writing-ux-copy

Treat <good-example> as patterns to follow; <bad-example> as patterns to avoid.

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1. Goals

Optimize for:

1. Clarity — user instantly understands what will happen
2. Completion — user finishes without help
3. Confidence — user feels safe and in control
4. Character — human and on-brand, without hurting 1–3

Microcopy motivates before the click, guides during, confirms after.

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2. Workflow

1. Decide the one thing: Each piece of copy has one job—explain, reassure, instruct, or encourage. Cut everything else.

2. Draft, then cut: Write naturally, then remove filler. One idea per sentence.

3. Check for friction: Does this answer the user's likely question here? Could we fix the UX instead of adding words?

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3. Voice & Tone

• Talk to one person. Use "you" and "we."
• Be honest. No dark patterns, no fake urgency.
• Match emotion to moment: calm in errors, upbeat in success, neutral in setup.
• Humor only where stakes are low. Never joke about money, health, identity, or access.

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4. Patterns by Element

Buttons & CTAs

Button text = action + outcome. Describe what happens, not the system action.

Click triggers (text near buttons) tip the scale:

When buttons appear together, make primary vs secondary obvious:

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Forms

• Labels stand alone; don't rely on placeholders.
• Use examples for format, not long explanations.
• Explain why you need sensitive info.

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Errors

Say what went wrong and how to fix it. Use calm tone; take blame when it's the system's fault.

Avoid internal codes unless needed for support.

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Success States

Confirm what succeeded. Tell users what happens next.

Avoid empty "Success!" messages with no detail.

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Empty States

Include: (1) what this space is for, (2) why it's empty, (3) one clear next step.

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Loading & Progress

Set expectations. Suggest safe parallel actions when possible.

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404s & System Errors

Acknowledge the problem, take responsibility, offer paths forward.

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Permissions & Risky Actions

Say why you need something and what you'll do with it. Be explicit about risk and reversibility.

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Sign Up & Login

Sign up: Welcome, don't label.

Login: Acknowledge return.

Password recovery: Reassure.

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5. Quick Reference

Instead of	Write
"Invalid input"	"Try a different format"
"An error occurred"	"Something went wrong"
"User not found"	"We don't recognize that email"
"Required field"	"We need this to continue"
"Submit"	"Send message" / "Get started"
"Please wait"	"Working on it…"
"Operation completed"	"Done!"
"Unauthorized"	"You'll need to log in first"
"Click here"	Descriptive link text