Regular testing. UX design ideally involves taking into account the experience of your potential customers directly. We regularly use Webvisor and click maps to understand the behavioral characteristics of a specific target group.
Understanding the context. You should consider the context in which the user is studying your site - what device they are viewing the web resource from and even how good their eyesight is. There are already niches where the share of elderly users who need easily readable fonts is significant.
Rams' Laws. You can also rely on the 10 principles formulated by the great industrial designer Dieter Rams. The final point of his ten commandments is: "Good design is as little design as possible."
Does this mean that the beauty of a website is not important? Not at all. According to the Attractiveness Bias theory, most people are “drawn to beauty.” It’s just that beauty shouldn’t come at the expense of effectiveness.
Principles of UX Copywriting
At a minimum, the texts on the site must meet the following requirements:
of the target action. Quite often, just changing the part of speech in the button allows you to slightly increase the conversion. In general, the verb is the basis of any practical instruction. Click here, get that, basically.
So, when creating a website for a chain of car washes, we made a whatsapp number list pdf minimalist but capacious block with a work scheme, where verbs enliven and clarify the text:
Laconicism. It is important to express the message as briefly as possible. It is better to start with the main thing. After all, many people get acquainted with the content rather superficially and may simply not read to the right place.
Thus, a visitor to the website we developed for a network of car repair shops immediately understands why they should contact this particular company:
Usefulness. Consumers visit websites with a specific intention — to solve a problem or find a specific product. Therefore, when editing UX texts, you should first of all take care of their practical usefulness.
Clarity. You can't leave the user to figure out anything. What is obvious to a professional is often a mystery to the layman. And it is not a fact that a potential client will ask accumulated questions over the phone. After all, many people do not like to call companies, preferring to make a purchasing decision immediately after reviewing the site.
Accordingly, it follows: