Researching the Primary Difference Between UX Writing and Copywriting: 10 Interesting Features
If everything is clear with copywriting for many, then the UX writer is something new, unknown, and requires explanation. It may seem like a buzzword to some, but UX writing has become a hot new profession. Today, at the largest companies like Amazon and Google, teams of these two specialties already work separately from each other. Other large companies have also begun to follow suit, and even smaller design studios will soon follow suit.
But who are UX writers and how are they different from copywriters? Let’s figure it out.
What is UX writing?
UX writing is the art of writing content for websites, apps, and software to provide the best user experience. Most often, UX writers work in conjunction with a team of developers and designers. All of them must be qualified and understand the principles of UX. Their tasks include writing mini texts, words, phrases, and sentences that fit perfectly into certain elements and characterize them. For example, experts report:
descriptions under the buttons;descriptions of forms and notifications;error messages;menus and labels, etc.
Sometimes specialists are also called content designers, but this is an outdated term.
The main goal of a UX writer is to provide a convenient and high-quality user experience for every client using a website or application. In their work, in addition to the usual tools for creating content, specialists use the same programs as UX designers.
What is copywriting?
Copywriting is the writing of any kind of content that is focused on increasing sales or conveying information to the user. For example:
description of the start and other pages;description of categories and product cards;blogging;Email and SMS mailings;social media posts, etc.
There are several types of copywriting, each of which requires certain knowledge and skills. Companies solve some content creation tasks with the help of ready-made services, such as essay writer, which makes it easier to work and run marketing campaigns.
Are there similarities?
Yes, copywriters and UX writers have something in common. Both specialties are united in their main goal – the transmission of a message. In addition, they have a similar creation cycle – plan, write, proofread and edit, as well as some of the tools used to work.
Even though both types of writing are focused on improving the customer experience, there is a huge gap between them.
10 Interesting Differences Between UX and Copywriting
Copywriting has existed since the first advertising text was written, which dates back to the mid-19th century when Claude Hopkins analyzed consumer behavior before writing advertising text. UX writing is a new trend in copywriting that is more effective in the digital realm.
The purpose of copywriting is to convey certain information to the client, and UX is to make this process more effective. It is difficult to find unambiguous differences between them, most often they have something in between.
Let’s take a look at them.
1. Client or business
Both copywriting and UX writing aim to help both businesses and users. In the first case, copywriters write a text that is attractive to the client and encourages him to make a purchase, which means completing the conversion. The UX writer helps the user complete a specific task, which makes it easier for the business to interact with them.
Both types of writing increase customer loyalty, but at different stages and in different ways.
For example, a user visits a product card, reads a unique and interesting text that solves all his problems, and then sees a call to action – all this work is done by a copywriter. Under the call, there is a button that leads further. If it contains text that satisfies the client, he will continue to interact – this is the path created by the UX writer.
2. Sales or the product itself
Copywriters help businesses present a product in the right way to sell it. They show the problems the customer has and how the product solves them, encouraging the user to buy it. And UX writers present things in a simpler language, explaining them from the point of view of the consumer himself.
3. Creative or technical approach
UX writers must correctly translate the technical aspects of design into the language of users. At the same time, they need to consider and understand all aspects of human content writing so that each client can enjoy the interaction. That is, the technical approach should correctly overlap with the creative one. The severity of this process will vary in percentage terms depending on the brand itself and its goals. Even when the information carries a negative connotation, it is important to convey it beautifully and pleasantly.
Copyright is almost always dominated by a creative message. The most important thing that professionals need is to get the user to take action while creating and maintaining his trust. Copywriters do not need to know all the technical ins and outs, this is not a necessity.
For work, UX writers use 2 main tools – Figma and AdobeXD. They are both designed to share and design an object. With their help, writers communicate with designers and other team members.
Figma is a tool for creating a complete UI lifecycle for websites and apps. It allows several specialists to participate in the development at once online. AdobeXD has the same principle of work, with its help they also develop UX / UI design.
Copywriters don’t need to use collaboration tools because they are most often not team players. But it is important for them to know a lot of information in order to create attractive and interesting content.
Both UX writers and copywriters use Word and Google Docs to create text content.
UX writers use UX storytelling in their practice. It is a tool aimed at demonstrating a detailed image of the client, which will be used by other team members to create a better product. In addition, it is used to work with the client himself, when he should be properly directed or rewarded for his actions.
The UX writer does not use stories themselves in his practice. His goal is to share correct and clear information in order to solve the client’s problem.
Stories are, by right, the element of copywriters. This is his skill – to present any information in the form of an impressive and exciting story. In some cases, this method is not used, but in the main information flow, it is indispensable. The brighter and more focused the story is, the stronger the percentage of involvement will increase.
6. Single-player or teamwork
Copywriters are most often single players, working on pre-compiled terms of reference, which spell out all the necessary aspects. When they work for a company, they often interact with marketers, SEO specialists, and designers, but all communication happens during face-to-face meetings. When working remotely, or when a copywriter works freelance, he sometimes needs to keep in touch with colleagues. For this, instant messengers, Zoom, and other means of communication are used.
UX writers are purely team players. In their practice, there is interaction with several departments of developers and designers. It is important for them to understand the strategy and goals of creating products. In their work, attention is paid to every detail, without which it is impossible to achieve a truly worthy result.
7. Marketing or user experience
A good text should always be focused on the target audience and on solving its problems. This is the main goal of a copywriter. When a client starts reading an article, he should benefit. This specialty refers to the field of marketing, which involves the promotion of any product or service for sale.
A UX writer is a specialist who creates a positive user experience. That is, it takes actions to ensure that the user gets satisfaction from interacting with the product or service. UX is also one of the most important Google ranking factors that make page rank higher on search engines.
8. Call to action or path
The copywriter in each text of the marketing direction brings the client to some kind of action. And at the very end, it adds a call to its implementation. He makes this step purposeful, but gently and gently leads to it throughout the text.
And the UX writer continues the copywriter’s game and helps the client complete the prescribed actions, paving a convenient path. Both specialists are working on improving conversion and organically complement each other. But in the work of a UX writer, there is only a place for microcopies of the text, using just a couple of words, they need to convey the very essence to users. Micro Copies are also used in copyright, but only in headlines or calls to action.
9. High pay or average
UX writers earn higher salaries because they have a narrowly focused and technical specialty. In some companies, the salary level of copywriters is 1.5-2 times lower.
Even from this fact, one can understand that these are two different professions. They have a completely different level of knowledge and the required set of skills.
Both copywriters and UX writers should:
know the basics of writing texts and editing them;be able to analyze data;select the most attractive scenarios;know different styles of content creation and marketing techniques;understand how to work with your target audience;own a standard set of programs for writing content.
This is where their commonality in skills ends.
Copywriters often resort to UX specifications in their work to get a more concise and specific presentation of information. But still, they have different roles, as well as the skills required for the job.
UX Writer Skills:
teamwork skills;Experience with Agile, Figma, and AdobeXD;ability to interact with different departments of the company;understanding what the client wants;empathy for the problems and desires of users;knowledge of the basics of design thinking;possession of the technique of writing microscopies;Proficiency in prototyping tools;ability to conduct tests of various types;Experience in deep data analysis;the ability to correctly combine design goals and mini copies with their further linking.
text structuring;writing small, medium, and large texts;understanding your target audience;the ability to properly approach business goals;knowledge in the field of marketing;ability to conduct analysis and research of various types;experience with CMS;knowledge of the basics of SEO;implementation of a detailed overview of all channels of communication with customers.
Since the profession of UX writer has not yet been popularized around the world, many companies are still looking for them in the ranks of copywriters, posting a generalized vacancy. In the near future, the situation will change radically and each specialist will receive tasks corresponding to their skills.
Can a copywriter become a UX writer and vice versa?
Both specialties are complementary. So, a copywriter can always develop skills and gain knowledge in a narrower specialty – a UX writer and vice versa. But, the former often comes to subtle advertising tools, being interested in user experience. And UX designers more often prefer to move into the world of design and more technical specialties.
A copywriter needs to study the UX specifications and understand the technical aspects, and then a new specialty will become available.
A copywriter and a UX writer complement each other perfectly. We have analyzed everything that distinguishes them from each other, after which we can conclude that the joint work of these two specialists will result in an ideal tandem. It will allow not only to create useful content for users but also make their experience more effective. And although these are two different specialties with different sets of skills, they are close to each other, so a copywriter can always retrain to be a UX writer and vice versa.
Therefore, if you decide to switch to a related specialization, it will not be difficult. Enough to fill some knowledge. In addition, a specialist with copywriting and UX writing skills has a significant advantage and provides the most effective result.
Vanessa Friedman is a content marketing professional who helps companies attract visitors, convert leads, and close customers. Previously, Vanessa worked as a marketing manager for a tech software startup
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