UX writing is the practice of writing carefully considered information that addresses people’s contexts, needs, and behaviors. Writing copy involves many of the same skills as visual or interaction design, except writers use words instead of pixels to communicate with users throughout the experience.
Unfortunately, content design and copywriting are often skipped, rushed, or misunderstood in product development. In fact, they are more complex and involved than many assume or appreciate. Quality content speaks clearly to people, builds trust, and compels action toward organizational goals.
Understand How People Read Online
Many years’ worth of evidence from our eyetracking and content-focused usability research shows people behave differently when reading online versus in print. Use the articles and videos in this section to understand how much (or little) people read online, common reading patterns, and implications for content design.
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Number |
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Format |
Description |
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1 |
Article |
Differences and distinct approaches to writing for each medium |
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2 |
Article |
How online reading behaviors have changed (or not) over the years |
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3 |
Article |
A formula to quantify how much (or how little) people read online |
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4 |
Article |
Factors that lead users to switch from scanning to reading copy |
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5 |
Article |
When and why users adapt to information overload by satisficing |
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6 |
Article |
The 4 main patterns people use to scan text information on webpages |
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7 |
F-Shaped Pattern of Reading on the Web: Misunderstood, But Still Relevant |
Article |
Clarification of the F-shaped reading pattern and associated implications |
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8 |
Video |
Live gaze replay and explanation of the F-shaped pattern of reading |
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9 |
Article |
How the layer-cake reading pattern unfolds with good headings |
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10 |
Article |
Understand when and why the exhaustive review pattern occurs |
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11 |
Article |
Findings on how well users understood the first 11 characters in links and headlines |
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12 |
Article |
Research evidence comparing users’ reading speed and comprehension on desktop and mobile |
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13 |
Article |
Insights about online reading when designing text-heavy pages |
Improving Your Writing, Formatting, and Structuring
Writing good copy starts with understanding who will consume the information, why they need it, and what they’ll do with it next. This knowledge informs which words to use or avoid, appropriate presentation formats, and how to structure information so people can quickly get to what they need. Use these subsections and resources to remember commonly overlooked details for writing online.
Plain Language
Plain language can be understood the first time your audience reads or hears it. Content that is easy to read and understand benefits all users. Just because you and your internal team understand something, doesn’t mean your users do!
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Number |
Link |
Format |
Description |
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1 |
Video |
How to establish real needs and goals for readers before writing |
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2 |
Article |
Definitions and how to test the usage barriers for copy: legibility, readability, and comprehension |
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3 |
Article |
List of the most annoying and often meaningless terms in online copy |
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4 |
Video |
Findings from research with educated users supporting the need for concision and easy scanning |
Tone of Voice
Consider the information you’re sharing and also how you say it. Conduct user research to understand how people feel when reading a message (e.g., confused, stressed) and what they need or expect to feel afterwards (e.g., clarity, comfort). Tone of voice has a measurable impact on users’ perceptions of your organization, so it’s important to properly set and consistently maintain it across all channels.
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Number |
Link |
Format |
Description |
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1 |
Video |
How to set tonal values and evaluate their impressions on users |
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2 |
Article |
Evidence from user research showing that tone of voice has a measurable impact on users |
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3 |
Video |
Tone analysis on the dimensions of humor, formality, respectfulness, and enthusiasm |
Jargon and Writing for Experts
Jargon terms are special words or expressions commonly used and understood by a particular profession or group. While jargon is meaningful to insiders, it doesn’t usually make sense to anyone outside of the group. We usually recommend avoiding it and using plain language instead.
However, if there's a jargon term your audience uses in regular speech or writing, then it’s not jargon to that audience! If you're writing copy for just that group, you may be able to use the jargon and users may expect to see it. This is why it’s so important to understand your users before you start writing.
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Number |
Link |
Format |
Description |
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1 |
Article |
Recommendations for writing copy targeted to highly educated or specialized users |
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2 |
Article |
6 tips for adapting scientific papers for efficient online reading |
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3 |
Article |
How and when to appropriately use jargon and specialized terminology |
Formatting and Structuring Content
Formatting techniques help make information predictable and easy to scan, while structuring prioritizes the right types of details users need and expect, without excess or fluff. Pay attention to the order in which information is displayed and use interactive tools, such as anchor links and accordions to help users skip to and focus on the information they need.
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Number |
Link |
Format |
Description |
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1 |
Article |
Definition and explanation for how and why to use the approach online |
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2 |
Video |
A tool for planning content early to include it in designs from the start |
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3 |
Article |
Definition, importance, and how to use content-chunking effectively |
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4 |
Article |
Guidelines for making bulleted lists easier to scan and understand |
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5 |
Article |
Types of sites and use cases for displaying numbers in digital copy |
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6 |
Article |
Best practices for using anchor links to help people skip to key content |
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7 |
Accordions Are Not Always the Answer for Complex Content on Desktops |
Article |
When to use accordions instead of displaying fully expanded content |
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8 |
Article |
How to effectively display and design interactions for mobile accordions |
Best Practices for Short Copy: Headings, Command Labels, and Links
Headlines help users understand where they are, while command labels tell users what will happen after taking action. Link text sets users’ expectations for where they’ll go next and what they will find there, while microcontent eases understanding and potentially saves users time and effort. Use the articles and videos in this section to prioritize the small pieces of information that have a big impact on the user experience.
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Number |
Link |
Format |
Description |
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1 |
Microcontent: A Few Small Words Have a Mega Impact on Business |
Article |
Understand what microcontent is and why it’s so important for UX |
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2 |
Headings Are Pick-Up Lines: 5 Tips for Writing Headlines That Convert |
Article |
Make a good first impression with short, keyword-leading headings |
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3 |
Article |
Acceptable use of passive voice in headings so that you can lead with key words |
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4 |
Better Labels for Website Lines: The 4 Ss for Encouraging Clicks |
Video |
Guidelines for link text to ensure that users click the right options |
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5 |
UI Copy: UX Guidelines for Command Names and Keyboard Shortcuts |
Article |
How to write labels for action-oriented areas such as buttons, menu items, and more |
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6 |
Article |
How words can support good decision making |
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7 |
Video |
Definition of the tooltip interface element and when to use tooltips |
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8 |
Article |
Why using Learn More links is lazy and how to write more informative and accessible link text |
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9 |
Article |
Writing good link labels that are specific, sincere, substantial, and succinct |
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10 |
Article |
How faulty or deceiving link text can break trust and hurt credibility |
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11 |
Article |
When to avoid the generic calls to action and what to say instead |
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12 |
Video |
Definition and explanation of how people assess links and the surrounding context to judge what’s on the other end |
Content Strategy and Ongoing Evaluation
Content strategy and copywriting aren’t one-and-done activities in product development. Information needs to be deliberately maintained, monitored, and iteratively improved over time. As your team and organization grows, the number of people contributing copy may also increase, therefore requiring a better strategy and management processes. Use the articles and videos in this section to assess your existing content and guide the creation, maintenance, and governance of future content.
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Number |
Link |
Format |
Description |
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1 |
Article |
Process and template for understanding what content exists and assessing its state |
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2 |
Article |
Step-by-step process and tasks for conducting content-focused usability testing |
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3 |
Video |
How to include content and copy-related tasks in an Agile backlog |
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4 |
Video |
3 ways to structure digital content production in an organization |
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5 |
Content Management on Intranets: Centralized, Distributed, & Hybrid Models |
Article |
Approaches and considerations for managing content on intranets |
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6 |
Video |
Differences between planning for content and its tactical execution |
