Written by John Stevens

約翰·史蒂文斯 ( John Stevens)撰寫

When we talk about user experience and your website, it is easy to get caught up in the site’s design and navigation options. While that is important, the words you place on the page are equally essential to create a great user experience.

當我們談論用戶體驗和您的網站時，很容易陷入網站的設計和導航選項中。 盡管這很重要，但是您在頁面上放置的文字對于創造出色的用戶體驗同樣至關重要。

Although design and copywriting seem like two different fields, they have many things in common. Not only do they have to work together, but they both aim to make a customer respond in a particular way, usually to take some sort of action.

盡管設計和文案寫作似乎是兩個不同的領域，但它們有許多共同之處 。 他們不僅必須一起工作，而且都旨在使客戶以特定的方式做出響應，通常采取某種行動。

Copywriting is the type of writing that is primarily used for advertising and marketing. You can use copywriting techniques on your site’s home page and landing pages, and you might even use these methods when writing blog posts (although keep in mind that blogging in general falls in a whole different category than copywriting).

文案寫作是主要用于廣告和市場營銷的寫作類型。 您可以在網站的主頁和登錄頁面上使用文案寫作技術，甚至在撰寫博客文章時甚至可以使用這些方法(盡管請記住，博客通常與文案寫作屬于不同的類別)。

Once your site’s layout and design is where you want it to be, it is time to tweak your copy for the best user experience. Start by following the tips below.

一旦網站的布局和設計如您所愿，就該調整副本以獲得最佳的用戶體驗。 首先按照以下提示進行操作。

1.確定您的理想用戶 (1. Identify Your Ideal User)

This first tip does not start with putting words on the page. It starts before you have written a single word and it is important because it will guide you to know what to write.

這第一個技巧不是從在頁面上放置單詞開始的。 它在您寫一個單詞之前就開始了，它很重要，因為它將引導您知道要寫什么 。

Martin Stellar discusses this step in his article on UXMatters.com. He says:

Martin Stellar 在UXMatters.com上的文章中討論了這一步驟。 他說：

The most successful copywriters spend days on research, trying to figure out who the ideal customer is. Then they create a profile of that ideal customer that is as detailed as possible — age, income, type of breakfast, number of unmatched socks, average time behind a PC, number of kids, flavor of toothpaste. They want to know everything

最成功的撰稿人花了幾天時間進行研究，試圖找出誰是理想的客戶。 然后，他們會詳細描述該理想客戶的個人資料-年齡，收入，早餐類型，無與倫比的襪子數量，平均使用PC的時間，孩子的數量，牙膏的味道。 他們想知道一切

And guess what? It results in copy that is completely relevant to your website visitors.

你猜怎么著？ 結果是與您的網站訪問者完全相關的副本。

This is a tough step to understand at first because it is likely that there are many different types of users visiting your website. You might wonder how your copy can resonate with all of them when you are only focusing on one user.

首先，這是一個很難理解的步驟，因為可能有許多不同類型的用戶訪問您的網站。 您可能想知道當您只關注一個用戶時，副本如何與所有對象產生共鳴。

While this is a good point, Stellar points out that there is only one ideal user, “the one who completes the task that you want him (her) to complete.” If you speak to just one person, you end up telling a concise story that will speak to others as well.

盡管這是一個好點，但Stellar指出只有一個理想的用戶，即“完成您要他(她)完成的任務的用戶”。 如果您只與一個人說話，那么您最終會講一個簡潔的故事，并且也會與其他人說話。

So decide who you really want to talk to. Give this person a fictional name, job, family and picture him/her when writing your copy. In other words, create a persona that represents your user. Don’t try to please everyone, because when you do, you end up pleasing no one.

因此，確定您真正想與誰交談。 給該人一個虛構的名字，工作，家庭，并在寫副本時給他/她照片。 換句話說， 創建代表您的用戶的角色 。 不要試圖取悅所有人，因為當您這樣做時，您最終不會取悅任何人。

2.知道他們處于過程的哪個階段 (2. Know at which Stage they are in the Process)

One big part of knowing your ideal user is understanding where they are in the process when it comes to purchasing your product or service. For example, if you are selling a premium WordPress plugin, your users are very likely to have a WordPress site. You don’t need to waste their time by convincing them they need to sign up for WordPress in order to use your product.

了解理想用戶的很大一部分是了解他們在購買產品或服務時所處的位置。 例如，如果您出售的是高級WordPress插件，則您的用戶很可能擁有WordPress網站。 您不需要說服他們浪費時間來說服他們需要注冊WordPress才能使用您的產品。

You should never assume they are so far along in the buying process that they do not need an explanation of your products’ features.

您永遠不要以為他們在購買過程中進展得如此之快，以至于不需要解釋您的產品功能。

Understanding your customer like this will allow you to focus on what they need to know while making it easier for you to answer questions before they have even asked them, boosting the user experience.

以此方式了解您的客戶將使您能夠專注于他們需要了解的內容，同時使您甚至可以在他們問問題之前更輕松地回答問題，從而改善用戶體驗。

3.關注利益，而不是行動 (3. Focus on the Benefit, Not the Action)

Too often when we are on the side of writing copy, we are thinking about what action we want readers to take. While we should certainly be thinking about it, that is not what your site visitors will be focusing on. It is certainly not in their primary interest to subscribe to your newsletter. They care about what benefit they will get from doing so.

很多時候，當我們站在寫作的一邊時，我們正在思考我們希望讀者采取什么行動。 盡管我們當然應該考慮這一點，但這不是您的網站訪問者將會關注的重點。 訂閱您的新聞簡報絕對不是他們的主要利益。 他們在乎這樣做會帶來什么好處 。

For example, you might offer an eBook as an incentive to join your mailing list. You are thinking about how you want people enter their email address because that is beneficial to you. But your site visitors are thinking about the eBook they are going to get for free because it will benefit them.

例如，您可能會提供電子書，以鼓勵您加入郵件列表。 您正在考慮如何讓人們輸入他們的電子郵件地址，因為這對您有利。 但是您的站點訪問者正在考慮他們將免費獲得的電子書，因為它將使他們受益。

The real key here is to focus on their wants and needs. So, instead of saying, “Sign Up Now,” you might say, “Get Your Free eBook Now.” See the difference?

真正的關鍵是要專注于他們的需求。 因此，您可以說“立即獲取免費電子書”而不是說“立即注冊”。 看到不同？

Here is an example from The Daily Egg (Crazy Egg’s blog).

這是The Daily Egg 的示例 (Crazy Egg的博客)。

Notice how they do not use the phrase “Sign Up.” Instead, they focus on what the user will get out of their newsletter: they will keep them informed on industry news. Furthermore, they highlight that subscribers receive instant access to their eBook.

請注意，他們如何不使用短語“注冊”。 相反，他們專注于用戶將從新聞通訊中獲得什么：他們將使他們隨時了解行業新聞。 此外，它們強調了訂閱者可以立即訪問其電子書。

This advice does not only apply to your newsletter! If you are selling a product, don’t try to sell the features. Sell the benefits of those features. Don’t sell an air purifier. Sell an allergen-free home. Don’t sell a cordless vacuum. Sell convenience.

此建議不僅適用于您的新聞通訊！ 如果您要銷售產品，請勿嘗試出售功能。 賣那些功能的好處 。 不要出售空氣凈化器。 出售無過敏原的房屋。 不要出售無線吸塵器。 出售方便。

Make the experience easy for the user by highlighting what they will get out of your site and your services and there is a good chance they will be more willing to buy from you.

通過突出顯示他們將從您的站點和服務中獲得的收益，使用戶易于使用，他們很有可能會更愿意從您那里購買產品。

4.使用簡單而熟悉的語言 (4. Use Simple and Familiar Language)

Remember how we talked about researching your audience and defining your ideal user? Now it is time to speak to that user. Trying to sound smart or making it seem like your services are top-of-the-line because you are using complicated words can actually hinder your efforts.

還記得我們談論過如何研究您的受眾并定義您的理想用戶嗎？ 現在該與該用戶講話了。 嘗試聽起來很聰明或使您的服務看起來像是一流的，因為您使用復雜的單詞實際上可能會阻礙您的工作。

You want the user to understand what you are saying … and quickly! Users only spend 10–20 seconds on a web page, but communicating a clear message that they do not have to fight to understand will keep them there longer.

您希望用戶Swift理解您在說什么！ 用戶在網頁上的停留時間僅為10到20秒 ，但是傳達一條清晰的消息，使他們不必再為理解而苦惱，可以使他們停留更長的時間。

To make sure you are using the appropriate language, visualize your ideal customer again. Consider what words and phrases will resonate with them. What is important is to think about how they specifically respond to a word because of their past experiences and personality (everyone will respond differently to the same words). The trick is knowing which words will get your ideal customer to react in the way you want them to.

為確保您使用適當的語言，請再次可視化您的理想客戶。 考慮一下哪些單詞和短語會引起他們的共鳴。 重要的是要考慮他們由于過去的經歷和個性而對單詞的具體React(每個人對同一單詞的React會有所不同)。 訣竅是要知道哪些詞可以使您的理想客戶以您希望的方式做出React。

The language you use is different than keywords. Keywords are what tell people and search engines what your page is about. After that, you have to make them care.

您使用的語言與關鍵字不同。 關鍵字可以告訴人們和搜索引擎您的網頁內容。 在那之后，您必須讓他們注意 。

For example, a university that uses phrases like “advance your career” can entice students to attend their campus, yet people are not searching for that phrase when the are seeking colleges.

例如，一所大學使用“促進職業發展”之類的短語可以誘使學生上大學，但是當人們尋求大學時，人們并沒有在搜索該短語。

Apple is a great example of a company that uses simple language with its customers.

蘋果公司是與客戶使用簡單語言的公司的一個很好的例子 。

5.只說你需要說的 (5. Say Only What You Need to Say)

When writing website copy, it becomes all too easy to try to over explain your product or service because you are not sure if customers understand your vision. The truth is, you do not need a lot of words to communicate your message. In many cases, less is more.

編寫網站副本時，嘗試過度解釋您的產品或服務變得非常容易，因為您不確定客戶是否理解您的愿景。 事實是，您不需要太多的語言來傳達您的信息。 在許多情況下， 少即是多 。

This is important for the user experience because it makes it quick and easy for users to grab the most important information. Going on for paragraph upon paragraph about every detail of your product, business or service makes it tough for users to pick out what you want them to focus on. Short copy is also easy on the eyes!

這對于用戶體驗很重要，因為它使用戶可以輕松快捷地獲取最重要的信息。 逐段地討論產品，業務或服務的每個細節，使用戶很難選擇您希望他們關注的重點。 簡短復制也很容易！

But don’t let me limit you, either. I am not going to say that you can only have 300 words on your home page. It is not about how long your copy is. It is about what it says. Cut the fluff, and focus only on what your audience needs to know.

但也不要讓我限制你。 我不會說您首頁上只能有300個字。 這與您的副本有多久無關。 這是關于它所說的。 減少絨毛，只關注觀眾需要知道的內容。

Here’s a great example from Netflix:

這是Netflix的一個很好的例子 ：

Their introduction is a mere seven words with a five-word call-to-action. (Notice how they focus on the benefit as mentioned in tip #3?)

他們的介紹僅用了七個字，并有五個字的號召性用語。 (請注意，如技巧3所述，他們如何關注收益？)

If you scroll down the page, Netflix features more content, but you will notice that they do not say more than they need to in order to convince users to try their product.

如果向下滾動頁面，Netflix將提供更多內容，但是您會發現，他們說的不多于說服用戶試用他們的產品。

If you need to include more in-depth articles on your site, create a separate blog page for them. This is another way to contribute to user experience because users expect to find your articles in blog format, leaving your site navigation uncluttered and easier to use.

如果您需要在您的網站上包含更深入的文章，請為它們創建一個單獨的博客頁面。 這是增加用戶體驗的另一種方法，因為用戶希望以博客格式查找您的文章，從而使您的網站導航更加整潔且易于使用。

6.注意信息流 (6. Pay Attention to the Flow of Information)

Think about how the structure of information on your site appears to the user. Does it make sense as they are navigating through your site? If they have to jump around for information, then your copy is not contributing to a positive user experience.

考慮一下您網站上的信息結構如何向用戶顯示。 他們在您的網站中瀏覽時是否有意義？ 如果他們必須四處走動以獲取信息，那么您的副本就無法帶來積極的用戶體驗。

For example, if users click a button that says “Learn More about our Product”, they will expect to see a page detailing your product’s features, prices, customer testimonials and information on how to buy. They should not end up on a page with an image of the product but no explanation on the features.

例如，如果用戶單擊顯示“了解我們的產品的更多信息”的按鈕，他們將期望看到一個頁面，其中詳細介紹了您的產品的功能，價格，客戶推薦和購買信息。 它們不應最終出現在帶有產品圖片的頁面上，而無需說明功能。

It is not just the navigation you have to pay attention to, either. Consider what information needs to come first and how you can transition into the rest of your copy. For example, it doesn not make a whole lot of sense to mention your product pricing before customers know what the product is.

這也不只是您必須注意的導航。 考慮首先需要提供哪些信息，以及如何過渡到副本的其余部分。 例如，在客戶知道產品是什么之前，提及您的產品定價沒有任何意義。

WordPress.com is a good example that shows a logical flow of information.

WordPress.com是一個很好的示例，它顯示了信息的邏輯流 。

They start by mentioning what their product does (allows you to create a website for free), and then they go on to talk about the benefits of their product and why they are the right choice (“WordPress powers over 25% of the internet”).

他們首先提到其產品的功能(允許您免費創建一個網站)，然后繼續談論其產品的好處以及為什么它們是正確的選擇(“ WordPress為超過25％的互聯網提供了強大的動力”) )。

Once you click on the “Create Website” button, you are guided through a logical flow by choosing what type of business you run, what theme you want for your website and what domain name you want.

單擊“創建網站”按鈕后，將通過選擇您所經營的業務類型，網站所需的主題以及所需的域名的流程來指導您進行操作。

Think about how users will read your content and navigate your site. At times, this may mean repeating yourself or leaving out certain information. For example, not everyone will visit your “About” page, so you might mention some of your company’s background elsewhere when it is relevant.

考慮用戶如何閱讀您的內容并瀏覽您的網站。 有時，這可能意味著重復自己或遺漏某些信息。 例如，并非所有人都會訪問您的“關于”頁面，因此您可能會在其他相關位置提及公司的某些背景。

Not everyone will land on your home page when they first visit your site, either. They might come through a blog post or other link, so it helps to think of each page as its own free-standing page.

并非所有人都在首次訪問您的網站時就登陸您的主頁。 他們可能通過博客文章或其他鏈接來訪問，因此有助于將每個頁面視為自己的獨立頁面。

7.使用副標題輕松掃描 (7. Use Subheadings for Easy Scanning)

People read web pages differently than they do print. They start by scanning the page for areas of interest and then go onto scanning subheads, skimming copy, reading to get detail and then clicking to take action.

人們閱讀網頁與打印網頁的方式不同 。 他們首先掃描頁面上感興趣的區域，然后進入掃描小標題，略讀副本，閱讀以獲取詳細信息，然后單擊以執行操作。

Because users scan web pages, you can make it much easier for them to get the information they need by highlighting important points with subheads.

因為用戶掃描網頁，所以您可以通過用副標題突出顯示要點來使他們更輕松地獲取所需的信息。

Here is an example from Evernote:

這是Evernote的示例 ：

They use the subheads “write”, “collect”, “discuss” and “present” to show users what they can do with the app. This helps streamline the scanning and reading process so readers can grab the gist of the information quickly.

他們使用副標題“寫”，“收集”，“討論”和“演示”來向用戶顯示他們可以使用該應用做什么。 這有助于簡化掃描和閱讀過程，以便讀者可以快速掌握信息的要旨。

8.專注于告知和說服觀眾 (8. Focus on Informing and Persuading Your Audience)

We can use online content to educate and entertain people, such as through blog posts. Copywriting is different. Your home page, services page and similar landing pages are there to sell your product or service. While they can teach users something and make them laugh, their main goal should be to inform and persuade users.

我們可以使用在線內容來教育和娛樂人們，例如通過博客帖子。 文案寫作是不同的。 您的主頁，服務頁面和類似的登錄頁面可在其中出售您的產品或服務。 盡管他們可以教用戶一些東西并讓他們發笑，但他們的主要目標應該是告知和說服用戶。

By focusing on informing and persuading your readers to take action, you are not wasting their time. This in turn boosts the user experience.

通過專注于通知和說服讀者采取行動，您不會浪費他們的時間。 這反過來又可以提高用戶體驗。

Let us take an example. A company selling a diet plan should not be wasting site visitors’ time by telling them that they need to lose weight and that the way to do that is through dieting. Users want to know about the results they can expect from the diet plan and what makes it different from other plans.

讓我們舉個例子。 一家制定飲食計劃的公司，不應通過告訴他們他們需要減肥，而節食的方法就是通過節食來浪費現場訪客的時間。 用戶想知道他們從飲食計劃中可以獲得的結果以及與其他計劃有何不同。

9.使用“你”一詞 (9. Use the Word “You”)

You have probably noticed that bloggers talk directly to you by using “you” language. It pulls you into the story and makes you feel connected to the advice they are giving. You can use the same principle in copywriting to make the user feel more invested in your copy.

您可能已經注意到，博客作者使用“您”語言直接與您對話。 它可以將您帶入故事，并讓您感到與他們所提供的建議緊密相關。 您可以在文案寫作中使用相同的原則，以使用戶感覺對您的文案更加投入。

Need an example? Let us take the paragraph you just read and remove the “you” language:

需要一個例子嗎？ 讓我們采用您剛剛閱讀的段落，并刪除“您”的語言：

“Bloggers tend to talk directly to the reader by using “you” language. It pulls readers into the story and makes them feel connected to the advice the blogger is giving. The same principle can be applied to copywriting to make the user more invested in the copy.”

“博客作者傾向于使用“您”語言直接與讀者交談。 它可以將讀者吸引到故事中，并使他們感到與博客作者提供的建議相關。 可以將相同的原理應用于文案寫作，以使用戶更多地投資于文案。”

Not as engaging, right? That’s because I am no longer talking to you.

不那么吸引人吧？ 那是因為我不再和你說話。

Here is a great example from Mint.com:

這是Mint.com的一個很好的例子 ：

In their two-sentence intro, they use the word “you” or “your” three times!

在他們的兩句簡介中，他們使用了“您”或“您的”三個單詞！

Whenever you can, don’t talk about yourself. Talk about how you can help the user and you will improve their experience on your site.

只要有可能，就不要談論自己。 談論如何可以幫助用戶，您將改善他們在網站上的體驗。

10.為用戶寫 (10. Write for the User)

It goes without saying, but this tactic needs repeating: write for the user, not search engines.

不用說，但是這種策略需要重復：為用戶而不是搜索引擎編寫代碼。

Too often we get caught up in keyword usage and word count, thinking there is a specific formula we need to stick to in order to rank higher on search engines. When we think too hard about this, we only hurt our chances of converting site visitors.

很多時候，我們陷入關鍵字使用和字數統計的困境，認為必須遵循一個特定的公式才能在搜索引擎上排名更高。 當我們對此進行認真思考時，只會損害轉化網站訪問者的機會。

You don’t want your keywords to sound unnatural — which is often the case when you are focusing on search engine algorithms. Writing for search engines only takes away from the user experience.

您不希望您的關鍵字聽起來不自然-當您專注于搜索引擎算法時，通常就是這種情況。 為搜索引擎編寫代碼只會脫離用戶體驗。

Put your users first. Search engine optimization can come secondary, but ideally, it should come naturally as you focus on the user. After all, search engines like Google are interested in delivering quality search results to real people and if your copy doesn not deliver good user experience that converts, it does not matter how many people end up on your site since they will not take action.

將您的用戶放在首位。 搜索引擎優化可以是次要的，但是理想情況下，當您專注于用戶時，它應該自然而然地出現。 畢竟，像Google這樣的搜索引擎有興趣向真實的人提供優質的搜索結果，如果您的副本沒有提供可帶來轉化的良好用戶體驗，那么最終有多少人訪問您的網站也沒有關系，因為他們不會采取行動。

11.測試您的副本 (11. Test Your Copy)

In the drive to create a great user experience, user testing is a natural process that needs to be undertaken. The same applies to copywriting. A writer cannot assume how well his or her copy will aid in the user experience and whether or not it will convert. It takes real data to show us which version of our copy is actually better.

在創造出色的用戶體驗的過程中，用戶測試是必須進行的自然過程。 同樣適用于文案寫作。 作者無法假設他或她的副本對用戶體驗的幫助程度以及它是否會轉換。 它需要真實的數據來告訴我們實際上哪個版本的副本更好。

Simply switching out a word or two can make a huge difference, so do not be afraid to run an A/B test to see whether “Download Now” or “Get Your Free eBook” converts better.

只需切換一個或兩個字就可以帶來很大的不同，因此不要害怕進行A / B測試以查看“立即下載”或“獲取免費電子書”的轉換效果更好。

Don’t just limit yourself to watching your conversion rates, either. Ask people to read your copy and observe them react to it. For example, ask them to search for your product features, and watch them follow the instructions on your website. How do they interact with the page and your content to get the answers to their questions? What are their personal thoughts and feelings while they are reading and navigating your website?

也不要只局限于觀看轉化率。 要求人們閱讀您的副本并觀察他們對此的React。 例如，要求他們搜索您的產品功能，并觀看他們按照您網站上的說明進行操作。 他們如何與頁面和您的內容進行交互以獲得問題的答案？ 在閱讀和瀏覽您的網站時，他們的個人想法和感受是什么？

Then, ask them to summarize what they have read. If they can do it without looking back at the page, then your copy is doing its job.

然后，請他們總結他們已閱讀的內容。 如果他們可以做到而無需回頭查看頁面，則說明您的副本正在執行其工作。

By really getting into your site visitor’s heads like this, you can get a better idea of how your copy truly correlates with user experience.

通過這樣真正地吸引您的網站訪問者的頭腦，您可以更好地了解您的副本如何與用戶體驗真正相關。

結語 (Wrapping it Up)

With these 11 tips in mind, you can create compelling website copy that leads to a better experience for your website visitors. While this list can seem overwhelming at first, you can always tweak parts of your website copy and test out new ideas as your site evolves.

牢記這11個技巧，您可以創建引人注目的網站副本，從而為網站訪問者帶來更好的體驗。 盡管此列表乍看之下似乎不勝枚舉，但您可以隨時調整網站副本的一部分，并隨著網站的發展測試新的想法。

So, will you stick with your current web copy, or will you put these tips to use and write copy to boost the user experience on your site? The choice is yours.

因此，您會堅持使用當前的網絡副本，還是使用這些技巧來編寫副本來提高網站的用戶體驗？ 這是你的選擇。

想了解更多？ (Want to learn more?)

Want to get an industry-recognized Course Certificate in UX Design, Design Thinking, UI Design, or another related design topic? Online UX courses from the Interaction Design Foundation can provide you with industry-relevant skills to advance your UX career. For example, Design Thinking, Become a UX Designer from Scratch, Conducting Usability Testing or User Research — Methods and Best Practices are some of the most popular courses. Good luck on your learning journey!

是否想獲得UX設計，設計思維，UI設計或其他相關設計主題的行業認可課程證書？ Interaction Design Foundation提供的在線UX課程可以為您提供與行業相關的技能，以促進您的UX職業發展。 例如， 設計思維 ， 從零開始成為UX設計師 ， 進行可用性測試或用戶研究-方法和最佳實踐是一些最受歡迎的課程。 祝您學習愉快！

(Lead image: Depositphotos)

(領導形象： Depositphotos )

Originally published at UsabilityGeek by John Stevens, who is hosting enthusiast who currently writes for HostingFacts. When he is not analyzing web hosting providers, he is probably hanging out with his family or doing occasional copywriting gigs.

最初由約翰史蒂文斯 ( John Stevens)在UsabilityGeek上發表，他是接待愛好者，目前為HostingFacts撰寫 。 當他不分析網絡托管服務提供商時，他可能會與家人出去玩或偶爾做文案演出。