How UX Writing finally makes it click
For me as a user experience designer, UX writing has become an integral part of the concept phase. In addition to analysing existing user data, the first step is to create a working information architecture for a new site. Once the necessary modules are in the right order and assigned to their content, it’s finally time for UX writing.
What is the best way to do this? The process can be broken down into 4 stages.
1. Give voice to the text
Communication on websites is always a dialogue. We want to address users in an authentic way and make the product as accessible as possible. That is why we define the voice and tone of our texts. It helps to think of the product as a person who gets on well with the personas that have been analyzed so far. What are the properties of this person? What is their character like? For example, if the person is intelligent, friendly and direct, then the text should also have these qualities.
The voice always remains the same, while the tone of voice can vary depending on the context. For example, the tone can be particularly matter-of-fact during a tricky order section and then relaxed and humorous after the order has been completed. This makes the dialogue and the experience of the site alive and real.
2. Address directly
Sentence length, punctuation and phrasing form the melody of our writing. There is a fundamental difference between B2B and B2C. In recent years, however, the way we address each other has become more and more similar. B2B products want to be less polite and formal, but more personal and approachable.
The more direct the approach, the more noticeable the dialogue becomes and the greater the bond. With a customer account, for example, we can address the customer directly. “Hi Markus, what can I get you today?” The sentence length is short, the wording is casual, and the other person experiences the communication as immediately present. This also increases the likelihood of a direct response.
3. Give focus to the text
We formulate visually recognisable, short paragraphs to attract the attention of our users. Ideally, these should be no longer than five lines. We prefer to write in the active rather than the passive mode. This makes it much easier to get the message across. Keywords function as anchors in the text and should be used consciously. Those in a hurry can jump directly from keyword to keyword, picking up the core message, values and features with them, then quickly move on to the next page, or directly to the order process.
It is generally advisable to choose words that you would use in a real dialogue. Highly scientific phrases do not increase contextual understanding. By paying attention to this, you can reduce unnecessary text length and ensure a smooth reading flow.
4. Navigate with the text
Unlike copywriting, which tells positive, promotional stories about the product, UX writing remains very precise. It continually drives the user journey. When it comes to buttons that users need to interact with, it should be absolutely clear where the interaction will take them in the next step. This gives the user journey the sure-footedness it needs to be successful.
We refer to the text on buttons and brief help instructions as microcopy. As only a small part of UX writing, it is very short, often consisting of only a few words. We use microcopy to navigate to the next step in a process or to a new page. In order to best help users reach their goal, feedback after their interaction is very important. For example, in a click-through section, that requires data to be entered into input fields, we should be specific about what should be entered and how. In the case of incorrect input, we give contextual feedback that is as brief and clear as possible about what is missing for correction.
We want to enable motivation and transparency in the process, but also generate enthusiasm. Anyone who reaches the end of a click path should clearly experience that the process has been successful, what this means for the near future, and what benefits they can already look forward to. Such a conclusion leaves a positive memory of the process and the product itself. It lays the foundation for a lasting customer relationship.
Conclusion
Ultimately, UX writing is an essential part of creating a positive user experience. Effective UX copy helps users get to grips with a product, builds trust, and creates lasting enthusiasm. This pays off for businesses as well. Conversion rates increase, support costs can be reduced, and even positive word-of-mouth recommendations can increase in total.
The importance of UX writing will continue to grow as products and services become increasingly digital. It is therefore crucial for designers to incorporate it into their design process.
