Writing focused on the user experience (translated as UX writing) is the latest addition to the language or glossary of digital advertising agencies. But what does it mean?
UX writing is writing based on the user experience and on the user's interaction with the website or app, alongside the emotions created during the process.
Sometimes, the simple explanations are the most complex to grasp. So even though we touched on the meaning of UX writing a bit purely above, there's likely still a question about what it is and what it's for.
UX writing based on the user experience refers to writing the texts that guide the user through their interaction with the interface — whether on the web or in an application.
While traditional copywriting aims to persuade the target audience to make a purchase, in UX writing the goal is for you to interact with the website or app in the simplest possible way.
But are they related? Of course — because if the user's experience with the web is positive, a better disposition toward making the purchase will be created. But don't forget they are different texts with different objectives.
What should a UX writer know?
- User
It must be emphasized that for a UX writer to know how to guide the user through the processes they'll carry out when interacting with the web, they must know the user as deeply as possible. They must also know what emotions the person is experiencing at every point of the reading, visit, and purchase process — and how to make them as positive as possible.
- Context
- What has the user just done, and what should be their next step?
- What are their objectives in carrying out these actions?
The UX writing professional must know exactly what situation the user is in and the optimal way to explain what they should do to take the next step.
- Flow
The UX writer must know the flow of actions from start to finish to know whether it's necessary to add elements that help the user better understand the process. To improve user experience, it might be necessary to include the number of steps the person has to carry out (Example: 1-Details, 2-Payment and shipping, 3-Purchase complete).
- Voice and tone
Even though each of the copies or microcopies adapts to the specific moment of user interaction, they must always respect the brand's voice and tone. It's really about respecting the personality built for the brand, but with a certain flexibility to adapt to the different moments the user goes through.
To conclude: because the people who navigate a website or use an app are just that, people. And, like you, they like to be clear on how a piece of software is used without having to read many pages of complicated instructions. Like you, if something starts to feel tedious or boring, they leave. And, again like you, if they don't understand something, they give it up for lost. They have nothing at stake — they just have to look for a better service in the competition. Don't let that happen.
If you need to evaluate whether your page has correct, clear UX writing based on the user experience, we at Agencia Interaction are at your disposal. Our web positioning team, with deep knowledge and experience in UX, will lend you a hand.
