In:
Content Creation
UX writing is the text that helps people use your website or app: buttons, form labels, error messages, empty states and confirmations. Good microcopy is invisible – users simply get things done. Here are the rules we follow.
- Write for one task at a time. Each screen should help the user complete one thing.
- Use the user’s words. “Book a table”, not “Submit reservation request”.
- Make buttons say what happens. “Pay £120” is clearer than “Continue”.
- Front-load the important part. People scan; put the key information at the start of the sentence.
- Keep forms short. Ask only for what you need now and explain why you need sensitive data.
- Write helpful error messages. Say what went wrong and how to fix it: “Enter a date after today”, not “Invalid input”.
- Confirm success. After an action, tell the user it worked and what happens next.
- Be consistent. If it’s a “booking” on one screen, don’t call it a “reservation” on the next.
- Don’t blame the user. Neutral, friendly language keeps people calm when something fails.
- Test with real people. Watch a few users try your form or checkout; you will see which words confuse them within minutes.
Small text changes often bring bigger improvements in conversion than a full redesign – and they are much cheaper.
Want help putting this into practice? Get in touch and we will look at your website, channels or campaigns together.
