Copywriting and user experience (UX) go hand-in-hand when discussing how users navigate, digest information, and interact with a product or service on a website. Copywriting and UX writing require different skills and knowledge to target various audiences and users for a specific end goal — one more focused on clear and well-written, flowing content and the other focused on functionality. This blog dives into why copywriting should be a fundamental consideration in your user experience strategy.
What is User Experience?
User experience (UX) is defined as how, when, and why people interact with a product or service and how they feel about the navigation experience. In digital marketing, there are many examples of good and bad user experience across all websites. Users encounter examples of UX in every interaction they have on the website, for example, when you are on a website you use the menu to navigate through different pages, but too much or too little copy can make it difficult to find the information you’re looking for.
When discussing UX, many immediately consider visual design, functionality, and usability. UX is much more than those elements. Our tone, clarity, and conciseness can also greatly define the user experience. Well-written and clear copy can guide users seamlessly through a website, answering their questions quickly and effectively, providing instructions, and reducing frustration sifting through the website. Good copywriting creates an emotional connection with users — resonating with their needs, pain points, and fosters trust and engagement.
Aligning Copywriting with UX
UX design aims to create meaningful experiences for users, and while the goal is to create functionality, it’s important to remember to create cohesion. To achieve this, designers and copywriters must collaborate closely:
Consistency
Brand voice and tone should align and find consistency in messaging that reinforces brand identity. This can be established by the designer and copywriter working closely, ensuring that visual elements and text complement each other. An example of how one can achieve this is through using a set of brand standards. Collaborating, sharing, and establishing a set of brand standards creates a unified tone, style, and messaging rules for all to adhere to.
With these guidelines, anyone who interacts with your brand — such as employees, designers, contractors, and marketing teams — clearly understands who the brand is and how to talk about it. This makes your brand standards one of the strongest marketing tools you have to work efficiently, create an easily recalled brand with a loyal audience, and protect your brand from misrepresentation.
User-Centered Approach
Just as UX design is user-centered, so should be the copy. Understanding user personas and their behaviors helps craft copy that speaks directly to their motivations and needs. Copy should be crafted to resonate with these personas. The language should match their expectations and needs, focusing on benefits and solutions relevant to their desires or concerns.
User Research
Conduct research to understand user preferences, language nuances, and pain points. This informs how copy can address and alleviate user concerns. User research involves gathering data through methods such as surveys, interviews, and usability tests to understand user preferences, language use, and pain points. Being aware of varying language nuances is crucial for creating relevant and familiar copy. Different users may use different terms to say the same thing, for example, tech companies have a completely different audience than a painting business. One audience appreciates technical details and explanation, while a more general audience might prefer simple language and explanation. Copywriters should adapt language based on these insights to ensure clarity and relevance.
Testing and Iteration
Like UX design, copy should be tested iteratively. A/B testing different versions of headlines, CTAs, or product descriptions can reveal which resonates best with users. Metrics such as click-through rates, conversion rates, and engagement levels should guide these decisions. Copy that is refined and based on testing, using optimization, performs better for overall effectiveness.
Accessibility
Ensure that copy is accessible to all users, including those with disabilities. This involves using plain language, descriptive link text, and avoiding jargon. When including internal links, or call to action buttons within copy, links should be described in a clear way so the user knows exactly what they are clicking on. For example, instead of using the phrase “click here”, a better, more descriptive phrase would be, “download our user guide”.
UX Writing & Copywriting Are Different — But, why?
Naturally UX writing and copywriting are similar, but serve different purposes. But, why? UX writers write copy that is designed to help users navigate, it does not serve to persuade, convert, or sell users — it is strictly used as an effective measure in creating a positive online experience and making things easier for the user.
The main goal of copywriting is to attract new users or customers and to persuade people to convert in some way (purchase, call-to-actions, submit a form request, etc). While the exact goal of the copy shifts, copywriting always has an end goal in how the user should react and is usually to promote a product or service, fulfill a marketing goal, or take a call to action.
The Role of Artificial Intelligence (AI) in Copywriting
In previous blogs, we have discussed the role of AI in copywriting and best use cases for when it is and is not appropriate to utilize AI. Both UX writers and copywriters need to be excellent writers who can adapt their style and tone depending on the context, the audience and the brand — a personalized touch AI writing cannot offer. UX writers and copywriters have a thorough understanding of the design process and key principles of UX writing. This includes being well-versed in concepts such as usability, accessibility, information architecture, user flows and mental models.
While AI is a useful tool and offers a great starting point (or ending point for reviewing your writing), it does not have the knowledge, personalized approach, historical context, and so much more that human professional writers possess.
Working With An Agency That Values Effective Copywriting
Effective copywriting is a pillar to successful marketing and integral to a holistic UX strategy. As UX continues to evolve, the importance of clear communication through words will only grow. By investing in strategic copywriting, businesses can differentiate themselves in competitive markets and forge deeper connections with their audience.
Our Evolve System’s copywriters are cross-trained and knowledgeable on best practices in all the areas listed in this blog. We specialize in writing copy that is not only personalized to your brand, but will convert. From full website projects to monthly marketing retainers, our copywriters are ready to write. Let us write copy that converts — reach out today!
