The 8 Consequences of poor UX Writing
UX writing is user-centered writing. It is a discipline that is gaining more and more attention. And for good reason, it is an integral part of the user experience! It is crucial to know who your target users are to understand how to communicate with them and what message they need to read on your website, mobile app, or software.
Do you know the implications of poor UX writing? (not « great responsibilities, » do you get the reference? 🕷) Apolline Rouzé, a senior freelance UX writer, helps me answer this question through this article.
1. Without UX Writing, your users won’t identify with your message (Tiffany)
Let’s take the examples of TikTok and LinkedIn. The former is a mobile app aimed at teens and young adults, allowing them to view and share short videos. The latter is a tool for developing professional networks, targeting professionals, job seekers, clients, or candidates.
The target users of each app are very different. Therefore, you cannot communicate with them in the same way. It is essential to adapt the tone, message, and communication style so that users feel addressed and know they are in the right place.
2. Without adequate UX writing, users won’t understand your value proposition on your website (Tiffany)
Your value proposition is your « why. » Why should your user choose you over your competitors? What solution do you offer? What problem do you solve?
It should be at the top of your website, clear, concise, and explicit so that users see and understand it. Otherwise, you risk losing a potential customer, which would be a shame.
3. Without UX Writing, Users Won’t Find the Information They Need and Will Leave Your Website (Tiffany)
Imagine I want to organize my daughter’s baptism. I’m looking for florists in Toulouse who can provide flowers for events. If I can’t find the information quickly on site A, I will move on to site B, and so on, until I find what I need.
It is crucial to identify the information your users are looking for when they visit your site. This work helps your site be seen as reliable by Google, positively impacting your SEO and bounce rate.
4. Without UX writing, users won’t use your digital product as much as you hope (Apolline)
Whether your product is an app, SaaS software, or even a touchscreen kiosk, poorly written content during the design phase won’t encourage users to use it. If users have difficulty navigating because they can’t understand the menu, category titles, or what they encompass… If they don’t know where to click to complete tasks or find information… Chances are, they won’t use your app often, if at all.
5. Poor UX writing and content lead to decreased user engagement (Apolline)
Imagine an app that is complicated to use, with convoluted paths, jargon, or too much text. In this context, how can you help users achieve their goals, complete tasks, or find answers to their questions? If users can’t find their way, they likely won’t engage.
6. Poor UX Writing and content lead to decreased performance (Apolline)
Less engagement means fewer clicks and, inevitably, less revenue. For example, an unclear or unappealing call-to-action won’t encourage purchases or upsells.
Additionally, you will have spent money on a digital product or website that is barely used. Do the math; profitability is far from guaranteed.
7. The ultimate consequence of poor UX writing: negative word-of-mouth (Apolline)
With confusing navigation, users will leave your website. That’s already a disastrous consequence. But their experience may have been so frustrating that they will eagerly share it with others.
The worst thing that can happen to your digital product or service is users speaking negatively about it to their peers or leaving negative reviews in the App Store, Play Store, or on your Google business page. And we know that negative criticism is much easier to write!
8. Without Aadequate content work, you waste time and human resources (Apolline)
During the wireframing phase, did you leave some lorem ipsum here and there? Stakeholders or clients will inevitably question the meaning of the screen or page. These are long discussions you could have avoided by working on the information architecture and setting initial content intentions.
During the design phase, did you not spend enough time choosing words and constructing sentences? Colleagues or clients will raise concerns, ask for explanations, suggest other wordings, or even reject the solution. In any case, significant rework will be required.
When the solution is ready for development, did you forget some lorem ipsum or not work on error messages? Developers will either ask you to rework the content or make do with what they think is right. However, that’s not their job, and it’s not where they add value.
At every stage, not working on UX writing leads to frustration, wasted time, loss creation, and excessive spending.
Conclusion
As you can see, poor UX writing significantly impacts your site and its perception by users. Just like ergonomics, navigation, user journeys, and design, UX writing is a crucial component to consider when creating or redesigning your site.
Do you want to redesign your website, create an app, or software, and need a complete team? I will assist you with this project, adapting to your needs and budget. Discover the details by clicking on the link.