Every business that has a website, web app, or mobile app needs content design (also known as UX writing). Yep, even yours.
Of course, not every business needs a full-time employee for content design. But in today’s market, if content design isn’t part of your strategy, you can lose out to a competitor who does make use of this skillset.
Ok, what is content design?
A content designer will look at all customer touchpoints along the user journey of your application (or website) and make sure the experience is the best it can be. This is done in many ways (not just re-writing words!)
First, a good content designer will conduct some research. This includes interviewing customers, conducting usability testing, competitor research, and speaking with key team members like sales and customer support.
A content designer will be looking at the current flow and finding ways to improve it. For example, let’s say the content designer finds that a request for the customer’s phone number holds people back from completing onboarding. After speaking to sales and customer support it’s clear that many prospects inquire about why the phone number is required. As it turns out, they’re afraid the “free” version is just be a way for the company to collect phone numbers and sell them off. Yikes!
The content designer will work with the product and design teams to lessen this point of conflict for the customer. If the phone number is required, the content designer creates a tooltip that explains why. They could also make that field optional as an A/B test for some to see if that increases signups.
Can AI do this for me?
Short answer…no. Sure, AI can craft a tooltip letting customers know why they have to give out their phone number, but without research how do you know that’s the correct solution?
Content design is a lot more design and a lot less content (if you think of content simply as words).
A content designer is going to be curious about the user experience. They will express empathy for that experience and work to find the best solution to improve that user experience. This helps the customer solve their problem, and it helps the company reach their bottom line. Win win!
What if I can’t hire a full time content design expert?
That’s where I come in! I have over 10 years experience working with startups to help them create great brand experiences for their users. Whether you offer a mobile app helping people create mindful practices in their daily life, or a website offering fresh recipes for different dietary plans, I can ensure that your content design is what your customers need to keep coming back.
If you’d like to chat about how a fractional content design team member operates, please contact me here and we’ll set up a time to chat.