UX writing & microcopy
Part One: the bridge between man and machine
Tone of voice
Microcopy is characterised by short and concise sentences that address the reader in a friendly and direct way. Let’s imagine UX writing & microcopy as a narrow bridge between man and machine: What “wood” does it need to be made of to be able to gain the trust of my target group? Do I reach them better with humour or professional wording? Does the language fit the brand image of the company?
These questions should be answered as soon as the branding process begins. But at the latest when new products are launched. Brand, product, design and language must be congruent with each other to strengthen the customers’ trust in the product.
The added value counts, not the method
If you want users to make a purchase or sign up, show them the benefits. Avoid long descriptions of what they have to do. Simple, clear wording helps website visitors to understand what they need to do and answers their questions immediately.
- Don’t: Get 10 % off your next purchase when you complete a registration!
- Do: Register and get 10 % off your next purchase!
Inspire your audience!
Humour can help people feel better about themselves and build a personal connection with the other person – even if that other person is the web interface of your online shop. Remember: Humour needs to fit your brand and not discriminate against people. If you use complicated puns, you run the risk of users finding it difficult to follow your insinuations. Less is more in this case.
Impress your users with likeable humour that fits your company’s style!
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An invitation on your website
Aggressive prompts only lead to short-term success and can scare off many potential users. To build a long-term relationship with your users, invite them to do something! Think about how you would invite friends to dinner. With an aggressive invitation or a friendly, respectful offer? Now formulate the call-to-action in your content the same way.
- Don’t: Click here or you’ll miss the most important life hacks for content marketers!
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Social proof: Make them part of the imaginary group!
Humans are social creatures. We trust the feedback and recommendations of our fellow human beings. We visit new restaurants after they have been recommended to us by friends or online reviews have convinced us. So go ahead and publish success figures, write case studies about projects or give customers the opportunity to write reviews! Influencers can also support you in this. That’s how you can gain the trust of new users and reinforce your customers’ decision to buy.