UX Content Strategy UX Content, UX Content strategy, audience led content, functional content, scannable content, context aware content, ux copywriting, actionable content, satisfice, satisficing, etnography research, etnography content, seo content

1. UX
1. UX Content Strategy
TIAGO GONCALVES, 2017
A.
B.
C.
D.
E.
FUNCTIONAL
AUDIENCE-LED
SCANNABLE
SESSIONS
CONTEXT-AWARE
SIMPLE/EASY TO UNDERSTAND
UX COPYWRITING BEST PRACTICESF.

2. USER-
CENTERED
APPROACH
COPYRITING FOR
UX IS MAKING
CONTENT
SCANNABLE &
ACTIONABLE
EASY FOR
THE USER TO
SKIM AND CHOOSE

3. What really happens?
Users Don’t Read, they SCAN
often choosing 1st reasonable
clickable option (satisfice)
Krug, Steve
Every use of a web site
is a conversation started by
the site visitor
Ginny Redish
“Satisficing”- Muddling through
We’d like to think
users will read our
site from top to
bottom, then make
choices.

4. Find what they need
Understand what they find
Act appropriately on that understanding
in the time and effort that they think it is worth
A website converses well only if…
Your site visitors can:

5. • Why to write? (Purposes)
What are user´s goals / pain points? → How will content serve
that purpose/ achieve business goal? (S.M.A.R.T.)
• Who to write for? (Personas)
Who will read Content? → What personas am I writing to?
• How to write? (Conversations)
What are site visitors’ goals, tasks, conversations?
• What to write?
What are readers most likely to read on a certain topic?
“Listening” to the User
A. AUDIENCE LED CONTENT

6. • Copy should be appropriate to its audience
• You understand who will use the copy and their immediate
tasks and goals
• You are aware of any relevant user research and testing
• Copy models based on user outcomes and goals – 'Find a
branch', not 'Launch branch finder’
• Copy uses analogy to describe unfamiliar things or
processes in a familiar way
• Copy is written for the least knowledgeable reader in your
audience.
AUDIENCE LED CONTENT
A. AUDIENCE LED CONTENT

7. Ethnography Research
Demographics
A. AUDIENCE LED CONTENT

8. Ethnography Research
“Personas” -Interests
A. AUDIENCE LED CONTENT

9. Ethnography Research
Frequency&RecencyEngagementA. AUDIENCE LED CONTENT

10. Ethnography Research
Advanced research – User Explorer
A. AUDIENCE LED CONTENT

11. Summers, K. and Summers, M., 2005,
Reading and Navigational Strategies of Web Users with Lower Literacy Skills,
ASSIST 2005, available from http://iat.ubalt.edu/summers/
Ethnography Research
Taking into account low-literacy users
A. AUDIENCE LED CONTENT

12. A. AUDIENCE LED CONTENT

13. A. AUDIENCE LED CONTENT

14. What is the navigational journey / what types
of pages does a typical site offer?
Navigation
Destination
place to do the task
Multi-purpose
Homepage
A. AUDIENCE LED CONTENT

15. Convertible Copy
should be:
• Clickable
• “Scrollable”
• Scanable
• Sharable
1. Headline supported by thumbnail image  27%
higher conversion than no image
2. Average of 8 words in headline  21% higher
conversion than other lengths
3. List titles with odd numbers "5 ways of…”  20%
higher than even number
4. Colon or dash and subtitle  9% higher conversion
5. Headline as question  higher conversion (% not
specified)
6. Direct CTAs like ’Buy Now’ encourage greater CTs
rather than “Shop Now” that implies less
commitment but also a longer purchase process
Content that converts based on Research
Study by Outbrain.com, reported by Kelly Reeves, June 3, 2s011
http://www.contentmarketinginstitute.com/2011/06/headline-click-through-rate/
B.B. FUNCTIONAL CONTENT
Keyword based, Actionable, Convertible

16. B. FUNCTIONAL CONTENT
SEO Driven

17. B. FUNCTIONAL CONTENT
Download: https://tinyurl.com/moz-seo-cheat-sheet
SEO Driven

18. Scannable Content
FIND → UNDERSTAND → ACT
• UX copy should be easy to scan and read
• Copy should be brief and plain
• Copy is front-loaded – the user benefit
comes first. Buttons, field labels and link
text are self-contained and meaningful.
C. SCANNABLE CONTENT

19. C. SCANNABLE CONTENT

20. Context-Aware
UX copy works in its technical and local context
• Aware of the specific requirements of the platform
🚩 Desktop, tablet, smartphone, touch
• Enabled laptop, various operating systems, email clients
🚩 Adapting copy where necessary
• Where possible, copy is made for reuse across platforms
• Copy is easy to translate and localise
🚩 Avoids idioms and culturally specific references
D. CONTEXT-AWARE CONTENT

21. Simple/Easy to understand
• UX copy is functional before it is promotional
• Copy is specific, helpful and clear, not flowery
• Copy avoids over-selling and hyperbole
• Clutter  Becomes Clarity
• Jargon  Becomes Plain Language
If an unfamiliar term is necessary for precision or brevity, provide an
explanation (for example, in a tooltip or with a link to a glossary).
E. SIMPLE/EASY CONTENT

22. Copywriting for the Web - Best practices
F. Copywriting Best Practises
1. Focus on Purposes/Personas/Conversations
2. Omit needless words
3. Break your content into pieces with informative headings (visual separation)
4. Verbs – calls to action make good headings
5. Thumbnail image with headline
6. Average of 8 words in headline
7. List titles with odd numbers of elements "5 keys to..”
8. Colon or dash and subtitle
9. Headline as question
10. Don’t lecture/ Don’t hog the conversation
11. Write simply and persuasively
12. Timely content: If the site’s success depends on my coming back often, the Home page probably needs to have some content that gets
updated frequently.
13. <h1> for the page title or main content heading, <h2> for the major section headings, <h3> for subheadings, and so on
14. Making sure the content is organized in a way that allows people to find what they need
1. Focus on Purposes/Personas/Conversations
2. Omit needless words
3. Break your content into pieces with informative headings (visual separation)
4. Verbs – calls to action make good headings
5. Thumbnail image with headline
6. Average of 8 words in headline
7. List titles with odd numbers of elements "5 keys to..”
8. Colon or dash and subtitle
9. Headline as question
10.Don’t lecture/ Don’t hog the conversation
11.Write simply and persuasively
12.Timely content: If the site’s success depends on my coming back often, the Home page
probably needs to have some content that gets updated frequently.
13.<h1> for the page title heading, <h2> for the major section headings, <h3> for
subheadings, and so on
14.Making sure content is organized in a way that allows people to find what they need

23. “Hear“ website
visitors
1
Write with a
Purpose
Make it
Scannable
Match
S.M.A.R.T.
Goals4
5
Identify
Personas
2 3 4
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24. THANKS FOR
LISTENING!
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QUESTIONS?

25. Letting Go of the Words: Writing Web Content That Works Redish, Janice (Ginny). Amsterdam: Morgan
Kaufmann, 2007
Don't Make Me Think: A Common Sense Approach to Web Usability, 2nd Edition 2nd Edition Krug,
Steve
Forms that work: Designing web forms for usability
Caroline Jarrett and Gerry Gaffney
Study by Outbrain.com, reported by Kelly Reeves, June 3, 2011
http://www.contentmarketinginstitute.com/2011/06/headline-click-through-rate/
Summers, K. and Summers, M., 2005,
Reading and Navigational Strategies of Web Users with Lower Literacy Skills,
ASSIST 2005, available from http://iat.ubalt.edu/summers/
Announcing the Web Developer's SEO Cheat Sheet 3.0
https://moz.com/blog/seo-cheat-sheet
6 Google Analytics Tips for Business Insight Way Beyond Traffic
http://www.wordstream.com/blog/ws/2014/05/15/google-analytics-tips
Bibliography