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blog, Content Creation

10 Rules You Should Know About UX Writing

Imagine if the user of a ridesharing app accidentally swapped their pick-up and drop-off destinations. Or if your website visitor can’t figure out how to schedule an appointment with you. User experience (UX) design is what makes your product usable and useful to your audience – and it can’t exist without UX writing.

A good UX writer knows that clear and concise language is the best way to guide a user through a product. By following basic UX writing principles, you help your audience navigate your product and appreciate everything else it has to offer. Your goal is to ensure your users have a delightful experience, and achieving this involves a collaborative effort from writers, web design experts and SEO specialists.

But what is UX writing, and why does it matter? When you know this, you can begin taking full advantage of UX writing services. In this blog, we break down:

• What is UX?
• What is UX writing in 2021?
• Expert UX writing tips

We also list the top UX writing guidelines followed by every leading UX writing agency today.

What Is UX Writing?

User experience writing is all about using words to guide users through products such as websites and computer applications or apps. However, UX writing principles can also apply to any product, system or service involving user or customer interaction.

So, that explains the writing side of it – but what is UX in itself? Let’s take a closer look to give you a more holistic view of user experience writing.

What Is UX?

User experience covers the overall experience of interacting with your product. The things that contribute to your customer feeling satisfied might be factors outside of the product itself. Generally, this applies to customer touchpoints like a website, where the user experience directly impacts your sales. UX writing guidelines align with what makes a great user experience and help your customers stay engaged.

UX writing is directly related to how easy or difficult it is for users to interact with the product itself. So, basic examples of UX copy include navigation bar labels, call-to-action (CTA) button text, onboarding messages and error messages.

Why UX Writing Matters

Excellent UX writing helps customers use and understand your product and the touchpoints they engage with when interacting with your brand. There’s no question that you need to grab and retain your customer’s attention, and you benefit when they engage. Without UX copywriting, your users could feel confused or frustrated, not knowing what to do on your site or how to interact with it. Worse still, poor navigation and a lack of direction often means they exit your site quickly due to feeling unsatisfied with the interaction.

UX designers build a product to be intuitive in terms of functionality, while a UX writer fills in every knowledge gap through written instructions and explanations. Your website can’t be 100 percent user-friendly without professional UX writing to drive action.

The Benefits of UX Writing for Websites

UX writers and web design experts are vital resources in creating the most optimized experience for your site visitors. It’s a good idea to invest in professional content writing services for your search engine optimized (SEO) editorial content to be found online. But you also need user experience writing to encourage your audience to take steps towards becoming your customer.

Here’s what UX and website copywriting can do for your business:

• Increase Online Visibility

Page Experience, a recent Google update and a hot topic in the SEO world, strengthens the relationship between UX and SEO. The update means that websites offering a great user experience, in line with Page Experience guidelines, are prioritized in Google Search rankings. Achieving an excellent UX design is a collaborative effort – and involving a UX writing agency, content writing agency and web design agency is the most strategic option.

• Drive Users To Take Action

You need to use a combination of words and visuals to tell your site visitors what to do. For instance, they need to know to click “Submit” when handing over their contact information, or all your optimization efforts go to waste. If you want them to read a related blog post, your UX copy and button text should reflect that.

• Improve Session Duration

The session duration refers to how long your site visitor stays on your website as a sum of the time spent on different pages. Keeping them engaged on the page positively impacts your search rankings and potential for sales. What you don’t want is for a user to bounce or immediately exit after seeing one page.

10 Basic UX Writing Principles You Need To Follow

Marketing-oriented copy is essential for your business’s online visibility, while UX writing services are important for your product’s usability. You need UX copy to lead your audience in the right direction and keep them engaged.

UX rules cover tried-and-tested ways to offer the best user experience possible, but your implementation should be unique to your business and goals. The best UX writer takes these UX writing guidelines and applies them to your business’s unique context.

Here’s a roundup of UX writing rules every UX writing agency swears by:

1. Be Concise

UX copy is always clear and concise. Remove unnecessary words and phrases without compromising the readability and essence of your message. People naturally drift away from anything time-consuming or complicated, so keeping things simple is a rule that will always dominate lists of UX writing tips.

2. Use Natural Language

Write the way your users talk. Something unique to UX copywriting is that your copy is considered effective if your users barely notice it. Don’t over-explain, and keep a conversational tone.

3. Stay Consistent

If you want your user to sign up for your webinar, don’t switch it out with the word register on the next page. This also applies to your business’s preferred tone of voice and personality.

4. Be Purposeful

Every aspect of your UX design needs to align with an end goal. The user should understand what they’re trying to accomplish and what is at the end of any given process through words and visual elements.

5. Help Your User

Always empathize with your user: What would you like to see to improve your experience? Having an uplifting error message is one of the best applications of this. If a certain button on your site is not working, you want to apologize while offering an alternative option or immediate solution.

6. Write for a General Audience

You have everything to gain from keeping your content universal. Steer clear of slang words, uncommon terminology and industry jargon. If you have to, define everything the first time you mention it.

7. Place Benefits Before Features

Say “Improve your sleep cycle with our sleep tracker” instead of “Use our sleep tracker to improve your sleep cycle.” Emphasize what’s in it for the user before going into more detail.

8. Write Great Headlines

Aside from capturing your audience’s attention, headlines and headings are vital for UX and SEO. They improve readability by organizing the content better and let search engines know what your content is about when web crawlers “read” it.

9. Know Your Platform

Master the difference between writing for websites, apps and other products. You wouldn’t ask a user to click when using a mobile app or tap when browsing a desktop site. Involve UX writing services in the early stages of your website copywriting process to ensure your UX copy suits your business needs perfectly.

10. Test Continuously

You can follow every rule in the book but still not get the results you want to see. Ensure your UX copy is effective by testing aggressively. Of course, this will be based on your unique goals, style and audience. Understand your audience’s pain points, apply them in your UX copywriting strategy and run A/B tests regularly.

Get the Help of Professional UX Writing Services

Remember that refining your user experience makes your target audience more likely to engage with you. But to really produce profitable results, you need a holistic strategy and customized solutions.

Professional content writing services offer conversion-centric UX writing, sales-focused website copywriting and content optimized for search. A content writing agency will always be guided by the most up-to-date UX writing tips. And you can trust a web design agency to have the UX design and web design experts you need for a high-performing website.

Thrive Internet Marketing Agency is a full-service content writing agency and web design agency serving businesses of all sizes since 2005. We offer UX writing services, SEO content writing services, WordPress website design and 100 percent custom web design to accommodate all of your UX needs.

Our UX and SEO content writers are highly experienced in writing for websites, desktop apps, mobile apps and other platforms in need of professionally written content. We help lead your potential customers in the right direction and take the actions that benefit your business.

Source: https://thriveagency.com/

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blog, Digital Marketing

5 Best Practices To Supercharge Your Landing Pages

At Power Digital Marketing, we know how difficult it is to build a high converting landing page for your business and industry vertical, but with these five best practices we hope we can get you started on the right foot towards a higher conversion rate and lead generation. Now there are more than just five landing page best practices, but today we’ll be going over the ones that we’ve seen transform into a high converting landing page again and again in testing and implementation with over a hundred clients. 

The key to utilizing these landing page best practices and getting higher conversion rates requires us to be analytical with the data we are seeing with our tools like Unbounce and Hotjar/Lucky Orange (for heat mapping) and being consistent with our A/B testing. Now assuming you have a strategy for testing and have set up your tools properly, let’s dive into our CRO marketing best practices.

Best Practice #1: Have only one conversion goal and CTA

To start off this list, we have a relatively simple yet often overlooked philosophy of only having one conversion goal and a CTA button that aligns with said goal. Why do we want to only have one path to conversion on our landing page design? 

Let’s say you were running a PPC campaign with a very clear CTA that a potential customer clicks on and lands on your page that has several different CTAs and conversion possibilities. Not only is your PPC manager mad at you because their conversions are going down the drain, but your website visitor is more likely to go down another path, away from your offer. The reason we call them landing pages and not websites is because they are very specialized for one goal; adding multiple goals to a landing page is like poking holes in your straw while drinking — very inefficient and frustrating.

So when you are building out a landing page strategy, make sure you only have one concrete conversion goal and offer on the page. Not only will you see an increase in your conversion rate, but it makes creating content for said page a lot easier if everything is driving towards a singular goal. 

Best Practice #2: Make sure your offer is appropriate for the stage of the funnel

That seems like it should be common sense, but isn’t followed nearly as much. If I just heard about your brand from an article I read, I’m not likely to immediately convert to an offer that exists at the bottom of your funnel and request a quote or proposal. Now would I be willing to give you my email for an ebook or similar low-stakes offer? Potentially, if the content was relevant to me. 

When using landing pages as a part of a PPC campaign, you might not need to worry too much about a potential customer being at the right part of the funnel because a good PPC manager will make sure they are going after the right target audience. However, it’s still something you need to consider during the planning stages of your landing page optimization strategies and deciding what content would be appropriate for someone at that stage of the funnel.

Best Practice #3: Use a multi-step form

Now, this best practice is specific to a lead-generation landing page, but is crucial to increasing your conversion rates for pages that include forms with more than four input fields. In practice, a multi-step form breaks up several fields into multiple steps, hence the name “multi-step.” When a visitor completes one step of the form, they continue on to the next step, until the form is submitted.

The strategy behind multi-step forms is the idea that visitors are more likely to complete something that they’ve started. This stems from project management psychology that we as humans don’t want our efforts to go to waste once a task is started, also known as “sunk costs.” That is why we want the first step of the multi-step form to be the easiest to complete.

The key to a high-converting multi-step form is sorting your fields, starting with the fields that are least threatening (something like “How many pets do you have?”) to most (contact information, name, email, phone, etc.). The first step of the form is to use the least threatening fields to reduce the amount of friction it takes to start filling out the form, with the following steps utilizing higher threat level fields.

Best Practice #4: Personalize your landing page design

Personalizing your landing pages is something that is relatively new and becoming easier to do using dynamic keyword injection and platforms like Proof and Dynamic Yield. The idea behind personalized landing pages is to cater content to your customer and create a unique experience that connects to them and is more likely to convert. Personalization is great, but you need to exercise some restraint. People might like that content on a page being specific to them, but being too specific can have an adverse effect. For example, if you landed on a page that knew intimate details about you such as your age, race, gender, etc. and displayed it prominently, how would that make you feel? Gross? Violated? Would you convert? Not likely.

Best Practice #5: Make it load fast

Probably one of the most important aspects of an effective landing page is how fast it loads. Page speed is one of those things that is more technical, but is fairly easy to improve assuming your landing page is running on fast and stable servers.

The first step you want to take when optimizing your page speed is to optimize your image files. A landing page builder like Unbounce automatically optimizes your images when you upload them, but if you don’t have access to Unbounce or Photoshop, running your files through TinyPNG is a great way to reduce file size, and therefore improve your page speed.

Another factor to page speed that is easy to change is reducing or replacing scripts that are running on your landing page. As a digital marketing agency, we love scripts that track as much information as possible so we can improve our strategies, but having too many scripts or custom scripts can adversely affect our page speed. To check if the scripts you are running are noticeably slowing your page speed, make sure you analyze your page using Google PageSpeed Insights or GTmetrix. Both services are free and only need the URL of your page to analyze and give you actionable insights into your load times.

The Bottom Line

These best practices are just what we have seen to work with our clients, increasing their landing page conversion rates again and again. Remember that best practices are nothing if you don’t have a consistent testing strategy to make sure that what you’re changing on the page is what’s causing your successes — or failures. We have many great articles on how to start testing your landing pages, 7 Tips for A/B Testing your Facebook Ads and Website CRO: Optimize Landing Pages With These Tips being two of my favorites. Now go update your existing landing pages.

Source: https://powerdigitalmarketing.com/

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