Great UX writing: How to create seamless user experiences through words

What are web words for?

User experience (UX) includes several crucial factors, including the use of color, typography, layout/flow and words. If you’re a word guy/gal like me, it’s the words that you want to believe will get your customers, clients or potentials to go where you want them to go.

It would be great if words alone could do the job. On the web, in apps, in emails, social media and even in print, that just isn’t going to cut it. Our word babies are but a part of a (hopefully) united, brand-tastic seamless journey to end-user desired action(s).

Here are the key factors to successful UX writing on the web:

You cannot be too user-centered

UX writing is the process of creating written content that helps the user accomplish their goals. Simply put: All the words need to be user-centered (in alignment with your business goals).

Users should feel in control of the web page and their interactions with it. Focus on user needs by providing clear, concise and actionable content. Your content should guide users through the website smoothly, helping them accomplish their goals efficiently.

Clarify and simplify

UX writing emphasizes clarity and simplicity in language and messaging. It avoids jargon and complex terminology, ensuring that users can easily understand the content and navigate the website without confusion. Hopefully, your website is designed well, meaning its design is clear and easy to understand and navigate. If not, your words will matter far less than you will want.

Keep it task-oriented

UX writing is task-oriented, meaning it focuses on helping users complete specific tasks or actions on the website, such as making a purchase, signing up for a service, or finding information. The language used is action-oriented and prompts users to take desired actions.

Emphasize your brand through consistency

UX writing maintains consistency in terminology, tone and style throughout the website to create a cohesive and familiar experience for users. It follows established conventions and patterns to reduce cognitive load and enhance usability. Similarly, your website’s design must offer consistent design elements (color schemes, fonts, image design and button styles) to make your website more reliable, less confusing and ultimately more effective for users.

Be mindful of context

UX writing takes into account the context in which content is presented, tailoring it to the user’s current situation or stage in the user journey. This may involve providing contextual cues, such as error messages or tips, to help users understand their current actions and next steps.

Keep it accessible

UX writing incorporates accessibility principles to ensure that content is inclusive and usable by all users, including those with disabilities. This may involve using descriptive alt text for images, providing clear navigation paths, and ensuring readability for screen readers.

Keep it simple

The number one rule of web content remains this: Don’t make me think. As soon as you stray from seamless intuitiveness, you start losing users. It’s a high bar. Minimize cognitive load. Whenever possible and practical, reduce the amount of mental processing power a user needs to use your service or product.

Another great maxim to remember is users don’t want paragraphs. What they want is information. If it were possible to deliver information and understanding to users without a bunch of words, they would stop reading in a heartbeat. But words are essential and paragraphs happen. Make sure yours count and move users toward desired outcomes.

Stay with them

If your website is designed to move users through a matrix of possible steps, stay close by. Provide feedback along the way to users regarding their actions and interactions on your site. Your tone can go a long way. It is admittedly tricky to remain by your user’s side without being overbearing or intrusive. Web users love the independence of navigating a well-designed web site and feel reassured when support is responsive and close by. This can be your edge against your competition.

Overall, writing for user experience requires a deep understanding of user behavior, usability principles, and the specific goals and constraints of your website. UX writing always prioritizes user needs and aims to create a seamless and intuitive experience that drives user engagement and satisfaction.

Your checklist

To write for optimal UX on the web:

• Use the words your users use.
• Chunk your content.
• Front-load the important information.
• Use pronouns.
• Use active voice.
• Use short sentences and paragraphs.
• Use bullets and numbered lists.
• Use clear headlines and subheads.