Starting up your business? Here’s why it’s important to invest in UX writing

Great UX writing can elevate the user experience significantly

So you’ve got the website ready, your customer support team is waiting for calls, and your logistics team is ready to ship out the first batch of brownies, or socks, or software — whatever your company sells.

But when users land up on your website or app, the first question they seem to ask is — What do you sell?

Welcome to every entrepreneur’s worst nightmare — not being able to explain who you are or what you do. Somehow, despite having more opportunity — by way of more online and mobile real estate — we are unable to get our point across.

No, there’s no need to haul up your web design team just yet. What you need to do is get a good UX writer. Or fire the current lot. #Just saying.

But honestly, the first step is to understand what UX writing is. And it’s not that complicated really.

UX writing is simply the act of writing copy for user-facing touch points.

It means writing user interface copy that is simple, considerate, and appealing. And here’s why good UX writing is so important for your business.

Humans have a shorter attention span than do goldfish

I can’t think of a better way to say that our attention span is eight seconds, than the opening line of Leon Watson’s article, “The average human’s attention span is… oh look, a bird!”

The article then goes on to state the results of a Microsoft study in Canada that showed that the average human attention span had decreased from 12 seconds in 2000 to eight seconds in 2015.

It’s no surprise then that if you can’t convey what your business is about in the first few seconds of a user logging onto your website or app, you’ve lost the pitch.

You can tell a good company by the writers it keeps

Copywriters and editors are a cursed lot. We have mostly resigned ourselves to a lifetime of cringing at innocuous typos in mainstream adverts or huge billboards. Heck, we can’t even read wedding invites without spotting an error or two.

Nowadays, everyone behaves likes an editor. We read more, know more, and are more vocal about what we know.

So if you don’t want to become the butt of everyone’s jokes on social media, I suggest you pay attention to the quality of the copy on your sites.

Your audience doesn’t care about you, they care about themselves

The truth is that nobody (well almost nobody) is altruistic. We do things only because it makes us feel better or happy. Similarly, no one is going to buy your product — or spend even an inch of a second on your app or website — simply because you think it has value. They will buy it only if they think it has value.

Don’t expect people to lap up your cleverly written lines about a product or service, unless you are talking about how the product will make your users’ lives better.

Write product descriptions that are compelling and easy to read. Put the customer first, everything else will follow.

Ultimately, UX writing is all about summing up who you are and connecting with the user in a real, valuable way.

As the CEO of Microsoft, Satya Nadella, put in a 2014 memo to Microsoft employees, “The true scarce commodity of the near future will be human attention.”

If you’ve read this article to the end, I’d say I’m pretty rich!

-Authored by Kushal Saini Kakkar, avid copy error spotter and writer at large at Flock