Ever tried unloading someone else’s dishwasher? It’s a definite kind of chaos. The bowls are stacked where the plates should go, cutlery is scattered across random compartments that DO NOT MAKE SENSE, and you’re left wondering if there’s some secret organizational system you’re just not getting.
Websites can feel exactly like that to your visitors. Without UX copy, they’re left wondering where to find what they need, second-guessing every click, and likely getting frustrated enough to leave.
But with great UX copy? Your website becomes as intuitive as unloading your own dishwasher at home–everything is exactly where it should be.
What Is UX Copy, Really?
UX copy (or user experience copy) is the art of writing words that guide users through your digital space effortlessly. It’s not just about being clever with words—in fact, it’s often about NOT being clever but clear. It’s about creating an experience so smooth that users don’t even notice they’re being guided. Think of it as leaving friendly breadcrumbs that point visitors where they need to go.
The Difference Between Good And Bad UX Copy
Good UX copy feels invisible. Users flow through your website, finding answers to their questions and taking action along the way. Combined with really good copy principles, your website becomes a conversation with a friend who just gets you.
Bad UX copy, on the other hand, is like trying to assemble furniture with instructions written in a language you barely understand. Users get stuck, frustrated, and often leave before completing what they came to do.
The Four Basics Of UX Copy
1. Start with Clear Goals
Every piece of copy on your website should serve a purpose. While the ultimate goal might be making a sale, there are countless small commitments along the way:
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- Getting visitors to read past the first headline
- Encouraging them to click through to another page
- Prompting them to fill out a contact form
- Motivating them to add items to their cart
Each word choice, from your headlines down to your button text, should intentionally guide users toward these small goals. So, before you start writing anything, think about what you want users to do when reading this particular part of your website copy.
2. Know Your Users’ Journey
Understanding your user isn’t just about knowing their pain points (that’s a great start for copywriting, though). UX copy is about understanding their entire journey. Think about:
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- How did this ideal client find your website? Through a Google search, social media, or an ad?
- What stage of awareness are they in when they arrive?
- What information do they need to get to the next stage of awareness?
This knowledge helps you craft copy that meets users where they are and guides them to where they need to be.
3. Minimize Choice
We humans think we like choice, but research shows it’s complicated. When shoppers were presented with 24 varieties of jam, only 3% made a purchase. But when offered just 6 options, 30% bought something. What does that mean for UX copy? You want to give your website user choices but not overwhelm them with options.
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- Keep your main navigation limited to 5 key pages (use dropdowns if you really need to link to more pages)
- Group related information logically for your ideal client (that often means testing this. See the next step)
- Break down complex processes into digestible steps (ideally no more than 3-5 steps)
- Focus on showcasing your core offerings rather than overwhelming visitors with options (signature offer, anyone?)
4. Test your UX copy
The best UX copy evolves based on real user behaviour. While there is A/B testing and client interviews, even simple tests can make a difference. Here are some easy ways to test your UX copy:
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- Ask your social media audience or your email list how they would group information in a way that made sense to them.
- Ask friends and family to navigate your site while you observe. You can ask them, “if you wanted to learn about [insert your specific service], where would you look for it on my website?”
- Use heat mapping tools to see where users actually click.
- Review your Google Analytics data to identify where users might be getting stuck.
- Interview previous clients and ask them what prompted them to take the jump to inquire and what held them back at first.
Once you have this information, update your copy based on it. How can you remove friction and make it easy for users to accomplish their goals?
What’s The Difference Between A UX Writer And A UX Designer?
User experience isn’t just something that fancy designers and developers think about. Good copywriters consider the end design and architecture of information, too. So, what’s the difference?
In a nutshell, UX designers focus on a website’s visual and interface parts, while UX copywriters focus on the text that guides users through the website.
If you’re a small business owner, this means that if you hire me as a UX copywriter, I’ll be in charge of:
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- Mapping out the user journey from start to finish
- Thinking about the best way to organize information in navigation and beyond (the fancy terms are content hierarchy and information architecture)
- Writing clear, concise copy and headlines using all my copywriting skills
- Writing buttons, error messages, and form fields as needed
- Creating basic wireframes in Google docs so you can visualize what your copy will look like on the screen. (See a sample of a deliverable I sent a client here. Keep in mind they got a video walkthrough too).
- Working with your UX web designer (and referring you to one if needed) to make sure the visual layout and messaging work seamlessly together
When Do You Need a UX Copywriter?
So, when should you reach out to a UX copywriter?
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- Your website analytics show high bounce rates or abandoned carts
- Users frequently contact you with questions that should be answered on your site
- You’re planning a website redesign or launch
- Your current copy focuses more on clever over clear
A UX copywriter is there to catch the details and turn them into web copy that can make your website one of your best sales tactics.
Those little phrases your ideal clients use, the way you explain complex ideas, and how you connect with people all go into deciding what words you should use on your website.
Plus, the data-focused approach means you don’t have to choose between showing up as yourself, being viewed as an expert, or making money.
Remember, every moment of confusion on your website is a potential lost customer. Great UX copy ensures that doesn’t happen by making your digital space feel as familiar and comfortable as home.
The next time you’re unloading your own dishwasher, think about how naturally you know where everything goes. That’s exactly how your website should feel to visitors–and that’s the magic of good UX copy.
Want to inquire about UX copy? Here’s the link you want.
