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Andrea Zoellner: Copywriting for Better UX

My name is Andrea and today I’ll be presenting copywriting tips for better UX, and I just wanted to thank the organizers of work camp Toronto for inviting me to present here I’m from Montreal so not too far, but I do organize the word camp in Montreal.

So I know just how much work goes into these events and so kudos to them and also thanks to our sponsors. I work for spectrum, so I’m a sponsor and the speaker here, which is kind of fun. But let’s move on to why you’re here, which is to hear about copywriting um, so my name is Andrea and I studied journalism at Concordia in Montreal. But I worked in tech for about four years and I’m also the chief content creator at SiteGround and that’s my twitter handle.

If you want to tweet out things, follow me I’ll, be also tweeting out these slides right after the talk, so you can get them. So in the four years that I worked in content creation and in tech, of course, I’ve learned a lot of things about internet behavior and about how people engage with content and what makes for good web content and all of these tips and tricks about how to Improve that so that people are really getting the most from the time that they spend on your website and the content that they read.

But I would say that what gives me the most credibility in giving this talk on excessive bug and UX and copywriting is just how much time I spend online every day. I think I’m one of those people that always has my phone. I always have a device in my hand, I’m always looking at multiple screens and I’m just spending so much time on the internet, whether it’s consuming content shopping, engaging with people on social media and just that exposure to it.

I’ve seen a lot of good things and a lot of bad things about how people build their websites and about how people write, content and develop and design their interfaces. So I wanted to share with you today some of the good some of the bad. Some of the ugly, but mostly how you can learn to improve the that your website performs by changing the little pieces of text that are all throughout your website.

But before we get to the the meat of the content and what we’re really going to be talking about, I wanted to highlight an experience that I’ve had recently that sort of explains why we need to be making these decisions and why these decisions are going to Be made for us and why we need to be really careful about the decisions we made when designing UX interfaces for our users, so everyone has taken an elevator before correct.

I mean it’s a pretty straightforward experience. You’re staying in suite 601 you get on your elevator. You press 6 and then you quickly close the closed door button, so no one else gets on the elevator after you all right. You want to be on them, but what about that button that takes you down to the ground floor? What is that button like? What’s the label on it, and so in the past couple weeks I’ve been in like Boston, Seattle, Montreal Toronto, New York and I sort of like wanted to take a look at all the different types of buttons that you can see for the ground floor.

So, like 0 1 1 with a star s for street level, which is like weird to me, a G and RC, which is an abbreviation in French for for the ground floor. So I would say that you know in a lot of cases, you expect to have some standardization in a lot of cases you you know that is really good to have. You know a really set determine rule for the way we design things, but in real life. That’s not always the case, you know we have these discrepancies, we have this diversity of design decisions and it’s the same and web development, and I would say that it’s also the same and when we use our microcopy.

So microcopy is all these little bits of text that are throughout your website that seem really simple and almost stupid and are often built into templates. So you don’t even think about them, but you can edit these, and these are things that you can use to work to your advantage, so that your websites, cohesive and so really and it does what you want it to do so, I’m I’ve developed this talk and Divided into three different points, and so my three points here to help you improve those little bits of text that are throughout your website are to think big to perfect the small to design with empathy and to keep it simple.

So the first one they picture thinking a couple of years ago. I gave a talk in word, camp, Kansas City, and it was all about content audits and improving the content on your website. It was more geared towards larger organizations and agencies, because that’s sort of what the crowd was there, but what the main takeaway was that content doesn’t exist in a silo. It cuts across every part of your organization or part of your business.

And so it’s not something that you can just design and develop on its own. It really has to work with everything else that you’re doing, whether it’s your who, who your audience is how you’re targeting them, what your product does contents really going to get into all of that, and it has to support that. So that’s why content writers have a pretty interesting role in a company because they’re working with the developers or they’re working with the stakeholders they’re the ones who are going to be telling the story of what your company, your organization, or even just your personal brand? What it is that you do and they need to work with everyone, and so that’s why developing a big picture so that every kind everyone can be on the same page is an important part of a content strategy for your site, and it also impacts your microcopy.

So, like I would say you just zoom out, you know, even if you’re talking about what kind of label you’re going to put in your checkout cart, it all starts with who your company is. Who are you what and – and you know I know in this room – we’re talking a lot of people that just have one website, some people, work for organizations or hospitals, schools that work in agencies, but so taking us as more of like a general understanding of brand.

But you need to determine things like what are your company’s mission? What do you want people to feel about your brand? If you could picture your brand as a person? How would the act and sound, and so that’s something that is really interesting to think about, because the way that you interact with the website can seem really robotic, but it doesn’t have to be. You can develop a tone of voice where it feels like you’re, interacting with a human, and it puts forward like the human aspect of what your company is, and that builds trust.

Because when someone feels like they’re interacting with a real individual, then you can get them to really listen to you. And so I always encourage people who are working on a project that the about their brand to think about what they’re trying to convey and to come up with a North Star of who that person is or who that brand is and that helps. You then determine a tone of voice, and it helps you also to make these decisions so that it fits into your tone of voice and your branding guidelines, because what I like to say is: there’s no accidental copy or, I hope, there’s no accidental copy.

I know that we’re all super busy, so the idea of going in and editing every single thing that’s on our website might seem impossible. A lot of us wear multiple hats, so you may be the copywriter and the designer you may be the owner, and you may be doing all of this yourself. But if you have the time to go in, it’s really nice to make sure that every single thing is intentional on your website, so not to have any accidental coffee, but to have really things that you’ve chosen and so part of that is asking yourself questions who’s.

My audience: what’s the purpose of this piece of content or coffee and doesn’t make sense in a hole as a full throughout my website, does everything work together to meet my to fit into my branding guidelines, and so these are things that you also want to consider Throughout any design project like what do you want people to feel when they interact with you, do they want to feel knowledge? Do you want them to feel knowledgeable, empowered reassured and throughout that? Are you staying true to your branding guidelines that you’ve established as as a team and as a quick example of how you can change really small things, and that really set the tone for your website? I wanted to give you some examples.

So here off screen is a magazine, that’s kind of like a really hip trendy tech magazine. I’ve worked with them before and they’re really awesome, and so for their blog section, they’ve chosen the label blog, it makes sense they’re a magazine, but you’re not going to be reading the articles from their magazine, they’re you’re, going to be reading articles that they’ve published in Between issues to keep their readers interested and engaged, so that’s something that they’ve chosen blog very straightforward.

Then this is a consulting agency that does document management and document creation. So it’s an outsourced document creation agency that that can that’s really like business-oriented, so they’re really focused on providing their services that our article writing and they’ve chosen. The word articles, instead of blog, because it kind of hints it like a more professional environment, like we think of articling in law and journalism and academia, so they’ve chosen articles as a word and then MIT.

So MIT is a school which is also you know. You’d think you’d be very kind of conservative and professional, but they’re trying to show the human side of their of their schools, so they don’t really have blog posts. They have more news about the campus about research. That’s happening, and so it’s not really blog. That’s not really articles, it’s more news updates, so these are three ways that you could pretty much label the the same thing, but sets an expectation of what you’re going to find when you click on that on that label.

So you expect to find news about them, or you expect to find articles that this company has written, or you expect a blog that you can engage with and get content. So these are high level things like small decisions. That really are. Are you know you get from a high level decision on what you want your website to say, and so after you’ve determined all of that, then it’s implementing the rules so being consistent is really what’s going to help your website succeed and help your readers have a Better, a better flow or a better user experience through throughout your website.

So you know, even if you have a simple website, knowing that, if you’re talking about your blog that throughout your website, everything says, follow the blog or if they receive a confirmation email. It says. Thank you for subscribing to our blog that you’re not calling it. You know something different in every little place, and so you know that gets even more complicated if you have membership sites or if you have ecommerce sites or if you are doing like event, management and things like that.

So you know when you’re talking about people that are engaging with your website, are they your user? Are they your member, your subscriber your visitor, your reader? They may be all of those, but you kind of want to narrow in on one label that you’re going to give them. If people are engaging with your website by signing up, you know, are they subscribing? Are they purchasing tickets? Are they joining something or RSVP’ing? You want to make those decisions from day one so that when you build your website, you’re continuing to use the same label and you’re being consistent, I know I’ve seen I online.

You see a lot of like basket. Bag, cart, shopping, cart, there’s a lot of different ways that you can label that, and so it’s making these decisions from the get-go and being able to implement them throughout your design process is really going to allow your website visitors to understand where you’re going and feel Like they’re supported in the actions that they do on your website, if you’ve worked in UX at all, you know the idea of a flow, so a flow is basically like if you’re engaging with the screen.

What did you see before? What are you going to see after? Where are you going on this journey? Where do the options? Where is it going to branch out, and so one of the experiences that one of the things that helps when you’re designing, even just as a copy Content writer, is to put yourself in the shoes of your website visitor and going through these flows yourself? And so this is a really interesting exercise, but it’s also a little bit tedious.

So my my recommendation for flows is to just do like Excel spreadsheets and to track what you’re doing on your website. So if you start on one screen, you let’s say your experience starts with Facebook, so maybe you’re very active on Facebook, but you want to get people to come to your website. What is it that people are going to be engaging with on Facebook? What are they going to click on to get to your website? That’s already one action.

It’s one part of the flow once they get to your website. What are they going to do on their website? Do you want them to read your blog posts? Do you want them to subscribe after? What is that experience like? Is it successful? Are you getting them to subscribe and to to do the actions that you want? Where are they getting lost? You know, maybe you want them to subscribe, but the subscribe button is on a different page and it’s not popping up when they’re reading your blog posts.

All of these flows are things that you really want to walk through yourself, so that you can put yourself in the shoes of your website visitors and see where there might be gaps, wait, see where there may be missed opportunities. Maybe you know you’re reading through a piece of content, and this is the perfect time to highlight that you have an event coming up, and so these are things that you want to.

You really can only see if you go through your website again and again and start tracking these flows, and that’s where you can also see where your words can make a difference. So if you’re going through these flows – and you see missed opportunities, it could just mean editing that text, so it’s a little more powerful or that it actually like conveys something that that is like points to an action.

It could mean that you’re confusing your users, because you’ve started to use different language in different spots, and those are things that you can start to highlight at this point in the process. You also have options like a lot of the time. It’s a choose-your-own-adventure kind of experience when people are going through your website and so to see where they may branch off it’s fun to also get people that aren’t familiar with your product or aren’t familiar with your site at all to come in and to start using It and to be like okay: where would you naturally go after this or what’s your inclination or how are you feeling right now and so to have people go through these flows and to express out loud what what they’re experiencing it can be really helpful, and so You may have a really simple website and but have tons of flows and not even know it, for example the Facebook that example I gave, if you have a blog and you want people to sign up or you want them to continue.

Reading more articles on your site, if you have forms and prompts if you have products and if you’re having feature tours, then you definitely know what flows are because you’re getting people to go through your product right there and navigational links and search filters. All of these things are flows that people will use going as they go through your website, and so you want your microcopy to encourage you want it to reassure you, want it to to make people more knowledgeable and certain about what they’re doing and essentially that’s that’s Really the goal is you want to design with empathy, because you want your website visitors to feel good when they’re on your site, you want don’t want them to be confused, you don’t want them to feel like they’re, an idiot.

You want them to feel like they’re. There they’re in the right place and that they know what’s next and that they’re going to be able to come out of there accomplishing what they were hoping for, and so there’s the book that I really like called nicely said. It’s geared primarily towards copywriters. It’s called it’s written by Nicole Fenton and Kate. Keefe relate and I’ll tweet it out after this talk, but there is a chapter about improving flows and they give her a list of questions that you can use when you’re mapping it out.

So what the reader trying to do, what could the reader be feeling? How did the reader get here and what’s happening next and what choices can they make? So this points back to the choose-your-own-adventure, you know, maybe you have too many choices on your site. So if you want to push people into a flow but you’re telling them sign up for my event, subscribe to my blog post, follow me on Facebook.

You know go to our store. Those are a lot of different messages, and you know you may want to focus on a couple of them or you may want to have a hierarchy, because it may end up being a little bit too much in one particular flow and that’s part of putting yourself In their shoes, you know what is happening in this frame. Is it like overloaded or confusing? Does it relate to the frames before and after is it complete? Maybe there’s something missing here and does everything sound like it came from the same place? And so that’s like a final like the last one is definitely a copywriting tip because it points back to the tone of voice the sound like the same person as the previous screen or all of a sudden.

Is it super cold? Did we lose that familiarity, or maybe it’s the opposite? Maybe you know you have a flow, that’s like very corporate and then all of a sudden there’s this joke and you’re like it feels out of place. These are not bad decisions in and of themselves, but they just don’t work together and then you know a lot of it is is feelings. A lot of people underestimate how many decisions are fueled by feelings.

So when you have people on your website and you have them feeling fearful, then you know it’s going to work against you, but you can help and some of the decisions that you can make can really help to undo those feelings of fear. And so a lot of the common ones that you want to think about for people to come on your website is you know if they’re signing up fear of irreversible change, so picking a username, for example, you know when I’m picking a username, I’m part of me.

It’s like okay, how visible is this username? If I pick something stupid, am I stuck with it forever like when I first signed up to Twitter like 10 years ago, I picked a really stupid handle and I was like okay. I can’t change this. I’m going to like this is there’s some element of fear that that keeps you from doing it and so being able to support people and let them know when the changes is reversible or when there’s a little bit of flexibility.

Well, then, to complete the action more quickly and with more confidence, there’s also a fear of data loss. So if any of you, for example, use two-factor authentication, there’s a screen where they say here, your secret codes save these. If you navigate away from this page, they’ll be gone forever, and so, if that’s communicated, then you know it sort of helps, fix that fear of data loss or fear of of doing something and not saving it or if you, like click back, you haven’t saved the Form that you filled out, and so all of these things, I think, can prevent your users from moving safely through your flows and having a good time.

There’s also fear about personal data security. I mean that’s something that we’ve all been really familiar with since, like the European GDP, our and everything it’s like people or care about how the personal information is going to be stored and kept and collected shared used. All of that is information that they probably want. If they’re filling out a very detailed form, so you want to make sure that you give information about that like not just for the legal purposes, but also to help your your visitors feel more secure in what they’re doing and trust you more and, of course, the Fear of getting spammed I’ve filled out a lot of forms recently.

That sort of tell you why they need your email address, what they intend to do with it and at what frequency you can expect a newsletter for example. So you know if it says outright we’re going to email. You weekly, you know it’s kind of sets the tone and gives a little bit more information about what you’re signing up for which is nice. So, through all of these flows, you can use copy to help users get started, encourage them courage them to start.

You know using your website in the way that you intended it. Let users know what to do next so like for the example that there’s lots of things that you could do, whether it’s subscribe or follow you on Facebook and all these things. You can encourage users sort of to do a couple of actions and use words that are more encouraging. In that sense, you can explain new features. I mean a lot of the time we are working on our websites and we’re making them better, and so your users might come back and find something completely different.

But if you use copy to explain it, then it’s a lot more reassuring and if you have slight changes in a familiar context, they’re much more well received. You can also reduce cognitive effort, which is basically like people don’t want to make decisions. I think there’s a lot of decision fatigue, so if you can just buy your coffee, help people to feel confident about the decision that you’re making for them, then they’ll be better off so just by making it easier for them to make decisions like removing any of That friction of having to read and understand things and helps them to have a better experience on your site.

You can also suggest users to take a certain action, so maybe you do have multiple options, but if you can program your website to sort of guess where they’re going, you can then prompt them with some some more targeted action or an action oriented language, and you Can also help users in a moment of failure, and so I’ll talk about that in a little bit. But this is like air screens, for example. So if they do something wrong on your website, you don’t want to reprimand them.

You want to help them, and so just like basic guidelines. If you’re looking at doing some some changes today on your website, what are some things you can look at check for typos, that’s an obvious one. They slip in all the time, so you want to make sure that you’re rereading your stuff, checking it or having someone else, take a look at it so that you have a second pair of eyes, edit for consistency now that you’ve developed this great, like brand tone Of voice, you can go through your screens and evaluate it and think.

Okay does this fit with what we’ve determined as a company as an organization? Does this fit with what we want to be seeing and how we want to be saying it review the order? You know maybe there’s some screens that just don’t make sense in that sequence or someone’s pointed out that it’s feels out of place and you want to narrow the focus. You don’t want to bombard people with too much stuff and timing as well.

You know – maybe it’s just it’s part of the order, but maybe it’s just like there’s a message that comes at the wrong time or a bit too soon, so it ends up creating more fear and confusion than then if it had just been moved a little bit Further, when the user was more knowledgeable, things like that that you can think of sometimes it also just means really small changes like adding headers to your content, adding more buttons or adding like separating text.

Sometimes it can be a really simple solution to to something to a problem like that, and you also want to determine what level of information you want to give, and so that’s like. No one has the perfect answer for this, but basically the sweetspot sets clear expectations while staying out of someone’s way. So you want to give them enough information that they don’t feel like you’re patronizing, but also you don’t want to overwhelm them, and so that’s something that usually goes with testing.

There’s. No there’s no perfect answer and I’ll briefly touch upon accessibility. It’s not my forte! I’m not a developer and I’m not an accessibility specialist, but I know that there are some small things that you can do when you’re editing your micro copy in your website that can help help it be more accessible. Some of that is like using label elements and your buttons and in your content, using precise language, so not not relying on the interface itself to communicate, but actually having the label say something specific, because if you’re thinking about someone who is using a screen reader, for Example, that’s the only bit of information they’re going to be getting so you want to make sure it’s as precise as possible and all microcopy should appear as live text, no images with text, please that doesn’t that doesn’t translate unless you have really good alt tags that Doesn’t translate into a screen reader they’re not going to see the text, that’s in an image so and make sure the tooltip text is accessible.

So if you have pop-ups on your site that give more information on how to navigate you want to make sure those are accessible to so they’re, not they’re, not hidden, and also one tip that I like to do is just to read your content out loud without Looking at the site, because then it gives you an idea of like someone who’s using a screen reader without these visual cues. This is what they’re going to be experiencing.

Is this clear? Is this enough so now that I’ve said a lot of information now, I’m going to contradict myself and say: keep it simple: it’s not that hard right so easy, but it’s true that keeping it simple is a good place to start and to build from, and it Just allows you also to pare down and to get back to the basics and to help you also. It also like will help people who are new to the internet and new to these complex things.

Keeping it simple will help them feel more comfortable, and so, as you know, simply as it is a lot of, it is just rewriting your text so that it’s clear it’s active, it’s precise, like I mentioned before, avoid using jargon and idioms. I think that as a copywriter, I get really excited about puns and play on words, and I want things to be fun and I want things to be funny, but at the end of the day I you know I’m not thinking when I do that.

I’m thinking about myself, I’m not thinking about my my user, I’m not thinking about people that are on my website, who don’t speak English, that well or who don’t understand the industry that well, and so I’m using this jargon that like doesn’t really speak to them at All and so you know, I’ve changed the way that I approach things drastically, because I want to make sure that I’m understood, and that is my main goal.

If you’re not understood. What’s the point, and so I replace ambiguous language, and I focus on one idea – one task at a time: I don’t try and jam it all in. So where do you start when you’re trying to fix these things on your website? You start with your homepage. You start with your menu labels. You start with your checkout. I would say that the best place to start is the number one action that you want people on to do on your site.

So for you I mean the homepage is a big one. You want people to stay on your site, that’s the first one, you don’t want them to leave and then the next thing is. Maybe you have an effect. That’s for one specific event. So then your goal is to sell tickets. So then, you might want to just focus on that as an action, but for these examples, I’ll focus on three things that most sites have and most sites can fix fairly easily.

The first one is forms, so everyone who has a blog probably has a contact form. That’s a very simple one, but as your website becomes more complex, your forms may get more complex and you may have more of them on your site and they may be very diverse, but here’s the basic example of a way that you could change. Small things on your form and that would impact your tone of voice and your success rate so for this example like this one.

This is the standard one that comes built into jetpack and again like when you’re building websites, a lot of the stuff you’re going to be using is plugins templates forms things that come with, like basically pre-written text and it works. So it’s not like our first reflex to go in and change everything, because if it’s working it’s great, but it could be working better. So for this you know a forum, for example, I would add a little bit of intro text at the beginning.

What is this forum about? What are people going to be doing? What what is it related to and some encouraging information like sign up to get my newsletter, because XY said you can also change the way that the label is functions. So, instead of saying name, you could say your name or if you want to be a super friendly, it could be like. What’s your name question mark, you could add placeholder text.

So if there is something that’s a little bit confusing, for example, again, your name seems like a really simple field, but it could be really complicated if you’re talking about like when you booked a plane ticket. It’s very important that you write your name properly because it has to reflect your passport, so these are things that people might get confused and they’re like. Do I put my middle name? Do I not, and so, by building out that label and having first name middle name last name or adding little instructions that say, as it appears on your passport.

These are things that can help your users feel more confident, filling out the form and also avoid mistakes and all the things that can happen if they fill it out wrong and so add. Placeholder text is also an easy way to give people an idea of what that field should contain a formatting to you know if it’s phone numbers and stuff you know if you have a CRM or something where you’re managing a lot of contacts, and you have people’s Phone numbers and all sorts of different formats and stuff you know just fixing your form – might help you save some time as well.

An explanation of why do you need my website? What are you going to do with that, and some helper texts like what what to expect with that field? These are some small ways that you can make your your form like a little bit more friendly, app so again, like always use a label use. Placeholder text highlight required fields, so this is one you know if, if I want to fill out a form super quickly, I want to know what are the fields that I absolutely need to fill out.

So I can move on with my life and which ones are not necessary flag errors. So if someone fills it out wrong, don’t just say error like highlight which question has an error and why make clear buttons and customize the follow-up message. So if I fill out a form – and I get a confirmation email, I kind of expect the confirmation email to reflect what I just did. So if I signed up to someone’s mailing list – and I get an email that says like something completely different – that’s going to be a really bad experience.

I want to make sure that I customize all the triggers that happen after I complete the form to match, with the form content itself. The next one is the checkout, and so there’s a lot of documentation on how to build the perfect ecommerce website. I am NOT a specialist in that by any means, but I know that when you are working on a checkout you’re, basically working against, like fear of loss, people are going to be giving you money.

So you want to be working to help them feel more confident about their purchase and not feel like they’re losing money. You want to me feel like they’re getting value so part of that is alleviating users concerns. You want to be reassuring them like as they’re working through the checkout process. You want to make sure that they know, like almost done almost there you’re going to get your item, it’s going to be so great and if they’re stalled on any of the questions you want to give them all the information right up front.

So they don’t navigate away, for example, return policies. That’s my first question: if I’m not sure about a purchase and like I’ll go through with the purchase. If I know that, there’s a really good return policy so having a link and having that information right up front will avoid people just navigating away and then forgetting about it and never coming back. So these are some things that you can do, so you also want to motivate action.

So as people are moving through the process, you want to encourage them and point them towards completing an action, and you want to turn an empty state into a trigger. So so many sites are building these because I think they’re starting to be built into the platforms themselves. So I know they’re a lot of extensions and WooCommerce that do this. Shopify does a great job of doing it as well. If you have an empty cart or you were about to add something to a cart, the system will know, and it all send you a message that says like your carts empty.

So sad or you have something in your cart, but you haven’t checked out, and so turning these empty states like they call them into an opportunity to push someone to complete the purchase, is something that you can do with writing as well, and that’s it for that’s All I’m going to say about e-commerce websites, error messages, because there are so many error messages possible on a site and I don’t think I’ve ever edited my own error messages until like this year.

I just kind of assumed that if something was broken, the error message that the developer wrote it’s probably going to be sufficient. It’ll work, people will figure it out, but actually error messages are. Some are some of the most frustrating parts of a website when you’re a user you’re like. Where did I go wrong? I just want to sign up for the stupid email list. You know there’s like these things that can cause real frustrations and that leave people with a really negative experience of your site and, unfortunately, negative experiences outweigh positive ones when people think back about about an experience with the brand.

So you want to make sure that you’re helping people along even if they mess up on your site or maybe sometimes it’s your own fault. So you want to make sure that you’re doing it right. So you want to make sure that they match the tone. If your site’s been fairly conservative up until then, you don’t want your error message to be like too funny. It just doesn’t fit and you also want it, but you want to strike a balance and defuse a moment of frustration, so you don’t want to make them more frustrated by blaming them.

You know by sort of sounding patronizing, so you know, for example, this. This is a decent one Network problem. This is what happens when too many people read cat articles at the same time, try again in a little bit sigh okay. So this one is it’s super friendly. It’s not perfect for every website. It’s not going to be a good fit, but it’s just a way to be. Like listen, there’s a problem, no fault of your own.

It’s on us try getting a little bit and then it just kind of has empathy. It’s like sigh. Okay, that’s you know what else you going to do, and so you can work with the different you can work with your developers, for example, go through your site, determine where all these error messages could pop up and focus on the ones where it’s like a crucial Action again stupid example, but if you have an event website and your main action is getting people to buy a ticket for your event, you want to focus on all the places where that can break down throughout the flow, all the places where there can be errors.

You want to make sure that the error message instructs people on how to fix their mistake, what it is that you’re expecting and how they can and like the payoff and what they’ll get when they complete it, so that if basically, I’ve rushed through so much content. But I’m going to leave you with a couple of resources, the book that I mentioned, that I really appreciate it’s mostly geared towards copywriters and content writers, but there’s so much good information on how to make your website as successful as possible.

With with the written word, UX planet great website for all sorts of UX tips, I’m not a UX designer, I’m a journalist and a copywriter. So I rely heavily on experts to inform the decisions that I make and accessible microcopy, because I I really just had one slide on that, but I encourage everyone to check out more accessibility, tips and tricks for your websites so and again I’ll be tweeting these out.

In a second, so thank you so much I’m happy to take any questions. American-Canadian winner, european, it’s absolutely one of the hardest things I go got that everyone. Can you probably don’t people’s attention spans are extremely short, so you’re, absolutely right! That’s a nice thing with Guttenberg too is we have a little bit more control over our content now, and so you know, even if you’re not a developer, you can be building in headers and sections and paragraphs and making it easier for people to retain salient points.

In in one big context, you know one big block of text and you can create your own buttons. So that’s also a nice opportunity to do just that to work with the ever diminishing attention spans of readers and users they put in their credit card information Wow. So again, yeah not not knowing what people are going to do any other questions all right I’ll be around all afternoon. If you want to chat with me, so thanks so much for attending


 

By Jimmy Dagger

Find out my interests on my awesome blog!

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