reading process. Do not go into technical details of the system design.

Write in the same style.

All interface text should conform to the “brand voice,” which includes a database of common terms, corporate jargon, humorous themes, content style, image format, and more. This is a common standard for blogs, newsletters, contextual ads, banners, and other types of content.

This document answers many routine questions for a UX copywriter: how to address users, what quotes to use, how to write foreign words, and more. In addition, it helps a new copywriter quickly understand everything and get started.

UX copywriting helps the user. Good UX text is useful for both the user and the business. UX content is more technical than creative

UX copywriters must be well-versed in technical issues in order to convey it in a language that the user understands. They write in such a way that the user understands the nuances of using the resource correctly. Writing UX copywriting requires taking into account the design of the platform and working with designers and developers.

A good copywriter knows how to affect the reader emotionally and how to help him solve problems.

Many people have ideas, but only Lemons.ge has solutions!

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