The User Experience

UX, better known as User Experience, refers to the experience that people have while interacting with your product online. Copy, well it’s just what it means – copy, text, words, etc. UX design is the process of creating interfaces that are beneficial, easy to use, and fun. It’s 2018 and if your site does not offer a great user experience, you can bet the user is moving on to a competitor site that does.

UX Copy is the critical content that keeps a visitor on your page and interested in your product(s). When a visitor lands on your website, they want to have their questions answered fast and they want it to be informative and engaging. Content is KING, so we recommend you spend time thinking about your content and why visitors should stay on your site.

Below are a few tips for writing copy so your visitors stay interested – and use your services.

The Inverted Pyramid

People rarely read every word they encounter. Instead, they scan content until what they are looking for catches their attention. To entice them to read more details, use subheads that clearly define key points. Present the most important content first and follow up with the finer details. Keep your sentences short and paragraphs in chunks that are easy to digest.

Present Content in a Logical Order

The content should flow in the way that makes sense – with each section building upon the last. You can employ the inverted pyramid technique here as well: What is the product or service? How does it benefit the consumer? How do they sign up? Consider treating each page as its own entity since visitors might not enter your site via the home page.

Write for Your Audience

Identify your target visitor and write to their reading level using words that resonate with them. Don’t use technical jargon unless it is familiar to your audience. Since the average US citizen reads at an 8th grade level, you’ll want to use common language that is easy to understand. You can test the readability scores using Microsoft Word or the online tool Hemingway App. If your site has a global reach, craft your message to translate into other languages without losing the intended message.

Focus on the Benefits

Present your content in a way that showcases the benefits. After all, customers want to know how your services will enhance their lives. A button for a gym membership is more enticing when it reads “Get Fit for Free” instead of “Enroll Today”.

Keep it Consistent

Consistency will avert customer confusion and frustration. Avoid replacing words with synonyms when they are used for the same action. For example, if you are a package delivery service and use “Schedule Pickup” on the home page, don’t use “Arrange for Pickup” elsewhere.

Do What Ya Say and Say What Ya Do

When possible, links should indicate what the action is. The words “Shop Patio Furniture” and “Shop Kitchen Gadgets” will be more effective than “Shop”. This is especially true for folks using assistive devices. Screen readers often skip content and only read the links. Five “Shop” buttons won’t be helpful.

Are You Making Sense?

If you are not able to “officially” test your writing, have a colleague read it in the context of the layout. This will not only tell you if it sounds okay but will also let you know if it is flowing well. It is also helpful to read the text out loud. If it sounds awkward, then it probably is.

You can always depend on Group 2 to help with your marketing and website needs. Let us help you create a competitive edge and make your prospects have a great user experience. Call us today at 412.605.0834, ext. 3000 or reach us by email at