{"id":96535,"date":"2021-06-01T06:59:27","date_gmt":"2021-06-01T06:59:27","guid":{"rendered":"https:\/\/mailrelay.com\/blog\/2026\/09\/28\/ux-writing-what-it-is-what-its-for-and-17-practical-examples\/"},"modified":"2026-09-28T18:14:21","modified_gmt":"2026-09-28T18:14:21","slug":"ux-writing-what-it-is-what-its-for-and-17-practical-examples","status":"publish","type":"post","link":"https:\/\/mailrelay.com\/en\/blog\/2021\/06\/01\/ux-writing-what-it-is-what-its-for-and-17-practical-examples\/","title":{"rendered":"UX writing: what it is, what it’s for and 17 practical examples"},"content":{"rendered":"

One more term to add to a marketer’s everyday vocabulary.<\/strong><\/p>\n

After copywriting, thousands of related concepts have emerged that focus on a more specific area. All of them are designed to make conversion happen sooner.<\/p>\n

One of these concepts is UX writing, which involves more meticulous work and is essential to making a consumer’s buying process easier.<\/p>\n

Because of its importance, many people hear the term and wonder what UX writing is so they can use it in their businesses.<\/p>\n

In Spain it isn’t that well known yet, but it’s being taken into account more and more.<\/p>\n

That’s why I’m here to give you the answer.<\/p>\n

In this article, I’ll explain what UX writing is, and you’ll see real examples to inspire you.<\/p>\n

Let’s dive in!<\/p>\n\n

What is UX writing?<\/h2>\n

Literally speaking, UX stands for \u201cuser experience\u201d, and writing is, well, writing; so these are the texts that guide users as they interact with the interface of your website or app, so they have a positive experience and know what to do at every moment.<\/p>\n

In other words, they’re the short texts that help your customers complete the purchase, subscription or booking process successfully without getting lost along the way, while leaving with a very good impression of your brand.<\/p>\n

This term is often confused with microcopywriting or simply copywriting, since they have a lot in common.<\/p>\n

UX writing and microcopy have in common that they’re short, strategically placed texts that help users become customers. However, UX writing is more closely tied to design, and its main goal is to guide users so navigation is simple.<\/p>\n

And what does this mean? It means that UX writing includes microcopy, but microcopy isn’t focused on the user’s experience with the interface.<\/p>\n

What kinds of texts is UX writing applied to?<\/h3>\n

As I said earlier, UX writing is applied to short texts; they’re usually sections where we want the user to take action.<\/strong><\/p>\n

It could be a form, a search box, a cookie policy, calls to action to specific sections of your website\u2026<\/p>\n

In fact, anything that means taking a step forward or back from where the user is.<\/p>\n

What does a UX writer do, and what do they need to keep in mind?<\/h2>\n

And you may be thinking, \u201cwhat does a UX writer do? Isn’t it the same as a copywriter?\u201d. Well, yes and no. A UX writer must master copywriting, that’s clear. However, their work is somewhat more complex, and they need to know some things beyond persuasive writing inside out.<\/p>\n

Most copywriters do UX writing, but that isn’t always the case. There are copywriters who specialize in these kinds of texts, and they’re the ones we can call UX writers.<\/p>\n

Let’s look at the factors a UX writer must keep in mind.<\/p>\n

The user<\/h3>\n

Like a good copywriter, a UX writer must know the user well; they must understand the user’s emotions, needs and interests to give them what they’re looking for. But knowing them well isn’t enough. They need to know how to guide them through the interface so their experience is positive.<\/p>\n

How? By researching and studying the user very carefully to anticipate their moves and know which processes they’ll go through on the website or app. They need to understand how the user thinks and what they’ll want to do once they land on your site.<\/p>\n

Brand voice and tone<\/h3>\n

The first goal of these texts is to make navigation easier for users, but they must also respect the brand’s identity.<\/p>\n

Tone and voice are defined from the start and will accompany your brand throughout its life. They’re how your audience will recognize you and connect with you. So UX copy has to be in line with your identity.<\/strong><\/p>\n

More colloquial, friendly language usually works very well, since we’re having a conversation with users to guide them in their decisions. It can be a nice touch that makes them like you.<\/p>\n

Even so, if your brand identity is serious and professional, your texts shouldn’t pretend otherwise.<\/p>\n

A UX writer must know and internalize the brand identity to create harmony with the rest of the copy.<\/p>\n

Goals<\/h3>\n

UX writing is closely related to the brand’s goals. If your intention is to sell a new service\/product, most calls to action will lead to it. If what you want is to grow your subscriber list, the UX writer will know how to guide users toward that goal intuitively.<\/p>\n

Previous and next steps<\/h3>\n

Finally, it’s essential for the UX writer to understand where in the interface they are, how the user got there and where they’ll want or need to go next.<\/p>\n

The texts will have to be in tune with the whole process so that, as you know, the user doesn’t lose track and leave without taking action.<\/p>\n

The professional will need to know the platform perfectly.<\/p>\n

UX writing examples<\/h2>\n

UX writing in calls to action<\/h3>\n

You’ve often come across CTAs like: \u201cbuy\u201d, \u201cbook\u201d, \u201csubscribe\u201d, etc. Between you and me, those convert terribly.<\/p>\n

Even so, that doesn’t give the UX writer the right to write grandiose CTAs that not even they understand and that confuse everyone who comes by.<\/p>\n

The balance lies in an eye-catching call to action that convinces users to click while making it very clear what they’ll get in return.<\/p>\n

Let’s look at some examples:<\/p>\n

\"UX<\/p>\n

First, here’s a call to action from the Goiko website. I really like this brand’s identity (and its burgers even more), and you’ll find several examples from its website here.<\/p>\n

In this particular CTA, Goiko does a great job of keeping users on the page so they order a burger no matter what and don’t leave empty-handed. \u201cNot convinced by this one? Go back and keep browsing the menu; you’re sure to fall in love with one\u201d<\/em>.<\/p>\n

\"UX<\/p>\n

This screenshot is from the Marketing and Web school’s website, specifically the page where they offer their master’s in digital marketing.<\/p>\n

With both buttons, users know exactly what to do next and where each one will take them.<\/p>\n

At that point, it’s very unlikely they’ll leave the page without taking one of the two actions. How? By talking to them directly, as if it were a conversation. Users feel the need to respond in some way.<\/p>\n

\"UX<\/p>\n

I really liked this example from Hawkers. Not just for the very personal CTA that invites users to ask any question, knowing they’ll be heard.<\/p>\n

The user experience here is very good. Hawkers makes it clear how to get in touch (it invites you to press \u201cEnter\u201d) and adds how many minutes the interface takes to connect you with one of its employees.<\/p>\n

UX writing in forms<\/h3>\n

A key place for good UX writing. A form is one of the elements users interact with most, whether to log in to their account, contact you, fill in an application…<\/p>\n

\"UX<\/p>\n

This sign-up form from the brand Wetaca is great. It combines clarity with a culinary humor that hooks you. Bonus points for both the copy and the user experience!<\/p>\n

Clearly, if someone has already registered, they won’t have any trouble logging in or recovering their password if they don’t remember it. And if they’re not a registered user, they’ll really want to join Wetaca.<\/p>\n

The truth is that this brand takes great care of its image and copy. I invite you to take a look at their website, because what they do is amazing.<\/p>\n

\"UX<\/p>\n

Here’s my own contact form as an example.<\/p>\n

If you want to write to me, you have all the guidance throughout the form, both in the fields to fill in and in the call to action, where I address you directly.<\/p>\n

On the other hand, if you’d rather call me or write to me on social media, the other options I give you, with their direct links, are clear.<\/p>\n

\"UX<\/p>\n

Finally, we have this example from Uber.<\/p>\n

Users have two options: sign up as a driver or as a rider. The brand takes people straight to each destination with a very clear CTA, depending on their interests. There’s no room for getting lost or having doubts on its website.<\/p>\n

UX writing in the cookie policy<\/h3>\n

The cookie policy is a great opportunity to keep persuading your customers and help them connect more with your brand.<\/p>\n

Here you can be more informal and friendly to connect with your potential customers. It’s something few brands take advantage of, and it can be intriguing.<\/p>\n

Since it’s a CTA where you want users to click accept, it doesn’t hurt to personalize the message.<\/p>\n

\"UX<\/p>\n

Staying with Wetaca, here’s their cookie banner as an example, which I find very original.  Read it and tell me what you think.<\/p>\n

\"UX<\/p>\n

I’m using my personal brand as an example again to show you my cookie banner.<\/p>\n

As you can see, I wrote a personalized message in a friendly, warm tone so you can’t resist accepting and you know what you’re doing with each button.<\/p>\n

And speaking of irresistible things, I’ve written a post on how to write attractive, highly persuasive email subject lines<\/a> so nobody can resist clicking on your email.<\/p>\n

In the end, you can and should be persuasive and prompt action on every channel you communicate through.<\/p>\n

UX writing on product pages<\/h3>\n

Online stores may well be the ones that most need to take care of the user experience, or they’ll have a huge bounce rate and lots of abandoned carts.<\/p>\n

\"UX<\/p>\n

This first example is a skydive on the Yumping website. There’s a lot of UX writing here that makes it easy for users to buy without any problems.<\/p>\n

On the one hand, the calendar to see available dates. You can choose whether it’s a gift or whether you want to book it without setting a date.<\/p>\n

As for the price list, you have several options: choose the price that suits you and buy, call to ask for help with the purchase, or propose your budget.<\/p>\n

All the buttons are clear, eye-catching and speak to you conversationally.<\/strong><\/p>\n

\"UX<\/p>\n

MediaMarkt’s product page is also very clear. It lays out every point to consider during the buying process: warranty options, collection of your old computer, home delivery or in-store pickup. It also opts for conversational language: \u201cProtect your new product\u201d and \u201cOur range of services for you\u201d.<\/p>\n

\"UX<\/p>\n

Finally, here’s the product page for a Dior perfume.<\/p>\n

The brand’s customers will know they can choose between different sizes or personalize their product, as well as buy online or see which store is closest.<\/p>\n

Here I want to highlight that, in Spanish, the brand addresses users with the formal \u201custed\u201d. If you stop to think about it, Dior’s ideal customer tends to be an older woman of high social status. So the brand assumes its customers will prefer a more sober, professional tone of voice. That’s why I said earlier that a UX writer must understand both the user and the brand’s identity.<\/p>\n

UX writing for when there’s an error<\/h3>\n

Remember what I said about the cookie banner? Well, the same applies to the 404 error page.<\/p>\n

This is another great opportunity to win users over, keep them on your site and convince them to leave with something in hand.<\/p>\n

If a customer lands on a page that, for whatever reason, gives an error, it’s important to have a custom template that takes them to some section of your website.<\/strong><\/p>\n

\"UX<\/p>\n

Here’s an example from web designer and SEO Jonathan Velez, whose 404 error page is very unusual. He’s a Star Wars fan, and it turned out very original.<\/p>\n

Besides making a great impression, it guides users to his blog posts.<\/p>\n

\"UX<\/p>\n

Jonathan was my design teacher when I did my master’s in digital marketing, so I followed in his footsteps.<\/p>\n

This is my custom 404 error page. On it, I not only guide users to the search box but also take them to my latest posts, starring a very friendly dog \ud83d\ude42<\/p>\n

UX writing in search boxes<\/h3>\n

Think about this: your customer has no time to lose; they’re interested in something of yours and set out to look for it. What would happen if, at the moment of truth, they had no idea how to search? Or whether they’ll find what they want.<\/p>\n

You have to be very clear and help them through the process. And, of course, persuade them to complete the action when they finish searching.<\/p>\n

\"UX<\/p>\n

Goiko’s reservation search box is all copy, however you look at it. I was captivated by its banner \u201c\u00a1Ya est\u00e1s cerca del chorreo!\u201d (roughly, \u201cYou’re almost at the juicy part!\u201d). That and the burger in the background get your taste buds ready.<\/p>\n

The search box is simple, clear and very persuasive.<\/p>\n

Well\u2026 and what about \u201cNo mascarilla, no party\u201d<\/em> (\u201cNo mask, no party\u201d)? With a joke, it lets users know masks are mandatory in the restaurant because of the coronavirus.<\/p>\n

\"UX<\/p>\n

Uber Eats also makes good use of copy and UX writing. If you’re hungry, all you have to do is enter your address, set the time and choose your food.<\/p>\n

\"UX<\/p>\n

Another example from Wetaca. What can I say? They do it really well.<\/p>\n

The brand makes navigation so easy for users that it has a search box that tells you, based on your postal code, how long your order may take to arrive.<\/p>\n

\"UX<\/p>\n

We’ll finish the UX writing examples with Booking’s flight search. After so many, I don’t need to tell you anything. You’ll see it all without my help.<\/p>\n

Conversational language, direct questions to the user, every possible option in view\u2026 Well done, Booking, well done!<\/p>\n

Is it clear now what UX writing is?<\/h2>\n

Remember:<\/p>\n

UX writing is the short texts you include on your website, app\u2026 that make navigation easier while leading users to conversion.<\/p>\n

When you apply UX writing in your strategy, your goals will always be:<\/p>\n

\u25cf A user who’s happy with your interface.<\/p>\n

\u25cf A user who’s convinced by your arguments.<\/p>\n

Even after reading this article, you may still find it hard to persuade your audience with the right words.<\/p>\n

If you think you need a copywriter’s help to improve your conversions, in this article I give you tips you can’t overlook before hiring a copywriter<\/a>.<\/p>\n

Now that you know what UX writing is, tell me: did you find this article useful?<\/p>\n

I’d love to know what you think in the comments \ud83d\ude42<\/p>\n

If you want to keep improving the way you communicate with your users, copywriting<\/a> is the broader discipline UX writing comes from, and in email copywriting: how to influence the customer’s intuition<\/a> you can see how to apply these same principles to your email campaigns.<\/p>\n

These texts work best when you know your ideal customer<\/a> very well and speak their language.<\/p>\n

\"Mar\u00eda<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

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