Have you ever clicked around on a website or app where you instinctively knew what to do - as if the solution read your mind? And have you experienced the opposite, where you became unsure, frustrated or clicked away because you didn't know what the next step was?
One of the main reasons for a great experience is something your organisation may have overlooked or underestimated: UX writing. It's not just “texts on buttons” or “small body copy”. It's a discipline that greatly affects how your users interact with your product - and ultimately how well it performs.
UX writing is about writing the words that guide your users through a digital experience - be it through websites, platform solutions, software or apps. It covers everything from button texts, error messages and onboarding flows to micro-content and help texts.
UX writing works at the intersection of design, user journey and technology. It is the linguistic link between the technical function and the user experience.
For tech companies with complex solutions, it is precisely here, Language is often a barrier. Not because the solution is bad - but because it's not communicated clearly and relevant to the end user.
As a tech company, your organisation probably already has a development team, maybe even a UI designer or an external partner that helps with web and product development. But often, language and micro-content are treated as something you “add on at the end”.
Here's the problem: this type of approach overlooks the role language plays in the overall user experience.
When you have a software product or technical solution that requires little training - and most B2B solutions do - good UX writing can make the difference between success and confusion. Well-written onboarding flows reduce the number of support requests and increase the user's willingness to invest time and energy in the product.
Good UX writing makes your platform communicate professionally and clearly - even when it comes to error messages or uncertainty. It sends a signal that you're on top of things. And that's exactly what your visitors expect when looking at a B2B solution, especially if the decision maker is a conservative and experienced 50+ techie.
The words you use in your call-to-actions, forms and navigation points make a huge difference. Not just in getting users from A to B, but also in convincing them that they need to have made the right choice. UX writing that works strategically with intention and understanding the user's situation converts better - simply and effectively.
It's easy to confuse UX writing with classic copywriting. Both are about words. But the intention and context are very different.
Where marketing texts try to persuade, UX texts try to facilitate and improve interaction. In the best world, the two work closely together, but they have very different goals.
Here are some specific scenarios where UX writing can have a big impact:
UX writing is about being on the user's side. It's one voice talking to them - not at them.
You don't need to hire a dedicated UX writer from day one. Instead, start by taking a critical look at the language of your existing solution.
Click through your solution step by step and notice the language you encounter. Is it clear? Helpful? Or technical and incomprehensible?
Use support data, analytics and customer feedback to identify places in the user journey where people get confused or drop out.
The small texts in navigation, buttons, labels, dialogue boxes and messages often have more impact than long explanations. Optimise them first.
Test different versions of texts and tracking on their performance. For example, use A/B testing or heatmaps to see what works.
In tech organisations, the use of data is already integrated into everyday life. But do you also use data when designing your microtexts?
When you pull data into the process, you get answers to questions like:
This kind of input is worth its weight in gold. They guide you on where to start your work and where to make the most impact.
In business terms, UX writing is not just a nice-to-have. It's a tangible tool that directly contributes to increased conversion, lower churn and better user experiences. And when your solution performs better, the impact is noticeable on the bottom line.
For technical B2B companies in particular, this area is poorly utilised. Investing in it strategically gives you a clear competitive advantage.
Then ask yourself: Do your texts make it easy or difficult for your users to succeed with your solution?
If you want to optimise the entire user journey and ensure your technical solutions perform at their best - then maybe it's time to bring UX writing in as an integral part of your digital strategy.
Do you have a project you would like to discuss with us, or would you like to hear how we can help you achieve better results?
Contact us to learn more about the possibilities.
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