The Top 10 Rules for Copywriting UXUI Content

Engage! Engage! Engage!

Do you want to help your clients engage their site and increase sales as a content writer? Below you will find the most common top ten things that can help you write content for UXUI briefs that will promote your client’s business and increase engagement. 

1.   Understand the platform

Use language that is in alignment with the UXUI target platform. How many times have you had to rewrite content because after execution and beta testing, we discover going live over cross-platforms requires tweaks? I.e., iOS or mobile screens. Understanding the visual elements and terminology for different platforms will give your writing that proficient edge.

• Ex. Click on the “Top App Bar” to search (for iOS) or Click on the Navigation Bar to search (for Android).

2.   Understand the Visual Design Language

To quote Steve Jobs – “Design is not just what it looks like and feels like. Design is how it works.” The design consists of the look and feel of the VDL (Visual Design Language) and the language used in the content. There is nothing more counter-intuitive to a reader than to get stuck trying to read content that does not match the VDL and nothing more frustrating to a UXUI designer. If the UXUI design is the “hand” that will catch the reader’s attention, then the content is the thumb.

• Ex. Tech Leaders Gear Up to Change Our World = Innovative Technology Leaders Transform Businesses for a New World (to match the visual language of a publication like The Economist)

3.     Begin with your objective

Start the sentence by stating the objective for the desired goal. Research shows it takes about 50 milliseconds (ms) to form an opinion, including content.[i] With ever-shortening attention spans in today's digital climate, simplicity and brevity are the rules of engagement. State the desired action or objective first, then the outcome.

• Ex. Click on the item to see its description = To see the description, click on the item.

 4.   Identify UI elements clearly and use specific actions (verbs) where possible

Specific verbs such as (Click here or Save) are more understandable to users than generic ones. Refer to UI elements by their label, not the control element (i.e., button), and they should appear on or beside the control. Do not refer to the UI element in the label button.

• Ex. Click on the Save button = Click Save
• Ex. Store your cart = Save Cart

Choose clear labels to indicate the desired action.

• Ex. Please submit your email to get our newsletter = Subscribe to our newsletter.

When using hyperlinks, avoid the overuse of verbs to link to nouns. Phrase your links correctly with the embedded link.

• Ex. Click here to read the photo contest rules = Read the photo contest rules. (Hyperlink added)

SEO preferences play a role. Understand if the content will be multilingual or multinational and any keywords from a Domain Authority analysis or keywords search.

5.     Be consistent

Inconsistency equals confusion. An example of inconsistent writing uses a different synonym to replace a word in other UI sections or pages. Keep the "point of view" voice consistent throughout and always refer to the user consistently in the first or second person within the exact phrase.

• Ex. Referring to entering date data as "scheduling" in one section of the UI and then referring to it as t a "reservation" in another UI section.
• Ex. Update your wallet in My Account = Update your wallet in Your Account.

6.     Use numerals and yesterday, today, and tomorrow instead of dates

Typically in content writing, we usually spell out the numerals one to ten, but in UXUI writing, instead of writing words in place of numbers, use numerals; always use time-indicative adjectives instead of actual dates.

• Ex. You have two items in your cart = You have 2 items in your cart.
• Ex. Sale ends October 5th = Sale ends tomorrow.

7.     Use simple tenses

In general, avoid using future or past tense to describe how the user would execute an action. If you need to write in past or future tenses, use simple verb forms.

Ex. Your purchase has been completed = Purchase Complete.

8.     Write in the active voice

Use the active voice to make your writing clear and concise. The passive voice is often extraneous, and the same rules for the passive voice apply to copywriting UXUI material.

• Ex. The back button should be clicked to keep shopping = Click Back to continue shopping.

9.     Avoid using double negatives

A double negative is when two negative words are used in a single clause. Sentences with double negatives are grammatically incorrect and confusing. Double negatives are a cognitive overload as well, and the best web copy sounds just like how we speak. Use the affirmative in execution when you can.

• Ex. I do not want to cancel my work = Save my work.

10.    Keep it short and sweet, and stay away from jargon.

Too much information overwhelms users too fast. Generally, only reveal the details as needed by applying "Progressive Disclosure." rule. Write shorter sentences skipping technical jargon when you can because it overburdens the user. When a word has a simpler synonym – use it!

• Ex. To enter the photo contest, read the rules and regulations and check the "I read" box to show you agree to the terms. = Click on the "read more" link to check out our rules to enter the photo contest.

All in all, these top 10 should help you on your way to creating top-quality content for your clients in any subject environment.

Photo by Kelly Sikkema on Unsplash