UX writing in B2B online marketingis not a new phenomenon
Nevertheless, it is not nearly as common as UX design
From text to CTA: Content must be easy to understand
A special challenge for B2B online marketing
The B2B industry also benefits from proper UX writing
Maybe it has already happened to you today. You can’t log in. The server may be overloaded or you may have made a typo when entering your password. Nothing special really. The problem is that the error message that follows doesn’t tell us sri lanka number data Phone data, phone number marketing data, phone data servicesthe cause of the problem. Instead, it says “Authentication failed” or, even more vaguely, “Sorry, something went wrong.”
Annoying for the user. UX writing in B2B online marketing Not only does it remain unclear what exactly went wrong, but the message also doesn’t say what exactly needs to be done (for example, “Your password entry was incorrect. Try again.”). The bottom line is that some users are left baffled by these incomprehensible error messages. Not a good user clear guidelines and creative freedom at the same time experience – and such a message doesn’t reflect well on the company either.
Error messages are just one example of many. There are numerous meaningless registration forms or cryptic web texts. But the problem can definitely be solved
with UX writing.
What it’s about is actually already in the name: UX = User Experience and Writing. It’s about particularly user-friendly writing. From UX design, we know the approach of designing to be as user-friendly as possible. The user is taken by the hand. An analysis of their behavior on the website forms the basis for the subsequent design.
Similar to UX design, UX writing is about giving the user an optimal user experience . UX writing is based on several pillars. UX writing in B2B online marketing Content must be conveyed. But on the one hand in a user-friendly way and on the other hand without losing relevance book your list of the content. Anyone who has tried this before knows that this balancing act is by no means easy.
UX writing and B2B online marketing: particularly challenging
UX writing has to meet a whole host of requirements. In B2B online marketing, there are even more . In the B2B industry, user-friendly content is a prerequisite. This often involves very complex products that require explanation. Therefore, content should ideally be clearly understandable. The complexity of the products is often reflected in the texts.
B2B products are usually more complex than their B2C counterparts. Accordingly, B2B texts often have to contain the necessary technical terms. Not least because some of these technical terms are also important as keywords. This affects readability. The key here is to maintain a balance between the necessary technical language of the target group, essential keywords and user-friendliness. And this is precisely a challenge in B2B communication that should not be underestimated.
Micro-Copy: UX-Writing down to the small CTA button
UX writing encompasses all digital communication. Small text blocks, microcopy, such as instructions or button labels, are also part of it. UX writing in B2B online marketing Deutsche Bahn’s journey information shows how well this works:
The journey information does not only score points with its understandable language. The portal focuses on the essentials. The information is rounded off by a simple and user-friendly design.