Have you heard ‘user experience’ (or ‘UX’) being thrown around in conversation about website creation and design? Have you also then heard ‘UX copywriting’ being added to the conversation and felt completely lost about what the heck is going on? Everyone’s been there once — figuring out digital marketing and website design jargon can feel overwhelming because you have a sense that these things are kind of important. Fear not! Wink is here to break it all down: here’s what UX copywriting is all about and how it fits in with your website’s design and user flow.
UX copywriting in plain terms
User experience copywriting is the art of composing words to help visitors on your site with clear decision-making. Consider it a clear roadmap that guides you around a site, just the way signs on a forest walk guide you safely from the start to the finish, helping you avoid getting lost or led astray. The digital version of this would be landing on a website and having every intention of finding out more about the brand’s specific services but not knowing how to find them because the words on the page are unclear and so are the buttons that link to the various pages. You end up frustrated, you leave the site, and head back to square one with your Google search.
UX copywriting is a navigational tool that guides a user around the site as clearly as possible. It makes it obvious that there is one specific button to sign up for newsletter notifications and that the “contact us” button is found within the first 5 seconds of being on the site (this is particularly true for people who know exactly what they want and need to find it, like, yesterday).
Not only does it provide map-like prompts and information to make the user’s life easier, but it also tells your brand’s story. People on the internet have become emotional, so they love a good story — user experience copywriting gives them exactly that: an experience. UX copywriting is your brand ambassador and toots your greatest, most unique selling points from the digital rooftops (but not in an overly snobby way). It also communicates your offerings clearly and succinctly and helps Google identify these when their robots are at work (which is all the time), helping your site gain valuable real estate on search engine results pages.
Why your website needs it
There is an infinite list of reasons why your website needs to have UX copywriting incorporated into it, but a few important reasons include:
- Contextualizing the user and defining their next step on your site so that they can reach their consciously chosen goal
- Accompanying UX copy with important microcopy for things like buttons and highlighting pain points for the perfect combo of highly effective content
- Talking to the user’s rational, decision-making mind to get them to where they need to be on your site as seamlessly as possible
- Providing a positive, memorable experience to the user, leaving them stoked that they clicked on your site and not another one
If you’re still not sure about the importance of compelling yet effective copy that prioritizes the user’s experience, then we can guide you through how our process works and how it can benefit you and your business. Get in touch with the Wink Digital team today!