Poets need not apply
While all web copywriters should find themselves writing UX copy, ‘UX copywriters’ are their own special breed.
That’s because the skills required to be a UX copywriter are different to those of a traditional copywriter.
Working in tandem with solution architects and UX designers, the best UX copywriters are involved in digital projects at the earliest planning and design stages, and then throughout the build, whereas copywriters are typically one of the last to get involved in digital projects.
UX copywriters are adept at online testing. That’s because UX copywriting is intimately concerned with proving the effectiveness of copy, where other copywriters prefer to go by look and feel.
In turn, UX copywriters occupy a different position within brands. Where traditional copywriters work with marketers and brand managers on the commercial side of businesses, UX copywriters must also have close working relationships with those executing digital designs – whether that means product managers, developers and designers.
What’s essential to understand is that UX copywriters are a distinct, specialist entity. Don’t ever call one a technical copywriter, unless you want them to sabotage your site from the inside-out.
Why should I care?
In short, because your customers do. Sites with a ‘superior’ user experience have been shown to increase visit-to-lead numbers by 400%. 97% of customers say that user experience is the most critical element in the quality of an app, and 90% will stop using one if they find it hard to navigate.
UX copywriting uses language to make digital experiences easier and therefore more satisfying. User anxiety is reduced; systems are made accessible to a wider range of customers; users are guided towards conversion.
Good UX copywriting takes the guesswork out of digital experiences, both for businesses and users. Brands know their websites, apps and other digital materials are doing everything they can to support customers. Customers know how to achieve their objectives online. Everybody wins.
Finally, UX copywriting helps brands achieve consistency online. How many times have you been confronted with a clunky 404 page? Or been buying a luxury item, and had your shopping experience spoiled at the last moment by an officious or abrupt payment page.
The effect is jarring and the brand comes off badly. UX copywriters know that when it comes to customer experience, the small things really are the big things. That’s something we could all learn from.
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Image credit: chaosamran-studio