AI startup branding: how not to look like every AI company
AI startup branding that stands out: the names, colours, imagery and claims that blur together, and an exercise to find what’s specific to you.
20 Apr 2025
UX Writing: Small Words, Big Impact
The buttons, errors and microcopy that decide whether users trust your product. Eight UX writing rules, from keeping it human to clarity first.
8 UX writing rules that work
Ever clicked a button that said “Submit” and hesitated? Or felt instantly reassured by “Got it! We’ll send you an update soon”? That’s UX writing: tiny pieces of text that guide, inform, and build trust without you even realizing it.
Studies show that 70% of online businesses fail due to poor usability, and bad UX writing is a big part of it. Clunky, unclear microcopy leads to frustration, while great UX writing makes experiences feel smooth and intuitive.
Good UX writing makes your product feel effortless. Bad UX writing makes users second-guess every click. With attention spans shorter than a TikTok loop, every word counts.
So, what separates meh from magical?
1. Keep It Human
Write like a person, not a robot. “Access Denied. Authentication Required.” sounds like it belongs in a sci-fi movie. Instead, try “Oops! You need to log in first.”
Why? Because users don’t want to feel like they’re talking to a machine. They want clarity, friendliness, and reassurance. Think conversation, not code.
✖️ Incorrect credentials. Authentication failed.
✔️ Oops! That password doesn’t match. Try again?
2. Clarity > Cleverness
Fun copy is great, but clarity comes first. A quirky “Turbo Boost Mode Activated!” might sound cool, but “Your file is uploading” is actually useful.
People don’t have time to decipher what you mean. If they’re confused, they leave.
✔️ Instead of “Syncing magic in progress…” → Say “Your files are syncing”
✔️. Instead of “Something went wrong” → Say “We couldn’t process your request. Try again?”
If your clever phrasing makes people pause and wonder, rewrite it.
3. Guide, Don’t Confuse
Every word should help users take action. Instead of a vague “Continue” button, say “Next: Choose Your Plan” so they know what’s coming.
Your microcopy should act as a helpful guide, not a guessing game.
✔️ “Choose your payment method to continue” (clear)
✖️. “Next” (wait… next what?)
Think of every button, label, and tooltip as a mini roadmap. Tell users where they are and what’s next.
4. Default to Positivity
Error messages don’t have to sound like doom and gloom. Compare these:
🚫 Wrong password. Try again.
✅ That password didn’t work, want to reset it?
Subtle changes make a huge difference in user experience. Instead of punishing users for mistakes, offer solutions and reassurance.
And when users complete an action? Celebrate it!
✔️ “Nice work! Your order is on its way.”
✔️ “Success! Your account is ready.”
Because nobody ever complained about a friendly, encouraging interface.
5. Be Short, But Not Too Short
Users skim. Cut the fluff, but keep the meaning. Instead of:
✖️ “We have received your request and will process it as soon as possible.”
✔️ “Request received! We’ll get back to you soon.”
Shorter doesn’t mean removing helpful details. It means getting to the point.
✖️ “Click the button below to proceed with your order”
✔️ “Place order”
Every word must earn its place. If it doesn’t help the user, cut it.
6. Write Buttons That Do Things
A button labeled “OK” is a missed opportunity. OK what? Instead, say:
✔️ “Save Changes”
✔️ “Confirm Payment”
✔️ “Send Message”
Your buttons should describe the action they trigger. If a button doesn’t instantly make sense, rewrite it.
7. Speak Their Language
Technical jargon belongs in manuals, not interfaces. If your grandma wouldn’t understand “Enable two-factor authentication for enhanced security”, try “Add extra security to your account” instead.
A great rule of thumb:
• Write at a 5th-grade reading level
• Use everyday words
• Test it on someone outside your industry
✔️ Instead of “Authentication Required” → Say “Please log in”
✔️ Instead of “Insufficient Storage” → Say “You’re out of space, upgrade for more!”
If your user has to Google what you mean, you’ve already lost them.
8. Error Messages Should Solve Problems
An error message that just says “Something went wrong” is a dead end. Instead, tell users what exactly happened and how to fix it.
✔️ “Invalid email. Try name@email.com format.”
✔️ “We couldn’t connect to the server. Check your internet and try again.”
Users want to know how to fix it, not only that something is broken.
Words Are Design Too
UX writing is part of the design. It shapes experiences, builds trust, and helps users get things done.
Next time you’re designing a button, error message, or notification, ask yourself:
✅ Is this clear?
✅ Does this guide the user?
✅ Would I understand this instantly?
If the answer is yes, you’re on your way to great UX writing.
Elli Cares app design: a DesignRush awards finalist
The Elli App is a finalist in DesignRush’s June 2026 Best App Design Awards, Health & Wellness. What the jury noticed, and what health apps can borrow.
Digital health UX agency: 7 US studios to consider
Choosing a digital health UX agency in the US: 7 studios with real health work, the criteria we used and questions to ask on the first call.
