UX(user experience) copywriting

The profession of UX-copywriter is relatively new in Ukraine and is not yet in high demand among employers, but the situation is rapidly changing. In this article we will tell you what UX-copywriting is, why it is needed, and how to write useful texts for users.

What is UX-copywriting

UX (user experience) or "user experience" is the impression a person gets from working with the interface of a programme, mobile application or online service. The simpler and clearer the interface is, the easier it is for a user to make a target action: to buy goods, to call a taxi, to apply for a loan. In this sense, the interface can be compared to the distance a customer travels from point A - getting to know the product - to point B - making a transaction.

To make the interface adaptive, you need to fill it with simple and understandable text that will explain to a person where to click, what to enter, what it will lead to. This is exactly what a UX copywriter does. He writes texts for buttons, dialogue windows, forms, menu tabs, error messages, and tooltips. Simply put, a UX copywriter explains what is shown on the screen in words.

A UX copywriter goes by many different names: simply a copywriter, UX writer, UX author, technical writer, product copywriter, UX editor. For example, a specialist who creates content for services is a documentation developer. The confusion in the names arises because many companies do not see much difference between writing text for interfaces and classic copywriting.

UX copywriting is one of the tools to improve user experience. To get a good product, such specialists usually work in conjunction with UX-designers. Because for the correct perception of the form, in addition to text, graphic design, product responsiveness, speed of the call centre and many other factors play a big role. For example, an adaptive interface will not smooth out negative impressions of the company if the buyer receives a defective product, or if the manager does not call back to clarify the details of the order.

Differences of UX-copywriting from the usual one:

Purpose. The purpose of ordinary copywriting is to sell a product or service. Yes, it can be posts in social networks, articles in blogs, newsletters. The ultimate goal is always the same - to sell. The task of UX-copywriting is to describe the product so that any person can comfortably work with it.

Text format. An ordinary copywriter creates different content, from product cards to longreads, presentations, scripts for YouTube. UX copywriters mostly work with micro-texts, sometimes consisting of a single word.

Teamwork. A copywriter is guided by assignments from marketers, SEO specialists, editors (depending on goals and budget). At the same time, he or she can also work independently. A UX copywriter is a team player. He must constantly communicate with the designer, developer, and analyst to clearly understand what he is writing about. This is especially true for complex technical programmes where dozens of questions arise every day.

Performance measurement. Indicators of the effectiveness of conventional copywriting are page view duration, bounce rate, scrolling map, conversion, search engine position. UX-copywriter's work is evaluated by daily visits, number of completed deals, reviews, repeat visits, time spent on tasks.

Tasks of a UX copywriter

At large employers, a UX copywriter usually works as part of a team.

Usually in companies, a UX copywriter performs the following tasks:

writes texts for interfaces, lendings, mailings, trigger emails;

conducts A/B testing of content;

drafts the company's editorial policy;

participates in audience research to understand behavioural psychology;

conducts text effectiveness analyses;

writes product news.

But if we imagine an ideal situation, all content-related marketing tasks should rest on the shoulders of another specialist.

At the very beginning of the project, the UX copywriter participates in the development of the "brand voice" (tone of voice) - the company's own style of communication with customers. It is needed to stand out from competitors, communicate the value of the product and gain trust.

How to work with microtexts

One of the challenges of UX-copywriting is the ability to work with microtexts - to write as briefly as possible without losing meaning. For example, a menu item that reflects the functionality of a programme should consist of 2-3 words. UX-copywriter has to constantly squeeze sentences into the limited fields of the interface. It can take hours to compose a single phrase, and that's normal.

Examples of microtext:

Page titles;

slogans;

tooltips;

button names;

data entry error messages;

tabs;

checkboxes;

download pages.

Write clearly
UX-text should be understandable to any person who has visited the site: a housewife, an engineer, a plumber. When writing, avoid complex terms and jargonisms that only company employees know. Creativity and original presentation of thought in UX-texts is more of a disadvantage, as it can confuse the user. Frequent use of synonyms in the interface is acceptable.

The same editorial rules apply for UX texts as for regular texts. Remove clericalisms, speech stamps, impersonal formulations. It is better to put verbs in the active form. Replace abstract expressions with more concrete ones.

Emotional components of the text are used, but not always. For example, emoticons, exclamation marks, interjections are unlikely to be appropriate in the interface of a government finance programme.