When I started “UX writing”, I didn’t know what it was because it didn’t have that name yet. We just called ourselves copywriters.
As the world’s OG UX copywriter, I’m often asked about my work. Where most people may have some idea about what a copywriter is, very few people have heard of UX.
(If that includes you, congrats, you’ll be in the lead after this!)
With the launch of The UX Copywriter (hi 👋🏼 welcome), the time seemed right to explain a bit more about what I do and the differences between UX writing, Copywriting and where the two intersect to become UX copywriting.
What is a copywriter?
Something to do with legally protecting something, right? If you’re a copywriter, that probably made your skin want to crawl off your body. Don’t say this to copywriters.
In short, a copywriter uses the power of words to convince consumers to take specific actions, like purchasing a product or subscribing to a service.
It’s actually the thinking behind the words where the value of a copywriter lies. Part Freud, part Hemmingway, and part Sherlock Holmes, this cunning breed seeks to understand the target audience and the brand’s voice, then intertwines both seamlessly to drive sales or achieve other marketing goals.
What does a copywriter do?
When you search for something you want to buy on Google and click through to a website, the first page you see was most likely written by a copywriter. It’s referred to as a sales or landing page.
All the information on these pages is designed to make you buy, buy, buy!
Likewise, most brochures, blogs, billboards, posters, ads, catalogues or emails are written by copywriters.
Many copywriters work as freelance copywriters. They are independent contractors who work for various clients on campaigns—like a welcome sequence, a launch of a digital product, or a landing page for an ebook.
Copywriters are innovators. Here’s a main difference in the UX writer vs copywriter debate that I don’t hear talked about enough. UX writers are iterators.
What do I mean by this?
Copywriters are looking to come up with a whole new asset that’s going to outperform the control.
UX writers make a series of small changes over time to the same product to continue to improve it.
We dive into why this is important later.
What is a conversion copywriter?
So where does conversion copywriting fit in? Maybe you’re wondering how this differs from and overlaps with general copywriting and UX writing. I know I sure did when I was starting out.
“Copywriting” is a general term often used to cover a whole range of writing. People who write blog posts, websites, and recipes may all call themselves copywriters.
“Conversion copywriting” on the other hand, is very specifically about making sales. Usually, conversion copywriters only write landing pages, emails and sales pages. Everything they write is aimed at closing the sale.
Generally, there’s just one call to action, and that’s click the button to buy the thing.
What is a UX writer?
Now you understand the role of the copywriter, let’s talk about what UX writing is. This role differs greatly from traditional copywriting.
The quickest way to piss off a UX writer? Call them a copywriter.
The simplest way to explain the difference is with this UX writer vs copywriter dichotomy.
What is copywriting? Seducing customers to buy digital or physical products.
What is UX writing? Helping people navigate digital products.
Most UX writers work on digital products like apps, portals and functional websites.
Think about logging into online banking. The website isn’t there to sell you something, it’s helping you do a job.
The little bits of copy that guide you through that process are called microcopy and are written by a UX writer. They’re like little road signs guiding you through the digital universe.
When you look at the above, another big difference becomes clear. UX writers write for users, and copywriters write for businesses.
Now, of course, that doesn’t mean that you shouldn’t be thinking of the business goals when you write UX copy. Just as all good copywriting also keeps the user top of mind.
However, the ultimate justification for a UX writer to choose the words they do is whether it will make life easier for a user.
What does a UX writer do?
When you’re scrolling through Instagram, and you see a little message congratulating you for being all caught up that was written by a UX writer.
Any button you click on your way to purchase wedding invites from Etsy, yup, that was someone like me too.
Look closely, and you’ll probably also see some motivational messages around the button that helped you make the decision to purchase.
But writing microcopy is just the tip of a UX writer’s iceberg. Unlike copywriters who often work solo, UX writers work in UX teams to uncover areas for optimisation (remember what I said about iteration earlier?)
They also likely work with localisation teams to make sure their message is being conveyed correctly across different cultures, languages and locations.
Let’s dive even deeper into what it is a UX writer does.
UX writer job description
Ask any harried UX writer, and they’ll tell you how many hats they wear daily. Here are some of the responsibilities they may take care of.
1. Crafting user-centric content
One of the key responsibilities of a UX writer is to create clear, concise, and useful microcopy. This includes everything from button labels and error messages to onboarding guides and contextual help text.
2. Collaborating with designers and developers
UX writers work closely with designers, developers, product managers, and other stakeholders to integrate written content with visual design.
3. User testing and research
Understanding user needs and behaviour is the cornerstone of product development, including words. UX writers often participate or collaborate in user research and testing to improve existing and inform new content.
4. Develop & maintain brand voice
UX writers are often responsible for ensuring that what they write collectively all sounds like like it’s from one voice—the brand voice. This consistency helps build trust and rapport with users.
5. Optimising user stories and journey
Through their writing, UX writers aim to create a seamless, intuitive user journey. This involves anticipating user needs, reducing friction points, and providing helpful guidance at each step of the user’s interaction with the product.
What’s UX copywriting?
Now you know what a UX writer does and what a copywriter does, let’s talk about this specialised role that combines UX writing and copywriting.
No longer is it a case of UX writer vs copywriter.
The two can co-exist happily in one talented individual known as a UX copywriter.
UX copywriting origin story
When I started my own UX writing/copywriting business four years ago, I discovered how valuable having both skills was.
Teams that hired me to write their app microcopy were delighted that I could also write a high-performing email series or landing page to sell the app. And it was easy for me to do so because I understood how the app worked because I’d helped develop it.
Likewise, my copywriting clients were blown away when I asked them about how people landed on their sites and where they wanted to go. I could quickly and confidently direct them on what content they needed and in what order the information would logically flow as well as offer strategic microcopy advice.
UX Copywriting was born.
What is a UX copywriter?
A UX copywriter is someone who understands both UX writing and copywriting and is able to combine both skillsets to create digital marketing products (like websites) that result in a win-win for both visitors and the business.
They have the ability to zoom out and get the 30,000 foot view of the overarching digital marketing strategy and zoom in to optimise a single word on a button.
A UX copywriter is a compelling storyteller. They know how to hook a customer in and reveal the most attractive side of any product and make sure the journey towards a sale is absolutely seamless.
UX copywriters don’t need to rely on dirty tricks or deceptive design because they are masters at attracting the right people and making the buying process so appealing. They also understand that getting the right people to buy leads to repeat customers (loyalty) and long-term success. Read our manifesto here.
UX writer vs copywriter: a new era
The old paradigm of UX writer vs copywriter is dead, UX copywriting is the future.
UX copywriting might sound daunting at first, but it’s really just about writing marketing copy in a way that makes it easier for people to understand what to do. A UX copywriter is like an online guide, helping people find what they need to buy something.
You’re now one step closer to mastering this exciting skill. If you want to learn more, download The Ultimate UX Web Copy Guide. Discover the 6 steps to writing engaging, user-centric copy in no time. Let’s do it!
