UX, or User Experience, plays an increasingly important role. Websites must be tailored to the needs and preferences of the people who view them, which increases their chances of success. It is important to ensure intuitive operation, efficiency, proper structure and appropriate content. UX writing helps to ensure a good experience related to the last mentioned element. What is it and is it necessary?
What is UX writing?
UX writing is about creating content that is useful for the user. The texts it consists of are to be legible and help in the performance of a specific task. It can be:
– product purchase,
– sending a contact form,
– booking an appointment,
– establishing telephone contact.
As the name suggests, it is an element closely related to the broadly understood UX area. The content must be prepared in such a way as to guide the user through the entire process in an intuitive and smooth manner. It cannot have doubts or problems at any stage of implementation. It is worth emphasizing that UX writing consists of various types of texts. These include, among others:
– a message about consent to marketing activities,
– messages placed on the menu bar or in the form,
– payment instructions,
Importantly, UX writers have slightly different responsibilities than copywriters or content writers. Their role is to write content aimed directly at people using specific products or services. They are responsible for providing users with the best possible experience. In turn, the copywriter and content writer prepare texts addressed to potential or current clients. They build history, use the language of benefits and are primarily sales-oriented. UX writer must create clear, precise messages, does not need storytelling.
Is UX writing needed?
It is often said that UX writing means designing with words. Since this is one of the building blocks of User Experience, it cannot be ignored. The way in which messages and other content targeted at users will be prepared influences their experience with the website or application, and thus the success of the company. If prospects encounter a problem while performing a profit-making activity, they are likely to get discouraged and stop the process.
The main task of UX writing is to facilitate the achievement of the goal on the consumer’s path. This element also enables faster assimilation of knowledge. In addition, in a sense, it participates in creating a positive image of the company, because an intuitive, simple website or application is conducive to shaping favorable opinions. The better the content is prepared, the better the user experience becomes. It is worth emphasizing that a well-executed UX writing is practically imperceptible – people who come into contact with the text are simply glad that they receive all the necessary tips.
So there is no doubt that UX writing is needed. It is worth using it wherever it is necessary to explain complex issues as simply as possible. Most often, this area is rightly associated with the online sphere. However, it should be emphasized that UX writing is also applicable outside the Internet, it must be kept in mind when creating, for example, posters, leaflets or information brochures.
Considering the type of content, macrocopy and microcopy can be distinguished. The first group includes UX writing in a longer form, for example:
– descriptions of categories, products,
– press releases,
– extensive instructions.
Macrocopy is not always the task of a UX writer, very often the content is created by a copywriter. It is different in the case of microcopy, i.e. short forms. To make them simple and understandable, it is necessary to use UX writing. Microcopy includes:
– buttons, including CTA,
– menu bar,
– payment instruction,
– error message,
– stock status message,
– content in the application.
The development of modern technologies and the increase in their popularity mean that the demand for UX writing is growing. It is imperative to take all steps to stay ahead of the competition and effectively differentiate yourself, while providing potential customers with everything they may need. Properly prepared content is a detail that can significantly help in this, so the profession of a UX writer will certainly become more and more important.
UX writing and SEO
Experts repeat that UX is a good addition to SEO, and the combination of these two areas creates SXO, i.e. Search Experience Optimization. Refining the content on the website in such a way as to ensure a smooth transition through the process, e.g. sales, may positively affect the position of the website in search results.
This is mainly because user experiences are an increasingly important issue for Google. Therefore, the more carefully the website is developed, the better. Taking care of SEO only will not bring the expected results. While the user can easily find the site, he or she will quickly leave the site if he has trouble performing the action he or she cares about. The content that is not entirely useful, incomprehensible or carelessly prepared is discouraging, and may also have a negative impact on the company’s image. At the same time, it must be remembered that UX writing itself will not guarantee success – mainly due to the fact that ignoring SEO will prevent the website from taking a high position in the search results. The combination of these two areas means that potential customers will easily find the site and stay there for longer, which increases the chance of taking the desired action. That is why SEO and UX are a perfect duo.
How to prepare a good UX writing?
If you want to create a good and effective UX writing, you should first of all be aware that it is not a synonym of copywriting. The copywriter uses benefit language, storytelling, and similar elements to encourage audiences to buy or react otherwise. Its content is mainly focused on sales. UX writer, on the other hand, focuses on relevance, plain language and brevity.
Here are some basic rules that good UX writing should follow:
Thinking about the audience – the text must be aimed at specific people, so it is very important to define the target group. This will significantly facilitate the selection of the writing style and the language used. You also need to make sure that the content is well received by everyone and does not offend anyone.
A simple, understandable message – one of the most important issues. The text must be fully understandable and written in the simplest possible language. It must not contain complex concepts that the target audience will not understand. Avoid ambiguities, it is inadvisable to suggest to the recipients that they should guess something on their own. They have to be guided through the entire process step by step, dispelling all possible doubts.
Concise information – this will make the content useful. In UX writing, there is no place for unnecessary decorations and other unnecessary words. What matters is the specific message that will be helpful from the users’ perspective.
Readability – A UX writer should create texts that are easy to read and read quickly. Taking care of legibility includes resignation from too long, repeatedly complex sentences. The structure should be simple and logical at the same time. You can’t forget about the basics of using headings and bolds or dividing into paragraphs.
Coherence – this point can be divided into two subgroups. First, the content should be logical, in one style, and relate to one, strictly defined topic. Secondly, it should be consistent with the brand image and the method of communication with recipients adopted by it (the so-called tone of voice). For example, if the company uses a more formal tone, UX writing should not be too loose, it will cause confusion.
In addition to the above-mentioned principles, the UX writer should also remember that users who have contact with the content should be as informed as possible. This means that they can have no doubts what will happen after performing an action, e.g. after clicking a button. Audiences need to be aware of what awaits them. In order to improve the readability and understandability of content, it is worth using elements such as infographics or tables. Thanks to this, it will be not only useful, but also more visually attractive.
Words matter a lot, so UX writing should not be underestimated. Without a properly prepared message, even the most interesting project may not be appreciated by the audience. Creating clear, fully understandable content for websites and applications is becoming more and more important. The user experience depends largely on them, and therefore also the increase in conversion.