UX Writing Best Practices: Lessons from the Field

Users read only 28% of text on a webpage. They skim, scan, and make split-second decisions. In this environment, every word in an interface — buttons, instructions, error messages — must be clear, concise, and purposeful. Poor UX writing confuses users and leads to drop-offs. Strong UX writing guides them effortlessly.

At Eleken, we’ve spent years designing SaaS products where good UX writing directly impacts usability and conversions. Along the way, we’ve also learned how to teach these principles to our newcomer designers. Now, we’re excited to share this knowledge with you.

This guide breaks down UX writing best practices we've refined through real-world experience and provides a solid foundation for understanding UX writing as a whole.

What is UX writing?

UX writing is the practice of crafting clear, concise, and functional text that guides users through digital products. It includes everything from button labels and error messages to onboarding instructions and empty-state copy.

So, a UX writer’s job is to write every piece of text in the app or the website in a human-friendly and conversational way. Together with an appealing design, it provides a delightful and seamless experience to users. Result: achieving the client’s business goals, guiding and informing users throughout their interaction with digital products and interfaces.

What makes a good UX copy? It’s:

• Clear: no technical or business jargon, easy to understand for everyone.
• Concise: people mostly scan the text and don’t read it, so the copy needs to be as short as possible.
• Useful: it provides critical information, explains the context, or provides a way out.

However, people often assume that any text in a product or webpage falls under UX writing. This leads to misplaced expectations — thinking UX writers should craft marketing copy or that designers can handle UX copy without specialized input. So, let’s clarify what UX writing is not.

UX writing vs. copywriting

Unlike UX copywriting, which is designed to persuade and sell, user experience writing focuses on usability. It’s not about catchy slogans, it’s about making interfaces easy to navigate.

• Copywriting: “The fastest way to book your dream vacation.”
• UX writing: “Book your trip.”

User experience writing is also not 

• Content design – Content design involves structuring content as part of the product’s design process (e.g., information architecture, research-based content planning). UX writing focuses on microcopy within the interface.
• Content strategy – Content strategy is a long-term approach to using content to achieve business goals (e.g., blogs, brand messaging, SEO). UX writing ensures clear communication at the interaction level.

This shift from persuasion to guidance means UX writers must think differently. The goal isn’t to impress users, it’s to help them complete tasks as smoothly as possible. But what seems clear to a product team doesn’t always make sense to real users, which is why understanding user behavior is critical.

The UX writer’s mantra: “You’re not the user.”

Good UX writing isn’t about what sounds nice, it’s about what makes sense to users. So, professional UX writers won’t write their copy based on intuition alone. They work closely with designers and UX researchers to understand:

• User needs – What are people trying to accomplish?
• Context – Where are they in their journey? How did they get to the specific screen? Which option do we want them to take next? 
• Friction points – What could cause confusion or frustration?

In other words, they do user research to be able, in the end, to create UX copy that works in different scenarios, like:

• Onboarding: A friendly message like “Let’s set up your profile” reduces uncertainty.
• Error messages: Instead of “Error 403”, a UX-friendly version would say, “You don’t have permission to see this. Try logging in with a different account.”
• Buttons: Instead of vague CTAs like “Submit”, clear microcopy says “Send message.”

Let’s talk in more detail about how you can get to know your users.

Understanding the user

Let’s get back to the statistics I mentioned at the beginning: On an average web page, users have time to read at most 28% of the words — and 20% is more likely. The average visit lasts less than a minute, with many users leaving after just 10 seconds.

So, the first thing you need to know about people who use your app lies in the psychological aspect of design.

How people read on the web

People don’t read online — they scan. Instead of absorbing everything, they look for key words, headings, and familiar patterns. How people engage with content depends on several factors:

• Their task – What they are trying to accomplish.
• Their assumptions – Prior experiences shape expectations for how a site or product should work.
• The page layout – Well-structured pages help users locate information faster.
• The type of content – Users process text and images differently, depending on context.

Most users follow predictable scanning behaviors: 

• F-pattern – reading the first few words of each line, then skimming down. This pattern usually occurs when there are no subheadings or bullet points in the text.

• Layer-cake pattern – jumping between headings and subheadings until users find something that interests them.

• Spot pattern – focusing only on words that stand out in the text, like bold text, links, and buttons. People scanning the text to find certain words that would help them accomplish their tasks.

• Commitment pattern – users engage deeply and read thoroughly, but only when highly motivated or when trust is already established.

What conclusions can you draw out of these users’ psychological needs in design? Since people rarely read everything, UX writing must be:

• Front-loaded – Put the most important words first.
• Scannable – Use clear headings, short sentences, and simple words.
• Minimal – Remove unnecessary text to reduce cognitive load.

Beyond scanning, users also rely on satisficing (satisfy + suffice) — a decision-making shortcut where they settle for the first "good enough" answer rather than seeking the perfect one. This is why overloading users with information leads to frustration instead of better decision-making.

To write effectively, UX writers need to understand how users actually navigate content. Conducting user research, mapping the user journey, and testing microcopy help identify pain points. Many experienced UX writers recommend auditing existing content — reviewing product copy for inconsistencies, redundant messages, or unclear instructions — to ensure the experience is seamless.

Good UX writing isn’t just about choosing words; it’s about making sure those words serve users in the right way, at the right moment. Now, we will explore some UX writing principles that will help you create great content.

Best practices in UX writing

Strong UX copy helps users complete tasks quickly, feel confident in their actions, and avoid confusion or frustration. And like any other skill, UX writing can be learned, mastered, and improved with the right UX writing tips and consistent practice. 

Writing techniques

Writing techniques in UX focus on creating copy that’s easy to understand, quick to process, and consistent across the entire product.

Why does this matter? Because users don’t have time to figure things out. They scan, they skim, and they expect the interface to be intuitive. If your copy causes even a moment of hesitation or confusion, that’s a break in the user experience.

In this section, we’ll focus on three core techniques that shape effective UX copy: clarity, conciseness, and consistency. These aren’t just stylistic choices — they directly impact how users interact with a product.

1. Clarity: Make it simple and obvious

Users shouldn’t have to think twice about what a message means. Clear copy reduces friction and builds trust, helping users feel confident in their next steps.

Why clarity matters:

• Users scan for key information—unclear copy slows them down.
• Ambiguity leads to mistakes, frustration, and drop-offs.
• Clear instructions reduce the need for extra support or FAQs.

Tips for achieving clarity:

• Avoid jargon or technical terms.
• Use common words that match users’ expectations.
• Be direct — tell users exactly what’s happening or what they need to do next.
• Use simple conjunctions instead of connectors – “but” instead of “however”
• Use common phrasal verbs – ”find out” instead of “discover”

For example, take a look at the two versions of copy:

Version 1. “Authentication failed.”
Version 2. “We couldn’t log you in. Check your password and try again.”

The second version is clearer, more empathetic, and offers a solution.

And here’s a tip for you to be able not to miss clarity issues on practice:

Test your microcopy in context. A sentence that seems clear on its own can become confusing when placed within a busy interface. During usability tests, pay attention to where users hesitate, click the wrong button, or ask clarifying questions — these are signs your copy needs improvement.

For example, the phrase “Continue to register your resource” sounds understandable and clear, but when putting it on the CTA button, it looks kind of overwhelming.

2. Conciseness: Say more with less

When users interact with a digital product, they’re on a mission — to book a flight, send a message, check a notification, and so on. Long-winded explanations or wordy instructions slow them down. Conciseness in UX writing is about removing unnecessary words while still delivering complete meaning.

Why conciseness matters:

• Shorter text helps users process information faster.
• Overly wordy copy increases cognitive load, making tasks feel harder.
• Streamlined microcopy keeps the user’s focus on the action, not the words.

Tips for writing concisely:

• Front-load important information — put the key message at the start.
• Use simple sentence structures — avoid extra clauses and passive voice.
• Cut redundancy — if a word isn’t adding value, remove it.
• Use verbs over nouns — they’re more direct and action-oriented.
• Use contractions – “we’re” instead of “we are”
• Choose common abbreviations – ”photo” instead of “photograph”

The shorter version keeps the meaning intact while eliminating unnecessary words. And if you remember, I’ve already mentioned that people often satisfice — settling for the first "good enough" answer rather than reading everything. Short, direct copy helps them find that answer faster.

3. Consistency: Speak the same language everywhere

Consistency in UX writing isn’t just about aesthetics, it’s about creating a predictable experience. When users encounter familiar design patterns, terms, and structures across an interface, they navigate faster, make fewer mistakes, and trust the product more. Inconsistent wording or styles, on the other hand, can create friction and confusion.

Why consistency matters:

• It builds user trust by reducing cognitive load (users know what to expect).
• It improves usability by making navigation intuitive.
• It strengthens the brand voice across all touchpoints.

How to maintain consistency:

• Use the same terms across all screens and touchpoints.
• Stick to one tone and style across the product — the product’s voice should feel cohesive, even if tone shifts based on context.
• Standardize formatting and structure — users notice inconsistencies in button labels, date formats, or error messages. Small details can undermine trust.
• Create a content style guide — especially if multiple people contribute to the product.

And one more tip from Eleken: use design systems for copy consistency. Many modern design systems (like Google’s Material Design or Adobe’s Spectrum) include UX writing guidelines for microcopy, button labels, and error messages. Aligning with these helps maintain consistency across platforms.

Tone and voice

UX writing isn’t just about what you say — it’s about how you say it. The words you choose shape how users feel about your product, influencing trust, engagement, and overall experience. That’s where tone and voice come into play.

Voice vs. tone: What’s the difference?

• Voice is your product’s core personality. It’s consistent across all user touchpoints, whether someone’s signing up for the first time or reading an error message.

For example, those who’ve tried Duolingo will easily imagine this app as friendly, motivating, informal, and fun. That’s because of the established voice.

• Tone adapts that voice based on context and emotion. It shifts depending on the user’s situation — whether they’re completing a simple task or facing an error.

Think of it this way: Voice is who your product is. Tone is how it speaks in different moments.

Nielsen Norman’s four tone dimensions

To help define tone and adapt it across contexts, Nielsen Norman Group developed a simple but effective framework with four key dimensions:

1. Funny vs. Serious – Should the tone be playful or formal?
2. Formal vs. Casual – Is it conversational or structured?
3. Respectful vs. Irreverent – Does the brand push boundaries or stick to tradition?
4. Enthusiastic vs. Matter-of-fact – Should the copy be energetic or neutral?

Now, let’s take several versions of a simple error message for different brand tones and see how to use Nielsen Norman’s tone dimensions. 

The basic, neutral version would be “An error has occurred.”

What if we use the following phrase: “We apologize, but we’re experiencing a problem”?

Obviously, it has a professional and serious tone. Now, let’s make up another version of the error notification: “We’re sorry, but we’re experiencing a problem on our end.”

This one is still serious and respectful, but writing “we’re sorry” instead of “we apologize” makes it more casual. Now, let’s move to a more casual tone while keeping it respectful.

An exclamation “Oops!” sets a casual tone for the message. Finally, let’s try to make our tone completely playful with the following error message: “What did you do!? You broke it! (Just kidding. We are experiencing a problem on our end.)”

In fact, all the mentioned messages serve the same purpose – they notify about an error, but the tone aligns with different brand personalities. They all work — but the right choice depends on your brand’s voice and user expectations.

Practical tips for defining brand voice and tones:

The biggest mistake in writing copy is not understanding who will read it. So, here are tips that will help you plan your brand voice and create excellent texts:

1. Conduct user research. Try to answer, “Who are you writing for?”, “What do your readers want?”, “What do you want them to do?”
2. Pick your tone profile. Funny vs. serious, formal vs. casual, and so on.
3. Choose your tone words. Those are the words that would help you plan in more detail (in comparison to Nielsen Norman’s four dimensions) what you want to sound like.

4. Evaluate: 

• Collect several samples of your content.
• Select tone words that you feel describe the tone of voice for each content sample. 
• Give the samples to actual users.

5. Map tones to user journeys. Use friendly tones for onboarding, neutral tones for payment pages, serious tones for security messages.

This image is an example of tone mapping, a method used to define and organize the tone at different stages of users’ journey. The axes represent key tone attributes (you can use whatever adjectives you want).

By placing different types of content (e.g., emergency warnings, stop announcements, journey planners) within these quadrants, this mapping helps to anticipate how users will perceive and interact with each type of message at different points in their journey. This approach ensures that each piece of content aligns with the intended user experience, balancing clarity, engagement, and functionality.

6. Create a tone of voice guide that outlines when and how to shift tones across different user touchpoints.

Now, I want to share with you how our designers at Eleken work with voice and tone when dealing with real projects.

Practical application: how we set the tone of voice at Eleken

When we provide UI/UX design services, we see tone of voice not as a final touch but as a strategic tool that’s embedded into the design process from day one. A product’s tone shapes how users feel, interact, and trust the interface—so getting it right isn’t just a branding decision; it’s a usability one.

Here’s how we apply tone of voice practically throughout the design process:

1. It starts in the Discovery phase

Every UX writing process at Eleken kicks off with a deep dive into the client’s brand, users, and product goals. During the Discovery phase, we collaborate closely with stakeholders to:

• Understand the brand’s personality and core values.
• Analyze the target audience — their needs, behaviors, and emotional triggers.
• Define initial guidelines for tone and voice based on the user journey.

This is where we determine how the product should “talk” — whether it needs to be playful and casual, formal and serious, or somewhere in between.

2. Early wireframes = early tone testing

Once the foundation is set, we create simple wireframes with embedded UX copy. This is the first opportunity to road-test the product’s tone and voice.

Why start this early? Because the way copy feels in the context of the design matters. A CTA that feels punchy in a Google Doc might fall flat in a busy interface. Adding microcopy to wireframes helps:

• Align the design team and client around a shared product vision.
• Identify potential tone mismatches before high-fidelity designs are made.
• Ensure that tone and design work together to guide users smoothly.

3. Usability testing: validating tone with real users

Wireframes aren’t just for layout, they’re for testing how copy lands. We use them in usability tests to see if the tone:

• Resonates with users.
• Feels clear, supportive, and trustworthy.
• Triggers the intended emotions.

In one project, we aimed for a tone that was slightly enthusiastic but neutral on the funny-serious spectrum. Usability testing confirmed users felt guided and encouraged without the tone feeling forced or overly casual.

The result? Fewer user errors, faster task completion, and positive emotional responses — all thanks to tone adjustments made early in the process.

4. Nielsen Norman’s framework: a simple, research-backed approach

To define and adjust tone, we rely on Nielsen Norman’s four-dimension model. It helps both our team and clients easily visualize and fine-tune the product’s voice:

1. Funny vs. Serious → Should humor play a role, or is it better to stay formal?
2. Casual vs. Formal → Is a conversational tone better, or does the situation call for more structure?
3. Irreverent vs. Respectful → How much importance should the product give to the topic?
4. Enthusiastic vs. Matter-of-fact → Should the copy feel excited, or simply state the facts?

We plot the desired tone on this scale, aligning it with the brand’s personality and the users’ expectations. This framework makes it easy to explain tone choices to clients and ensures that the entire team is on the same page.

5. Post-launch: keeping tone consistent as products evolve

The work doesn’t stop at launch. As new features roll out and user flows evolve, UX writers stay involved to:

• Maintain tone consistency across new screens.
• Adapt microcopy for new user scenarios while staying aligned with the brand’s voice.
• Continue user testing for new features to see how tone impacts engagement and usability.

By the way, there are many ways you can boost user engagement.

The tone of voice isn’t a one-time decision — it’s something that evolves with the product. Our role is to ensure that, even as new features are added, the experience feels cohesive and the user’s trust is never broken.

General tips for better UX writing

Whether you’re working on onboarding flows, error messages, or CTAs, these tips will help you create copy that makes user experiences smoother and more intuitive.

1. Front-load your content: Users scan, not read. Make sure the most important information comes first.

2. Use active voice: Active voice is more direct and engaging. It makes actions clear and the user the focus.

3. Avoid jargon: Use plain language that’s easy to understand, even for non-technical users.

4. Give a reason why: Users are more likely to act if they understand the “why.” Adding a “because” can make instructions more persuasive.

5. Be user-focused, not system-focused: Talk about what the user cares about, not what the system is doing.

6. Avoid dead-ends: Always provide users with a way forward, especially in error states or empty pages.

7. Be a copycat: UX content writing isn’t about being unique — it’s about being understood. Use terminology your users are already familiar with. If everyone calls it a “cart,” don’t label it a “bag.”
8. Apply persuasion techniques: Learn foundational principles like reciprocity, social proof, and scarcity to make your writing more impactful. The video below is a great starting point.

9. Leverage microcopy for reassurance: Small details like error messages or progress indicators can reduce user anxiety and make experiences feel smoother.

10. Use progressive disclosure. If more context is necessary, don’t overload users upfront. Instead, reveal additional information as users need it — through expandable sections, tooltips, or links to “Learn more.”

For example, while designing the personal finance app Prift, we added expandable sections like "View Details" to help users understand complex financial calculations. This ensured that detailed information was available when needed without overwhelming the interface.

11. When users are pleased:

• Use exclamation marks
• Describe benefits, not functions
• Be playful, but don’t exclude

12. When users are neutral: 

• Use contractions – ”you’re” instead of “you are”
• Write naturally (as you speak)
• Put the most important information first

13. When users are unhappy: 

• Use short words to sound calm and reassuring
• Be direct, but not passive
• Keep sentences simple
• Make content simpler than usual

14. Before shipping any copy, ask yourself:

• Is it clear? → Can users understand it instantly?
• Is it concise? → Have I removed unnecessary words?
• Is it consistent? → Am I using the same terms and tone across the product?
• Is it helpful? → Does it guide the user toward their next step?
• Does it align with the brand voice? → Does it “sound” like the product?
• Read out loud

Pain points and challenges in UX writing

Even though UX writing is all about making things simple for users, the process itself can be complex. UX copywriters often face challenges that go beyond finding the right words — they navigate unclear roles, heavy workloads, and the pressure to create copy that’s not just functional but also accessible and inclusive.

1. Starting as a UX writer

Many UX writers, especially those joining small teams or startups, find themselves as the sole UX writer, often without clear guidelines, frameworks, or a defined process. Suddenly, they’re not just writing microcopy; they’re shaping the product’s entire voice and UX strategy.

Challenges when starting out:

• Lack of structure: No existing tone of voice guides or UX writing principles.
• Undefined roles: Teams may not fully understand what a UX writer does, leading to blurred responsibilities.
• Pressure to deliver fast: Without frameworks, writers may struggle to create cohesive, user-centered copy quickly.

One of the first steps recommended by experienced UX writers (mentioned in this article as well) is to audit the existing UX copy. This helps new writers:

• Identify inconsistencies in tone, UI/UX terminology, and messaging.
• Spot gaps in the user journey where guidance is missing.
• Use real examples to advocate for clearer UX writing practices.

When starting in a new role, ask a lot of questions. The more you understand about user flows, product goals, and user pain points, the easier it is to align your writing with the team’s vision.

2. Burnout

UX writers often wear many hats, especially on small teams, jumping between crafting microcopy, collaborating with designers, running usability tests, and even dipping into content strategy. While the variety can be exciting, it can also lead to burnout if not managed carefully.

Common burnout triggers:

• Juggling too many tasks: Writing copy, reviewing flows, managing tone — all at once.
• Last-minute edits: Being looped in late during the design process, leading to rushed fixes.
• Lack of clear priorities: Not knowing which tasks have the biggest impact.

How to avoid burnout:

• Prioritize tasks based on user impact: Focus on high-traffic pages or flows that are causing user friction.
• Build a sustainable workflow: Collaborate closely with designers and PMs to integrate UX writing early in the process.
• Set boundaries: Advocate for reasonable timelines and push back when you're expected to "just add copy" without context.

And there’s a great tip from Reddit user Violet2393 not to be afraid to ask questions.

3. Consistency

Maintaining a consistent tone, voice, and structure across a product is one of the most persistent challenges in UX writing, especially as products scale and more team members contribute content.

Why consistency is hard:

• Multiple writers and designers working on different parts of the product.
• Platform variations — the same feature might exist on web, mobile, and tablet, each with slightly different copy needs.
• Evolving features — as new functionality is added, older content can become outdated or misaligned.

Solutions:

• Implement a content style guide: Outline tone of voice, preferred terminology, formatting rules, and examples of good (and bad) copy.
• Use design systems: Include UX writing patterns alongside UI components so writers and designers work from the same playbook.
• Set up regular reviews: Schedule audits of product copy to catch inconsistencies and refine tone as needed.

Here are few examples of UX writing style guides you can use as a reference to keep your texts consistent:

• Adobe's Spectrum Design System

• Ant design UI framework

• Design system directory

• List of effective design systems from Github

How to get better at UX writing?

The right tools and resources can help to refine UX writing skills, stay updated, and streamline their workflow. Here’s a curated list of essential books, courses, and tools that every UX writer — whether beginner or seasoned — should have in their arsenal.

Books: Building a strong UX writing foundation

1. Strategic Writing for UX by Torrey Podmajersky
   

A go-to guide for UX writers who want to go beyond just microcopy. It offers practical strategies for aligning copy with business goals while enhancing user experience. Podmajersky emphasizes how to integrate writing into design processes and how to measure the success of your words. It also provides a three-month plan you can follow to enhance your skills.

2. Microcopy: The Complete Guide by Kinneret Yifrah

If you’re focusing on crafting microcopy that’s helpful, engaging, and user-centered, this book is essential. Yifrah breaks down the art of writing short-form UX text and shares detailed frameworks for writing everything from buttons to error messages—all with the user journey in mind.

3. Letting Go of the Words: Writing Web Content That Works by Janice Redis‍h

A classic in the UX writing world, this book focuses on clarity, simplicity, and user intent. Redish dives into how users read on the web and offers guidelines for writing accessible, scannable content that helps users achieve their goals.

4. Writing Is Designing by Michael J. Metts & Andy Welfle

This book bridges the gap between writing and design, emphasizing that words are as much a part of the user experience as colors or layouts. Metts and Welfle provide practical insights on how to make digital products more accessible, ethical, and human through thoughtful UX copy.

Courses: Upskilling and industry-recognized certifications

There’s no shortage of UX writing courses out there, but here are a few that come highly recommended by UX professionals and community discussions:

1. NNGroup UX Writing Certification

One of the most respected names in UX, Nielsen Norman Group offers a dedicated certification in UX writing. It covers everything from microcopy best practices to accessibility considerations, all grounded in research-backed methodologies.

2. Google UX Design Certificate (Coursera)

While not UX-writing-specific, this affordable course provides a solid foundation in UX design principles, which is crucial for any UX writer. It dives into user research, wireframing, and usability testing, giving writers better context for where their words live within a product.

3. UX Writing Hub Academy

A dedicated program for UX writers, it focuses on building portfolios and real-world writing projects. Community feedback is mixed, while some found it valuable, others felt it lacked depth in certain areas. Still, it’s a good option for beginners looking for hands-on practice.

Tools: Streamlining the UX writing process

Effective UX writing isn’t done in isolation. These tools help writers collaborate with designers, manage content, and maintain consistency across complex products.

1. Figma (Design collaboration)

A lot of companies use this tool for their design needs. UX writers can add copy directly into wireframes, collaborate with designers in real time, and see how text interacts with UI components.

2. Notion (Content management & documentation)

Ideal for maintaining style guides, content inventories, and project documentation. Its flexibility makes it easy to set up tone of voice guides or house copy libraries.

3. Adobe Spectrum (Design systems framework)

Perfect for larger teams working within a design system. Spectrum provides clear guidelines on voice, tone, and microcopy patterns, helping UX writers maintain consistency across all components.

4. Stark (Accessibility tool for Figma/Sketch/Adobe XD)

Ensures your microcopy meets accessibility standards. It checks for color contrast, typography legibility, and overall inclusivity in your designs.

5. ChatGPT (Brainstorming & first drafts)

ChatGPT is useful for generating draft microcopy, CTA variations, or error messages when you need inspiration. It can also help rephrase complex sentences into clearer language or suggest alternative tones.

6. Claude (Idea expansion & content refinement)

Known for its conversational approach and ability to follow context over longer conversations, Claude is great for refining tone, adjusting content for different user personas, or simplifying technical language.

Seems like it's time to sum up. If there’s one key takeaway, it’s this: UX writing isn’t an afterthought. It’s not about sprinkling in words at the end of the design process. It’s about weaving clarity, empathy, and guidance into every screen, button, and message — right from the start.

And the good news? Great UX writing can be learned. With research-backed frameworks, real user feedback, and a little practice, anyone can write copy that guides, supports, and delights. So next time you’re designing a product or tweaking a user flow, don’t just ask, “Does this look good?” — ask, “Does this read well?” Because every word counts.

Ready to learn even more? Dive deeper into Eleken’s blog post on best UX readability tips.