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Imagine your future client browsing Google.
Write your need in the search engine and see your address on the first page. Eureka!
Click and ... what kind of welcome do you want to be?
Words cold and soulless as if talking to a machine? Or do you prefer to receive him with a smile, open arms and a red carpet under his feet?
The difference is in the details: the UX Writing.
What is UX or user experience
UX (User eXperience) is the acronym in English to designate the user experience, that is, what the reader experiences when interacting with your website or application .
To understand it better, you just have to look at your own example:
- Do you find what you are looking for in the menu?
- Do you know where to click to get to the next step?
- Are you sure if your message has been delivered?
This is user experience: your frustrations with a slow page, your number of clicks, the time you spend browsing a web until you desist out of desperation.
And it is also UX the opposite: the good vibrations, the messages that connect with your fears and clear your doubts, receive the right information at the right time to know if you should click on the following link or not.
Therefore, UX Writing is responsible for creating texts that guide and help the reader to interact with your page .
Thus, writing to maintain a good user experience means CONVERSING with your client, UNDERSTANDING their needs, CONNECTING with their emotional state and GUIDING through the web in a comfortable and intuitive way.
And all this, without neglecting the brand voice .
Where and when the UX copywriting is applied
UX Writing is sometimes confused with micro copywriting because both deal with the same type of texts within a web:
Menus, error messages, notifications, security pop-ups, cookies notice, confirmation messages, buttons, etc.
It is difficult to find the differences between UX Writing and micro copywriting , although there are certain nuances that are worth taking into account.
And, in my opinion, not so much to differentiate them, but to take advantage of the benefits of both :
- As it is conceived, UX Writing is never relegated to the background, but takes place during the creation of the web or app.
In this way, the text shares importance with the design , loses the limitations of space that micro-copywriting undergoes and manages to reach a much more productive compromise between copywriting and design.
- The micro copywriting on the other hand tends to be forgotten until the web design is closed, so that its "measures" are restricted beforehand.
However, in addition to guiding you through the page and making browsing enjoyable, micro-copywriting guides the reader towards the sale .
What if you manage to improve the user experience and, at the same time, guide your client step by step to your final goal?
Call it whatever you want, but take care of the micro copywriting and UX Writing from the minute zero if you want your website to convert .
Copywriting tips to improve the user experience
Here are some keys to perfect your UX Writing:
- Be brief and efficient. Use as few words as possible while maintaining the meaning.
Ex: If you want to get your guide register on the web / Register and get your guide.
- It adapts the text and its length to each type of screen ( responsive ).
Keep in mind that today, and depending on your sector, a large proportion of your audience will visit you from your mobile phone.
- Use YOU and talk to your reader directly.
Talk to him YOU is one of the words that attracts the most attention in your client's mind . We are egocentric beings, we like to be talked about ourselves.
- Take advantage when visiting private areas or emails to customize the text.
Entering your name in an email or greeting increases trust and strengthens the relationship between you.
- When you quote a number, use numbers instead of words.
The brain is attracted to symbols.
Ex: You only have two steps left to receive your book / You only have 2 steps left to receive your book.
- Avoid creating very long paragraphs and place the relevant information at the beginning.
Remember that your customers scan. Recognize it, when you browse the net you do the same. You stop a little more in titles and bold and, if you do not find what you want, you go to the next page.
The short paragraphs improve the diagonal reading and favor the reader to retain the message.
- Begin each sentence with the idea that seeks or interests the user.
Ex: Fill out the form to make an appointment / To request an appointment fill out the form.
- I need to choose names and verbs.
Choose terms that clearly identify the next step.
Eg (button): OK or Next / Contact or Go to the form.
- Write in present time and active form (flee from the passive, seriously).
Ex: Your message has been sent / We have received your message .
- Keep the consistency.
Avoid using confusing synonyms to talk about the same concept, especially if it is essential.
For example, if you have previously called it 'Audit', do not put in the 'Request review' button .
- Eliminates technicalities, acronyms or convoluted and difficult to understand words.
Ex: Error pasword x000001. Return to the home page / Bad secret code. Please, try again.
- Learn to give explanations or show error messages without being pedantic, heavy, haughty, paternal or confused.
Use a pleasant language that takes into account the emotional state in which the reader is.
If you receive the same error message several times, do you think it will be fun to read the same "little joke" over and over again?
- Avoid being intrusive.
Find the balance between giving the information you need and explaining in excess something obvious.
- Remember to keep the brand voice.
Sometimes it is the small details that leave their mark. Take it by hand through your website thanks to a micro copywriting that identifies you and marks the difference.
- Make sure that design and copywriting go hand in hand.
Your reader must be able to identify each element (menu, button ...) and understand perfectly what will happen when you click on them thanks to the text or verb that you have chosen.
All these tips could be summarized in a recommendation with a lot of common sense: