A copywriter is someone who writes the words, be it for a website, blog, brochure, report, advertising campaign or social media. Given the scope of this line of work, there are numerous talents worth seeking in a copywriter – think: selling, storytelling, building brand image – and which way you lean will depend on your business goals. But one thing is for sure, when launching a digital product (like a website), you want a copywriter with the skills to transform readers or viewers into a buyer or a lead – a copywriter who can help navigate the user to where they need to be. You want a UX copywriter.
UX copywriting, or user-experience copywriting, is the act of writing and structuring copy that moves digital users, like visitors and customers, toward accomplishing a goal in an intuitive way. It is a combination of creative and technical writing, helping to deliver information for the business, but also assisting the customer to navigate their journey on your website.
As the websites and apps we use become increasingly complicated, the need for clear guidance within them also grows. Digital products have become an integral part of our day-to-day lives, so it is natural that users would seek those that provide the most streamlined experience. This has seen the evolution of UX copywriting, now a nuanced discipline in its own right.
UX copywriters are responsible for content such as:
· Buttons and call to actions (CTAs)
· Error messages
· Notifications
· Instructions
· Form fields
· Loading screen messages
· Chatbots
These might seem like tiny touches – they’re even known as ‘microcopy’ – but they can make or break the web experience.
Just think of the times – we’re sure there have been some – when you have landed on a website only to be confused within seconds. You’re not sure what’s on offer, how to navigate the complicated menu options, and then you click a link and end up somewhere you least expected. Argh! Abandon ship! The principles of UX are the antithesis of this experience.
At Reeton Media, we’re big believers of good copy working with good web design. We know UX copywriting requires research, understanding of the product or service, and knowledge about the customers or clients. We make sure we understand these elements to help guide users through content towards achieving their goal.
How do we do it? We take a walk in your user’s shoes. Before writing a single word, we will determine the various goals the user may want to achieve by navigating your site.
Are they there to attain more information about your service? Or perhaps they want to book an appointment or buy one of your products. It is our role to build a bridge between our client’s goals and their user’s needs. To do so, a deep knowledge of people’s behaviour, psychology, design, technology and marketing is important as it informs the copy itself.
Nope, that doesn’t mean we need degrees in psychology. Instead, we gain such insights by looking at data and research, and by collaborating across teams within the business. Then, we prioritise simplicity, clarity and context to prompt action. Whether that action is to call, email, book, buy, sign up, submit or donate, it is a UX copywriter’s job – our job – to deliver this point to the customer or client without being ‘salesy’.
We implement CTAs at every point in the user journey where new information is presented. The result? Increased conversion, better retention and happier users. And users that keep coming back!
Need a UX copywriter? Contact us today for a quote.