Just as a good UI (user interface) design will help you to connect with your users, represent your brand, and inform your audience, UX writing will help them find their way and do whatever it is they came to do. The result? Less frustrated users and an increased conversion rate. Everyone’s a winner!
What is UX writing?
UX writing is a powerful tool that we can use to compel our users to take action, and to help them use our digital products and systems.
UX writing, microcopy, copywriter, content strategist and content writer, what’s the difference?
Before we dive in, a glossary of terms…
UX (User Experience)
The overall experience a person has when interacting with a product, system or service.
UX writing
The practice of creating the customer-facing text or copy that appears within the design of digital products and websites. It’s focused on guiding the user and enhancing their experience.
UX microcopy
A form of UX writing. The succinct words, phrases and sentences that help users to do things. Examples of UX microcopy include success messages (high five in MC), error messages, confirmation messages or prompts (Air BNB, text in search input fields), or instructional copy.
Copywriter
A writer who creates persuasive marketing and promotional content. Their work often appears outside the product itself, such as in advertisements, website landing pages, brochures, and email campaigns. A good copywriter will support strong brand messaging and driving conversions.
Content Strategist
The person who plans, creates, and manages content. They define and/or refine the overall content strategy. This might include implementation of the brand voice, tone, information architecture, and content governance. Their work often informs the direction and style of UX writing.
Content Writer
A writer who creates longer-form content, such as blog posts, articles, website copy, and social media updates. While their work might not be directly within the product, it contributes to the overall user experience and can be used to marketing goals through inbound marketing and education.
In short, UX writing (primarily for users) is not Copywriting (mostly for marketing/branding).
So it stands to reason that we really need both (UX writer and Copywriter) when creating digital products and websites. If your copywriter has UX writing skills, better still!
The content on your website/in your digital product, is almost always the most important thing. But here’s the kicker:
According to research by Nielsen Norman Group, users read 28% of your content at best.
Crazy right? Why is that?
Well, when users are consuming your content, they’re usually doing that to enable them to complete a task or answer a question. It’s likely they are looking for something specific, which is why we tend to scan read, especially when it comes to digital content. We just want to skip to the relevant copy – relevant in that answers our questions or solves our immediate problem.
That’s pretty much why this article is broken into sections with headings, short paragraphs and bullet points – it’s designed to help you scan the content to find the part you’re interested in or just decide whether you want/need to read the whole article.
What’s the difference between UX writing and traditional copywriting?
UX writing:
- guides users as they interact with your digital product or website,
- helps users to use a product without out much of a learning curve,
- exists to enhance the user experience through better, timely communication,
- is succinct, unambiguous and easy to understand,
- focuses on clarity and usability within the product.
Copywriting:
- is persuasive marketing and promotional communications,
- is designed to evoke emotion, and to motivate,
- is used to represent a brands tone of voice,
- sees the user a customer first, and a user second (is sales-orientated),
- focuses on attracting and converting users.
Good UX writing is essential for a positive user experience. Why? Because it can:
Improve usability
Clear and concise instructions help users navigate your product easily. There’s really no excuse to make people just through hoops to get where they need to go. According to the Nielsen Norman Group, users typically read only 20-28% of the words on a webpage, so scannable text is crucial if we’re going to be helpful and a good guide.
*In a documented case study by Booking.com, simplifying copy and removing unnecessary text elements led to a 5% increase in conversions. In short, UX writing directly impacts how effectively users can navigate and use digital products.
Increase user satisfaction
Helpful microcopy reduces frustration and makes users feel supported. When users encounter problems or uncertainty, friendly, empathetic copy can help turn a negative or stressful experience into a positive one. Think about the difference between “Error 404” and “We couldn’t find that page, but here are some suggestions that might help.” The latter acknowledges the problem while offering a solution, the former is confusing and frustrating.
*Companies that implement supportive microcopy will likely see higher user satisfaction scores and improved Net Promoter Scores (NPS).
Reduce support costs
If an error message is well-written, it can prevent users from needing to contact support. Each support ticket comes with a cost—both in terms of resources and user frustration. By brainstorming common questions and answering them through clear microcopy, you can significantly reduce support needs for your organisation.
For instance, when an *e-commerce company revised their checkout error messages to provide specific solutions instead of generic errors, they saw a 25% reduction in support tickets related to payment issues. This not only saved operational costs but also improved the customer experience.
Boost conversions
Clear calls to action and persuasive microcopy can guide users towards desired actions. The right words at the right time can make the difference between a user who converts and one who takes their business elsewhere. Strategic UX writing helps users understand what’s on offer (the value proposition) and reduces friction in decision-making moments. For example, changing a button from “Submit” to “Get Your Free Report” can increase click-through rates by making the benefit explicit. Similarly, addressing concerns through nearby microcopy (like “No credit card required” or “Cancel anytime”) can alleviate hesitation at critical conversion points.
*Companies that A/B test their UX writing often find that small copy changes can lead to conversion improvements of 5-25%.
Tips for UX writing
Here’s how you can start to implement UX writing right now. Visit your website or product and see how you might incorporate these base-line principles.
Be clear, not clever
Write copy that’s unambiguous and easy to understand. Avoid jargon and internal terminology. Clarity will reduce misunderstandings and potentially increase conversion.
Example: You click on a dead link and see the error message “Error Code 404”. This means nothing to most people. A clearer message might be: “Oops! We can’t find that page, are you looking for: {insert links to relevant content, home page and maybe a search box}
Keep it concise, DRY (Don’t Repeat Yourself)
Help users to absorb relevant content quickly. Make their journey smooth by reducing cognitive load. Get to the point. Remove needless words. Example: Instead of “Please click on the button below in order to proceed with the registration process,” use “Register Now.”
Make sure it’s useful, helpful, relevant
Good UX writing will make your users feel safe/secure, and help them to meet their goal/complete their task. Example: On a form, provide clear instructions for each field: “Password: Must be at least 8 characters long and include one uppercase letter,” as opposed to the standard “there was an error” message when the user tries to submit the form.
Be conversational
Naturally spoken, communicated in a human way. Non-technical and empathetic. Read it out loud, is it awkward and full of words you wouldn’t usually use? Does it sound robotic?
Stay on-brand
Incorporating your brand identity through tone of voice builds trust with users Example: A playful brand might use emojis in their microcopy, while a professional brand would avoid them.
Keep it user-centric
Good UX writing can solve problems that cannot be solved by design or copywriting. Example: If user testing reveals confusion about a feature, the UX writer can clarify its purpose through tooltips and in-app guidance.
Don’t forget about accessibility
Use plain language, avoid jargon, and consider users with cognitive disabilities (permanent or temporary ones!) Provide alternative text for images and make sure the text is descriptive and useful.
Where UX Writing Fits in the Design Process
UX writing can often be an afterthought, but it’s a crucial part of the design process. For in-house UX teams, understanding when and how to incorporate UX writing can make a significant difference in product development.
- Discovery Phase
UX writers can help identify user pain points that might be addressed through clear communication. - Wireframing Stage
Collaborate with designers to draft initial content placeholders and ensure layouts accommodate necessary text. - Prototyping
Test different copy variations to see which resonates best with users. - Design Handoff
Create a content repository or design system that includes approved microcopy for consistent implementation. - User Testing
Observe how users interact with the copy and iterate based on feedback.
We’ve all made the mistake of replacing real content with “lorem ipsum” until the final stages of a project. It rarely ends well. Involving UX writers early leads to more cohesive, user-friendly experiences.
Measuring the Impact of UX Writing
By investing in good copywriters and UX writers, organizations can create more intuitive, satisfying, and effective digital experiences. Experiences that meet user needs and help a business achieve their goals – it’s a win-win. For in-house UX teams, proving the value of good UX writing can be tricky. Here’s how you can measure its impact:
- Conversion Metrics
Test and track how changes in button text, error messages, or form instructions affect completion/conversion rates - Support Tickets
Monitor whether improved error messages and copy reduces the number of support requests - User Feedback
Collect qualitative data through surveys or interviews to make sure what we think is clear and concise is actually clear and concise. - A/B Testing
Test different versions of microcopy to see which performs better - Time on Task
Measure whether clearer instructions reduce the time users need to complete specific actions
Case Study Example: *When X rewrote their onboarding flow copy, they saw a 23% increase in completion rates and a 15% reduction in support tickets. Impressive right?
Effective Collaboration: UX Writing in Cross-Functional Teams
UX writers often work with multiple stakeholders. And it can be tricky. The content first vs design first debate will never be agreed on (in my opinion), because neither approach works. One relies on the other and a little bit of back and forth is a must if we’re to get it right.
There are seemingly endless tools that in-house UX teams can use to improve team collaboration. Style guides, design systems, annotation tools and version control to name a few. Implementing these practical supports with an open-door approach can break down organisational silos and increase everyone’s chance of success:
- Designers
Establish a shared vocabulary and workflow for text elements in designs. You can start with key components like buttons and links, then grow from there. - Developers
Keep developers in the loop and discuss ways to establish a system for implementing copy changes. Explore ways to test and improve. - Legal
Develop a review process that balances compliance requirements with user-friendly language. The only people that understand legal documents are lawyers. It shouldn’t be that way. Changes to language will support more inclusive content and level the playing field. - Product Managers
Help translate product requirements into user-centered language. This will reduce pointless meetings on clarification. - Marketing and Communications
Aim for consistency between online/product copy and external messaging. Go back to your brand strategy and make sure everyone is on the same page when it comes to tone of voice.
Building a UX Writing Practice in Your Organization
Just as a good UI (user interface) design will help you to connect with your users, represent your brand, and help your users navigate your content, UX writing will help your users find their way and carry out tasks. It’s a powerful tool that we can use to compel our users to take action, and to help them use our digital products.
Whether you’re a team of one or looking to expand your UX writing capabilities, here’s how to establish and grow this practice:
- Start Small: Begin with high-impact areas like error messages, onboarding flows, or key conversion points
- Document Everything: Create a living style guide that captures voice, tone, and common patterns
- Educate Stakeholders: Hold workshops to help colleagues understand the value of UX writing
- Establish Workflows: Define how copy requests are submitted, reviewed, and implemented
- Grow Your Team: Make the case for additional resources by showcasing wins and identifying gaps
How to Get Started with UX Writing
- Understand Your Users: Conduct user research, create user personas, and understand their needs, goals, and pain points.
- Create a Style Guide: Document your brand’s voice and tone, preferred terminology, and grammar rules. This ensures consistency across all your microcopy.
- Test Your Microcopy: Conduct user testing to see how users interact with your microcopy. Are they understanding the instructions? Are they able to complete tasks easily?
- Collaborate: Work closely with designers, developers, and product managers to ensure that the microcopy is integrated seamlessly into the design and functionality of the product.
Resources for UX Writers
How to improve your Microcopy: UX writing tips for non-UX writers
Books
- “Strategic Writing for UX” by Torrey Podmajersky
- “Microcopy: The Complete Guide” by Kinneret Yifrah
Online Communities
Tools
- Grammarly for catching basic errors
- Hemingway App for improving readability
Courses and Workshops
Ready to improve your user experience and conversion rate with effective UX writing?
Schedule a quick call to see how we might work together.
Sources:
Unbounce Conversion Benchmark Report (2019)
Nielsen Norman Group: “How Users Read on the Web”
Booking.com case study: Presented at UX London 2018
Spotify case study: Presented at UX Write Conference 2019
Airbnb Design Blog: “The Language of Hosting” (2017)