If you’ve ever clicked a button that said “continue,” or “log in” in an app, received an error message that actually made sense or enjoyed a smooth checkout process, you’ve already experienced the work of a UX writer. Consider the Amazon website – it's a masterclass in user experience (UX), getting the user from initial browsing through to checkout.
Most people are familiar with copywriters, but far fewer have heard of UX writers. Yet their role is becoming increasingly important for businesses of all sizes – including small local businesses that are keen to grow. In this blog, we’ll explain what a UX writer does, how they differ from copywriters, and why investing in UX writing can make a huge difference to your website, customer experience and bottom line.
UX writer vs copywriter: what’s the difference?
At first glance, a UX writer and a copywriter may seem similar – both are professional wordsmiths. But their goals and responsibilities are quite different.
A copywriter is primarily focused on persuasion. They write advertisements, landing pages, email campaigns and social media posts designed to convince people to take action: buy a product, sign up for a newsletter or book a service. Their writing is marketing-driven, designed to sell and build brand recognition.
A UX writer, on the other hand, is focused on functionality and clarity. They write the small but critical pieces of text within digital products like apps. They focus on writing things like button labels, form instructions, error messages, navigation menus, tooltips and onboarding guides. This is called 'microcopy', and isn’t designed to sell anything directly to the user. Instead, this copy is designed to guide the user through a 'journey' that takes them to where they need to be.
For instance, when signing up to a banking app for the first time, a user will need to enter various details to create their account successfully. Good UX copy is vital for the consumer to make this journey and create an account successfully with as few frustrations as possible, which is the end goal. The aim is to make digital journeys as seamless, intuitive and stress-free as possible.
Imagine that you run a small online clothing boutique. A copywriter might craft a headline like “Effortless everyday styles” for your homepage. A UX writer, meanwhile, would ensure that when a customer adds a dress to their basket and they're done shopping, the button clearly says “Proceed to checkout”. They wouldn't use something vague or confusing like “Continue”. One sells the dream, the other makes sure the dream doesn’t fall apart at the checkout stage.
Why you should think about UX writing for your business
It’s easy to assume UX writing is something only big tech companies need to worry about. In reality, even the smallest businesses can benefit from hiring a UX writer – and often, they stand to gain the most. Here's why…
Improved user experience and trust
Confusing website copy frustrates users and damages credibility. A UX writer ensures that labels, instructions and messages are crystal clear, which builds trust. For example, a family-run café in with an online booking system might see more reservations simply by changing a vague button from “Submit” to “Reserve Your Table.”
Higher conversions
When users don’t understand what to do next, they abandon websites. Subtle tweaks in microcopy can have a big impact on conversions. A UX writer could help a hair salon reduce booking drop-offs by replacing “Get Started” with “Book Your Appointment.” This clarity guides users through the process without second-guessing.
Reduced customer support burden
Clear instructions and helpful error messages mean fewer frustrated emails or phone calls. A small local company could save valuable time by investing in UX writing that prevents users from hitting roadblocks.
Accessibility and inclusivity
Good UX writing uses plain, inclusive language that makes websites more accessible to everyone. For instance, an estate agency could replace jargon-heavy phrases like “Commence Tenancy Application” with “Apply to Rent This Property.” Not only is it easier to understand, but it’s also friendlier.
Stronger brand personality
UX writing doesn’t need to be bland. It can add warmth and personality in small moments, like a witty 404 error page. A small bakery might write, “Crumbs! Looks like this page has disappeared,” which reinforces its brand identity while keeping users engaged.
What makes a great UX writer?
First, they’re skilled at writing simply. While a copywriter might lean into creativity and flair, a UX writer focuses on clarity and brevity. They can get a lot of information across in just a few words, and want to keep messaging as simple and understandable as possible. Second, they’re highly collaborative. UX writers often work alongside designers, developers and product managers to make sure the words fit seamlessly with the visuals and functionality of a digital product. Third, they use research and testing. UX writers test different versions of text to see which performs best, relying on real user feedback to refine their words.
In short, UX writing is not just about writing – it’s about design thinking, empathy and problem-solving.
Conclusion: why is UX writing worth the investment?
For small UK businesses, investing in a UX writer may feel like a luxury, but in reality, it’s a smart, cost-effective way to improve usability, increase conversions and build customer trust. Clear, thoughtful microcopy not only enhances the user experience but also reduces customer service issues and reflects your brand’s unique personality.
As customers become more digitally savvy, they expect seamless experiences. Businesses that fail to deliver this risk being left behind. UX writing is no longer optional; it’s a competitive advantage.
