“$2000+ per month for a UX writer? Are you crazy? We can do everything ourselves!”
Then your users receive messages like:
Sounds boring, confusing and unclear? Your users will have similar impressions and consider more user-friendly competitors. That’s why superb UX writing is worth every cent.
What Is UX Writing
In 1993, Don Norman introduced the “user experience” term at Apple. Since then, designers became obsessed with UX, however, the term “UX writing” has emerged only recently. However, the practice of creating short and clear copy has existed long before that, even before the coining of the name of UX.
UX copy or microcopy means small text components that guide users within product interfaces. It is the language of communication between these two. Its goal is to make the interaction with interfaces easy.
Common Examples of UX Copy:
Buttons and CTAs
Error and success messages
Instructions and manuals
Terms and conditions
Microcopy VS Common Copywriting
The Key Goals of Copywriting Is:
Increasing sales by using attractive words.
Telling compelling stories.
Skyrocketing brand visibility.
Educating the audience for driving more sales.
Informing users about anything based on the marketing needs.
Entertaining and engaging new users.
Objectives of UX Writing:
Crafting a seamless and intuitive user experience by using simple words.
Sharing clear and understandable conversations.
Simplifying users’ interaction with the product together with designers.
Helping people get the most of it.
Engaging the audience that already uses the product.
Long story short, UX writing is a tool for telling complex things in a simple human language. Such writers embody the brand's voice in short copy. They make interfaces live and talk to customers. Together with UX design, microcopy leads the client along a short path from the first meeting with the product to solving their pains.
All this affects sales, upsells, and the retention rate. No one will use an app or browse a website if it’s not clear what to do to achieve the goal.
5 C’s of UX Writing
We adore the UX Planet’s approach to defining the must-have characteristics of exceptional microcopy. To win the users’ hearts, it has to be:
Clear = not confusing.
Concise = not long.
Constructive = not frustrating.
Conversational = not robot-like.
Consistent = not scattered.
As a result, being guided with your hints and tips, users shouldn't get more questions instead of answers. By the way, in other article the Flowmapp team shares more insights about crafting truly light and engaging UX copy! However, let’s first find out why you need to put effort into it!
Why It Is so Essential in UX Design
UX writing is similar to any new technology. You have never known you need an iPhone with three cameras until you’ve tried it. Google, Apple, Cisco, Pinterest, Wix, Booking.com and other world-known companies have in their staff and hire new UX writers.
Why do they do it?
UX copy targets specific users to hit the bull’s eye Every product has its target audience (Boomers and Gen X, Y, Z). No matter which color your button will be, without a clear CTA, it won’t work. Right messages help reach out to every user and make them click on the button. A person thinks: “It’s exactly what I was looking for!” Also, the UX Collective team implies that awesome UX copy includes everybody. No matter what gender, abilities, orientation, ethnicity the user is.
It makes the user journey smooth Remember the 90s when we could not figure out what to do when Windows showed another error? Any problem seemed like Minotaur's labyrinth, and in those days, we did not have Google to ask what to do! Nowadays, we don’t even need to address search engines. Unambiguous UX writing immediately gives options for solving the problem!
It adds emotions to depersonalized interfaces Boring identical menus will make your users fall asleep rather than get interested in the product. What’s more, making emotional purchases is in human nature. We try to analyze everything, but if there is a choice between two similar products, we choose the one that drives positive emotions.
It serves as one more channel to translate the brand voice Confusing users with off-brand messages makes them estranged. Smooth UX experience means that they recognize your brand in every message, every line, every word. Being concise is the key to growing loyal customers and even brand advocates.
It keeps users from getting crazy No one likes reading endless manuals. We live in the 21 century and each second, we consume information. If a person can’t find the desired function right away and doesn’t click on the button in three seconds, consider you’ve lost the user and money! Incomprehensible interfaces that require wiggling every gyrus are driving users nuts. People are more likely to give up the idea of using such a product and buy something similar from competitors. Is it profitable for you? Of course, no!
Can you see the value now? Clear and concise UX writing is your way to attract and retain users. It is your way to success on the market.
So, if you now realize that you need either to hire a UX writer or to boost your experience in microcopy, discover what perfect microcopy looks like in our next answer