Does Every Business Need UX Writing?

First off, what is UX writing?

UX writing refers to the copy that’s part of a digital interface, like an app or web platform—things like buttons, pop-up notifications, and even those “Reset your password” emails.

You probably don’t notice most UX writing, but it’s there—and there’s a lot of it.

So does every business need UX writing?

Well, no. If it doesn’t have a digital interface that users interact with, then no. A dry cleaner probably doesn’t need UX writing. A local lobster-themed gift shop probably doesn’t either.

But… if the dry cleaner has an app where you can schedule your clothing dropoff and pickup, that app needs UX writing. And if the gift shop has an online shop that you can order from without ever setting foot in the store, that eCommerce platform needs UX writing.

See where I’m going with this?

So many aspects of business these days have some sort of digital interface, whether it’s the banking app, the scheduling app, the analytics dashboard, the shipping platform, and so on. Behind each of these products, there needs to be someone who understands their functionality and flow and can write text to support the experience (and then update it every time there are new features—while maintaining the consistency from the last version).

UX writing is focused on writing text that helps users or customers use, interact, and engage with a product correctly, so they have a good user experience (aka UX).

Imagine yourself buying an awesome lobster apron for your grandma from that gift shop but not getting any sort of confirmation after you enter your credit card details. Nerve-wracking, right? But when you get that “We got your order!” message, the nerves settle. That one message that removes your fear of an unsuccessful order is UX writing.

UX writing and businesses

UX writing shouldn’t—and can’t—be an afterthought for businesses in the digital and online space. If your product is your offering, the words do a lot of the heavy lifting. Your designs and code can’t stand on their own!

Here’s what good UX writing can do for your business:

• It makes product usage seamless.

  Products that have clear, straightforward UX writing empower users to go through them on their own. They don’t require hand-holding (e.g., constant calls to customer support) or flipping back and forth between the product and the help center. They give users all the information they need to complete the processes and actions they need to.

• It gives customers the feeling that someone understands them.

  The best UX writing is natural and conversational. It reflects a good understanding of the highs and lows a user goes through when interacting with a product. These days, digital products are often what users encounter first—not salespeople, not customer success, not necessarily ads or marketing. That means the product has to speak for itself and be able to draw the user in (and retain them) through its functionality, design, and, yes, copy.

• It builds trust in your business.

  Good UX writing acknowledges that users have concerns, anticipates them depending on the scenario (e.g., Is this safe? Can I trust this? Will I be charged forever? Did my payment go through? and so on…), and addresses them. When users see their questions and concerns being answered and taken seriously, they are more likely to trust your business.

• It educates.

  When users use products on their own, they learn. Good UX writing educates users about what they can, and can’t, do with a product and what they can expect when it comes to engaging with your product and, more importantly, your business. That lobster gift shop, for example, might want to tweak its online shop’s copy to highlight the handmade nature of its products (which sometimes take a long time to make) or its generous return policy.

• It increases revenue.

  A bad user experience equals unhappy customers, and unhappy customers won’t be rushing to renew, plain and simple. Your copy plays a big role in your users’ experience with your product. If it’s clear and helps them accomplish their goals, they’re more likely to turn into the type of users who stick around—and are happier to shell out cash to do so.

Even if your business doesn’t have an app or a digital interface, UX writing probably plays a bigger role than you think and can have a more significant impact than you might imagine. It’s worth spending some time diving into user/customer behavior in your industry and learning some basics. The payoff can be great, believe me. 😉

Looking to sharpen your UX writing knowledge and skills? Join the waitlist for UX to Success!