This course is ideal for: Anyone who wants an introduction to writing copy that enhances the user journey on web pages and apps.
Learn how to engage users (your customers) through effective UX (user experience) writing
Learn how users digest UX content which will inform every ‘word’ and ‘phrase’ you write
Understand why SEO is so important
Discover best practice principles and hints and tips to move your customer along the user journey
Learn which words and phrases to choose for essential navigation
UX (User Experience) writing is about guiding users on a website or app and helping them interact with it. Specifically, it’s writing that guides people on a user journey to achieve a result – whether that’s a sign-up to a service, a sale or some other call to action.
Your text needs to be clear, concise and useful. It includes headings, captions, buttons, tabs and other elements designed to lead the user down a particular path.
These days, everything is online. Whether you’re shopping for a new outfit, browsing on Spotify, streaming through Netflix or buying insurance, it’s likely that you’re interacting via a webpage or an app.
Effective UX writing is the difference between your customer buying from you and forming a business relationship – or buying from your competitor and forming a relationship with them.
Ever wondered what makes a user engage with one website or app more than another? Keen to know how to keep visitors on your website? Want to ensure that users move all the way through ‘the user journey’ until they answer your ‘call to action’ by signing up for your service or filling their cart with your products?
Tight, intuitive UX writing is key to the success of any web page or app.
UX writers understand UI (user interface) to determine how a person will travel through a web page or app. The UX writer creates a product’s tone of voice, writes all of the text, buttons and tabs, and ensures that the user (your customer) follows the webpage or app to the very end of their journey.
In this introductory course, we’ll look at UX writing for web pages and apps that engage users and gets results.
“I enjoyed hearing about Carli's real-world experience as a UX copywriter and her useful tricks of the trade. She clearly
knows her stuff‚ and the discussions about brand tone of voice and choosing the right language was fascinating.
It was also great to learn what NOT to do. I now have a new appreciation for polished UX writing (so much
thought goes into every word!) and have strategies I can use on my own platform.”
Carli Ratcliff established and has led the UX writing team at Qantas for many years. She now also advises on UX digital content and best practice for clients including SBS OnDemand, and advises Adobe on the design of their ‘Writing for Voice’ platform.
Carli is an award-winning editor, journalist, digital content specialist and UX writer. She edits and writes webpages, apps, mobile, voice and chatbots. Carli consults to a number of organisations on UX writing strategy.
In this unique course, you will spend two mornings with digital content expert and UX writer, Carli Ratcliff.
Carli will equip you with practical techniques to write engaging web and app content that attracts your target audience.
With our Online Live courses, you participate online from the comfort of your own home in a live Zoom video-based classroom. Carli and your classmates are right there with you in real time as you learn the essential elements of UX Writing.
UX writing is specifically about guiding a user towards a particular goal, whether that’s pressing a button, buying a product and everything in between. The course focuses on writing for that user journey on a web page or app.
Copywriting Essentials covers more ground than UX writing, as copywriting can be found on brochures, advertisements, ebooks, and much more. Most copywriting is about writing words that sell. Usually, the underlying goal is to sell a product/service. However, UX is specifically about guiding user behaviour on a webpage or app. While this can include selling a product/service to a customer, UX writing also includes helping them after the sales process. Think of the way you might use an app like Spotify after you purchase it. Or how you pick your seat on a flight once you’ve bought the ticket.
SEO Copywriting focuses on the keywords and phrases you need so that your webpages are findable by search engines. While we touch on this UX writing, it’s important to know that UX writing is not just about being findable as there are many web pages and apps that do not rely on findability.
Content Writing is about writing blog posts and articles for businesses. It’s about informing and educating (and sometimes, entertaining!) readers so that you position your business as an expert or leader in your industry. This is very different to UX/UI writing which is focused on guiding user behaviour on a webpage or app.
As a freelance writer, mastering skills in a range of areas can give you a well-rounded set of services to offer to your clients.
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