Post by Caitlin Hanson, Performance Content Analyst
At Performics, I have learned to apply copywriting expertise and best practices further than advertisements and blog posts. Recently, I was presented with a challenge by a team of developers to create copy for a proprietary tool built in-house, which would be used by a number of teams around the world.
When developing content, regardless of its application, I find the following considerations a necessary foundation to build upon:
- Audience – demographic information like age, location, etc., as well as why they are using this content
- Tone – serious, lighthearted, professional, etc.
- Method of access – online, mobile, through a browser, via an app, etc.
- The end goal – what does this content want to do?
Partnering with my team of copywriters, content development experts, user experience (UX) and design experts, we created the following recommendations that should serve as a best practice when developing copy and language for a technological tool:
- Review current/existing copy: At the time, descriptions of the individual reports, directions, and features of the tool existed, so we evaluated them for clarity and consistency. This included verifying the tone that the developers were seeking to accommodate the audience.
- Review UX of the interface: I asked myself, where will people likely hover their cursors? Would adding tool tips to different elements be beneficial? How can users spend time with this tool effectively? If someone uses this tool for the first time, will it be easy and intuitive? If someone uses the tool every day, does it avoid being too redundant?
- Keep audience top-of-mind: This particular tool’s audience was young professionals experienced with performance marketing and needed a tool to assist in daily, weekly, or monthly reporting. For this audience, a business casual tone would be most effective – not too serious, not too casual.
- Maintain consistency: With the target audience in mind, we provided final copy recommendations that maintained a consistent tone throughout the tool as well as made instructions, descriptions and calls-to-action clear and concise.
Following this process to create effective content can be helpful and applicable to many copywriting challenges and requests. If a brand is developing an application or tool for customers or other users, we can help! Our copywriters can work with developers to ensure a high quality, engaging user experience through language which will create higher adoption rates and more efficient use of the tool.
For more info on copywriting techniques for technical tools and applications, please contact your performance account team today.