UX Copywriting is using UX principles in marketing.
At a quick glance, this may seem absurd.
User experience is all about usability.
Copywriting is all about selling.
Consider, social media, however. That a common way for customers to first bump into your brand.
Good social media is copywriting fused with UX.
- Copywriting: The headline and content of the post.
- UX: Meeting your audience where they hang out. (on Insta, X, etc.)
Magic happens when UX principles meet copywriting. Let’s see how:
What’s UX Writing Anyway?
UX writing is like being the director of a digital movie.
It’s all about the script—those tiny bits of text that guide you through apps, websites, and the like.
Think of the “Buy Now” button, the “Oops, something went wrong” alert, or even the email that celebrates your purchase.
Some people call it “microcopy.” When done right, it makes a huge difference!
The main goal of UX writing is to make sure users and the digital world get along.
UX writers, like me, want buyers to have a smooth, breezy, and joyful digital journey. And like most paths, there are some rules.
The Four Golden Rules of UX Writing:
Clarity:
Clarity = KISS. Keep It Simple, Sister.
Using clear language lets users know what to do next.
Clarity is also ditching any jargon and long-winded sentences. (Especially in mobile apps where every word counts!)
Consistency:
Consistency = unchanging.
For instance, If a button says “Join the Party” in one corner, that light-hearted playfulness should exist throughout the site.
From the tone to the terms, consistency helps your users feel at home with your brand.
Context:
Context = necessary information to complete a task.
Error messages are a great example. If users get an “Oops, something went wrong message,” it should be followed by a “Click here” or other fix it direction.
Context also involves anticipating the user’s needs and providing them with information before they even ask for it.
Anticipating needs is the magical sweet spot of UX writing.
Accessibility:
Accessibility = ease of use for everyone.
An example is always including alt text for images. This enables people who use screen readers to enjoy the images.
Accessibility improves the web experience for everyone – changing the digital landscape from being simply functional to fully enjoyable.
This happens as writers, designers, and developers work together to create a smooth-as-silk experience.
What is UX Copywriting?
Think of it this way;
UX writers are like tour guides. They lead people through web pages pointing out important sights along the way.
Their focus is to simplify and clarify navigation.
UX Copywriters are like dance partners. They help users feel the music of the web.
Not only do they want the digital dance to be glitch-free (that’s the “functional” part), but they also want users to love every twist, twirl, and turn (the “emotional” experiences!)
Both UX writing and UX copywriting put the needs of the user before the needs of the company. By incorporating UX copywriting into your website, you help people see if your product is right for them.
One of my favorite UX copywriters said:
UX copywriting is what happens when you combine user experience principles with the elements of conversion optimization and persuasion to create a marketing message focused on helping the user achieve their goal and that removes barriers so that forward momentum is effortless.
“Removing barriers so forward momentum is effortless,” is what UX Copywriting is all about.
Seven UX Copywriting Rules:
UX copywriting includes the UX rules of:
- Clarity
- Consistency
- Context
- Accessibility
And adds three additional rules:
Anticipation:
Anticipation = deep understanding.
You know those websites that seem to just know what you’re thinking?
Not in a creepy, “this ad is following you around” way. But in a “sixth sense they get me” way.
This is the UX copywriting principle of anticipation.
UX copywriters are digital detectives.
We figure out your audience, why they come to your site, and the tiny details that make or break their experience.
We are pretty good at “reading your audience’s mind.”
We know digital journeys with a brand aren’t just one-time events. They’re expeditions that start with a simple “hello”!
Empathy:
Empathy = emotional glimmers
Glimmers are micro moments that make people feel joy, peace, or gratitude. (Think of them as the opposite of emotional triggers.)
Punching emotional triggers may make someone buy – usually through fear. But purchasing something through fear often leads to regret.
If you instead highlight emotional glimmers, or hope, you can develop long-term relationships.
This means taking off your sales-y marketing hat, and really caring about your customers.
Empathetically caring about your audience means you don’t appeal to everyone. Instead you resonate deeply with certain people.
These people who become repeat customers, while the misfits gently drift away.
Transparency:
Transparency = honesty
Honesty’s the best policy, right? Your audience wants to know:
- Their Data Matters: If you ask for certain info, let them know why and what you will do with it. Also ensure it’s kept secure and let them know how it’s kept safe.
- Behind Your Brand Curtain: No hide and seek! Help your customers see all they want to know—returns, shipping, and nitty-gritty details of products—should all be quickly findable.
- You use Real Talk in Marketing: When you make a promise, make sure you’ve got the proof. Backing up claims isn’t about tooting one’s own horn. Proof includes insights from studies, thumbs-ups from other users, or discussing the the unique aspects (and hey, even the limitations) of what’s on offer.
Three Examples
Copywriters “show” instead of “tell,” so here’s a few examples to show good/bad UX copywriting.
User experience is not pass/fail endeavor. It is constantly evolving. So learn from these examples.
DO THIS:
Anticipation & Empathy Example
Capitol Autobody knows the trauma of being in a car accident. They’ve got the empathy and anticipation down pat.
They understand customers are confused and scared when they come to the website.
With before/after pictures of wrecked cars, empathetic language, FAQs, and their credentials showcased, this company shows they get their customers.
They also put their contact info in several places – because people are rattled and won’t see the contact info in the top right corner.
NOTE: A couple of changes would make this home page even better – such as the telephone number in the main paragraph above the fold, and using black text on a white background.
AVOID THIS:
Lack of Empathy Example
A graphic similar to this one was trending on social media a while ago. It was probably written for conversion, but clearly lacks empathy.
If you’ve ever battled with your weight, this ad makes you feel ashamed. And that’s not cool.
Fear and shame, are two emotions that are overused in marketing messages.
Fear has a place – a tiny one – but to develop long-term customers, use it sparingly. Shame is just bad juju.
Scarcity, or FOMO, is considered negative as well.
But it’s a real circumstance. You have limited products; digital deals have ending times; there are only so many hours in a day to work. Those are legitimate FOMO triggers.
DO THIS:
Transparency Example
Patagonia values transparency.
They were one of the first companies to highlight this strength.
Even though they sell products, they have a product recall notice at the top of their site!
That’s a bold, transparent move – to acknowledge a weakness right up front.
Patagonia went through an ownership change last year. They’ve been straightforward and talked about how that will affect their customers.
Another transparent element is the bottom of every page contains FAQs and an accessibility notice.
Be transparent like Patagonia.
You might not appeal to everyone. But you will create raving fans who buy again and again.
Testing - a principle that makes every company better.
As a UX Strategist and Copywriter, I pride myself in understanding my clients’ customers. But . . . sometimes I’m wrong. 🌞
How do I know I’m wrong? By conducting tests.
These tests aren’t the “True/False” or “Choose the Correct Answer” tests you had in school.
These tests are A/B split testing to see which headline gets more clicks. Or user task completion testing where you see where users hesitate because something is unclear.
Testing is a principle of both UX writing and copywriting.
It’s important to test regularly because stuff changes – like the meaning of words. And even mind readers, like UX copywriters, can’t predict that!
And in being fully transparent — I’m a UX Copywriter. 😉
So if you want to improve the UX for your business, contact me.
