However, this time it’s different. In this blog, we’ll tell you exactly how to improve your user experience with written content! Sound good? Let’s get started.
What is the user experience?
The term ‘user experience’ is pretty self-explanatory, but just for clarification, let’s look at how the Nielsen Norman Group describes it:
“[The] user experience encompasses all aspects of the end-user’s interaction with the company, its services, and its products.”
Simple, right? Well, sort of … the concept is easy, but the execution can be a little tricky.
A good user experience must meet your customers’ needs at every interaction. The entire process must be simple, smooth and without any frustrating sticking points.
It must also engage the audience, be relevant, answer your users’ questions and support them throughout their entire life-cycle – from initial contact to resale.
Bring all of this together and you’ll have some very happy customers! So, now you just need to pull it off … Fortunately, we have a few ideas about that:
Is written content the answer?
All content types can help improve the user experience if they’re created with specific goals in mind. But, we’ll let you in on a secret … written content is best!
Yes, we might be a little biased, but there are many benefits to using written content! In fact, we can think of six of them right now:
- Accessible – Can be read anywhere with an internet connection
- Returnability – Easy to revisit key points (unlike video)
- Comprehensive – Great way to cover all the need-to-know information
- SEO friendly – Search engine crawlers look for helpful written content
- Builds trust – Soothes any worries and demonstrates expertise
- Easy to produce – Less time-consuming and technical than creating a video
4 ways to use written content to improve the user experience
1) Use direct address
Talking directly to your audience will help users engage with the content and, consequently, your solution.
Use “you”, “you’re” and “your” as much as you can. But make sure you use them properly by conducting a thorough edit – inaccurate grammar is a big turn-off for readers.
These words will give your readers a sense of belonging and make the pieces seem tailored to them. That warm fuzzy feeling will stay with your visitor right through to the point of purchase and beyond. Hooray!
2) Don’t go overboard when talking about your company
We get it – you’ve worked tirelessly to create the best possible product and you want to shout it from the rooftops!
However, your written website content is not the place to do it. Instead, you should focus on how your product/solution can help the reader solve his or her problem.
Talk about the benefits of the product and how it will improve the user’s life. You can perhaps mention how you got the idea for that solution, but don’t go too far – it will put people off!
3) Cut out the jargon and the fluff
All of your written content must be readable, otherwise your audience won’t connect with it.
Using too many complex, technical words will confuse your readers and push them away from your solution. It may even make them feel a bit alienated, which could really damage your brand persona!
To avoid this, write as if a 10-year-old kid is going to read your content. That will make it much more accessible.
Throw in a few formatting elements like headers and bullet points, and you’ll be right on top!
Then there’s the fluff. Too many copywriters write several pages where a simple paragraph will do. You must make sure you avoid this. Stick to the golden rule: don’t write for the sake of writing!
Make sure every word you say progresses the argument you’re making. If it doesn’t, get rid of it. Once you’ve finished writing, conduct a thorough edit using these tips for reducing your word count.
You’ll end up with a streamlined, easy-to-read, helpful piece of content. Hooray!
4) Identify where it’s going to go in the customer journey
Each piece you write should have a goal or direction. Without it, the content will probably fall flat.
So, analyse your customer’s journey and identify any key points where a killer blog, white paper or fact file might help. Frequent drop-off points could almost always benefit from a top-notch piece of content.
Think about what your customer is thinking and feeling at this stage and answer any queries he or she might have. A great FAQ page could also work wonders!
Use written content to improve the user experience and you’ll have a strong and powerful website that pushes visitors through the sales funnel. This will help your conversions go up, and you’ll be well on your way to content marketing success.