Denis Weil, former Innovation Executive at McDonalds, once said that when it comes to the user experience and UX, that marketers “need to stop worrying about proving the value of design and just focus on outcomes that provide value.”
Many designers and developers often reach a point where they know that their UX could be improved but are not sure what’s missing. As providers of wholesale copywriting services to agencies all over Australia, White Label Copywriting Australia understands this problem, and we believe it can be solved by focusing on copywriting.
With Google’s algorithms increasingly rewarding websites that are optimised for mobile, many UX professionals are focusing on the responsive aspect of web design for their clients in 2017. When this happens, it’s important to keep the above quote by Weil in mind and understand that consumers don’t see a mobile website versus a desktop website, but rather different contexts. So how can copywriting take this into account and amplify the success of a website’s UX? By taking into regard the context of the situation – and adjusting itself accordingly.
For example, a restaurant desktop website would have more detailed copy and information regarding the origins of the restaurant, its awards, and more. It would provide information on upcoming events in the year and perhaps information on making a booking for a corporate event. A person visiting that website on a desktop PC would likely be looking for that kind of information. On the other hand, someone visiting the restaurant’s mobile website would most likely be looking for more specific information they can immediately use, such as booking and contact details as well as specials for that day. They probably wouldn’t be looking for the website’s blog or paragraphs upon paragraphs of information.
Here we can see the value that short and to the point copy can add to a UX in the context of creating mobile friendly websites, right from the moment the client lands on the homepage. Will they be able to make a booking quickly and easily or will they have to hunt for information (even if the website has been optimised for mobile)?
The choice is simple – UX needs copywriting!