{"id":96537,"date":"2021-06-01T06:59:27","date_gmt":"2021-06-01T06:59:27","guid":{"rendered":"https:\/\/mailrelay.com\/blog\/2026\/09\/28\/ux-writing-o-que-e-para-que-serve-e-17-exemplos-praticos\/"},"modified":"2026-11-12T19:08:15","modified_gmt":"2026-11-12T19:08:15","slug":"ux-writing-o-que-e-para-que-serve-e-17-exemplos-praticos","status":"publish","type":"post","link":"https:\/\/mailrelay.com\/pt\/blog\/2021\/06\/01\/ux-writing-o-que-e-para-que-serve-e-17-exemplos-praticos\/","title":{"rendered":"UX writing: o que \u00e9, o que faz um UX writer e 13 exemplos reais"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">UX writing \u00e9 a escrita dos textos que guiam o usu\u00e1rio em um site, um app ou um email: bot\u00f5es, formul\u00e1rios, mensagens de erro ou avisos.<\/p>\n\n<p class=\"wp-block-paragraph\">N\u00e3o busca convencer com um grande t\u00edtulo, e sim fazer com que cada passo seja entendido de primeira. Aqui voc\u00ea vai ver o que \u00e9, o que faz um UX writer, exemplos reais e como aplicar tudo isso nos seus emails.<\/p>\n\n\n<h2 class=\"wp-block-heading\">O que \u00e9 UX writing?<\/h2>\n\n<p class=\"wp-block-paragraph\">UX significa &#8220;user experience&#8221;, ou experi\u00eancia do usu\u00e1rio. UX writing \u00e9, portanto, a escrita pensada para a experi\u00eancia do usu\u00e1rio.<\/p>\n\n<p class=\"wp-block-paragraph\">S\u00e3o os pequenos textos que ajudam seus clientes a concluir uma compra, uma assinatura ou uma reserva sem d\u00favidas nem passos a mais.<\/p>\n\n<p class=\"wp-block-paragraph\">Muitas vezes \u00e9 confundido com microcopy ou com <a href=\"https:\/\/mailrelay.com\/pt\/glossario\/copywriting\/\">copywriting<\/a>. Eles est\u00e3o relacionados, mas n\u00e3o s\u00e3o a mesma coisa:<\/p>\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><thead><tr><th><\/th><th>UX writing<\/th><th>Copywriting<\/th><\/tr><\/thead><tbody><tr><td>Objetivo<\/td><td>Que o usu\u00e1rio conclua uma a\u00e7\u00e3o sem se perder<\/td><td>Convencer e vender<\/td><\/tr><tr><td>Onde \u00e9 usado<\/td><td>Bot\u00f5es, formul\u00e1rios, erros, avisos, menus<\/td><td>An\u00fancios, landing pages, emails, slogans<\/td><\/tr><tr><td>Extens\u00e3o<\/td><td>Muito curta: uma palavra ou uma frase<\/td><td>De uma linha a uma p\u00e1gina<\/td><\/tr><tr><td>Como \u00e9 medido<\/td><td>Tarefas conclu\u00eddas, erros, abandonos<\/td><td>Cliques, convers\u00f5es, vendas<\/td><\/tr><\/tbody><\/table><\/figure>\n\n<p class=\"wp-block-paragraph\">Microcopy \u00e9 o texto m\u00ednimo de uma interface, como o r\u00f3tulo de um campo. O UX writing inclui o microcopy, mas tamb\u00e9m define o tom, a ordem e o que dizer em cada passo.<\/p>\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/11\/ux-writing-vs-copywriting-1024x576.jpg\" alt=\"Infogr&#xE1;fico: diferen&#xE7;as entre UX writing e copywriting em objetivo, onde &#xE9; usado, extens&#xE3;o e como &#xE9; medido\" class=\"wp-image-118083\" srcset=\"https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/11\/ux-writing-vs-copywriting-1024x576.jpg 1024w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/11\/ux-writing-vs-copywriting-300x169.jpg 300w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/11\/ux-writing-vs-copywriting-768x432.jpg 768w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/11\/ux-writing-vs-copywriting-110x62.jpg 110w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/11\/ux-writing-vs-copywriting-60x34.jpg 60w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/11\/ux-writing-vs-copywriting.jpg 1536w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n<h3 class=\"wp-block-heading\">Em que tipos de texto o UX writing \u00e9 aplicado?<\/h3>\n\n<p class=\"wp-block-paragraph\">Em todos os pontos em que o usu\u00e1rio precisa fazer algo ou entender o que est\u00e1 acontecendo:<\/p>\n\n<ul class=\"wp-block-list\">\n<li>Bot\u00f5es e chamadas para a\u00e7\u00e3o.<\/li>\n\n\n<li>Formul\u00e1rios: r\u00f3tulos, exemplos dentro do campo e mensagens de ajuda.<\/li>\n\n\n<li>Mensagens de erro e p\u00e1ginas 404.<\/li>\n\n\n<li>Avisos de cookies e de privacidade.<\/li>\n\n\n<li>Confirma\u00e7\u00f5es: &#8220;pedido recebido&#8221;, &#8220;assinatura confirmada&#8221;.<\/li>\n\n\n<li>Telas vazias, como um carrinho sem produtos.<\/li>\n\n\n<li>Emails transacionais e de boas-vindas.<\/li>\n<\/ul>\n\n<h2 class=\"wp-block-heading\">O que faz um UX writer e quais aspectos ele deve levar em conta?<\/h2>\n\n<p class=\"wp-block-paragraph\">Um UX writer escreve e revisa todos esses textos junto com a equipe de design e de produto. O trabalho dele \u00e9 fazer com que o usu\u00e1rio saiba, a cada momento, onde est\u00e1, o que pode fazer e o que vai acontecer depois.<\/p>\n\n<p class=\"wp-block-paragraph\">Ele domina o copywriting, mas sua prioridade \u00e9 a clareza. Costuma trabalhar com prot\u00f3tipos, testes com usu\u00e1rios e um guia de estilo da marca.<\/p>\n\n<p class=\"wp-block-paragraph\">Estes s\u00e3o os fatores que ele leva em conta:<\/p>\n\n<h3 class=\"wp-block-heading\">O usu\u00e1rio<\/h3>\n\n<p class=\"wp-block-paragraph\">Ele precisa conhecer bem o usu\u00e1rio: o que busca, o que o preocupa e que palavras usa. Por isso se apoia em pesquisas e em uma <a href=\"https:\/\/mailrelay.com\/pt\/glossario\/buyer-persona\/\">buyer persona<\/a>.<\/p>\n\n<p class=\"wp-block-paragraph\">Se o usu\u00e1rio diz &#8220;cancelar a inscri\u00e7\u00e3o&#8221; e o site diz &#8220;gerenciar prefer\u00eancias de comunica\u00e7\u00e3o&#8221;, ele se perde.<\/p>\n\n<h3 class=\"wp-block-heading\">Voz e tom da marca<\/h3>\n\n<p class=\"wp-block-paragraph\">Os textos precisam facilitar a navega\u00e7\u00e3o, mas tamb\u00e9m soar como a marca.<\/p>\n\n<p class=\"wp-block-paragraph\">Um tom pr\u00f3ximo costuma funcionar bem, porque o texto conversa com o usu\u00e1rio. Mas se a sua marca \u00e9 s\u00e9ria e profissional, os textos n\u00e3o devem aparentar o contr\u00e1rio.<\/p>\n\n<h3 class=\"wp-block-heading\">Os objetivos<\/h3>\n\n<p class=\"wp-block-paragraph\">Cada texto serve a um objetivo de neg\u00f3cio. Se a prioridade \u00e9 que as pessoas experimentem um produto novo, os bot\u00f5es e os avisos precisam lev\u00e1-las a experiment\u00e1-lo.<\/p>\n\n<h3 class=\"wp-block-heading\">Movimentos anteriores e posteriores<\/h3>\n\n<p class=\"wp-block-paragraph\">O UX writer precisa saber de onde o usu\u00e1rio vem e para onde ele vai depois. Assim, os textos de cada passo se encaixam entre si e ningu\u00e9m fica pela metade.<\/p>\n\n<h2 class=\"wp-block-heading\">Exemplos de UX writing<\/h2>\n\n<p class=\"wp-block-paragraph\">Estes exemplos s\u00e3o capturas de tela de 2021. Alguns sites mudaram desde ent\u00e3o, mas os princ\u00edpios continuam os mesmos.<\/p>\n\n<h3 class=\"wp-block-heading\">UX writing em chamadas para a\u00e7\u00e3o<\/h3>\n\n<p class=\"wp-block-paragraph\">Bot\u00f5es como &#8220;comprar&#8221; ou &#8220;assinar&#8221; funcionam, mas n\u00e3o dizem o que o usu\u00e1rio ganha. Tamb\u00e9m n\u00e3o \u00e9 preciso ir ao outro extremo, com frases t\u00e3o criativas que ningu\u00e9m entende.<\/p>\n\n<p class=\"wp-block-paragraph\">O equil\u00edbrio est\u00e1 em um bot\u00e3o claro, que diga o que vai acontecer e o que o usu\u00e1rio recebe.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"630\" height=\"185\" src=\"https:\/\/mailrelay.com\/wp-content\/uploads\/2021\/05\/ux-writing-1.jpg\" alt=\"UX writing em chamadas para a&#xE7;&#xE3;o\" class=\"wp-image-30011\" srcset=\"https:\/\/mailrelay.com\/wp-content\/uploads\/2021\/05\/ux-writing-1.jpg 630w, https:\/\/mailrelay.com\/wp-content\/uploads\/2021\/05\/ux-writing-1-300x88.jpg 300w, https:\/\/mailrelay.com\/wp-content\/uploads\/2021\/05\/ux-writing-1-110x32.jpg 110w\" sizes=\"auto, (max-width: 630px) 100vw, 630px\" \/><\/figure>\n<\/div>\n<p class=\"wp-block-paragraph\">A Goiko mant\u00e9m o usu\u00e1rio na p\u00e1gina com um tom pr\u00f3prio da marca e uma a\u00e7\u00e3o clara: fazer o pedido.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"630\" height=\"119\" src=\"https:\/\/mailrelay.com\/wp-content\/uploads\/2021\/05\/ux-writing-2.jpg\" alt=\"UX writing em chamadas para a&#xE7;&#xE3;o\" class=\"wp-image-30012\" srcset=\"https:\/\/mailrelay.com\/wp-content\/uploads\/2021\/05\/ux-writing-2.jpg 630w, https:\/\/mailrelay.com\/wp-content\/uploads\/2021\/05\/ux-writing-2-300x57.jpg 300w, https:\/\/mailrelay.com\/wp-content\/uploads\/2021\/05\/ux-writing-2-110x21.jpg 110w\" sizes=\"auto, (max-width: 630px) 100vw, 630px\" \/><\/figure>\n<\/div>\n<p class=\"wp-block-paragraph\">No site da Marketing and Web, os dois bot\u00f5es deixam claro o que acontece com cada um. O usu\u00e1rio sabe para onde vai antes de clicar.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"630\" height=\"410\" src=\"https:\/\/mailrelay.com\/wp-content\/uploads\/2021\/05\/ux-writing-3.jpg\" alt=\"UX writing em chamadas para a&#xE7;&#xE3;o\" class=\"wp-image-30013\" srcset=\"https:\/\/mailrelay.com\/wp-content\/uploads\/2021\/05\/ux-writing-3.jpg 630w, https:\/\/mailrelay.com\/wp-content\/uploads\/2021\/05\/ux-writing-3-300x195.jpg 300w, https:\/\/mailrelay.com\/wp-content\/uploads\/2021\/05\/ux-writing-3-110x72.jpg 110w\" sizes=\"auto, (max-width: 630px) 100vw, 630px\" \/><\/figure>\n<\/div>\n<p class=\"wp-block-paragraph\">A Hawkers convida a perguntar com um bot\u00e3o amig\u00e1vel e explica como enviar a mensagem e quanto tempo leva para receber a resposta.<\/p>\n\n<h3 class=\"wp-block-heading\">UX writing em formul\u00e1rios<\/h3>\n\n<p class=\"wp-block-paragraph\">O formul\u00e1rio \u00e9 um dos pontos em que mais usu\u00e1rios se perdem: ao se cadastrar, ao fazer login ou ao assinar uma newsletter.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"630\" height=\"547\" src=\"https:\/\/mailrelay.com\/wp-content\/uploads\/2021\/05\/ux-writing-4.jpg\" alt=\"UX writing em formul&#xE1;rios\" class=\"wp-image-30014\" srcset=\"https:\/\/mailrelay.com\/wp-content\/uploads\/2021\/05\/ux-writing-4.jpg 630w, https:\/\/mailrelay.com\/wp-content\/uploads\/2021\/05\/ux-writing-4-300x260.jpg 300w, https:\/\/mailrelay.com\/wp-content\/uploads\/2021\/05\/ux-writing-4-110x96.jpg 110w\" sizes=\"auto, (max-width: 630px) 100vw, 630px\" \/><\/figure>\n<\/div>\n<p class=\"wp-block-paragraph\">O formul\u00e1rio da Wetaca combina clareza com um humor culin\u00e1rio que tem tudo a ver com a marca. Quem j\u00e1 \u00e9 cliente entra ou recupera a senha sem d\u00favidas, e quem n\u00e3o \u00e9 sabe como se cadastrar.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"630\" height=\"109\" src=\"https:\/\/mailrelay.com\/wp-content\/uploads\/2021\/05\/ux-writing-6.jpg\" alt=\"UX writing em formul&#xE1;rios\" class=\"wp-image-30016\" srcset=\"https:\/\/mailrelay.com\/wp-content\/uploads\/2021\/05\/ux-writing-6.jpg 630w, https:\/\/mailrelay.com\/wp-content\/uploads\/2021\/05\/ux-writing-6-300x52.jpg 300w, https:\/\/mailrelay.com\/wp-content\/uploads\/2021\/05\/ux-writing-6-110x19.jpg 110w\" sizes=\"auto, (max-width: 630px) 100vw, 630px\" \/><\/figure>\n<\/div>\n<p class=\"wp-block-paragraph\">A Uber separa desde o in\u00edcio motoristas e clientes, com um bot\u00e3o diferente para cada um.<\/p>\n\n<div class=\"wp-block-group has-very-light-gray-background-color has-background\" style=\"border-radius:8px;padding-top:24px;padding-right:28px;padding-bottom:24px;padding-left:28px\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"wp-block-paragraph\"><strong>Formul\u00e1rios de assinatura que s\u00e3o entendidos de primeira<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Crie seus formul\u00e1rios com o Mailrelay e adapte o texto de cada campo e do bot\u00e3o.<\/p>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button is-style-mailrelay-primary-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/mailrelay.com\/pt\/criar-conta\/?utm_medium=cta&#038;utm_campaign=ux-writing\">Criar conta gr\u00e1tis<\/a><\/div>\n<\/div>\n<\/div><\/div>\n\n<h3 class=\"wp-block-heading\">UX writing na pol\u00edtica de cookies<\/h3>\n\n<p class=\"wp-block-paragraph\">O aviso de cookies \u00e9 obrigat\u00f3rio, mas tamb\u00e9m \u00e9 uma oportunidade de soar como a sua marca e explicar com clareza o que o usu\u00e1rio aceita.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"630\" height=\"110\" src=\"https:\/\/mailrelay.com\/wp-content\/uploads\/2021\/05\/ux-writing-7.jpg\" alt=\"UX writing na pol&#xED;tica de cookies\" class=\"wp-image-30018\" srcset=\"https:\/\/mailrelay.com\/wp-content\/uploads\/2021\/05\/ux-writing-7.jpg 630w, https:\/\/mailrelay.com\/wp-content\/uploads\/2021\/05\/ux-writing-7-300x52.jpg 300w, https:\/\/mailrelay.com\/wp-content\/uploads\/2021\/05\/ux-writing-7-110x19.jpg 110w\" sizes=\"auto, (max-width: 630px) 100vw, 630px\" \/><\/figure>\n<\/div>\n<p class=\"wp-block-paragraph\">O banner de cookies da Wetaca mant\u00e9m o tom de todo o site sem esconder o que \u00e9 importante.<\/p>\n\n<h3 class=\"wp-block-heading\">UX writing em p\u00e1ginas de produto<\/h3>\n\n<p class=\"wp-block-paragraph\">Em uma loja virtual, cada d\u00favida n\u00e3o resolvida na p\u00e1gina de produto \u00e9 um carrinho que pode ser abandonado.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"630\" height=\"294\" src=\"https:\/\/mailrelay.com\/wp-content\/uploads\/2021\/05\/ux-writing-9.jpg\" alt=\"UX writing em p&#xE1;ginas de produto\" class=\"wp-image-30020\" srcset=\"https:\/\/mailrelay.com\/wp-content\/uploads\/2021\/05\/ux-writing-9.jpg 630w, https:\/\/mailrelay.com\/wp-content\/uploads\/2021\/05\/ux-writing-9-300x140.jpg 300w, https:\/\/mailrelay.com\/wp-content\/uploads\/2021\/05\/ux-writing-9-110x51.jpg 110w\" sizes=\"auto, (max-width: 630px) 100vw, 630px\" \/><\/figure>\n<\/div>\n<p class=\"wp-block-paragraph\">Na Yumping, a p\u00e1gina de um salto de paraquedas resolve as d\u00favidas antes que elas apare\u00e7am. Oferece datas, op\u00e7\u00e3o de presente, v\u00e1rios pre\u00e7os e um telefone para pedir ajuda.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"630\" height=\"300\" src=\"https:\/\/mailrelay.com\/wp-content\/uploads\/2021\/05\/ux-writing-10.jpg\" alt=\"UX writing em p&#xE1;ginas de produto\" class=\"wp-image-30021\" srcset=\"https:\/\/mailrelay.com\/wp-content\/uploads\/2021\/05\/ux-writing-10.jpg 630w, https:\/\/mailrelay.com\/wp-content\/uploads\/2021\/05\/ux-writing-10-300x143.jpg 300w, https:\/\/mailrelay.com\/wp-content\/uploads\/2021\/05\/ux-writing-10-110x52.jpg 110w\" sizes=\"auto, (max-width: 630px) 100vw, 630px\" \/><\/figure>\n<\/div>\n<p class=\"wp-block-paragraph\">A Mediamarkt apresenta cada decis\u00e3o da compra em ordem: garantia, entrega e forma de pagamento.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"630\" height=\"198\" src=\"https:\/\/mailrelay.com\/wp-content\/uploads\/2021\/05\/ux-writing-11.jpg\" alt=\"UX writing em p&#xE1;ginas de produto\" class=\"wp-image-30022\" srcset=\"https:\/\/mailrelay.com\/wp-content\/uploads\/2021\/05\/ux-writing-11.jpg 630w, https:\/\/mailrelay.com\/wp-content\/uploads\/2021\/05\/ux-writing-11-300x94.jpg 300w, https:\/\/mailrelay.com\/wp-content\/uploads\/2021\/05\/ux-writing-11-110x35.jpg 110w\" sizes=\"auto, (max-width: 630px) 100vw, 630px\" \/><\/figure>\n<\/div>\n<p class=\"wp-block-paragraph\">A Dior usa um tratamento formal com o usu\u00e1rio, em linha com a sua marca e o seu p\u00fablico. Al\u00e9m disso, deixa claras as op\u00e7\u00f5es de tamanho, personaliza\u00e7\u00e3o e compra na loja.<\/p>\n\n<h3 class=\"wp-block-heading\">UX writing para quando h\u00e1 um erro<\/h3>\n\n<p class=\"wp-block-paragraph\">Uma p\u00e1gina de erro 404 bem escrita evita que o usu\u00e1rio v\u00e1 embora: explica o que aconteceu e oferece um caminho.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"630\" height=\"406\" src=\"https:\/\/mailrelay.com\/wp-content\/uploads\/2021\/05\/ux-writing-12.jpg\" alt=\"UX writing para quando h&#xE1; um erro\" class=\"wp-image-30023\" srcset=\"https:\/\/mailrelay.com\/wp-content\/uploads\/2021\/05\/ux-writing-12.jpg 630w, https:\/\/mailrelay.com\/wp-content\/uploads\/2021\/05\/ux-writing-12-300x193.jpg 300w, https:\/\/mailrelay.com\/wp-content\/uploads\/2021\/05\/ux-writing-12-110x71.jpg 110w\" sizes=\"auto, (max-width: 630px) 100vw, 630px\" \/><\/figure>\n<\/div>\n<p class=\"wp-block-paragraph\">O designer Jonathan V\u00e9lez transforma sua p\u00e1gina 404 em uma refer\u00eancia a Star Wars e leva o usu\u00e1rio aos artigos do seu blog.<\/p>\n\n<h3 class=\"wp-block-heading\">UX writing em buscadores<\/h3>\n\n<p class=\"wp-block-paragraph\">Um buscador precisa ser claro e r\u00e1pido: o usu\u00e1rio quer algo espec\u00edfico e n\u00e3o tem tempo a perder.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"630\" height=\"139\" src=\"https:\/\/mailrelay.com\/wp-content\/uploads\/2021\/05\/ux-writing-15.jpg\" alt=\"UX writing em buscadores\" class=\"wp-image-30027\" srcset=\"https:\/\/mailrelay.com\/wp-content\/uploads\/2021\/05\/ux-writing-15.jpg 630w, https:\/\/mailrelay.com\/wp-content\/uploads\/2021\/05\/ux-writing-15-300x66.jpg 300w, https:\/\/mailrelay.com\/wp-content\/uploads\/2021\/05\/ux-writing-15-110x24.jpg 110w\" sizes=\"auto, (max-width: 630px) 100vw, 630px\" \/><\/figure>\n<\/div>\n<p class=\"wp-block-paragraph\">No Uber Eats, basta informar o endere\u00e7o, selecionar o hor\u00e1rio e escolher a comida. Cada campo diz exatamente o que voc\u00ea precisa fazer.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"630\" height=\"68\" src=\"https:\/\/mailrelay.com\/wp-content\/uploads\/2021\/05\/ux-writing-16.jpg\" alt=\"UX writing em buscadores\" class=\"wp-image-30028\" srcset=\"https:\/\/mailrelay.com\/wp-content\/uploads\/2021\/05\/ux-writing-16.jpg 630w, https:\/\/mailrelay.com\/wp-content\/uploads\/2021\/05\/ux-writing-16-300x32.jpg 300w, https:\/\/mailrelay.com\/wp-content\/uploads\/2021\/05\/ux-writing-16-110x12.jpg 110w\" sizes=\"auto, (max-width: 630px) 100vw, 630px\" \/><\/figure>\n<\/div>\n<p class=\"wp-block-paragraph\">A Wetaca permite saber, pelo CEP, quanto tempo o pedido vai levar para chegar.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"630\" height=\"158\" src=\"https:\/\/mailrelay.com\/wp-content\/uploads\/2021\/05\/ux-writing-17.jpg\" alt=\"UX writing em buscadores\" class=\"wp-image-30029\" srcset=\"https:\/\/mailrelay.com\/wp-content\/uploads\/2021\/05\/ux-writing-17.jpg 630w, https:\/\/mailrelay.com\/wp-content\/uploads\/2021\/05\/ux-writing-17-300x75.jpg 300w, https:\/\/mailrelay.com\/wp-content\/uploads\/2021\/05\/ux-writing-17-110x28.jpg 110w\" sizes=\"auto, (max-width: 630px) 100vw, 630px\" \/><\/figure>\n<\/div>\n<p class=\"wp-block-paragraph\">O buscador do Booking usa perguntas diretas e deixa todas as op\u00e7\u00f5es \u00e0 vista.<\/p>\n\n<h2 class=\"wp-block-heading\">Microtextos: exemplos de antes e depois<\/h2>\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><thead><tr><th>Elemento<\/th><th>Antes<\/th><th>Depois<\/th><\/tr><\/thead><tbody><tr><td>Bot\u00e3o<\/td><td>Enviar<\/td><td>Receber meu guia gr\u00e1tis<\/td><\/tr><tr><td>Erro de formul\u00e1rio<\/td><td>Campo inv\u00e1lido<\/td><td>Falta o @ no seu email<\/td><\/tr><tr><td>P\u00e1gina 404<\/td><td>Erro 404<\/td><td>N\u00e3o encontramos esta p\u00e1gina. Voc\u00ea estava procurando o blog?<\/td><\/tr><tr><td>Carrinho vazio<\/td><td>N\u00e3o h\u00e1 produtos<\/td><td>Seu carrinho est\u00e1 vazio. Veja as novidades desta semana<\/td><\/tr><tr><td>Confirma\u00e7\u00e3o<\/td><td>Opera\u00e7\u00e3o realizada<\/td><td>Pronto: enviamos o pedido para o seu email<\/td><\/tr><tr><td>Cancelamento<\/td><td>Gerenciar prefer\u00eancias<\/td><td>Cancelar minha inscri\u00e7\u00e3o na newsletter<\/td><\/tr><\/tbody><\/table><\/figure>\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/11\/ux-writing-microtextos-antes-despues-1024x576.jpg\" alt=\"Infogr&#xE1;fico: exemplos de microtextos de bot&#xF5;es, erros e formul&#xE1;rios antes e depois de aplicar UX writing\" class=\"wp-image-118088\" srcset=\"https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/11\/ux-writing-microtextos-antes-despues-1024x576.jpg 1024w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/11\/ux-writing-microtextos-antes-despues-300x169.jpg 300w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/11\/ux-writing-microtextos-antes-despues-768x432.jpg 768w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/11\/ux-writing-microtextos-antes-despues-110x62.jpg 110w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/11\/ux-writing-microtextos-antes-despues-60x34.jpg 60w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/11\/ux-writing-microtextos-antes-despues.jpg 1536w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n<h2 class=\"wp-block-heading\">UX writing nos seus emails<\/h2>\n\n<p class=\"wp-block-paragraph\">O email tamb\u00e9m tem UX writing, embora poucas vezes se pense nele dessa forma. Estes s\u00e3o os textos que mais influenciam para que seus assinantes fa\u00e7am o que voc\u00ea espera:<\/p>\n\n<ul class=\"wp-block-list\">\n<li><strong>O <a href=\"https:\/\/mailrelay.com\/pt\/glossario\/formulario-de-assinatura\/\">formul\u00e1rio de assinatura<\/a>:<\/strong> diga o que eles v\u00e3o receber e com que frequ\u00eancia, e use um bot\u00e3o que repita isso (&#8220;Quero receber as dicas&#8221;).<\/li>\n\n\n<li><strong>A confirma\u00e7\u00e3o do <a href=\"https:\/\/mailrelay.com\/pt\/glossario\/double-opt-in\/\">double opt-in<\/a>:<\/strong> explique por que \u00e9 preciso confirmar e o que acontece se n\u00e3o confirmarem.<\/li>\n\n\n<li><strong>O assunto e o preheader:<\/strong> s\u00e3o o primeiro microtexto que o leitor v\u00ea. Voc\u00ea encontra exemplos no post sobre <a href=\"https:\/\/mailrelay.com\/pt\/blog\/2018\/09\/04\/20-titulos-originais-e-impactantes-para-melhorar-suas-taxas-de-visualizacoes\/\">assuntos chamativos para emails<\/a>.<\/li>\n\n\n<li><strong>Os bot\u00f5es do email:<\/strong> um \u00fanico bot\u00e3o principal e um texto que diga o que acontece ao clicar.<\/li>\n\n\n<li><strong>Os <a href=\"https:\/\/mailrelay.com\/pt\/glossario\/email-transacional\/\">emails transacionais<\/a>:<\/strong> confirma\u00e7\u00f5es, avisos de envio ou altera\u00e7\u00f5es de senha claros e sem enrola\u00e7\u00e3o.<\/li>\n\n\n<li><strong>O cancelamento da inscri\u00e7\u00e3o:<\/strong> um link vis\u00edvel com um texto direto. Quem n\u00e3o o encontra marca o email como spam.<\/li>\n<\/ul>\n\n<div class=\"wp-block-group has-very-light-gray-background-color has-background\" style=\"border-radius:8px;padding-top:24px;padding-right:28px;padding-bottom:24px;padding-left:28px\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"wp-block-paragraph\"><strong>Emails que guiam o leitor, e n\u00e3o que o confundem<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Templates com bot\u00f5es edit\u00e1veis e teste A\/B do assunto para saber qual texto funciona melhor.<\/p>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button is-style-mailrelay-primary-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/mailrelay.com\/pt\/criar-conta\/?utm_medium=cta&#038;utm_campaign=ux-writing\">Experimentar o Mailrelay gr\u00e1tis<\/a><\/div>\n<\/div>\n<\/div><\/div>\n\n<h2 class=\"wp-block-heading\">Como o Mailrelay ajuda voc\u00ea<\/h2>\n\n<p class=\"wp-block-paragraph\">Com o Mailrelay, voc\u00ea pode aplicar o UX writing em toda a jornada do assinante:<\/p>\n\n<ul class=\"wp-block-list\">\n<li><strong>Formul\u00e1rios e landing pages<\/strong> em que voc\u00ea adapta o texto de cada campo e do bot\u00e3o.<\/li>\n\n\n<li><strong>Templates<\/strong> com bot\u00f5es edit\u00e1veis para cada chamada para a\u00e7\u00e3o.<\/li>\n\n\n<li><strong>Teste A\/B<\/strong> do assunto ou do remetente, para verificar qual texto funciona melhor.<\/li>\n\n\n<li><strong>Automa\u00e7\u00f5es<\/strong> de boas-vindas para explicar ao novo assinante o que ele vai receber.<\/li>\n<\/ul>\n\n<p class=\"wp-block-paragraph\">A conta gratuita permite enviar at\u00e9 80.000 emails por m\u00eas para 20.000 contatos.<\/p>\n\n<div class=\"wp-block-group has-very-light-gray-background-color has-background\" style=\"border-radius:8px;padding-top:24px;padding-right:28px;padding-bottom:24px;padding-left:28px\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"wp-block-paragraph\"><strong>Coloque em pr\u00e1tica o seu UX writing por email<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Conta gratuita: at\u00e9 80.000 emails por m\u00eas para 20.000 contatos, com suporte humano.<\/p>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button is-style-mailrelay-primary-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/mailrelay.com\/pt\/criar-conta\/?utm_medium=cta&#038;utm_campaign=ux-writing\">Criar minha conta gratuita<\/a><\/div>\n<\/div>\n<\/div><\/div>\n\n<h2 class=\"wp-block-heading\">Perguntas frequentes sobre UX writing<\/h2>\n\n<h3 class=\"wp-block-heading\">O que \u00e9 UX writing, em poucas palavras?<\/h3>\n\n<p class=\"wp-block-paragraph\">\u00c9 a escrita dos textos de uma interface, como bot\u00f5es ou mensagens de erro. Seu objetivo \u00e9 que o usu\u00e1rio conclua o que quer fazer sem se perder.<\/p>\n\n<h3 class=\"wp-block-heading\">Qual \u00e9 a diferen\u00e7a entre UX writing e copywriting?<\/h3>\n\n<p class=\"wp-block-paragraph\">O copywriting busca convencer e vender. O UX writing busca que o usu\u00e1rio entenda cada passo e o conclua. Muitos profissionais fazem as duas coisas.<\/p>\n\n<h3 class=\"wp-block-heading\">O que faz um UX writer?<\/h3>\n\n<p class=\"wp-block-paragraph\">Escreve e revisa os textos de um site ou de um app junto com a equipe de design e de produto. Tamb\u00e9m testa esses textos com usu\u00e1rios e mant\u00e9m um guia de estilo.<\/p>\n\n<h3 class=\"wp-block-heading\">O que \u00e9 microcopy?<\/h3>\n\n<p class=\"wp-block-paragraph\">\u00c9 o menor texto de uma interface, como o r\u00f3tulo de um campo ou o texto de um bot\u00e3o. Faz parte do UX writing.<\/p>\n\n<h3 class=\"wp-block-heading\">O UX writing serve para o email marketing?<\/h3>\n\n<p class=\"wp-block-paragraph\">Sim. O formul\u00e1rio de assinatura, a confirma\u00e7\u00e3o, o assunto, os bot\u00f5es e o link de cancelamento de inscri\u00e7\u00e3o s\u00e3o microtextos que decidem se o assinante age ou se perde.<\/p>\n\n<div class=\"wp-block-group has-white-color has-text-color has-background has-link-color wp-elements-1\" style=\"border-radius:8px;background-color:#0072c6;margin-top:32px;margin-bottom:32px;padding-top:24px;padding-right:28px;padding-bottom:24px;padding-left:28px\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<h2 class=\"wp-block-heading has-white-color has-text-color\">Sugest\u00f5es de leitura<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><strong><a href=\"https:\/\/mailrelay.com\/pt\/glossario\/copywriting\/\">Copywriting<\/a><\/strong><br\/>O que \u00e9 e como escrever para convencer e vender.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong><a href=\"https:\/\/mailrelay.com\/pt\/blog\/2018\/09\/04\/20-titulos-originais-e-impactantes-para-melhorar-suas-taxas-de-visualizacoes\/\">Assuntos chamativos para emails<\/a><\/strong><br\/>20 f\u00f3rmulas com exemplos para que suas newsletters sejam abertas.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong><a href=\"https:\/\/mailrelay.com\/pt\/blog\/2022\/11\/15\/escreva-seu-formulario-de-assinatura-para-capturar-mais-assinantes-sem-isca-digital\/\">Como escrever seu formul\u00e1rio de assinatura<\/a><\/strong><br\/>Que texto colocar em cada campo e no bot\u00e3o para conseguir mais cadastros.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong><a href=\"https:\/\/mailrelay.com\/pt\/glossario\/double-opt-in\/\">Double opt-in<\/a><\/strong><br\/>O que \u00e9 a confirma\u00e7\u00e3o de assinatura e por que ela melhora a sua lista.<\/p>\n\n<\/div><\/div>\n\n<div style=\"height:32px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<div class=\"wp-block-group has-very-light-gray-background-color has-background\" style=\"border-radius:8px;padding-top:24px;padding-right:28px;padding-bottom:24px;padding-left:28px\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<div class=\"wp-block-columns are-vertically-aligned-center is-not-stacked-on-mobile is-layout-flex wp-container-core-columns-is-layout-5dc627e1 wp-block-columns-is-layout-flex\" style=\"margin-top:0;margin-bottom:0\">\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:112px\">\n<figure class=\"wp-block-image size-full is-resized is-style-rounded\" style=\"margin-top:0;margin-bottom:0\"><a href=\"https:\/\/mailrelay.com\/pt\/blog\/author\/jose\/\"><img loading=\"lazy\" decoding=\"async\" width=\"176\" height=\"176\" src=\"https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/jose-argudo-cmo-mailrelay.jpg\" alt=\"Jose Argudo, CMO do Mailrelay\" class=\"wp-image-97284\" style=\"width:96px;height:96px\" srcset=\"https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/jose-argudo-cmo-mailrelay.jpg 176w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/jose-argudo-cmo-mailrelay-150x150.jpg 150w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/jose-argudo-cmo-mailrelay-110x110.jpg 110w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/jose-argudo-cmo-mailrelay-60x60.jpg 60w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/jose-argudo-cmo-mailrelay-120x120.jpg 120w\" sizes=\"auto, (max-width: 176px) 100vw, 176px\" \/><\/a><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\">\n<p class=\"wp-block-paragraph\" style=\"margin-top:0;margin-bottom:4px\"><strong>Jose Argudo<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\" style=\"margin-top:0;margin-bottom:4px\">CMO do Mailrelay. Escreve sobre email marketing, copywriting e convers\u00e3o para pequenas empresas e empreendedores.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\" style=\"margin-top:0;margin-bottom:0\"><a href=\"https:\/\/mailrelay.com\/pt\/blog\/author\/jose\/\">Mais artigos do Jose<\/a> \u00b7 <a href=\"https:\/\/www.linkedin.com\/in\/joseargudo\" target=\"_blank\" rel=\"noreferrer noopener\">LinkedIn<\/a><\/p>\n<\/div>\n<\/div>\n<\/div><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Os pequenos textos que decidem se o seu usu\u00e1rio conclui a compra ou se perde no caminho<\/p>\n","protected":false},"author":124,"featured_media":118097,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","footnotes":""},"categories":[877,580],"tags":[],"class_list":["post-96537","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog-conteudo-e-modelos-b2b","category-marketing-pt"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>UX writing: o que \u00e9, o que faz um UX writer e exemplos<\/title>\n<meta name=\"description\" content=\"O que \u00e9 UX writing, como ele se diferencia do copywriting, o que faz um UX writer e exemplos reais de bot\u00f5es, formul\u00e1rios, erros e emails.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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