LET GO OF YOUR WORDS

If you don’t have something nice to say, don’t say anything.

As a blogger, this is probably heresy. As a UX writer, no matter how much it pains me, this is a necessity.

OK, “nice” isn’t the only reason not to say something. Usability is a huge part of it, too. But you don’t hear anyone say, “If you don’t have something usable to say, don’t say anything.” Maybe I should coin that?

I try to keep my copy lean, but my inner story teller wants to share every detail. But, this is totally unnecessary at times. And knowing this can help you move from being a good writer to a great one.

Everyone’s in the know

Lots of online interactions have become unspoken standards. You know what to expect when you see the word “share”, what to do when you come across a button and how drop down menus work.

When you see a form, do you need to have the site tell you to them “enter your first name, last name, address and phone number to register on our site”?

No. Let the labels do the heavy lifting and indicate what fields (if any) are required. Boom done.

Do you really need to tell someone to download, print this coupon and show it to the cashier as they check out of the store? Maybe if you’re channeling Hemingway. But I’d advise against it.

You can simply say “show to cashier at checkout” and have a print button right there. Let the design work for you.

Know your (character) limit

One of the biggest mistakes a writer can make when writing online is to forget that for the most part people don’t read online, they scan. Your copy needs to be short, easily scanable, and add value. You don’t need to necessarily put copy somewhere just because there was some there in the wireframes.

Knowing what to leave out is as important as what you leave in.

If you have to spend a lot of time explaining to a user how to complete their current task, you should probably rethink how the experience is designed as a whole. Leaning on elaborate copy to direct a user through a convoluted experience will probably fail 9 out of 10 times.

Visuals are your friends

Think of a TV show or movie. Our handsome leading man doesn’t come out and say, “I’m going to take a gulp of this manly drink and then put the glass on the bar.” Instead he shoots his tumbler of Jack and slams it down on the bar while saying something important to move the plot along.

Actions louder than words and all that.

And the digital world lets the user partake in a lot of action. This isn’t novel where we, as writers, need to spell out every image detail. It’s not a print ad with a catchy headline that forces you to read the body copy to find out more. For the most part, online is a space where users interact more closely with us (site owners) than really any other media. It’s also probably the medium where users have the shortest attention span.

And showing is often quicker than telling.

Rules, rules, rules

That all being said, here are a few of my personal guidelines to writing online.

Get to the point early

Make things easier for the user. Don’t ramble on or have an elaborate intro. Get in and out fast.

K.I.S.S. (Keep It Simple, Stupid)

If it’s complex, make it simple. If it’s simple, say it fast. Done.

Be a butcher

Trim the fat. Don’t use 8 words when you can get the point across in 4.

No-No’s

Avoid language that:

  • Creates barriers to understanding by being too technical or jargon-ridden

  • Undermines your integrity by being too pushy and hard sell

  • Fails to address the user’s current need

Check the list

  • When you’ve finished, read it out loud. Ask yourself: Does it…

  • Help get the task done?

  • Help make the customer’s life easier?

  • Clearly communicate its message?

  • Sound natural?

  • Feel authentic (real)?

  • Motivate you to engage?