Best UX practices for website Content

We all know very well that websites benefit businesses and it is an indispensable marketing tool and sites communicate to their users through content. The content on the website plays a crucial role in trying to achieve the goals the site is set out for.

Before we get into the best UX practices, we need to know some psychological facts on how people tend to read.

Psychology of reading,

what designers / UX writers need to know

1. Reading is in fact not a very smooth process

When we actually read it may seem that the eyes move smoothly, but its not the actual case. Our eyes move in quick successive jumps from word to word. Based on the knowledge of the language our brain sometimes assumes the next phrases which makes reading seem smooth.

2. Uppercase vs Lowercase

Its a psychological fact that we tend to read uppercase more slowly,but only because we don’t see them as often. Most of what we read is in mixed case, so we’re used to it. Since people are unused to reading that way, it will slow them down.

3. Reading and understanding are not the same.

When you read you anticipate what will come next. The more previous knowledge you have, the easier it is to anticipate and interpret.

💡 For eg - A paragraph related to astrophysics will be easier and quicker to read an astrophysics expert than someone who doesn't have much knowledge.

What we understand and remember from what we read depends on our previous experience, point of view while reading, and the instructions given beforehand.

4. Pattern recognition helps us read.

Ever wondered how we are able to read different fonts that we haven't even seen before?

This is because we recognize a letter in the form of its shapes and and similar shapes form into patterns in our brains for recognition. This is why fonts are very important, Unusual or overly decorative fonts can interfere with pattern recognition and slow down reading.

Now we know how reading content actually occurs, let's get back to the UX.

We need to know about UX copywriting...What is a UX copy ?

UX copywriting, or user-experience copywriting, is the act of writing and structuring copy that moves digital users, like visitors and customers, toward accomplishing a goal in an intuitive way.

Lets look at some good UX practices for writing purposeful and result driving web content

1. Use Familiar Words

Use words that are familiar and used frequently by common users of the site. Words that are more frequently seen and heard are better and more quickly recognized.

While trying to address a particular set of users, do your research carefully on how to use words while communicating with them.

2. Use Abbreviations as less as possible

Show complete words rather than abbreviations whenever possible.

We can make an exception when they are significantly shorter, save needed space, and will be easily understood by typical users. If users must read abbreviations, choose only common abbreviations.

3.Use Mixed case

Reading text is easier when capitalization is used conventionally to start sentences and to indicate proper nouns and acronyms. This is how people are comfortable reading and we must remember that to achieve good UX.

4. Use uppercase for highlighting text

A frequently used best UX practice, Upper case text can be used to focus the users attention. If an item is intended to attract the user’s attention, display the item in all uppercase , bold, or italics. Do not use these methods for showing emphasis for more than one or two words or a short phrase.

Remember that uppercase sentences are perceived as shouting among people, so use only when absolutely necessary.

5. Provide a meaningful title or headline

We cannot always assume people will understand what they read, so the best thing to do is to provide a Title or a headline.

We can also Include the primary theme of a paragraph, and the scope of what it covers, in the first sentence of each paragraph.

6. Use Active Voice

Active voice is simple and direct to the readers. Sentences in active voice are typically more concise than sentences in passive voice. This is very important while giving giving out instructions to the users. When describing an action or task that has a natural order, make it obvious

💡 For eg : "Click to Download Files" is active voice, whereas "For downloading the files click here" is passive voice. Notice how concise and easy the active voice sounds

7. Avoid Jargon

Do not use words that normal users may not understand. Familiarity of words plays a large role in the user’s ability to find and understand information.

💡 For eg : **Do not write numbers in letters.** Instead of writing "You have four unread messages ", use "You have 4 unread messages".

Another example would be using phrases like "Are you sure you want to......", They don't always add any value to the information we provide.

Do not use humor unnecessarily. This might make the readers feel weird.

Avoid stop gap sentences to just fill up the space. When there is nothing more to write, the best thing is to not write anything.

8. Optimize content for on screen reading

When you read on a computer or a mobile screen, the image is not stable, it is being refreshed constantly, and the screen is emitting light. So, Device screens are harder to read in general.

To make text on a computer screen easier to read, make sure you use the below principles for good UX

• While reading people prefer a shorter line length of around 45 to 72 characters per line.
• Choose a font size that is large enough to read comfortably.
• Break text up into chunks. Use bullets, short paragraphs, and pictures.
• Provide contrast between foreground and background. Black text on a white background is the most readable

9. Back up the content, with proof

Make sure that the content connects with the users and has some substance to it, maintain honesty in your content. While making claims back them up with facts, illustrate the context.

But as always, the best way to achieve a good UX copy is....

Respecting the needs of the user

This is the most obvious and important rule of thumb while writing content for sites and should never be undermined.