Why Good UX Copywriting is Good for Business

You’re back in the American West, trudging along that same desert highway. 

(Wait, what? Read part one in this series). 

Nothing but sizzling, endless black top. No breeze. Dry lips. Gunslinger cacti shadows are getting longer by the hour. A bird, like Icarus, passes across the face of the molten sun with a shrill cry. 

“Lost” it seems to say. 

But just as you’re about to give up hope, you spot something swimming into view ahead. A crossroads, with signposts. Praise be. 

This is what happens with good UX copywriting. 

You give people who would otherwise be lost on your app, website or digital interface direction. Liberating them from the desert. It’s as important (if not more) than design. 

What happens when you nail your UX copy

Without expertly written UX copywriting people can’t engage with or sometimes buy your product. Get it right, however, and the business benefits are many. 

Happy users

It goes without saying that if your app, website or digital interface is easy to understand, people will be happier. There’s that little rush we get when a process just works. When the cogs are properly greased. Good UX copy makes user journeys a fluid, frictionless experience they’re up for repeating. 

Increased loyalty

Happy users are loyal users. If something is easy to use, people don’t go elsewhere. Think about Amazon’s ‘one-click-buy’ button. This is minimising purchase friction to the maximum. It’s almost too easy and this is one of the reasons Amazon has taken over the known digital universe. It’s effortless to use, just a shame it’s such an immoral empire. (Which, ironically, is now affecting customer loyalty. No one wants to use nasty companies regardless of their slick UX). 

Boosted revenue

If your product or service is easy to buy or use, thanks to clear and thoughtful UX copywriting, you’ll get more money. It’s that straightforward. Think of it this way: if you’re offering a route to something people want, all you have to do is make sure that route is free from blockages. 

So what makes good UX copywriting?

While sometimes it’s down to creativity and subjectivity, there are some hard rules to follow when writing UX copy. 

It’s totally clear

Good UX copywriting focuses on clarity. Users must be able to understand your content without head scratching. Bin the jargon, bloated sentences, and technical terms. Instead, go for plain language that resonates with a wider audience. 

It puts users first

UX copy must always prioritise a user’s needs. Your copy is there to guide them through the interface; to give them the right information at the right time, in the right context. This is critical because it helps users feel valued and understood.

It’s fluff-free

In the digital age, attention spans are short. Good UX copy is concise, conveying information in the fewest possible words. Every word must be purposeful and contribute to a user’s understanding or decision-making process. So, eliminate fluff, get to the point and weed out idle words. 

It’s consistent

Being consistent in tone, style, and messaging is crucial for building a strong brand identity. Users should feel that they are interacting with a unified entity, whether they’re on the website, app, or any other platform. Consistency breeds familiarity and familiarity builds trust.

It’s human

Empathetic copy resonates with users on a personal level. It acknowledges their feelings, frustrations, and aspirations. By infusing a human touch into the content, UX copywriters can create a more relatable and engaging experience.

It uses actionable words

Effective UX copy motivates users to take action. Whether it’s clicking a button, filling out a form, or exploring more content, the language should spark actions. Use verbs that encourage users to engage actively.

It never abandons

Vague error messages are a No. Never state that ‘something has gone wrong’ without offering a solution or a next step. Treat an error as an opportunity to solidify a user’s positive perception of your brand. Make it human, explain what’s happened clearly and give them a way to feed back to you. 

Time to close the loop

A user journey should be seen as a cyclical, self fulfilling mechanism where people go from brand awareness to brand advocates igniting other’s interest and so on. To get people from a standstill to being fans of your brand takes many micro interactions, almost all of which are underpinned by UX copywriting. 

In essence, good UX copywriting keeps people in your brand loop – keeps the circle unbroken. The best UX copywriting even wins brand points from negative interactions that threaten to break the loop, like errors. 

And remember, good UX copywriting is neither art nor science. It’s a convergence of creativity, communication principles, psychology and gut intuition that bridges the gaps between people and technology. It’s an integral part of modern brand building and marketing. 

Nearly all brands will have some form of UX copy. But how many are getting it right? 

Let Craft get it right for you.