Effective Copywriting Tips for Better UX - WordCamp Toronto
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This document provides tips for effective copywriting to improve user experience (UX). It recommends: 1. Thinking big about your brand's mission and values to create precise, consistent microcopy. Consider your audience and content purpose. 2. Designing with empathy by understanding your readers' goals, feelings, and context to craft coherent, supportive messaging. 3. Keeping language simple, clear, and focused on one task at a time by avoiding jargon and clarifying ambiguous terms.
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Effective Copywriting Tips for Better UX - WordCamp Toronto
- 1. Copywriting Tips for Better UX Andrea Zoellner
- 2. Organizers Alex Sirota Andy McIlwain Dan Stramer Jacques Surveyer Jeremy Choi Kristine Black Robin Macrae
- 3. Sponsors
- 4. Copywriting EFFECTIVE TIPS FOR BETTER UX p Andrea zoellner @andreazoellner
- 5. Andrea Hi, I’m Chief Content Creator at @andreazoellner
- 8. s@andreazoellner Add to cartUhOh! That Item is sold out. Click here to browse all. Pin this recipe Your answer has been submitted. Click here to review your submission. Learn More View all Save for later Read Terms and Conditions Get notified if this item becomes available. Download past Issues Book a service
- 9. • Think big to perfect the small • Design with empathy • Keep it simple @andreazoellner Three tips
- 10. @andreazoellner 1. Think big to perfect the small
- 11. @andreazoellner • What is your company’s mission? • How do you want people to feel about your brand? • If you could picture your brand as a person, how would they act and sound? eCopywriting and your Brand
- 12. @andreazoellner • Who is your audience? • What’s the purpose of this piece of content or copy? • Does it make sense with other elements on the site? No accidental copy
- 13. e
- 14. e
- 15. ee
- 16. eBe consistent User - Member - Subscriber - Visitor - Reader Book - Make a reservation - RSVP - Join - Tickets Basket - Bag - Cart - Shopping Cart @andreazoellner
- 18. Flows @andreazoellner • Signup, payment, subscription flows • Forms and prompts • Product and feature tours • Navigation links and search filters
- 20. • What is the reader trying to do? • What could the reader be feeling? • How did the reader get here? • What’s happening next? • What choices can they make? cIn their shoes @andreazoellner
- 21. c• What is happening in this frame? • How does it relate to the frames before and after it? • Is it complete? What’s missing from the story? • Does everything sound like it came from the same place? In their shoes @andreazoellner
- 22. • Fear of irreversible changes • Fear of data loss • Fears over personal data security • Fear of getting spammed FEELINGS r@andreazoellner
- 23. • Help users get started • Let users know what to do next • Explain new features • Reduce cognitive effort • Suggest users take a certain action • Help users in a moment of failure Use copy to: p@andreazoellner
- 24. • Check for typos • Edit for consistency • Review the order • Narrow the focus • Timing copyEditing your screens VVVVVV
- 25. OverwhelmingPATRONISING What’s the right amount of instruction? The sweet spot sets clear expectations while staying out of their way.
- 26. Accessibility • Use Label elements • Use precise language • All microcopy should appear as live text—not as an image • Make sure tooltip text is accessible p
- 28. @andreazoellner • Use clear, active, and precise language • Avoid jargon and idioms • Replace ambiguous language • Focus on one idea/task at a time Clear > cute
- 30. The Form
- 31. The Form Your name Explanation Add Placeholder text Helper text
- 32. @andreazoellner • Always use a label • Use placeholder text • Associate helper text • Highlight required fields • Flag errors • Make clear buttons • Customise the follow- up messages The Form
- 33. @andreazoellner The Checkout • Alleviate the user’s concerns
- 34. @andreazoellner • Alleviate the user’s concerns • Motivate action The Checkout
- 35. @andreazoellner • Alleviate the user’s concerns • Motivate action • Turn an empty state into a trigger The Checkout
- 36. ERROR MESSAGES
- 37. ERROR MESSAGES
- 38. Resources Nicely Said by Nicole Fenton and Kate Kiefer Lee UX Planet - https://uxplanet.org Accessible Microcopy - https://www.invisionapp.com/blog/writing-accessible- microcopy/
- 39. THANK YOU p Andrea zoellner @andreazoellner