Copywriting Isn’t UX Writing (But You Still Need UX)
If you’re after some spanking new words for your business website, do you need to hire a copywriter or UX writer? What’s the actual difference between the two?
While there is definitely a tiny chunk of grey area, UX writing and copywriting are far from being two fancy ways of referring to the same thing.
And yet, UX matters for the latter, too.
What is copywriting?
Copywriting consists of writing copy, which simply means marketing material that compels a specific audience to follow through with a call to action.
While this usually involves a purchase, the aim of copywriting can also be to get someone to subscribe to a newsletter or to follow a company on social media, for example.
All the while improving the sentiment around its brand and helping it stand out from its competitors, of course.
For instance, an example of copywriting is website copy.
It’s not there to tell you a company’s entire history (well, good copywriting isn’t, at least): it shows its target audience how this brand can solve their current pain point, connects with them by expressing empathy, paints a picture of how much better life will be once they invest in their products or services, and gives them an unmissable reason to click that ‘buy now’ button.
What is UX writing?
UX writing (which stands for user experience) is actually closer to design than it is to marketing. It mainly involves the shorter bits of copy that help users navigate a website or app more easily, simplifying the buying process and showcasing the brand’s personality more subtly.
In most cases, UX writing revolves around microcopy, those tiny words that you’d think nobody notices but that are actually key to a smooth and memorable experience.
For example, UX writing can deal with pop-ups, buttons, 404 pages, or form fields.
So, what is the difference between UX writing and copywriting?
Overall, the main difference between UX writing and copywriting is that:
UX writing is more technical and usually involves employing microcopy to facilitate the buying process or the customer’s interaction with a product, app, or interface. Therefore, UX writers are actively participating to the earliest stages of planning and design, working closely with web designers themselves
Copywriting is about helping a brand form a connection with its target customers and convincing them to take it to the next level, whether by becoming part of their audience (e.g. newsletter subscribers) or by investing in them. That’s why a copywriter usually appears at a later stage
Needless to say (but I’ll say it anyway ’cause I’m a rebel), some aspects do overlap.
For example, a copywriter might also have to deal with microcopy (think of headlines!), and I usually include contact form replies when clients request copy for a contact page.
However, the reason why you hire a copywriter is entirely different from UX writers.
And yet, as I foreshadowed early on, user experience is vital when it comes to copywriting, too.
Why UX is still important in copywriting
Well, because there’s still a real-life person reading that copy.
Think about it:
It’s a user
It experiences your copy
Taking UX into account is just another factor that can improve their experience, their perception of your brand, and, ultimately, whether they’ll stick around or not.
Some of the ways in which I take UX into consideration with my website copywriting services
1) ABOVE THE FOLD WEBSITE COPY
Your website visitors aren’t the Scooby gang. They shouldn’t need to spend their precious time gathering clues to figure out what exactly it is that you do and how you can help them.
That’s why I don’t force them to scroll down to find these answers.
I always craft punchy above-the-fold content (=anything that your visitors can see before scrolling down) that clarifies:
What you do
Who for
How this benefits them
What step they should take next
And don’t worry: this isn’t a boring ‘we are a company doing x for y.’
More like this:
Before scrolling down, their website visitors have learned that:
this business offers tree services
for domestic settings
investing in them will reward them with a beautiful garden that they can be proud of
all they need to do to get started is request a free quote.
2) Readability first
Would you have kept reading this article if, instead of this format, you had found something like this?
I really won’t be offended if you say HECK NO.
“After all, you could have some Shakespeare-worthy words on your website or even the answer to life, the universe, and everything. But, if they consist of a few huge blocks of texts, nobody is going to read it.”
Instead, I create separate sections and divide them using headings and paragraphs:
That way, it’ll be much easier for your website visitors to skim or read it.
3) Wireframes
Given the importance of layout, I don’t just send you a Google Docs or Word document.
I want you to see how your brand new copy could look once it’s uploaded on your business website.
There are two ways in which I can do this:
I create simple wireframes to go with it
I use the ones you provide me if your web design team has already prepared some
4) Microcopy doesn’t matter any less to me
The bulk of my website copywriting work involves sentences and paragraphs.
Still, I focus on microcopy just as much, and I’m not just talking about headlines: buttons are especially key, since… why, they contain your main call to action!
“So, while copywriting and UX writing are far from being the same thing, you can see now why forgetting about user experience when crafting copy could be a dangerous oversight.”
Copywriting for badass woman entrepreneurs and female-founded businesses ✨
So, are you after some audience-oriented website copy to stand out against the competition, generate relevant traffic, and convert more visits into sales?
I specialise in turning ambitious female entrepreneurs into THE go-to solution in their dream audience’s eyes.
Sounds like you?
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