Copywriting is vastly different from regular content writing.
Copywriting requires the specialized skill of creating a message that is short, concise, and gets to the point within a matter of a few sentences. Content writing, on the other hand, is usually a long-form article that tells a story by following a set pattern.
The basic premise behind copywriting is to persuade and compel the reader to take action whereas content writing informs and educates.
Although the series of steps required to produce an article can result in a heavy dose of verbiage and words, it takes just as much time to whip up a stellar copy. In fact, it would be fair to assume that the amount of effort that goes into producing a persuasive piece relies heavily upon the same level of creativity that goes into curating an informative article.
UI Copywriting
It is said that copywriting has been around since Babylonian times. Back in 1477, someone wrote a short text that promoted the sale of a prayer book. It wouldn’t be surprising if copywriting originated long before the middle ages. After all, buying and selling have existed for thousands of years.
After the computer became a household item, businesses naturally made the leap to promoting products and services online. During the initial days of the internet boom, the focus of web developers was more on perfecting coding and less on the user interface (UI). The goal was to publish information about products and services. As a result, publishers did not give much to tapping into the audience’s emotions.
It wasn’t until much later – in the ’90s and early 2000s – that the movement to incorporate human-centric UI into websites began to gain momentum.
Today, UI copywriting has become an indispensable ingredient for making a prime impact in the digital space. You want to make sure you convert visitors into customers. If your customers are not happy with how you deliver your business message, they will seek out your competitor.
It doesn’t get any simpler than that.
Components of Effective UI Copywriting
To execute any goal successfully, you need to have a well-thought-out plan. This is a good time to revisit your mission and vision statements.
What was the reason you decided to start a business? What goals did you have in mind?
Once you’ve reconnected with your vision, it is time to…
Define Your Purpose:
What is the purpose of your copywriting? What sort of message are you trying to convey?
Have you assessed the tone of voice that is associated with your brand?
Are you introducing a new product or service? Are you hoping to inspire people to buy immediately, or do you have the bandwidth to inform them in-depth so customers will warm up to your idea?
All of these questions should help you formulate an effective message that will be tailored to the needs of your buyers. Once you’re clear about your intentions, you can then choose words that will resonate with your target audience.
Collaborate with the Design Team:
Traditional copywriters often do not work in tandem with development and design teams. UI copywriters, on the other hand, produce content that is consciously curated by working within a design team and play an integral role in the development process.
Early on, make it a point to work alongside the design team so you can seamlessly align your copy with the design elements. There is no point in applying Latin script to placeholders with the hope of returning later to fix things. It is more than likely that the elements and formatting will not match the message you’re trying to convey and your target audience will end up confused.
The job of the UI copywriter is to bridge the gap left by web designers and app developers. But that gap can only be filled if all parties collaborate and agree on designing an experience that carries a clear and consistent message. It is important to choose the optimal words that will serve to extend the purpose of a button. This needs to be done during the early phases of development so everything on the page clicks.
If you want your content to be truly cohesive, then write while you design. To ensure the best outcome, make use of Figma and create low-fi wireframes that portray more than just design elements. Clearly label your frames and map out associated details including sidebar widgets and calls to action. Create copy for user personas and participate in the journey mapping process.
Every element on your website should have a clearly defined purpose. This can be achieved if copywriters are given the freedom to contribute from an early stage in the design process. Moreover, doing so will free the design professionals to focus fully on their skills.
Inject storytelling:
There is a stark difference between UI copywriters and technical writers. UI copywriters rely on the power of storytelling to create an optimal journey for the user. They use the power of words to tap into empathy and draw the audience into developing a sense of urgency for attaining products and services.
Technical writers are responsible for outlining the features of a product without delving into details about how different features connect and bring the product to life.
By making brands more relevant to audiences, UI copywriters play a very important role in ensuring optimal conversion rates. People tend to remember good copy, whether consciously or subconsciously and that can mean tremendous gains for your brand.
Include Relevant Visuals:
To make sure you provide the best user experience, try not to rely too much on words alone. It helps greatly when there are relevant visuals such as graphs and infographics present on a website because large blocks of words have the tendency to overwhelm readers.
That said, even the most impressive graphics cannot replace a powerful copy. Choose words that support design concepts and contribute to the overall positive experience of users.
It is important to remember that good copy is informative, interactive, and has visual elements that combine together with the ultimate goal of boosting conversion rates.
Choose Fonts With Care:
The choice of fonts can also greatly affect readability. Typically it is best to choose two or three fonts to use throughout your copy. If you apply different fonts all over the website, you may very well end up with a disjointed experience. The objective is to present relevant information in such a manner that the purpose of the copy is not diluted.
Conclusion
The job of a UI copywriter in the digital space becomes amplified when you tie in the need to improve user experience. It is important that you produce content that seamlessly taps into the psychology of users and makes them aware of a product’s purpose as well as value. Only then can a website convert a visitor into a buyer.
What other ideas do you have for improving the user experience through UI copywriting? Share your comments with us below.
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