UX Writing: Enhancing User Experience for Better Engagement

Have you ever taken a text and given up reading because you found it too complicated? Often, right? Well, that's what UX writing techniques are for.

UX Writing in practice: how to improve user experience

UX Writing is the practice of writing text for digital products while ensuring a clearer, smoother and more useful experience for the user. Instead of focusing only on selling, UX Writing takes care of microcopy that guides every step of the journey: buttons, error messages, notifications, onboarding flows, virtual assistants and generative AI interfaces. Grounded in clarity, conciseness, usefulness and guidance, its goal is to reduce friction, lower anxiety, build trust and make it easier to reach the desired outcome, supporting both user satisfaction and conversion.

• • Explains what the system is doing and helps reduce user anxiety.

  • Keeps people from getting lost in the flow so they can complete the journey.

  • Uses short, clear and useful text at each step of the interface.

  • Connects experience, usability and business results such as conversion.

  • Combines human judgment with AI tools to keep context, tone and ethics aligned.

What you will see in today’s content

• What UX Writing is and how it shows up in digital products and AI-based experiences.

• Why UX Writing is key for satisfaction, usability and conversion.

• The four pillars of UX Writing: clarity, conciseness, usefulness and guidance.

• How to know your customer, map the journey and use data while respecting LGPD rules.

• How to deliver value with simple, straightforward experiences like the LinkedIn example.

• Practical tips and skills you need to write better UX Writing texts.

Enjoy your reading!

What is UX writing?

After all, what is UX writing? Is it something really important or is it just another gringo name (and even complex to say and write) that we gave to something within marketing? 

Take it easy, we'll explain everything right to you! Let's go: UX writing is when we (marketing and communication professionals) write something ensuring a better experience for the user of a digital product. 

Today, UX writing also shapes onboarding flows, notifications, virtual assistants and chatbots. In experiences powered by generative AI, copy becomes even more critical: it explains what the system is doing, reduces anxiety and builds user trust.

AI tools can support content creation, but a human review is still essential to keep context, tone of voice and the journey consistent. Recent best practices highlight that UX writers must understand the product and the role of AI in UX writing to deliver clear and ethical experiences.

And why is UX Writing so important?

UX writing helps create a clear and meaningful conversation between users and digital products. Without this connection, people can get lost in the flow and abandon the journey or switch to a competitor. Specialized professionals, known as UX writers or content designers, anticipate user needs and choose the right words for each interaction.

The main goal of UX writing is to improve customer satisfaction by optimizing readability and usability across interfaces, reducing friction and increasing conversion. Unlike landing pages focused on direct selling, UX writing shapes the microcopy that supports every step toward a decision, as this definition of what is UX writing highlights.

One of the basic premises of UX is that the text needs to make sense with the moment, with the page and with the objective that we want to accomplish at that moment. Basically, UX is based on 4 pillars:

Clarity, conciseness, usefulness and orientation 

Clarity: no matter the type of text, your information needs to be clear and convey the message, in fact, for that, your content needs to have well-organized ideas;

Conciseness: Your text needs to say what is needed. It is important to be careful with prolixity and avoid talking "too much", unnecessarily; 

Usefulness: your message needs to inform something that makes sense to the customer and adds value to them in some way, that is, your message needs to be useful;

Guidance: guide your customer so that he reaches the end goal of your message. Be clear and constant in your tone of voice and guide this process wisely. 

Right, but you might be wondering: why is this so important? Simple: your user doesn't always know what to do; in fact, he might know, but you might not be making the process easy, so he might get annoyed and leave your page. 

User experience is about adding value to the content of your page and guiding your lead in the universe of your brand. 

Imagine the following scenario: you are at a party geographically close to somewhere well known to you and you really need to go to the bathroom. 

Well, you stay in the party environment for a few minutes and you can't find signs or someone who can indicate where the bathroom is, that irritation starts to appear - that moment when your head starts, insanely, to tell you: I need a bathroom , I really need a bathroom, I can't find a bathroom, I'll have to leave or I can go to that place I already know, which is close by and is much nicer. I'm leaving. 

Image 01: Neon restroom sign shows how direct visual and textual cues prevent frustration — the same principle applies to UX writing on websites and apps.

After a few long minutes of searching, you finally find a small sign that says: toilets 🔜

In this scenario, you get to the bathroom and it's full, so don't think twice: leave the party and go to that place you know and it's safe. There, you don't even think about going back to that party and, in the end, you even convince your friends to come and meet you. 

Has this ever happened to you? In this scenario, you could also have actually made it to the bathroom, but in most cases, the person gets tired of the party and doesn't come back. 

So it is with your text and your online interfaces: your customer wants an easy experience, he doesn't want to be looking for what he wants (a register button, a search field, product information, login, etc). When connecting with your interface, the lead can love it and come back or have so many difficulties to get what they want that they can become a detractor of your brand and, in addition to not indicating your business, still make a negative evaluation for others. 

People will not always remember, in fact, what was read at some point, sometimes (very commonly), they will not remember the text, but they will remember what it felt to read what you wrote and the experience that that interface offered. 

To offer a good experience, here are two fundamental points that you need to pay attention to:

Know your customer 

Understand your customer's journey, but, in addition, understand and get to know your customer. Nothing can be done without you having as much knowledge as possible of the audience you want to address. 

It is very important that you know this customer in depth (the persona helps a lot here), know the type of language with which he connects, know the touchpoints that your company has with him in the purchase journey and that your direction is aligned with your goals at each stage of the journey and with the customer's needs at that moment.

This in-depth knowledge and tracking of the customer journey can bring powerful insights to your business. Currently, technological advances allow you to use a wide variety of tools to help you in this data collection process, such as CRM integrated into your marketing and sales actions and even the use of artificial intelligence.   

When you map the customer journey and collect behavioral data, it’s crucial to ensure transparency and follow the legal bases defined by the Brazilian General Data Protection Law (LGPD). When users understand why their data is used and how it is protected, trust in your brand — and the overall experience — increases.

Strong UX writing makes permissions, consent and communication preferences crystal clear in every step of the flow. This connects content strategy, performance and legal compliance, helping you avoid unpleasant surprises for both users and the institution.

Read too:

• What is a communication guideline and how does it work
• Marketing 5.0: get closer to your potential customers
• What is a diagnostic evaluation in marketing strategy
• How inbound marketing will help you attract customers

Deliver value

As we said earlier, UX Writing is much more than just writing a text. The UX aims to offer an experience, and that experience, in turn, will lead the consumer to purchase your product. 

Want to see a practical example of how customer experience is? You probably already know about LinkedIn, right?

This network focused on the professional sphere was made to help you use the tool in the most assertive way possible. From the moment of registration to the time of filling out the network, communication is simple and direct. 

When you look at a screen like this, you already know what to do without needing any explanation. 

The following screens bring the same concept, and the tool is so complete that, after completing the registration, it directs you to fill in some fields to get better use of the network. Simple, practical and delivery beyond what is expected. 

Note: consumer/user experience also has to do with the optimization and responsiveness of your website, ok? It's no use having a well-written website if you're not prepared for the different types of screens that the consumer can access.

Image 02: Designing screens and copy together is key to ensuring a clear and consistent user experience in digital products.

Tips for targeting your text

We can't finish this blog without bringing you some tips to help you write better texts! Of course, by now, you've certainly understood many things about the UX Writing, but the question that should be on your mind right now is: ok, and how do I know that I'm writing a good text, so fact?

Although it's not that simple (as you've certainly noticed so far), it's important that you know how to mix some instincts and "skills'' to write good text and provide a user experience worth remembering and replicating. 

• Write with good spelling and grammar; 
• Use efficient words;
• Curiosity and empathy;
• Willingness to work with a team (especially with UX Designers);
• Follow trends in the technology and digital design universe;
• See the processes before the sale.

AND if you want to learn more about how to improve your online performance, take the opportunity to check out the latest post here on the blog: What is a communication guideline and how does it work? Check out!

Frequently asked questions about UX Writing

What is UX Writing?

UX Writing is the practice of writing text for digital products with a focus on user experience. Instead of prioritizing only sales, UX Writing works on microcopy that guides people at every step of the journey: buttons, error messages, onboarding flows, notifications, virtual assistants and chatbots. The goal is to ensure clarity, reduce doubts, lower friction and make it easier to reach the final objective. This makes interactions more pleasant, efficient and aligned with the user’s needs.

Why is UX Writing so important for user experience?

UX Writing is important because it creates a clear and meaningful conversation between the user and the product. Without well-designed text, people can get lost in the flow, feel irritated, abandon the journey or even choose a competitor. Good UX Writing anticipates questions, guides the next step and shows, in simple terms, what to do on each screen. In this way, it improves usability, reduces frustration, increases satisfaction and directly supports conversion and a positive perception of the brand.

In what types of interfaces is UX Writing used?

UX Writing appears in almost every interaction with digital products. It is present on websites, app screens, onboarding flows, notifications, forms, login, password recovery, error and success messages. It is also essential in virtual assistants, chatbots and experiences powered by generative artificial intelligence, where the text explains what the system is doing. In all of these touchpoints, the aim is to guide the user, clarify doubts and make actions easier and more natural, without unnecessary effort.

What are the main pillars of UX Writing?

The main pillars of UX Writing are clarity, conciseness, usefulness and guidance. Clarity means organizing ideas well and conveying the message in an easy-to-understand way. Conciseness is saying only what is necessary, avoiding long and tiring text. Usefulness requires that the content adds real value to the user, by bringing information that makes sense at that exact moment. Guidance is about leading the person to the final objective, with a consistent tone of voice and instructions that clearly indicate what to do next.

What is the role of artificial intelligence in UX Writing?

Artificial intelligence can support UX Writing in creating and optimizing text, but it does not replace human judgment. In experiences with generative AI, text becomes even more critical because it explains what the system is doing, reduces anxiety and increases user trust. AI tools help gain speed and explore alternatives, while the UX writer ensures context, tone of voice and alignment with the user journey. In this sense, AI plays a complementary role, keeping the experience clear, ethical and consistent with the product.

How is UX Writing different from copywriting focused on immediate sales?

Unlike a landing page aimed at immediate sales, UX Writing is responsible for microcopy that makes the path to the purchase decision easier. Instead of direct promises, it focuses on the experience: it guides sign-up, explains fields, indicates next steps and reduces friction in navigation. These texts are crucial for helping people feel safe, understand the product and reach the moment of purchase with fewer doubts. UX Writing supports conversion by building trust and flow throughout the entire journey.

How can I better understand customers to write good UX copy?

To write good UX copy, you need to know your customer in depth. This includes understanding the journey, building personas, mapping the main touchpoints and identifying the language the audience truly connects with. Tools such as CRM integrated with marketing and sales and the use of artificial intelligence help collect and analyze data. By following the journey, you can identify pain points, barriers and improvement opportunities. This knowledge generates powerful insights to adjust messages, tone of voice and guidance at each stage.

How does LGPD affect UX Writing and data usage?

LGPD affects UX Writing by requiring transparency about the use of personal data. When mapping the journey and collecting navigation data, it is essential to make permissions, consent and communication preferences clear at every step. Good UX Writing explains why information is requested, how it will be used and how it is protected. This clarity increases trust in the brand and avoids unpleasant surprises for both users and organizations. Content, performance and legal compliance then move together within the experience.

What does it mean to deliver value in user experience?

Delivering value in user experience means making people’s lives simpler, more direct and better aligned with what they need. The LinkedIn example shows this: from registration to profile completion, communication is clear, objective and guides the next step. The interface helps users make better use of the network, going beyond the minimum expected. Experience also involves aspects such as optimization and responsiveness, ensuring everything works well on different screens. Text, design and performance work together to generate real value.

What skills are important for someone who wants to work with UX Writing?

Anyone who wants to work with UX Writing needs a mix of technical and interpersonal skills. These include good spelling and grammar, efficient word choice, curiosity and empathy to understand users and their pain points. It is also important to be willing to work in a team, especially with UX designers, and to keep up with technology and digital design trends. Being able to see processes before the sale, understand the full journey and analyze data helps create text that supports decisions, reduces friction and strengthens user experience.

Until next time!