SERVICE: UX Copywriting
Copywriting and UX Writing, while they both revolve around words and language, their core purposes are uniquely different;
Copywriting is used to sell to your users, through information, inspiration and motivation to convert on your site.
UX Writing is used to solve your users' problems, focusing on helping them use whatever service/product you provide, and to have some fun with it too (always remember engagement!).
UX Writers need to be involved from the start of a project, whereas a Copywriter can enter the project around the last stage of development, once all the design, development & testing has already been done.
This is a very traditional way of looking at your site copy, as this simply requires a Designer to send the empty site pages to the Copywriter, who will then conform to the page’s components and provide SEO optimised, conversion-focused copy (hopefully anyway!).
In order to build a truly cohesive and user-focused experience for your site users, UX Writers need to be on the project from day one; not only do they need to have a truly holistic experience of your product/service, your target users and their specific needs & pain points, they need to be able to integrate this behavioural data into the structural development of the site.
From navigational buttons to calls-to-action, UX Writers are pivotal to making sure your brand is consistent, cohesive & powerful across the whole site, from your category headers to your 404-pages.
In this content-sodden age, where there’s new web pages being born every second, UX Writing is your secret weapon for lasting website success.
Ever heard of design debt? If you have a website, you’re probably already suffering from it!
Design debt is where your website is, effectively, disjointed. It’s not a smooth, consistent experience for your users, and is resulting in a loss of revenue and site traffic. This commonly comes down to irregularities with the design elements, such as inconsistent button sizes, off-brand colour variations, irregular formatting, off-tone site language, etc.
Your brand design sends a strong signal to your users, and consistency builds trust, authority and loyalty. Having inconsistent design across your website (design debt) is like having termites inside an antique wooden chair; you can keep applying varnish and paint, but the problems on the inside will always cause you problems on the outside!
UX Copywriters, thanks to their in-depth knowledge of your target audience and product/service, they will be able to provide a handbook on your Brand Persona, covering everything from design language (iconography, colouring, etc) to audience personas and tone of voice guidelines. This, when used effectively, provides businesses with the core of their brand, and stops any design debt being incurred with future site redesigns & content marketing.
User Experience is now King in the digital realm, and utilising UX Copywriting from project day one ensures a stronger, smarter & more successful website for your business.