01 February 2020 Re: Client Tags: UX copywriting best practices 

Top 10 UX Copywriting Best Practices

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1. Be Clear and Concise

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• What It Means: Clarity is about expressing your ideas so that the user can easily understand your message, while conciseness is about saying it in the fewest words possible. This is especially important in digital spaces where attention spans are short, and users often skim through content.

• Why It’s Important: When users visit your site or app, they want to understand what you’re offering quickly. If they are forced to read through complicated, lengthy content, they might lose interest or become frustrated, resulting in a negative experience.

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• How to Apply:

  • Prioritize key messages: Identify the most important information and highlight it.

  • Use simple language: Avoid overly complex words or technical jargon unless necessary.

  • Shorten sentences: Aim for sentences with 15-20 words.

  • Use bullet points: Break up content into scannable lists for better readability.

  • Be direct: State the benefit or action clearly upfront.

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• Example:

  • Wordy: "We are excited to inform you that you can now access your account settings directly from the dashboard."

  • Clear and concise: "Access settings from your dashboard."

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2. Speak Your User’s Language

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• What It Means: Tailoring your language to the audience ensures that the words, tone, and style align with their expectations and understanding. Users should feel like you’re speaking directly to them in a way that makes sense to them.

• Why It’s Important: Users engage more with content that feels familiar. Speaking their language helps you build trust and relatability. It reduces friction and confusion, especially if your terminology aligns with their everyday vocabulary.

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• How to Apply:

  • Know your audience: Use research methods like surveys, analytics, and interviews to understand your users’ needs and communication preferences.

  • Be empathetic: Think about the words that would resonate with them, their pain points, and how they talk about problems.

  • Use appropriate terminology: Choose words that reflect your user’s familiarity with your product or industry.

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• Example:

  • Tech Product for Developers: “Customize your API integration with these advanced features.”

  • Tech Product for General Users: “Easily connect your favourite apps with our simple setup.”

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3. Prioritize Actionable Language

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• What It Means: Actionable language guides users toward specific behaviours, helping them understand what they need to do next. Instead of vague or passive phrases, use language that tells users precisely what action they should take.

• Why It’s Important: Actionable language is essential in converting users from passive observers to active participants. Clear calls-to-action (CTAs) help users know how to interact with your product and what they will get from it.

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• How to Apply:

  • Use strong verbs: Action-oriented words like “buy,” “download,” “subscribe,” and “get started” encourage users to take the next step.

  • Make it benefit-driven: Combine the action with the outcome or benefit. For example, instead of "Learn More," say "Discover How to Save Money."

  • Provide direction: Let users know exactly where they should click or what to expect from the action.

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• Example:

  • Weak CTA: “Click here for more details.”

  • Actionable CTA: “Get your free consultation now!”

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4. Guide Users Through Microcopy

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• What It Means: Microcopy refers to small snippets of text that guide users, help them navigate, or clarify actions within an interface. These include instructions, error messages, and field labels.

• Why It’s Important: Microcopy makes the experience smoother and less confusing by offering guidance where it’s needed. It can help users avoid errors, reduce frustration, and ensure successful task completion.

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• How to Apply:

  • Use reassuring language: For example, when an error occurs, a gentle tone can reduce anxiety, e.g., "Oops, we couldn’t process your payment. Let’s try again."

  • Be specific and helpful: Provide clear directions on how to resolve issues, like “Your password must contain at least 8 characters.”

  • Test microcopy: Gather feedback from users to ensure your microcopy is effective and easy to understand.

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• Example:

  • Error Message: “Please enter a valid email address” can be made more friendly and clear as: “We didn’t recognize that email address. Please try again.”

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5. Focus on Benefits, Not Features

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• What It Means: Users are more concerned with how a product or service will make their lives better rather than the technical aspects of how it works. Benefits focus on the emotional or practical outcomes that users want to achieve.

• Why It’s Important: Focusing on benefits helps users connect with your product on an emotional level. By showing how your product will improve their experience, you make it more relatable and compelling.

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• How to Apply:

  • Translate features into benefits: Instead of just listing what the product does, show users how it will help them solve their problems.

  • Highlight the value proposition: Make it clear why your product is the best option to fulfil the user’s needs.

  • Use persuasive language: Evoke emotions that tie into the user’s aspirations.

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• Example:

  • Feature-focused: "This app tracks your sleep patterns."

  • Benefit-focused: “Wake up feeling refreshed with insights into your sleep patterns.”

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6. Write for Accessibility

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• What It Means: Accessibility involves making sure your content is usable by everyone, including people with disabilities. It means providing a user-friendly experience to a broader audience by following principles that ensure inclusivity.

• Why It’s Important: Accessible writing not only helps people with visual or hearing impairments, but it also improves the overall user experience for all visitors. Additionally, accessibility ensures compliance with laws like WCAG (Web Content Accessibility Guidelines).

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• How to Apply:

  • Use plain language: Avoid complex sentences or specialized terms unless necessary.

  • Optimize for screen readers: Write alt text for images and ensure that it’s descriptive enough for users with visual impairments.

  • Test with tools: Regularly check your content using accessibility tools like screen readers to ensure all users can access it.

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• Example:

  • For a form field, instead of saying “Enter your information below,” provide more context: “Please enter your email address (example@domain.com).”

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7. Test and Iterate

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• What It Means: UX copywriting is not static. Continuous testing and iteration based on user behaviour is crucial for optimizing the effectiveness of your copy. Even the most well-written copy can be improved over time.

• Why It’s Important: User preferences evolve, and data-driven decisions help refine your copy to be more impactful. Regular testing ensures that you stay aligned with user needs, resulting in better engagement and higher conversion rates.

• How to Apply:

  • A/B testing: Test variations of CTAs, headlines, and descriptions to see which resonates best.

  • Monitor analytics: Track user actions like clicks, form submissions, and bounce rates to see where copy can be improved.

  • Gather user feedback: Use surveys, reviews, or usability tests to learn how users perceive your copy.

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• Example:

  • A/B Test: Testing “Save Money Now” vs. “Get Your Discount Today” to see which generates more sign-ups.

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8. Create a Consistent Tone of Voice

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• What It Means: Your tone of voice is the personality that shines through your writing. Consistency in tone makes your brand recognizable and relatable across all channels (website, emails, social media, etc.).

• Why It’s Important: Consistency in tone builds trust and makes users feel comfortable with your brand. If your tone is inconsistent, users may feel disoriented or that your brand lacks coherence.

• How to Apply:

  • Define your brand voice: Develop a style guide that outlines the tone, whether it’s friendly, formal, playful, or authoritative.

  • Stay true to your brand personality: Adapt the tone based on context, but ensure it aligns with your overall brand.

  • Be clear about when to shift tone: For example, use a more formal tone in payment forms and a more conversational tone in blogs or social media.

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• Example:

  • Professional tone: A financial service might say, “Review your account activity below.”

  • Casual tone: A lifestyle brand might say, “See what’s new this week!”

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9. Anticipate User Questions

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• What It Means: Users often hesitate when they don’t have enough information or feel uncertain about a product or process. Anticipating their questions and concerns proactively helps guide them to make decisions confidently.

• Why It’s Important: Anticipating and answering common questions reduces friction and helps users move forward in their journey without unnecessary confusion. It also builds trust by showing that you understand their needs.

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• How to Apply:​ ​

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• Incorporate FAQs: Add a well-organized FAQ section or inline support to address common user concerns.

• Use tooltips or help texts: Provide small, contextual pieces of information that help users understand a feature without disrupting the flow.

• Use feedback loops: Regularly review customer service inquiries and feedback to identify new questions that need addressing.

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• Example:

  • Instead of just saying “Sign up for our newsletter,” add, “Get weekly updates on new features, plus exclusive offers.”

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10. Evoke Emotions

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• What It Means: Emotional appeal in UX copywriting involves using language that connects with the user’s feelings, desires, and motivations. It’s about creating an emotional experience that encourages users to act or engage.

• Why It’s Important: People make decisions based on emotions, and good copy can tap into their desires or pain points. Emotional resonance makes your product more memorable and impactful.

• How to Apply:

  • Use storytelling: Share stories that highlight the benefits of your product in real-life situations.

  • Appeal to aspirations: Focus on how your product can help users achieve their goals or improve their lives.

  • Be authentic: Avoid over-exaggeration; instead, connect genuinely with users.

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• Example:

  • Instead of just saying “Sign up for the newsletter,” say “Join a community of like-minded people who are transforming their lives.”

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Conclusion

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Effective UX copywriting is a key element in creating a seamless and engaging user experience. By focusing on clarity, conciseness, and understanding your audience’s language, you can craft messages that guide users toward their goals while making their interactions enjoyable and intuitive. Prioritizing actionable language, anticipating user questions, and writing with accessibility in mind further enhance the experience by ensuring users feel supported and empowered.

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Testing and iterating on your copy ensures that it evolves with your audience’s needs while maintaining a consistent tone of voice fosters trust and loyalty. Moreover, focusing on benefits rather than just features and evoking emotions helps users connect with your brand on a deeper level, turning casual visitors into loyal customers.

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By applying these best practices thoughtfully and consistently, you can elevate your UX copy to not only meet user expectations but also exceed them, ultimately driving better engagement, conversions, and overall user satisfaction.