10 hacks for effective UX writing
Copy is crucial for web design — it can make it or break it.
You don’t have to be a graphic designer to agree that Comic Sans is a complete turn-off, or that truncated words will cause someone to leave a website faster than he or she has entered it. The same applies to confusing content that makes it impossible for the user to determine what a particular page is about.
UX writing is essential, if not one of the main pillars of the user experience. UX writing refers to the development of user interface texts that guide users through a website. This includes everything written on a digital entity, from text on buttons, navigation labels, error messages, to all kinds of warnings and instructions.
Ideally, UX writers should work with software developers when crafting UI text. The design should take the copy into account. Problems often arise during the later creation of the text, especially when it comes to responsive design.
While it is not possible to set standard regulations that work for every page, you should make sure to follow the steps below to improve your overall UX copywriting.
1. Keep it simple and concise
Follow the rule of keeping it short and simple. Users’ attention span is limited, hence you should make clear what you have to say in as little words as possible. Users don’t read text either, they merely scan it. Especially when using mobile devices.
Follow a common best practise and start with the most important information, then cut down on the rest. Long paragraphs, in particular, should be divided into smaller sections, with emphasis on key information. Achieving brevity, however, often turns out to be more difficult than writing a long essay:
“I have only made this letter longer because I have not had the time to make it shorter.” ― Blaise Pascal, The Provincial Letters (1657)
In particular, calls to action (CTAs) must be short and straightforward. The impact is reflected in a higher conversion rate.
Bad: You have to sign in to download this file
Good: Sign in to download
2. Tone of voice
Your tone of voice is a crucial aspect of your website’s personality and applies to any page, whether it is a company’s website or a simple information page. The tone of voice conveys the culture and feel of the person or institution behind it.
It may seem obvious that the chosen wording of a hipster start-up brand should be significantly different from that of a corporate lawyer. Keep your target audience in mind when choosing the tone of voice of your copy. All text elements such as buttons, signups, menus, navigation, and even chatbots should use that same tone of voice.
If you have started your own business as an individual you should consider whether you want to sell yourself as an individual (singular) or as a company (plural). The chosen option needs to be consistent throughout all copy on the page to avoid misunderstandings. For example, if you introduce yourself as a one-man content creator you should either refer to yourself in singular or use plural consistently, as in “we offer the best service for the best price”.
3. Eliminate useless words
It is easy to expand sentences with flowery language and stuff them with additional words. This often derives from a common practice in SEO in the past years of filling all your content with as many keywords as possible in order to rank higher. Don’t. You want to write for your visitors.
Especially the copy on calls to action (CTAs) needs to be explicit. Redundant words are a waste of time. Buttons are indicators to be clicked, you don’t necessarily have to tell users to click.
Bad: Click to get a quote
Good: Get quote
4. Conciseness and synonyms — yes or no?
Try to be as concise as possible. Use specific verbs to describe tasks, such as to “save” a file. These are self-explanatory to users rather than generic ones such as “manage” file. Keep it as simple as possible. Apple’s UI uses straightforward names and descriptions such as “Photos” instead of “Image Gallery” or “Finder” instead of “File Manager”, etc.
You can say the exact same thing in a CTA in many ways. Buy, purchase, bargain, score, obtain, get, or trade are all intended to bring the user to the same step. So if you want to make a user buy something say “buy” and say it throughout in order to avoid misunderstanding. For search engine optimization (SEO), it is important to use synonyms of your keywords, regardless of some conflicting views. Nevertheless, actions should always be described with clear and simple words.
5. ALL CAPS
All upper case letters should be used carefully. For many users, capitalization is equal to being yelled at. Ads or email subjects with all caps are often considered as spam. On websites, capital letters must be attractively designed, e.g. when using a delicate font. In this case, capital letters can look elegant and are appreciated, whereas capital letters in combination with bold fonts should be used with caution. You should evaluate for yourself whether your copy “makes you scream”.
6. Numbers
Although the Chicago and AP style guidelines state that you should spell out numbers up to ten, this is not recommended for UX writing. Numerical formats are easiest to read when you use actual digits. Numerals are easy to recognize at a glance.
Bad: We offer four plans
Good: We offer 4 plans
7. Don’t be passive
The passive voice is tiring for the reader. Use objects and personal pronouns, such as I, You, etc. and say what the object does or should do.
Bad: This link should be clicked if more information is required.
Good: Click for more information
8. Avoid jargon
Be careful when using vocabulary not every user will clearly understand. Even if your target audience is in a certain niche and this may be part of your tone of voice, try to be clear in everything you say on your website. Avoid technical jargon, especially when it comes to notifications or alerts.
Bad: Authentication error #4683 has occurred.
Good: You entered the wrong user name or password
9. Use lists or “read more”
You may be tempted to present all your information upfront. Instead of overwhelming your users, create lists with core features or write a short summary and add a link to “read more”. This is especially useful and recommended for mobile use.
10. Sell yourself and sell your “why”
At the end of the day, your website is your platform to shine.
All copy is sales copy.
You should present yourself in the most favourable way, without sounding too sales-oriented. Use compelling content and address your audiences’ needs and desires.
First and foremost, you should inform. Tell your users what your platform is about. In the words of Simon Sinek:
“Always start with why. […] people won’t truly buy into a product, service, movement, or idea until they understand the WHY behind it.” — Simon Sinek
Simon Sinek claims that the “Why” is probably the most crucial message that an organization or individual can communicate. It is what inspires people to take action.
Your entire UX copy should explain this “Why” and leave visitors with curiosity instead of leaving them with unanswered questions. Well-written copy brings the design and information together. And to the user. Every single word, button or navigation bar on your page is part of the conversation with your users. Ultimately, your goal as a web designer or content creator is to make that conversation as effective as possible.
