How often have we gone to a website with the intention of performing an action that we thought would be simple, such as buying something or booking an appointment, only to fail or take a lot of time? Probably on those occasions we got nervous; we felt a sense of powerlessness or frustration. Well, let’s start from here. UX writers, together with UX designers, are responsible for designing a pleasant and functional navigation within a website, app, or any other digital service. Their goal is to put users at ease by helping them find the information they are looking for easily and guide them to the action they need to take in the most natural way possible. And how do they do it? With words.

Once upon a time, there was the copywriter

But if a UX writer writes, how does it differ from a copywriter? A copywriter writes creative and attractive texts to attract new customers, with the declared goal of increasing sales or leads. For the UX writer, the final goal is not necessarily sales. A UX writer simplifies complex concepts and steps, humanises technology, and improves the overall user experience, whatever it may be (for example, downloading a movie or leaving your phone number to be contacted by customer service). The fundamental skills of a UX writer, therefore, are not only technical (that is, producing simple, clear, and consistent microcopy with the narration of the entire flow), but also include the research of user needs according to the principles of the User Centred Design (UCD) methodological approach.

In the shoes of the user

Writing for people who are using a digital service requires attention. It means speaking their language and choosing words that will help them navigate and use it to avoid frustration, time loss, and misunderstandings. The texts that work on digital platforms, that convert, and that turn users into customers, are those that respond not only to practical needs, but also to emotional ones. In other words, the texts that take into account the lived experience and the likely state of mind of people:

• Anticipating the doubts that will arise;
• Guiding with simple and natural language;
• Reassuring that everything will be fine.

Amazon increased sales by $300 million in one year after changing the CTA from “Register” to “Continue.” To eliminate user frustration, it was enough to modify the Call to Action and add a message explaining that registration was no longer required at checkout, but only recommended if you wanted to return to the site. With this action, sales increased by 45% in the first month. So, UX Writing and empirical research become essential to build a positive experience for users that interprets their mental model by responding to real needs.

The UX writer manifesto

UX writing must be able to make users feel at home when they access a website or app. Here are some useful tips for writing in terms of User Experience.

Few but clear information

People read quickly, they have little time to delve into things. It is therefore essential to provide clear, immediately available, and well-organised information.

Be consistent, avoid chaos

The texts must be constructed in such a way that the navigation is fluid; so that the user does not have to dwell too much on what he/she has to do.

A Content First approach* can help achieve this goal.

The term “content-first” was coined by Jeffrey Zeldman in 2008 and refers to a specific design approach that consists in creating the text dedicated to a product, for example, first and only in a second moment in structuring the layout.

Choose the right TOV

In line with the brand’s tone of voice, an empathetic approach also helps when writing a short copy for an e-commerce, a CTA, or an error message. And, even more so, when designing a conversation with a chatbot or a virtual assistant.

Write as you speak

Not always the user in front of us knows the subject we are talking about. For this reason, it is better to avoid technical jargon and write in the most natural and simple way possible.

Become accessible to everyone

A communication that respects human diversity makes everyone feel welcome; making them more willing to listen to us and trust us. And it can also break down prejudices, becoming even a tool for social transformation.