24th August 2018 Claire Hawes

Steal these 10 UX copywriting pointers to boost website conversions

Want to write website copy that converts like Amazon & MailChimp? Here are some UX copywriting pointers to make your pages persuasive

What is your website for if not to start a conversation with your visitors?

I’ve just booked my ticket for this year’s Copywriting Conference. Once again I’m looking forward to picking up tips from the UX (user experience) copywriter speakers.

UX copywriting takes a different angle to straightforward copywriting.

As a traditional copywriter, I either write copy up front for a designer to design around or am given a wireframe showing me where my copy should sit.

UX copywriting pairs UX copywriters with UX designers to marry words with design and technology. The result is intuitive copy – it speaks to the user, answers its questions, gives feedback and prompts it to take action.

It’s the high five you get from MailChimp when you send an email campaign. It’s human and draws you in.

Being absolutely clear about how a product and service can help a target audience is what enables a UX copywriter to start a conversation with a user and lead it towards a desired course of action.

Writing in a consistent tone of voice allows a UX copywriter to build recall, trust and long-term relationships.

Extensive testing ensures every word counts.

But if you haven’t got the budget of the Mailchimps and Amazons of this world who are the primary users of UX copywriters and designers, then here are ten tips you can steal from UX copywriters to boost your website conversions:

1. Give visitors a reason to click on your page title

Your meta title/page title is your first opportunity to sell. Think of it as a headline. Grab your visitors’ attention when they see it in the search results.

2. Make sure your landing page content is relevant to the link that brought the visitor to it

There’s nothing more irritating than clicking on a link and arriving at a page that bears no relation to the search term that brought you to it. Questions and answers should be seamless.

3. Display your value proposition and your most important information above the fold

The term ‘above the fold’ comes from newspapers. It is the area of the news page visible when it is folded up.  As newspapers are often displayed folded up, journalists capture readers attention by placing headlines ‘above the fold.’

On a website ‘above the fold’ refers to the area of a web page visible without scrolling.

4.    Strengthen your headlines

Once you have a visitor on your page, restate the pain point that brought it to your landing page.

Tell your visitor what you can accomplish with your product or service.

Elaborate on your headline with a subheadline.

5. Strengthen your calls to action

Eliminate boring calls to action such as ‘Click here.’ Use active language such as ‘Shop Shoes’ and ‘Buy Widgets’.

6. Take the risk out of your calls to action

Your visitor might be nervous about committing to a call to action. Make them feel comfortable that it’s easy and it won’t be caught in a trap if it takes the next step.

7. Provide 3rd party proof you can do what you say you can do by adding links to case studies

UX copywriting mirrors your thought process. In a typical buy-cycle, you’ll identify a need, search for information and evaluate the alternatives before deciding to buy.  Not only do case studies provide proof of your ability to solve a problem, but also they’re written in the language your audience speaks.

8. Make your copy easy to read

Dense paragraphs can look difficult, particularly if you view them on a mobile device. Break them down into 2-3 lines.

Use sub-headlines and bullet points to make copy easy to scan.

9. Remove links that distract visitors from taking your desired action

Too much choice distracts and can lead to action paralysis. So adopt a one page, one goal strategy.

10. Make sure you include a live telephone number and email address on your site

It’s an often overlooked strategy. Give visitors confidence your business is legitimate. To do this give them the means to contact you.

To sum up

Growing demand for intuitive websites, apps and voice-activated digital assistants means large organisations such as Apple and Amazon are reaching out to UX copywriters and UX designers to help them deliver a seamless user experience.

You may not have Apple and Amazon’s marketing budget, but you can steal their UX copywriting strategies to boost your website conversions.

It’s easier than you think.

And finally

If you would like help writing marketing copy that drives enquiries, then drop me a line to get information about pricing.

Claire Hawes, copywriter and owner of The Content BoutiqueAbout Claire Hawes

Claire Hawes is a marketing communications copywriter. She enjoys writing engaging copy that helps businesses to get noticed and attract enquiries. Claire’s experience mainly lies in the business to business sector. Her clients include both businesses and digital marketing agencies.

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