User experience (UX) writing should never be an afterthought or finishing touch. Instead, UX writing must be an essential part of the design process. From singular words on buttons to long-form copy and everything in between, UX writing shapes how customers encounter a product or service, understand it, and use it.
Here are a dozen guidelines to follow to create a compelling copy.
1. Define the Goals
What are you trying to communicate and achieve with the writing? Looking to increase sales, generate awareness, promote a cause, or boost loyalty? Clearly define your goals so that the UX writing has a clear direction.
2. Consider the Audience
Craft the UX writing specifically for the target audience. Identify the audience's personas, behaviors, preferences, and reading levels. Write so the readers perceive the conversation as enjoyable and natural.
3. Be Concise
The best rule of thumb is to write "less but better." Be as efficient as possible without sacrificing the meaning. Write so that users can quickly scan and do not have to slow down to read. Opt for shorter sentences and smaller paragraphs, and remember that every word on the screen must have an essential job.
4. Avoid Confusion
Overly tricky or complicated language will make readers slow down and get annoyed or bounce from the site. Straightforward writing engages readers and keeps them moving effortlessly through the sales funnel. For example, if a concept appears in different contexts, use the same clear language every time. This consistency will avoid confusion and help shape a clear brand identity.
5. Be Consistent
Inconsistent copy is confusing and slows readers down. When customers go through a website, they unconsciously scan for patterns. Find the rhythm and flow that best exudes the brand's message and stick to that throughout the copy.
6. Place Objectives Before Actions
If a sentence has an action and objective, write the objective first. This is more eye-catching and informative. Here is an example:
Click here to learn more.
To learn more, click here.
In the second example, the reader learns how to accomplish the goal. Readers subconsciously assess what they can get from a brand experience, and this sentence structure makes it clear.
7. Be Specific
UX writing must get to the point to compel readers to act. Use specific verbs, make clear and polite commands, and prioritize accuracy. This way, users know how to use the product and how it will benefit their lives.
8. Avoid Jargon
There is a time and a place for technical language or colloquialisms that only those in the know will understand. For the most part, UX writing needs to be inclusive and jargon-free. That way, anyone who reads can gain insight into the products and brand.
9. Stick to the Present
Meet the user in the present moment by writing in the present tense. Writing in the present tense creates a sense of urgency through action-oriented language. It encourages interaction and helps readers immerse themselves in the experience.
10. Layer Information
Resist the urge to show all the details upfront. Filling up a page with all the information can be overwhelming and burdensome. Use drop-down menus and links to full content to disclose information to interested readers progressively.
11. Communicate the Identity of the Product
A product is much more than its functionality. A product also represents meaning and facilitates experiences. Communicating the product's identity helps users connect with the product on a personal level and differentiate the product from others on the market. Is the personality fun, warm, formal, serious, or whimsical? Make full use of the opportunity to express the product's identity through text.
12. Be Invisible
Unless the writing is the product or service, it does not need to call attention to itself. In fact, successful UX writing is nearly invisible. If all of the above points of advice are followed, the copy will work seamlessly with the design and be so intuitive that it is merely the tool to direct the readers' attention to the products.
UX Writing with Encora
Compelling UX writing will improve user engagement and business performance. Fast-growing tech companies partner with Encora to provide flawless UX writing. We are deeply expert in the various disciplines, tools, and technologies that power the emerging economy, and this is one of the primary reasons that clients choose Encora over the many strategic alternatives that they have.
To learn more about UX writing, read these blogs:
Say Less, Mean More: The Importance of Good Copy in UX
UX Writing as a Design Practice
UX Writing and Chatbots
To get started with UX writing, contact Encora today.
