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How can you write copy that is user-centered and goal-oriented?

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Writing copy for a website or app is not just about crafting catchy slogans or catchy headlines. It's also about communicating effectively with your users, understanding their needs and goals, and guiding them through your design. In this article, you'll learn how to write copy that is user-centered and goal-oriented, and how to avoid some common pitfalls that can undermine your usability testing.

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Christian Morales Rohss

Bilingual [ESP-ENG] Copywriter / MMKD – Strategically playing with words to help YOU accomplish YOUR digital content…

1 What is user-centered and goal-oriented copy?

User-centered and goal-oriented copy is the type of copy that speaks directly to your users, addresses their pain points and motivations, and helps them achieve their desired outcomes. It's not about what you want to say, but what your users need to hear. User-centered and goal-oriented copy is clear, concise, consistent, and relevant. It aligns with your brand voice and tone, but also adapts to the context and situation of your users.

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Christian Morales Rohss

Bilingual [ESP-ENG] Copywriter / MMKD – Strategically playing with words to help YOU accomplish YOUR digital content writing ?? marketing goals
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A MUST have ingredient to successfully curate user-centered and goal-oriented copy is storytelling. We humans are hard-wired to emotions and stories provide the perfect platform to connect. Look for your target audiences’ hero journey and introduce a relatable story for them. You need the precise human-touch-storytelling-dose to lure your audiences’ AIDA.

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Ayan Hafeez

Senior UI/UX designer and Webflow developer. I help startups and companies with meaningful designs. Additionally, I share my expertise by teaching about these topics.
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I make sure the words I use in my writing are all about what the users need and want to achieve. To do this, I first understand who the users are, what they like, and the problems they want to solve. Then, I adjust the language and tone of my writing to connect with them and address their specific concerns. I focus on clearly explaining the benefits and features that match what the users want. Keeping it simple and easy to understand is crucial. I also pay attention to user feedback and data to keep improving the writing, making sure it stays in line with what users need and what the business aims to achieve. Overall, my aim is to create writing that not only meets users' expectations but also helps them reach their goals ;)

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2 Why is user-centered and goal-oriented copy important?

User-centered and goal-oriented copy is essential for creating a positive and memorable impression, reducing user frustration and confusion, showing empathy and understanding, and highlighting the value and benefits of your offer. This can help to increase user engagement and retention, boost user trust and loyalty, and drive user action and conversion, ultimately improving the user experience (UX) of your website or app, and your business results.

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Christian Morales Rohss

Bilingual [ESP-ENG] Copywriter / MMKD – Strategically playing with words to help YOU accomplish YOUR digital content writing ?? marketing goals
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As professional copywriters your basic target is to sell. You are a salesman with a pen (keyboard). Thus, it’s essential to focus every word, sentence, and paragraph on this point and there’s no better way to achieve this goal than by concentrating on the audience, customer, and prospects’ pain points, frustrations, desires, and experiences.

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Elizabeth Roy

??Tailored Direct Response Marketing??VSLs??SEO Content Marketing?? & Web Content Optimization for the Home Décor, Interior Design, Fabric, Craft, Home Remodeling, Gardening, & Landscaping Sectors
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The key to writing user-centered copy is to learn as much as possible about those who use your site and why they visit. Study the Google analytics for your site ? What are the most popular pages? ? What page do visitors land on first? ? What path do they follow through your site if they visit other pages? ? Do they leave without visiting other pages? ? What keywords led them to your site? Visit Amazon to learn what questions people ask about similar products. Survey visitors to learn why they visit your site. Ask AI for the demographics of those who use your product or service and have it create a persona for each market segment. Use all of this information to create copy that focuses on the needs and goals of each persona.

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3 How to write user-centered and goal-oriented copy?

Writing user-centered and goal-oriented copy requires a process of research, analysis, writing, testing, and iteration. To get started, you should conduct user research to understand who your users are, what they want, and how they behave. Then you can define user personas, journeys, and scenarios to create realistic and relevant situations. When writing your copy, focus on the user goals, tasks, and emotions for each scenario. Make sure to use plain and simple language that your users can understand and relate to while also using active and positive voice that motivates and empowers them. Additionally, use headings, subheadings, bullets, and white space to organize and structure your copy. Lastly, use calls to action (CTAs) that are specific, actionable, and compelling.

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Melissa Hanke

?? Freelance Lead UX Designerin für digitale Produkte, die begeistern I nutzerzentriert & datengetrieben | Ex-IBM, -denkwerk, -deepblue
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Bevor Sie einen Text schreiben, müssen Sie sich darüber klar werden, wer ihre Nutzer sind und welche Sprache sie sprechen. Dabei helfen User Personas, Journeys und Szenarien, um den konkreten Nutzungskontext zu verstehen und sich an diesen anpassen zu k?nnen. Texte in einer Notaufnahme müssen ganz anders sein, als Texte in einem Altersheim beispielsweise. Sie müssen den emotionalen Kontext berücksichtigen und die Sprache der Nutzenden mit dem Ziel m?glichst passend und erwartungskonform zu sein.

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4 How to test user-centered and goal-oriented copy?

To effectively test user-centered and goal-oriented copy, usability testing with real users is essential to measure how well your copy performs. Different methods and tools can be used to evaluate your copy, such as user interviews to gauge clarity, tone, and relevance; user surveys to assess satisfaction, trust, and persuasiveness; A/B testing to compare different versions of your copy; eye tracking to analyze how users read and scan your copy; and heat maps to identify the areas of your copy that attract the most attention.

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5 How to avoid common pitfalls when writing user-centered and goal-oriented copy?

Writing user-centered and goal-oriented copy can be difficult, and you may make some mistakes along the way. To avoid common pitfalls, make sure you are writing for your users, not yourself or your stakeholders. Ensure that the copy is neither too long nor too short, but enough to inform and persuade. Make sure the copy is specific and tailored to your users, as well as consistent and aligned with your design and brand. Lastly, make sure the copy is engaging and appealing to your users.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you write copy that is user-centered and goal-oriented?

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1 What is user-centered and goal-oriented copy?

2 Why is user-centered and goal-oriented copy important?

3 How to write user-centered and goal-oriented copy?

4 How to test user-centered and goal-oriented copy?

5 How to avoid common pitfalls when writing user-centered and goal-oriented copy?

6 Here’s what else to consider

User Experience

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How can you write copy that is user-centered and goal-oriented?

1

2

3

4

5

6

1 What is user-centered and goal-oriented copy?

2 Why is user-centered and goal-oriented copy important?

3 How to write user-centered and goal-oriented copy?

4 How to test user-centered and goal-oriented copy?

5 How to avoid common pitfalls when writing user-centered and goal-oriented copy?

6 Here’s what else to consider

User Experience

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