How great UX Copy can make your site or app ‘sticky’. Or: Don't punch that website!
Let me guess ...when your users go to your site or app, you want them to feel a little buzz of love – not a buzz of dread and the thought "isn't there another app that'll do this..."
UX Copy, or microcopy, is the little snippets of phrases throughout a site or app
A helpful bit of UX Copy in the right spot:
- Motivates people to take action
- Reassures them as they’re doing it
- Settles the user with feedback afterwards
Microcopy is your dialog with your users. And like any conversation, you want it to feel genuine – which means infused with the personality of your brand.
It’s not about being cutesy and clever. You might be a serious brand.
Clifford Nass, at Stanford University, found that users respond to digital interfaces as if they are human. "People unconsciously try to create a coherent picture of a ‘person’. When this coherence isn’t communicated, trust is eroded."
An app not working might get a punch.
A miscommunication could, too.
Your UX copy is your Customer Service Representative. Customer Service people get trained and paid. The good ones make customers feel good. They are an investment. So is your UX copy. Invest some time...
How to write UX Copy
Your UX copy should come from solid foundations. First define your brand’s voice and tone. A strong brand language is a magnet for users – I’ll write another post on building a brand voice.
- As you pick each UX word, think: how is the user feeling right now in this process? Validate their feeling.
- These are snippets. But you can do a lot in a snippet. Write in a conversational tone. That doesn’t mean gangsta (normally). It does mean personable.
- At each step, think – do you need to remind users what they're getting, motivate them, alleviate concerns, or what...?
I could go on, and on, and on...
But this will make so much more sense with examples. So here’s some UX Copy I wrote for an app, with commentary.
Your UX copy is making the world an inch better...
First-world problem, perhaps. But your users spend a lot of time interacting with digital interfaces – more than the time they spend interacting with humanfaces. Give them an enjoyable experience.
…and they’ll get a little buzz of love when they go to your app – not a buzz of dread and the thought "isn't there another app that'll do this..."
You can hire Richard to help with your Brand Strategy, Brand Writing, and Lean Marketing.