Awai – How to Write High-Value UX Copy

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Awai – How to Write High-Value UX Copy

Which Would YOU Choose?

If it’s the one I’m guessing you picked…
Then you’re already “90% there”
when it comes to grasping the hottest and most important phenomenon in copywriting today!
(Here’s Everything Else You Need…)

Hey there!
It’s the most natural thing in the world…
Given the choice between a BAD experience and a GOOD one…
We ALWAYS want the good experience!
The easy… comfortable… pleasurable… satisfying… FUN option.
Katie Yeakle here… and I’m willing to bet you even proved it when you saw those two sandwiches and chose the well-made one over the tossed-together MESS…
And rightly so!
Just imagine if you ordered a sandwich at a restaurant and THIS is what they put in front of you…
If you’re like most people — you’d probably NEVER go back to that restaurant again!
But as obvious as it may seem to you here… this is just one specific example of a MUCH bigger phenomenon…
A phenomenon that is starting to have an enormous impact on your career as a writer…
Not just on the money you make…
But also how you feel about the impact of your writing…
And your very ability to land the best writing jobs!
That’s because today more than ever we have options for everything…
So we don’t have to settle for just ANY sandwich joint that’ll slap together two pieces of soggy bread…
We want to enjoy an experience that’s provided to us with care and respect.
Now…
The best in the restaurant, hospitality, and retail industries — they’ve pretty much figured this out: If their customer doesn’t enjoy the experience of eating, staying, or shopping there, they won’t come back…
Which is why so much time and money goes into creating spaces their customers will enjoy and keep returning to.
But there’s another area of our lives where it’s even MORE critical that we have a great experience…
A place where businesses live or die based on how people feel when they visit.
Have you guessed it?
I’m talking about… the internet.
Specifically, that feeling you get the minute you land on the website of a company and your online experience begins.
You know how that can go.
It can be something amazing… intuitive… even fun…
Where all the information you want is there… product descriptions are beautifully written… and even the tone and the voice of the messaging “fits” and makes you feel welcome.
Or it can be anything but…
Where there’s nothing helpful waiting for you… you struggle to find what you’re looking for… and the words that make up the messaging are anything but personal and inviting.
We’ve all been there — so here’s a statistic that probably won’t surprise you…
Of all online shoppers — 88% WILL NOT return to a website after a bad experience!
88%!
And that’s based on a study from Amazon Web Services, the biggest provider of cloud computing services to web-based businesses in the world…
Think about that for a moment…
All that money spent driving traffic to that website…
Not only will nine out of 10 people who visit that website click away without doing anything…
They won’t come back!
And to make matters worse, industry surveys have shown that 44% of shoppers who have a bad online experience will tell their friends!
So, when it comes to the internet, never has the old saying “You have one chance to make a first impression” been so true!
Which is why providing a great user experience — also known as “UX” — is a top focus for companies these days…
And why many companies are prioritizing hiring copywriters trained in writing effective UX copy.
Because although they stand to lose 88% of their customers to a bad UX…
A great UX can have the opposite effect.
When a customer sees a website where the copy, tone, and messaging is fun, informative, and inviting — they not only stay longer…
They buy more!
In fact, a study by Forrester — a leading global research company — showed that for every $1 a company invests in improving a customer’s experience — they can earn up to $100 back in sales over time!
No wonder companies are standing up and paying attention!

Bad UX — you’re doomed.
Good UX — SUCCESS!
Which is great news for writers like you…
Because online companies are ready to spend a projected $2.8 trillion in 2025 improving their digital customer experience — and they’re earmarking a piece of that UX budget for copywriters like you.
But the truth is, the money is only a side note for most UX copywriters…
Because the process of writing for UX is so much fun…
So creative and engaging…
And so incredibly rewarding…
It’s quite simply one of THE most enjoyable writing paths we’ve ever seen!
Since it’s less about “selling” something… and more about connecting with and helping your reader in fun and creative ways…
It makes YOU a much better and more authentic writer in the process!
Not to mention it’s much easier to write than more structured “sales” copy.
I’ll show you exactly how in just a minute…
In fact, that’s why I’m writing to you today…
To help you start taking advantage of the growing demand for this fun, “feel good” writing skill that is helping businesses serve their customers better…
And to do that, right now I’m going to reveal one of the “cornerstone” secrets of UX copywriting to you…
So that you can see firsthand just how much fun you can have with this kind of writing…
And how it can have a BIG positive impact on your readers… and your clients… and YOU!
Then, if you’re ready to learn more…
To transform your writing into something that’s exciting… helpful… genuine… and very lucrative…
To take your place at the forefront of this historic surge in demand as one of the first to master what some experts are calling the “new standard” for ALL copywriting…
I’ll show you how you can unlock all that and more with our UX copywriting self-paced training program…
Taught by one of the top UX experts in the industry…
Packed with everything you need to get started as an in-demand UX copywriter…
But before we get to all of that…
I want to make one thing clear:

Let’s Set the Record Straight
Before we get into the exciting details of what makes UX copywriting such an amazing opportunity for you… and look at examples of exactly how you can write your way to an amazing “triple win” user experience…
I need to set the record straight on what UX isn’t…
Because a lot of times when I say “UX,” I know some people dismiss it as being too “technical” for them…
It’s not.
So here’s the real breakdown…
There are two sides of the UX coin…
On one hand, there’s the UX web developers and designers who handle all the technical functionality of the site to make sure every “click” does what it’s supposed to do and that the visual design strikes the right tone…
All of which is very important… but you don’t have to worry about that stuff at all!
Because as a UX copywriter, you’ll be responsible for something arguably even more important…
And that’s showcasing the voice — the personality — of the company…
The friendly welcome that brings visitors in and helps them feel right at home…
The helping hand that makes sure they get everything they need…
Nothing “technical” about it at all!
Instead, UX copywriting is all about making a genuine connection with your reader…
Building trust by helping them achieve what they want most…
And maintaining that relationship by making sure they’re always thrilled with the experience they have with you.
When I talk to UX copywriters, THIS is what they go on and on about…
How GOOD they feel about every project they work on… because they know their work is going to make people happier… is going to positively impact someone’s life…
They feel good…
Their readers feel good…
And with happy readers who keep coming back to do business with them, your client feels good, too!
It’s a win-win-win!
Let me show you what I mean…

Meet Nacho
So, here’s a fact that blew me away:
In the United States alone, people spend more than $58 billion on pet food every year.
And vying for that $58 billion are more than 630 different brands of pet food.
It’s crazy!
And thanks to the internet, pet owners today can pick and choose from ALL of them…
Which of course makes you wonder…
With that much competition, how does a single company stand out from the crowd to attract — and keep — valuable customers?
You guessed it — by providing a GREAT user experience!
That’s why I want you to meet Nacho…

And yes, Nacho is a cat! 😀
You see, when internationally acclaimed chef Bobby Flay decided to turn his cooking skills toward the pet food industry, he did something unexpected…
He made his cat Nacho the “spokesperson” of his cat food line!
Now, if you’re not a cat lover, this might sound totally bonkers and corny…
But let me explain…
As a cat lover himself, Bobby understands the way his audience thinks and feels…
He knows that they LOVE their furry “children”…
He knows they want them to be healthy and happy…
And even more than that…
He knows that pet owners can’t get enough of their cats’ adorable (and often hilarious) personalities!
Which is why when you go to the Made by Nacho brand website, the cats run the show!
Talk about giving your brand a personality!
Even the testimonials about how great the food is are “Real Reviews from Real Cats (translated by humans)”…
Once again making it clear that the number one priority of this company is the cats themselves…
Not shilling as much generic kibble as possible to make a profit…
But making cats (and by proxy, their owners) happy!
Now, even if you’re not a cat owner yourself, I’m sure you can understand how this all makes for a MUCH more enjoyable experience than struggling to pick from hundreds of generic bags of kibble that all look and sound the same…
Because from the moment you open the Made by Nacho website, one thing is made very clear…
Bobby and Nacho understand who you are and what you value most as a pet owner…
Which brings me to THE most important lesson in UX copywriting…

The “Cornerstone” of All UX…
There’s a lot that goes into crafting a wonderful user experience for your readers…
Which explains why, according to ZipRecruiter.com, being a UX copywriter can add about 30% to your fees.
And although the details that make a professional UX copywriter so coveted are all waiting for you in our new UX copywriting training program, there’s one critical lesson I want to share with you right now….
Because once you understand THIS — you’re already 90% of the way toward writing effective UX copy!
So even if your UX journey goes no further than reading this today…
I urge you to write this down, commit it to memory, and keep it in mind every time you write anything for yourself or your clients…
Here it is:
The cornerstone of all UX copywriting is empathy.
If you want to create a great UX, you have to know who you’re talking to…
Understand how they feel… what they want and need… what their pain points are and what makes them happy…
Just like Bobby Flay did when he tapped into the hearts of cat lovers around the world!
If you can do that, you’re already WAY ahead of the curve when it comes to UX copywriting…
Because having that empathetic mindset when you sit down to write is 90% of the job!
Remember a few minutes ago how quickly and easily you were able to pick between those two sandwiches?
You can just imagine how satisfying it would be to bite into that first sandwich…
Just as easily as you can imagine how disappointed and upset you would be if your waiter put the second sandwich in front of you instead!
When you picture yourself in those scenarios, it’s obvious within seconds:

This experience is amazing! (Or… This experience sucks!)
As a UX copywriter, you can do the same thing with your writing to predict what your reader most wants (and needs) to see next to give them the best possible experience.
Here’s another example…
Let’s say you’re shopping online and you find this website specializing in cashmere sweaters…
Looks pretty standard, right?
Nothing wrong with it per se… but we can improve this experience tenfold with the power of UX copywriting…
And as a savvy business — they’ve already done it! Check out their About page…
Here, not only are they using UX copy to share a TON of great information about what makes them stand out from their competitors — sustainably sourcing their materials… making respectful and mutually beneficial connections with every person in their production chain… and so on — but…
They also have a three-minute video all about their story and mission… and it’s jam-packed with their trademark goofy humor and baby goats!
Their humanitarian ethics… their silly humor… and all the adorable goats…
THIS is their personality shining through.
So not only do you get amazing information that makes them stand out as a company you can be happy to do business with, but…
You’re also ENJOYING spending time on their website!
You came for a sweater…
And now you have an emotional connection with these people who are taking care of each other and looking out for the planet and having fun with you along the way…
… and also selling beautiful, well-made sweaters. 😆

Putting Your Reader First
Now, there’s one thing I want you to take special note of here…
Notice that NONE of the examples I’ve shown you so far have any kind of aggressive sales pitches or in-your-face ads?
That’s because UX isn’t about that at all!
It’s all about putting your reader first…
Making sure they’re getting a genuine look at the real “human element” behind your client’s company…
Giving them all the helpful information and guidance they need to feel good about the decisions they make…
And ironically…
This focus on NOT aggressively selling ultimately results in more sales over time for your client!
Again — it’s a triple win:
Your reader is happy because they’re being treated like a person instead of a sales “number”…
Your client is happy because their bottom line is going WAY up…
And YOU should absolutely be happy — because your writing is making such a positive impact on so many people!

The UX Transformation
That instant “feel good” transformation is why companies who invest in UX improvements are seeing major results…
Like ESPN.com, who saw a 35% boost in revenue after implementing UX changes suggested by their online community…
Or Airbnb, who has focused on UX from the very beginning and consistently grown their revenue by more than $1 billion year after year…
Or Nike, who has increased their yearly revenue by more than $8.8 billion since implementing UX redesign efforts in 2018…
It’s the same across the board — better UX means business is UP!
Which is why savvy businesses are focusing less on “sell sell sell”…
And more on providing a great UX for their customers…
Which can turn them into happy customers for LIFE.
That’s why Forbes says, “UX now forms the heart of your competitive differentiation.”
Remember — with nearly two billion websites online as of writing this, people NEVER have to settle for a bad experience…
Instead they’re flocking to the websites that stand out by offering them a great one.
Which is great news for you… because with everything I’ve just shown you?
You already know more about writing for UX than 90% of copywriters…
Which gives you a great head start when you’re talking to clients like these who know UX is critical to the success of their business!
And the best part?

Your Potential Clients
Are EVERYWHERE
Here’s the thing about UX…
It doesn’t matter if the business is big or small…
It doesn’t matter if they sell laundry detergent or cashmere sweaters… babysitting services or industrial lawn mowers…
From the moment you open a website, you start to get a feel for that company… their personality (or lack thereof)… and how much they care about their customers…
Because EVERY business online is providing a user experience… even if they don’t realize it…
Which means that EVERY business can benefit from the help of a UX copywriter.
That’s why the UX copywriting expert I’m about to introduce you to likes to call UX a “no-niche” writing opportunity…
You don’t have to choose just one type of business to write for and stick with it forever…
You can write UX copy for ANY business online that sparks your interest!
A local artisan selling their handmade treasures online…
Or your favorite online gardening store…
Or a cutting-edge tech company… your child’s day care learning center… a pet supermarket chain… you name it!

In fact, when I was talking with her, she told me…
“As someone who specializes in UX copywriting, I don’t really need that expertise in one area anyway. Literally, zero clients are off-limits.
I mean, this year alone I’ve written for clients about emerging technologies like AI, virtual reality, and blockchain… medicinal and culinary mushrooms… HVAC… and, of course, digital marketing and business building.”

I love this — because if you’re like me and get excited about a LOT of different things — you don’t have to limit yourself to picking just one of them to write about!
Even right here at AWAI we’re in the middle of a major shift to focus even MORE on our UX…
And we’re not the only ones — another study by Experience Dynamics research group found that more than 84% of businesses are planning to increase their focus on UX…
That’s a record-breaking surge in demand for UX today!
Which is why slipping those two little letters — UX — into the conversation with any potential client can act as the clincher for all kinds of amazing writing gigs!

And This Is Only the Beginning…
I could go on and on about what an incredible opportunity UX copywriting is for you…
Which is exactly why today I’ve teamed up with a true expert in the field of UX copywriting to take you by the hand and show you everything you need to know about writing powerful UX copy, like…
how to navigate those initial conversations with your clients…
how to use your UX skills as the “clincher” for high-paying writing contracts…
how to approach a new writing project with UX in mind to make your writing process fast and easy…
how to find out exactly who your reader is so you can get inside their mind and put your professional UX “empathy” to work for you…
how to apply the core principles of UX copywriting to all kinds of different writing projects… from web pages… to emails… newsletters… blog posts… and MORE…

She’ll even set you up with her own professional UX writing tools, including…

• a breakdown of her go-to three-step UX writing process…
• an easy-reference checklist you can use in the editing stage to “polish” your piece into A-grade UX material…
• a quick-start guide to writing the “micro” UX copy that packs a BIG punch…
• and much more…

Essentially — everything you need to unlock EVERY door in the writing world with your new UX copywriting skills!
And I’m so excited for you to meet the expert behind it all…

Introducing Your UX Instructor…
The UX copywriting master I’m about to introduce you to has been writing powerful UX copy since 2003 — way back before it was even a blip on the radar for most of the world…
She’s written UX copy for dozens of high-paying clients, including digital marketing legends like Brian Clark, Nick Usborne, and Ann Handley…
She’s even been brought in by companies to train their entire in-house writing team, bringing them up to speed on the “new standard” of UX copywriting…
And she’s been a favorite guest star at live events like Web Intensive and State of the Industry Summits right here at AWAI for years now!

But beyond all that, most of our members here simply know her as one of the BEST writing instructors we’ve ever worked with…

“Heather is one of the best (like Pam) at delivering programs — you will not be disappointed with this training.”
— Tina Palmer

“Heather Robson, I want to thank you for a VERY useful course! I always enjoyed the classes with your cheery, optimistic, respectful attitude. The assignment was very challenging but no doubts it represents the kind of situation we’ll encounter in the real world with clients! Thank you for helping us understand the world of UX Copywriting!”
— Donna Miniely

“UX makes the world a better place — don’t ever stop teaching it because you da best.”
— Barbara Burton

“THANK YOU for teaching us this awesome skill!”
— Rebekah Mays

Which is why, with UX copywriting more in demand now than ever before, I am thrilled to be able to offer you a chance to learn the ins and outs of this critical writing skill from the master herself…

UX Copywriting Master
Heather Robson!
Hey there! Heather here…
I’m so excited for this chance to introduce you to something very near to my heart — the world of UX copywriting!
Like most UX copywriters, I LOVE the creative process of getting inside the mind of my reader and “role playing” to figure out what will make them happy…
I love that my writing is all about helping people and making them feel good instead of trying to aggressively sell someone on something they might not even want…
And I love that UX copywriting has given me this amazing chance to earn a GREAT living just by writing fun and enjoyable projects I can feel good about…
And I want YOU to be able to do the same!
Especially now that UX copywriting is in such crazy-high demand.
In fact, today businesses are waking up to the importance of UX copywriting at a scale I’ve never seen before…
And we’re coming up on the point where ALL copy will be UX copy…
It’s literally the “new standard” for copywriting online today…
That’s why I’m so excited that Katie reached out to me with this opportunity to share everything I know with you…
And I’ve done my absolute best to jam-pack ALL my years of UX copywriting experience into one super-concise and fun program for you!
I’ll let Katie share some “teasers” about what we’ll cover together below…
In the meantime — I’m just so happy you’re here learning about the writing skill that truly made my writing career what it is today…
I know you’re going to do amazing things as a UX copywriter. 😊
See you soon,
Heather

By the way — she’s not kidding about trying to pack EVERYTHING into this program for you…
That’s just the kind of teacher Heather is — above-and-beyond generous and devoted to giving you everything you need to succeed.
And really, I still can’t believe how much she’s managed to fit into this training…
Let’s take a look at what you’ll discover inside…

How to Write High-Value UX Copy
With Heather Robson
Now, today we’ve dipped our toes into the UX copywriting world to give you a little taste of what it is…
Why it’s so valuable and transformative for companies…
And how you can easily give your writing career a major advantage by adding this skill to your toolbelt…
But that was only the tip of the iceberg…
Because starting in Lesson 1 of your training with Heather, she’s going to take you WAY further into the amazing world of UX copywriting!

LESSON 1
Get Started in the Triple-Win World
of User Experience Copywriting

In this first lesson, you’ll discover…

• priceless insights into what makes a strong UX copywriter from Heather’s own firsthand experience…
• a close-up look at who your potential clients are and what they need most from you as a UX copywriter…
• a deeper understanding of how UX copywriting can transform the way your clients build relationships with their readers…
• a short video tour walking you through a real-life example of a great UX, revealing how certain key factors can act as “universal” happiness boosters for your readers…
• how to identify the critical “missed opportunities” on your clients’ websites… and how to turn them ALL into more potential writing projects…
• how to use UX to help your clients sell without selling, leaving traditional “sales tactics” in the dust…
• a look at 19 different types of writing projects you can choose from as a UX copywriter…
• PLUS a look at four of the top reasons why UX copywriting is quickly gaining a reputation for being one of the most FUN writing opportunities out there…

And all that is only to get you “warmed up”!
Because in Lesson 2, the real fun begins…

LESSON 2
Getting Into a UX Mindset
From this point on, you’ll start to see the world in a whole new way — through the lens of a UX copywriter.
Heather will show you how to anticipate the mindset of your readers… how to figure out (without ever actually meeting them) who they are… where they’re coming from… and where they’re trying to go…
She’ll show you how to dissect the “clues” readers give us based on their behavior… what they search for and how they talk about their problems… so that you can meet them exactly where they are with a “perfect fit” solution like magic…
After that she’ll show you how to bring your reader on a smooth and enjoyable journey with your writing… how to “bridge the gaps” and show them exactly where to step next…
And in a special video lesson, she’ll walk you through examples of how this UX mindset of “anticipation” can create an amazing user experience… or FIX a poor one!
Here’s where that “cornerstone” lesson of empathy comes into play — and Heather will take what you learned today about using empathy to put yourself in your reader’s shoes to the next level…
So by the end of this lesson you’ll be able to look at just about any website and get an “instinctual” feel for what kind of UX it’s creating for readers.
After Lesson 2, you may never see the world without your UX lens again!

LESSON 3
UX, Your Client, and Their Customer
It’s time to get to know the most important people you’ll encounter on your journey as a UX copywriter — your client and their customers!
You see, as a UX copywriter you will become a sort of bridge between company and customer…
And in this lesson, you’ll learn exactly how to achieve that by putting the customer’s needs FIRST.
You’ll become a champion for your readers — making sure they get everything they need to make decisions they can feel good about…
And you’ll learn how to win your clients over with the power of “over-delivering” a great user experience for their readers to turn them into happy lifelong buyers!

It all begins with knowing your audience. So here you’ll discover…

• how to “create a character” that represents your reader using demographics and psychographics (fancy words for “who they are” and “how they think”)…
• where to find a wealth of information about your readers to “fill in the blanks” about who you’re talking to…
• a checklist of critical questions to ask your client before starting any work for them to make it easy to slip into the mind of your reader…
• an “outside source” that can give you even more insights into what your readers like and dislike… what they need and what little details really make them happy…
• how to “embody” your reader while you write, so you can simply imagine the experience you WANT to have and put it on paper in one easy “flow”…
  and much, much more!

By the end of this lesson, you’re already entering a “professional level” of UX copywriting insights that can carry you through just about any project.

LESSON 4
UX Copywriting Fundamentals
Now that you’ve gotten deep into the mindset of a professional UX copywriter… it’s time to start putting words to paper! The only question is… how do you find the right words?
That’s what you’ll cover in this lesson.
Heather will show you key techniques that can instantly “declutter” your writing and help you craft fun, engaging copy with personality.

You’ll learn…

• how to make sure your writing is crystal clear and easy for your reader to follow and understand…
• how to “build momentum” and keep your reader moving forward to the next step…
• how to eliminate any sources of confusion in your copy so the reader always feels confident they understand…
• how to employ the RIGHT specific details to bring your subject to life for your reader…
• how to write with the emotional “end goal” in mind so you can predict the exact effect your writing will have on your reader…
• how to fill in the blanks to get a better picture of who your reader is and what they need from you so you can write one-on-one for a stronger personal connection…
• how to build trust with consistency your reader can depend on…
• and more!

PLUS you’ll learn about the biggest fundamental difference between UX copywriting and regular sales writing… including how you can “sell without selling” using helpful guidance and respect to guide your reader toward an action that will improve their lives!
I wish I could take this lesson and put it in front of EVERY writer in the world…
Because not only will these writing techniques make your writing much stronger and more effective, but…
They also create a better, more genuine relationship with your reader…
And an overall better experience for everyone involved!
And that authentic, helpful stance that UX copywriting takes is so important, you’ll go even deeper with it in the next lesson…

LESSON 5
Persuading by Helping
This is where you’ll get to see your UX copywriting in “action” — because here Heather will show you how everything you’ve learned so far…
… advocating for your reader… creating an empathetic mindset… putting their needs first…
Will all add up to make them not only appreciate and trust you… but be HAPPY to take action and buy from your client.
In this lesson, you’ll learn about a fundamental rule of all copywriting — that no one wants to feel like they’re being “sold,” and what you can do instead…
You’ll see real examples of subtle ways you can persuade your reader into action by giving them all the helpful information and support they need to feel good about their decision…
You’ll see how the UX strategy of respect for your customer is WAY more powerful and ethical than the old sales tactics of manipulation…
You’ll learn how to spark your reader’s interest and desire by building exciting curiosity in your writing that pulls them in…
And you’ll learn how to make all your persuasive copy “bulletproof” with real facts and proof to support it…
You’ll even dissect examples of powerful headlines that effectively persuade without being pushy…
All of which adds up to effective persuasive copy that you and your reader AND your client can all feel good about!
Armed with this lucrative and authentic writing skill, it’s time to look at some of the high-paying projects you can apply it to…

LESSON 6
UX and Mobile
These days, people spend even more time on their smartphones than any other device…
And in recent surveys, more than 52% of users said they are way less likely to do business with a company that doesn’t offer a good mobile UX…
Which is why it’s critical for businesses to make sure their mobile user experience is flawless…
And why YOU need to understand how readers will interact with your copy on mobile before anything else!
So in this lesson you’ll walk through a clear and easy-to-use checklist you can use to make sure everything you write is just as effective on a smartphone as it is on your computer, including key principles like…

• making sure you’re packing all the most important information into key places where mobile users are most likely to see them…
• writing your most important copy in the right length and format so it won’t get cut off or completely overlooked on mobile…
• how to engage your mobile readers with interactive requests they’ll be happy to respond to…
• how to use “micro copy” — the tiny headlines, bullets, and buttons that your mobile readers will skim for — that have only a few words to make a BIG impact…
• and as always, a detailed look at some real examples of all these principles in action so you can see exactly how to use them in a real project.

Thanks to Heather’s super-engaging and simple breakdowns, writing UX for mobile will be EASY instead of “technical,” and you can assure your clients they’ll have all their UX bases covered when you work on a project for them!
And if mobile is the first thing your readers are likely to see, that would make this next section the “main course”…

LESSON 7
What Your Clients Are Really Asking When They Want You to UX Their Website Copy
A business’s website is usually the heart of their presence online…
It’s the hub where everything happens… or at least, it is if they have a good user experience on their website!
That’s why this lesson is so critical to your success as a UX copywriter…

Here you’ll discover…

• how a single website can give you dozens of opportunities to improve your reader’s experience…
• exactly what your clients need from their website copy and how knowing this ahead of time can give you a powerful edge when starting any project…
• a closer look at the subtle differences between desktop and mobile UX and how your client’s website (and your copy) can adapt to both…
• examples of dynamic sites that “nail it” when it comes to a great website UX…
• five of your client’s top “pain points” that you can help solve with your UX skills…
• how a great UX can attract crowds of people to your client’s website… and encourage them to stay longer…
• a simple eight-step playbook for planning and writing UX content that will shine on your client’s website…
• how to craft an “authority-building” homepage that can give your client a major reputation boost…
• how to come up with helpful incentives readers actually want that will help your client get valuable leads…
• how to turn “first-time readers” into “lifelong subscribers”…
• and so much more!

And the best part about all this?
You can use ALL of these powerful UX tools and techniques to help any client — big or small…

LESSON 8
Help E-commerce Sites, Big and Small
There’s no doubt about it… With the e-commerce industry growing more than 23% year after year… and with the Nasdaq estimating that 95% of purchases will be made online by 2040…
Essentially ALL business will be online business…
Which is why businesses are turning more and more to UX to help them stand out from their competition…
And in this lesson, you’ll learn how to write some of the “keystone” e-commerce pages that most desperately need a UX copywriter’s touch to bring them to life…
From the very first page your readers land on… to helpful “breakout” category pages where they can find more specific information… even product descriptions and order pages!
All of these key pages are an essential part of your reader’s user experience…
And in this lesson you’ll not only get to see both good and bad examples of each… but also have the chance to write some of your own samples to put your new UX copywriting skills into practice right away!
And this isn’t your only chance to write your own UX copy, either, because in the next lesson you’ll be able to try your hand at one of the most numerous UX copywriting projects out there…

LESSON 9
Why Email Needs Extra UX Attention…
and How to Deliver
At this point you’ve made a connection with your reader by providing them a great UX online… and now they’re ready to take your relationship one step further…
By inviting you to write to them directly via email!
This is such an exciting thing for a UX copywriter, because not only is this your chance to help your reader even more…
But it’s also a chance for you to get paid over and over again to write UX-focused emails!
Every email is another valuable touch point between your client and your reader… so they don’t need just a couple of emails…

They need thousands.

That’s why you’ll spend an entire lesson with Heather discovering the ins and outs of writing strong UX emails your reader will be excited to open, including…

• five steps you’ll never want to skip while writing an email…
• the art of writing promotional emails your reader will actually be happy to see in their inbox (goodbye, spam!)…
• seven critical UX techniques for writing persuasive emails that get results AND nurture your relationship with the reader…
• how to transform “forgotten” or “overlooked” transactional emails into personal and engaging messages that strengthen your bond with the reader…
• and simple ways your emails can make readers smile — and why that’s such a big part of your job as a UX copywriter.

With these UX copywriting skills for writing emails that nurture strong relationships with readers, you could make a whole career specializing just in email!
But with everything you’ll have learned throughout this whole course, you’ll have the power to tap into a much bigger UX picture…

LESSON 10
The Bigger UX Picture
As a UX copywriter, you’ll have the power to make the internet a much better place for the millions of people who depend on online businesses for products and information that can improve their lives…
What an amazing “superpower” to have!
That’s why Heather is devoting this final lesson to getting you “out there” and landing paying clients ASAP…
So you can start using your UX copywriting powers for good (and earning a great living at it) right away!
In this lesson she’ll walk you through three low-stress ways to land UX copywriting clients…
She’ll point you toward the “low-hanging fruit” you can easily tap into to get an easy start…
Show you how to stay “top of mind” with potential clients so that when they need UX help, YOU are the first person they turn to…
And how to accelerate the process and start landing clients FAST so you can start earning a UX copywriting income without delay.

Then Heather will guide you through exactly what you can expect when working with clients, including…

• how to prepare for your first call…
• questions you should ask during your initial conversations…
• how to get all the info you need from them about a project while impressing them with your professionalism…
• how to submit a proposal for your writing project…
• and the best ways to connect with the design team and turn them into powerful allies throughout your UX copywriting process.

And that’s just the beginning!
After all that, you’ll have a chance to practice the three-step editing process that will guarantee your copy stands out as polished and professional… even if it’s your first project…
Which means you can be confident in your writing AND your ability to work with clients like a pro.
You’re ready to do this!
As you can see — Heather has packed ALL the most critical techniques and strategies for strong UX copywriting into this How to Write High-Value UX Copy program…
Not to mention that every single lesson also comes equipped with practice exercises and quizzes so you can check your progress as you go!
And WOW — looking through this list of high-value UX writing techniques, it’s immediately clear to me…
Any ONE of these lessons could give you a major “edge” when talking to clients about a potential project!
Just imagine watching their eyes light up when you casually mention…
“Sure, I can write that for you! And since I have a background in UX copywriting, I’ll make sure it supports your brand’s overall messaging and personality. I can even optimize it for mobile if you’d like!”
As someone who hires writers for AWAI, I can tell you from personal experience…
I’d hire that writer in a heartbeat!
And that’s really something I want to hammer home for you today…
You’re Hired!
Even beyond the 30% higher writing fees you can earn for every project…
Adding UX copywriting training to your “resume” as a writer is also a powerful way to get your foot in the door with clients!

And these are just a few examples of former UX copywriting students who are now putting this skill to work for real paying clients…
All thanks to Heather’s kick-butt UX copywriting training!
And now, with How to Write High-Value UX Copy, we’ve made it easier than ever for YOU to achieve those same results for your writing career…
At a price that no serious writer will want to turn down.
But before I get to that…
I’ve got even better news…
Because Heather just wasn’t willing to call it quits after creating one of the most comprehensive self-paced UX copywriting training programs ever made…
No — she insisted that she could help you even MORE…

Your High-Value
UX Copywriting Bonus Library
With this Bonus Library of “next level” guidance… grab-and-go reference guides… and fill-in-the-blank checklists… we’re making sure that every step of your journey as a UX copywriter is covered…
Starting with…

BONUS #1
An On-the-Go
UX Principles Cheat Sheet
When you start working with clients after your High-Value UX Copy training, we want to make sure you can feel 100% confident about your UX copywriting skills… even if it’s only your first gig…
Which is why our team has compiled ALL the key principles and takeaways from Heather’s deep-dive training lessons in this program into one easy-reference cheat sheet…
So you can always have it on hand for a quick “refresher” on the go… right before you talk to a client… or while you’re working through a project…
That way you don’t have to worry about “memorizing” everything right off the bat.
Plus, your cheat sheet also includes the same two checklists Heather uses to prepare for and finish all of her own projects!
So when you follow along with step one of her writing process, you’ll be able to prepare for your own project the same way Heather does — by going down a checklist of prep questions to make sure you’re in perfect position to start writing!
All those important questions Heather asks herself before she sits down to write a project…
All her go-to research strategies and fact-mining techniques…
They’re all right here for you in an easy-to-use checklist format!
And after you’ve finished writing up your first draft?
You’ll be able to use Heather’s own editing checklist to go through your piece and make sure you’ve done everything you can to make this the clearest… smoothest… and most personable user experience possible for your readers.
It’s like having Heather right there with you through the whole process, looking over your shoulder and giving you helpful hints and guidance on what to look for and what to do next!

And speaking of “the process”… you’ll also get a bonus breakdown of…

BONUS #2
Heather’s Personal Three-Step
UX Copywriting Process
Nearly every professional writer has their own personal writing process that works for them… but when you’re just getting started, the best way to get into the “flow” of creating high-quality work is to follow the example of one of the greats…
That’s why Heather has agreed to bring you along “behind the scenes” of her very own three-step writing process…
The same one she uses for just about every single UX project she writes from beginning to end!
STEP ONE — First she’ll walk you through her “prewriting” process… She’ll show you what kinds of questions she asks herself and her clients before she gets started… what kind of research she likes to do to prep before writing… and how she likes to get herself in the right mindset to write directly to her reader…
STEP TWO — Then she’ll show you how she sits down to write with a first draft “flow” mindset… how she sets herself up for a quick and easy first draft… and what she does to get out of her own way when it comes to approaching the blank page…
STEP THREE — With that first draft done, she’ll then walk you through her editing stage where she makes sure she’s hit all the marks for a great UX! Here she’ll walk you through her personal checklist for cleaning up her work… explain why and how she makes key changes to strengthen her copy… and reveal how she knows a piece is “ready” to send off to her client…
So by following along with Heather’s professional writing process, you’ll know exactly how to prepare for your project…
“Loosen up” your writing so it flows quickly and easily…
And then edit with a fine-tooth comb to make sure your work is A-grade UX copy — every time.

Plus, as if that weren’t enough, here’s the icing on top:

BONUS #3
A Quick Study in UX “Micro Copy”
In real life, creating a good experience for someone can be as simple as smiling, saying thank you, or holding open a door…
Small gestures can create a big positive impact on how they feel and think…
The same thing goes for your writing.
So in this bonus lesson, Heather will break down how to craft these small moments in “micro copy” to make a big difference in your reader’s experience.
Using these secrets, you’ll be able to produce BIG results for your client… with very little work on your part!

So between your On-the-Go UX Principles Cheat Sheet…
Your insights into Heather’s own UX Writing Process…
And your Quick Study in UX “Micro Copy”…

You Have Everything You Need
to Start Writing UX Like a PRO!
Just imagine yourself a few weeks from now…
You’ve finished your UX copywriting training with Heather…
You’re armed with professional UX copywriting guides and checklists to make the entire writing process super-easy…
And now you have literally EVERY business online as a potential client…
So what is all that worth to you?
Well, let’s see…
Let’s say your first client wants you to write a few blog posts for their website to start…
According to the AWAI State of the Industry Price Guide, an average copywriter could expect to earn around $500 per blog post…
But for you as a trained UX copywriter? You’re looking at $650 per blog post!
For three blog posts that take you a couple of hours each to write — that’s $1,950 for just a day or two of work!!
And that’s just one little example, because remember…
Every client you write for is going to have a whole laundry list of other projects they need written!
Remember — the user experience doesn’t stop with just one interaction… it’s about building that relationship over time, too…
Which requires a LOT of copy!
We’re talking emails… web pages… news items… case studies… video scripts… newsletters… blogs… social media posts…
You name it!
Adding UX copywriting to your writing toolbelt can unleash a lifelong FLOOD of writing income!
Between all that AND the peace of mind and fulfilment that comes with earning your living with authentic writing you can feel GOOD about…
It’s no wonder our members have been asking for an affordable self-paced training program on UX copywriting.
And that’s exactly what we’ve created for you today.
With Heather’s expert teaching, we set out to create the best “learn at your own pace” UX copywriting training available anywhere…
And we succeeded. 🎉
You can get access to How to Write High-Value UX Copy…
Packed with everything you need to hit the ground running as a successful UX copywriter from Day One…
To transform your mindset into that of an empathetic guide for your reader…
To empower you to create a fun and welcoming personality for your client’s business…
To put you in the perfect position to make a fantastic income through this “triple-win” writing opportunity…

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