The key point is that the corporate language can have a completely different effect with just a few small text notes that hit the right tone. UX-Writing and the right tone For example, you can now find a newsletter registration form on most company websites. In the B2B sector in particular, people tend to use rather stiff wording like “Register”.
UX writing can also be used here. The right wording can give the rather rigid request a different tone. Instead of “Register”, how about the more thailand number data inviting phrase “Join in”? Of course, the tone should definitely match your company. UX-Writing and the right tone Nevertheless, the more pleasant tone has a more positive effect on perception.
Design and UX writing belong together – also in B2B online marketing
Design and text often run alongside each other. That can work. But UX writing and UX design are closely linked. After all, what good is a user-friendly design if text or text blocks remain incomprehensible? The same applies in reverse. An easily understandable text that guides the user can be spoiled by poorly thought-out design or an unfavorable choice of color (for buttons, for example).
Neither scenario is ideal. UX-Writing and the right tone The above example from Bahn shows that design and text can complement each other.
How do you do proper UX writing?
Consistently carrying out UX writing is anything but easy. The target group is important. They are the ones who read the text and have to find their irm tip find the right kol way around the page. Anyone who writes for their target group must be able to put themselves in their shoes.
In addition to the target group, you should of course consider which tone suits your company. Once you have determined this, it should be applied to all of your communication. The classic rules for online texts are the basis for understandable content in UX writing:
- Short sentences
- subheadings
- listings
- paragraphs
- Pictures to lighten the mood
- Active instead of passive
It often helps to keep asking yourself questions and to regularly question the text:
- Does my target audience really know what I want to say here?
- Does the sentence/text raise questions?
- Does the text, button, etc. create an incentive to engage further?
For texts that are less technical, it can also help to ask yourself whether an outsider or layperson would understand the text. UX-Writing and the right tone If technical book your list terms are unavoidable, the focus is even more clearly on the target group. After all, your target group is ultimately the audience that reads the text.
What do B2B companies gain from this?
It’s worth putting your own company language to the test. Of course, UX writing isn’t used to generate leads directly. But it does help make them more successful.
Good UX writing achieves what you would ideally expect: As a user, I want to be able to find my way around the site. When navigating through the site, I expect a clear process that leaves no questions unanswered. Add to that an inviting tone and friendly language, and the process (e.g. for signing up for a newsletter) is perceived as straightforward.
This in turn affects the perception of the company and, in the best case, leads to increased conversions. UX writing has to meet many different requirements. This takes time. And means a lot of practice. But it’s worth it.
But user-friendliness doesn’t just refer to text. Examples like the train’s journey information show that UX writing can be broken down to microcopy for calls to action or forms. A clear design perfectly complements UX writing and creates well-thought-out user-friendliness on several levels.