Jack Langford
When it comes to UX copy, the less said the better…
So, the promotional copy has done the trick and the customer is on your website or app. Think that’s the end of the road? Think again. This is where strategic UX copy comes in…
UX copy
Now it’s all about encouraging customers to take the next step. Titles, buttons, instructions, notifications, error messaging etc – UX copy encompasses them all, and they’re all crucial to creating a journey that’s clear and cohesive for the user.
In my current role, my writing is underpinned by product principles. Working with Designers and Product Owners, I ensure my copy ticks the boxes on my UX Copy checklist.
Interaction Principles
| Accessibile | Consistent | Simple |
| Write in the active voice rather than the passive voice. | Refer to products in line with Naming Conventions. | Cut unnecessary words which aren’t relevant. |
| Keep language jargon and acronym-free. | Conversational tone and terminology. | Stick to one topic per paragraph. |
| Use familiar and relatable words and phrases. | The same terms has the same concepts, every time. | Use headings and bullets to split content into chunks. |
Persuasion Principles
| Authority | Clarity (CTAs) | Availability |
| Copy is in line with brand guidelines and T.O.V. | CTA Buttons have three or fewer words. | Show time constraints with clear start and end dates. |
| Make sure copy feedback is recent and relevant. | Capitalised CTAs (exc pronouns, prepositions, articles). | Encourage the user to act quickly. |
| Use imperative sentences and commanding copy. | The copy has a logical order, with clear steps to follow. | Use pronouns and directly address the user. |
Innovation Principles
| Live Experience | Mobile-first | Peak-end rule |
| Dynamic copy which is tied to key moments. | Keep copy compact to avoid one word line hangovers. | Copy creates moments of delight for the user. |
| Time-based updates are provided. | Do most of the talking above the fold. | Our words and phrases leave a lasting impression. |
| Instant and helpful feedback provided throughout. | Carousel copy encourages interaction. | Copy creates a connection on an emotional level. |
My UX writing portfolio is available upon request, please email langfordwrites@gmail.com
Jack Langford 