UX copywriting examples

By Eugene Struthers

01 May 2020 Re: UX copywriting examples

10 Excellent UX Copywriting Examples You Can Learn From

Need inspiration for your website? Check out 10 real-life UX copywriting examples that create better user experiences.

1. Dropbox: "Work Without Limits"

Dropbox’s tagline paints a vision of a boundless work environment where users can achieve their goals without the constraints of geography, technology, or time. It appeals to the professional’s desire for tools that make their work more efficient and collaborative, whether they are part of a large corporation or working independently.

Why it works:

Inspirational messaging: The phrase “work without limits” is emotionally engaging and makes users imagine a seamless, productive environment.
Broad reach: It doesn’t target a specific type of user, which is crucial for a platform serving individuals, teams, and enterprises alike.
Alignment with offerings: Dropbox’s tools like cloud storage, file sharing, and collaboration features ensure that this tagline is not just aspirational but also deliverable.

How you can apply it:

Use aspirational copy that focuses on the ultimate benefit your product offers, and make sure your features can back it up.

2. Duolingo: "Learn a Language for Free. Forever."

Duolingo effectively sets itself apart by making a bold promise: free language learning, permanently. This tagline instantly builds trust and reassures users that they won’t encounter hidden fees or limited trials. It’s simple, but it speaks volumes about the brand’s mission of accessibility and inclusivity in education.

Why it works:

Clarity: The message is straightforward—there’s no ambiguity about what Duolingo offers.
Trustworthiness: The phrase “forever” addresses scepticism and positions the platform as a reliable, long-term solution.
Appeal to goals: It directly targets users’ aspirations to learn a new language, which is a highly motivational driver.

How you can apply it:

Address potential objections upfront in your copy and focus on long-term value to build user confidence.

3. Slack: "Where Work Happens"

Slack’s tagline is both confident and definitive, immediately positioning the platform as the heart of workplace communication and collaboration. It doesn’t merely suggest a feature; it claims a pivotal role in users’ professional lives.

Why it works:

Simplicity: The tagline uses plain language, ensuring it’s understandable for all audiences.
Brand positioning: By claiming to be “where work happens,” Slack positions itself as essential and indispensable.
Encourages exploration: New users are likely to want to see for themselves why Slack is so integral to modern workflows.

How you can apply it:

Create copy that establishes your product as the definitive solution for a specific problem or need.

4. Spotify: "Music for Everyone."

Spotify’s tagline is a masterclass in universal appeal. It subtly hints at the platform’s massive music catalogue while emphasizing inclusivity. Whether users are casual listeners or audiophiles, they feel welcomed by this message.

Why it works:

Inclusivity: The word “everyone” makes users feel seen and catered to.
Simplicity: It’s concise and avoids technical details, making it broadly understandable.
Aligns with features: Spotify’s wide-ranging music library supports this claim, ensuring the message resonates as true.

How you can apply it:

Focus on how your product serves diverse needs without overcomplicating the message.

5. Headspace: "Meditation Made Simple."

Meditation often feels intimidating, especially for beginners. Headspace effectively removes this barrier by assuring users that its app simplifies the process. It perfectly complements the brand’s calm and approachable tone, reinforcing trust.

Why it works:

Ease of entry: It reassures users who may have been hesitant to try meditation.
Alignment with the product: The app’s guided sessions and user-friendly design deliver on this promise.
Tone consistency: The simplicity of the tagline mirrors the mindfulness Headspace promotes.

How you can apply it:

Use copy to address and eliminate potential user fears or misconceptions about your product.

6. Mailchimp: "Send Better Email."

Mailchimp doesn’t overcomplicate its messaging. Instead, it focuses on the direct benefit users will experience: improved email campaigns. This actionable language makes users feel empowered to take immediate steps toward improvement.

Why it works:

Focus on results: It tells users exactly what they will achieve with the platform.
Action-oriented: The phrase “send better” implies progress and action, encouraging users to start.
Specific yet universal: While the tagline is tailored for email marketers, it’s simple enough for a wide audience to understand.

How you can apply it:

Frame your copy around actionable benefits and emphasize improvement or growth.

7. Trello: "Organize Anything, Together."

Trello’s tagline communicates two key aspects of the platform: its flexibility and its collaborative capabilities. It assures users that the tool can adapt to any project or team dynamic, making it indispensable for both personal and professional use.

Why it works:

Flexibility: “Organize anything” gives users the confidence that the platform can adapt to their needs.
Collaboration focus: “Together” reinforces the idea of teamwork, a core value of Trello’s product.
Encouragement: It subtly motivates users to take control of their organization and workflow.

How you can apply it:

Highlight your product’s versatility and its ability to foster collaboration in your messaging.

8. Netflix: "Watch Anywhere. Cancel Anytime."

Netflix addresses two primary concerns for new users: accessibility and flexibility. This tagline emphasizes user freedom, making the service feel approachable and risk-free.

Why it works:

Convenience-focused: “Watch anywhere” highlights the platform’s compatibility across devices.
Risk mitigation: “Cancel anytime” reassures users that there’s no long-term commitment.
Encourages action: The tagline lowers barriers to trying the service, increasing sign-ups.

How you can apply it:

Identify potential user hesitations and craft copy that removes those barriers while emphasizing convenience.

9. Airbnb: "Belong Anywhere."

Airbnb’s tagline is deeply emotional, resonating with users’ desires for connection and exploration. It reflects the brand’s core mission of creating authentic, community-driven travel experiences.

Why it works:

Emotional resonance: The word “belong” appeals to a universal human need for connection.
Adventure-driven: “Anywhere” invites users to imagine limitless possibilities for travel and exploration.
Alignment with values: The tagline encapsulates Airbnb’s ethos of community and inclusivity.

How you can apply it:

Use emotional and aspirational language to connect with your audience on a deeper level.

10. Evernote: "Remember Everything."

Evernote distils its value proposition into two simple, impactful words. This tagline speaks directly to users’ pain points around organization and memory, promising a solution that’s both comprehensive and reliable.

Why it works:

Straightforward messaging: It tells users exactly what the app is designed to help them achieve.
Aspirational: It positions Evernote as a tool for mastering organization and achieving peace of mind.
Memorability: Its simplicity ensures the tagline sticks in users’ minds.

How you can apply it:

Condense your product’s primary value into a memorable and benefit-driven phrase.

General Lessons for UX Copywriting:

Focus on the end user: Always prioritize what the user wants or needs to achieve.
Keep it simple: Avoid technical jargon and focus on clear, impactful language.
Build trust: Address potential concerns upfront to reassure users.
Appeal to emotions: Create copy that inspires or connects emotionally.
Highlight results: Show how your product directly benefits the user.

By deeply analysing and applying these principles, you can create compelling UX copy that enhances user engagement and drives conversions.

To craft impactful UX copy:

Focus on user benefits and outcomes rather than product features.
Keep your language clear, concise, and accessible.
Anticipate and address user concerns to reduce friction.
Use emotionally engaging words to connect on a deeper level.
Test and refine your copy to ensure it aligns with user expectations and motivations.

By applying these principles, you can create copy that not only informs but inspires, paving the way for better user experiences and stronger brand loyalty. Remember, great UX copy isn’t just about selling a product—it’s about making users feel understood, valued, and empowered.

Conclusion

Effective UX copywriting is more than just words—it’s about creating meaningful connections between users and your product. The best examples, like those from Dropbox, Duolingo, and Slack, demonstrate the power of clarity, simplicity, and emotional resonance. Each tagline or phrase works because it speaks directly to the user’s needs, builds trust, and aligns with the brand’s core values.

Practical example:

Airbnb’s “Belong Anywhere”

Airbnb’s tagline, "Belong Anywhere,” is a cornerstone of its brand identity, UX strategy, and global success. The phrase itself is deceptively simple but layered with emotional, cultural, and functional significance. Here’s an even deeper dive into how this tagline is implemented, its psychological impact, and actionable insights for applying similar strategies.

1. The Context of “Belong Anywhere” in Airbnb’s Strategy

1.1 Airbnb’s Mission

Airbnb’s mission has always been about more than lodging—it aims to provide experiences that connect people to communities and cultures. "Belong anywhere" embodies this vision by positioning Airbnb not as a transactional platform but as a way to create meaningful human connections.

1.2 Tackling Key Travel Challenges

Travel often brings uncertainty, discomfort, or even isolation. Traditional hotel stays can feel impersonal, and navigating unfamiliar places can be intimidating. Airbnb’s tagline directly addresses these pain points by promising travellers a sense of home and belonging, no matter where they are in the world.

1.3 A Global Perspective

The phrase transcends language and cultural barriers, making it relevant across Airbnb’s global audience. It’s a powerful example of universal messaging that resonates equally with solo travellers, families, business professionals, and adventure seekers.

2. Emotional and Psychological Impact

2.1 The Desire to Belong

Humans have an inherent need to feel a sense of belonging—a concept rooted in Maslow’s hierarchy of needs. Airbnb leverages this universal emotion by offering more than a place to stay; it offers inclusion and connection.

2.2 A Promise of Comfort

For travellers venturing into the unknown, the word “belong” is immensely reassuring. It suggests that Airbnb provides not just physical spaces but environments where users will feel comfortable, welcomed, and valued.

2.3 Building Trust and Reassurance

Travel decisions are often influenced by fear of the unfamiliar. “Belong Anywhere” implicitly promises authenticity, safety, and trust, easing users’ anxieties and encouraging them to explore new destinations.

3. Integration Across the User Journey

3.1 Landing Pages and Visual Design

On Airbnb’s homepage, “Belong Anywhere” often appears alongside:

Imagery of Hosts: Smiling, diverse hosts with captions like “Meet your host in Paris” humanize the experience and reinforce belonging.
Unique Listings: The platform showcases quirky, memorable stays (e.g., treehouses or heritage homes), emphasizing individuality and inclusivity.

3.2 Onboarding for New Users

During sign-up, Airbnb introduces users to its community ethos, emphasizing:

You’re Welcome Here: Copy and prompts suggest that every user—regardless of background or destination—is an important part of the Airbnb community.
Custom Recommendations: Personalized suggestions during onboarding (e.g., “Explore stays in Tokyo” or “Top experiences for families”) make users feel understood.

3.3 Host Experience

For hosts, Airbnb integrates “Belong Anywhere” into their onboarding as well:

Hosts are encouraged to “Welcome guests into your home and make them feel part of your community.”
Support materials for hosts emphasize creating authentic, inclusive experiences, aligning with the tagline’s promise.

3.4 Marketing and Campaigns

Airbnb’s ad campaigns extend the tagline's reach:

Emotional Stories: Campaigns showcase real-life guest-host connections, reinforcing the idea of global belonging.
Localized Versions: Region-specific campaigns adapt the tagline to resonate with local cultures while maintaining its core meaning.

4. Alignment with Airbnb’s Features

“Belong Anywhere” isn’t just a tagline—it’s a promise Airbnb delivers on through its features:

4.1 Localized Experiences

Airbnb offers unique activities led by locals (e.g., cooking classes, neighbourhood tours) that immerse travellers in the community.
This reinforces the idea that users can connect authentically wherever they go.

4.2 Diverse Accommodations

From tiny homes to luxury villas, Airbnb’s range of listings ensures everyone can find a space where they feel at home.
Hosts add personal touches, making stays warm and memorable.

4.3 Inclusive Policies

Airbnb actively promotes inclusivity through initiatives like anti-discrimination policies and accessibility tools.
This commitment ensures the promise of belonging extends to everyone, regardless of background or ability.

5. Brand Differentiation

Airbnb’s focus on belonging sets it apart from competitors like hotels or holiday rental platforms:

Hotels: Often feel impersonal and standardized, focusing on luxury or efficiency.
Other Platforms: May emphasize cost or inventory but lack Airbnb’s human-centric, community-driven approach.

By championing the emotional side of travel, Airbnb redefines its industry and creates a unique, defensible position in the market.

6. Results and Impact

6.1 User Growth and Retention

Airbnb’s emotional messaging contributes to higher user retention as travellers associate the brand with positive, meaningful experiences.
It also attracts first-time users by reducing the perceived risks of non-traditional lodging.

6.2 Community Building

The tagline fosters a sense of community loyalty. Guests who feel they belong are more likely to return, host themselves, or recommend Airbnb to others.

6.3 Brand Equity

“Belong Anywhere” solidifies Airbnb as more than a booking platform—it’s a lifestyle brand associated with authenticity, inclusivity, and connection.

7. Actionable Insights for Your Brand

If you want to create UX copy as effective as Airbnb’s "Belong Anywhere," here’s what you can learn:

7.1 Focus on User Emotions

Identify what your users feel or want to feel when using your product. Build your tagline around these emotions.

7.2 Communicate Value Through Simplicity

Use short, memorable phrases that convey the essence of your brand in a way that resonates universally.

7.3 Align Messaging with Product Delivery

Your tagline should reflect the experiences users will actually have. Consistency between message and delivery is key.

7.4 Embed Messaging Across the Journey

Integrate your tagline into every touchpoint, from landing pages to email campaigns, ensuring it becomes synonymous with your brand.

7.5 Address Specific Pain Points

Craft copy that directly counters common hesitations or challenges users face, offering reassurance and confidence.

Conclusion

Airbnb’s “Belong Anywhere” isn’t just a tagline—it’s a narrative that permeates every aspect of the brand, from user onboarding to marketing campaigns. By addressing universal human desires and aligning features with messaging, Airbnb creates an emotional bond that enhances trust, loyalty, and engagement.

This approach is a blueprint for any company looking to elevate its UX copywriting and forge deeper, more meaningful connections with users.

Eugene
Struthers

www.EugeneStruthers.com