Writing User-Friendly Website Content

Don't try to sound smart. Try to be useful. 3 years ago, I deleted my most "impressive" newsletter. 2,000 words. Multiple frameworks. Industry jargon everywhere. 14 drafts. It felt "professional." It felt "high-level." It felt wrong. That week, a CEO guest spoke to me before our podcast: "You know why I listen to your show? Because you make things simple." Then she paused. "But your newsletter... sometimes I need a dictionary." That changed everything. I opened my analytics that night. The pattern was clear: My "smartest" content performed worst. My simplest advice spread fastest. I had been: • Writing to impress peers • Stacking jargon on jargon • Trying to sound "intellectual" • Hiding behind complexity So I started over. New rules: 1. Write like I talk 2. No words I wouldn't use at dinner 3. Every piece needs a clear "do this" Example: Before: "Contemporary market dynamics necessitate strategic pivots in content optimization." After: "Test what works. Double down on what people love." That decision? It built my entire business: • The podcast grew exponentially • The newsletter became my main lead generator • Sponsorship deals rolled in • Speaking opportunities opened up Best feedback I get: "Used your advice. Landed the client." "Finally, someone who makes this simple." "Implemented this today. It worked." The truth about expertise: • Rookies hide behind jargon • Veterans embrace simplicity • Masters focus on impact This philosophy drives everything: • How I write • How I speak • How I teach • How I coach Because here's what I learned: Value beats vocabulary. Always. 3 questions before publishing: 1. Would my mom get this? 2. Can someone use this today? 3. Did I remove all the fluff? Remember: Your audience's success is your scorecard. Not your vocabulary. Today? That decision to choose simplicity over sophistication was worth millions. But more importantly: It actually helped people. // Agree? Simple or complex content - which actually helps you more? Share below. #ContentCreation #Podcasting #Writing #ValueFirst

How to write good copy for the internet (a guide). Bad copy kills businesses, good copy makes them. I think we’re entering an era where the best products don’t necessarily win, the best copy does. Most people write copy like they are writing instruction manuals. They got lost in explaining how the sausage is made and no one cares. And even worse they use that same robotic copy in the content they create. 1. Paint a picture Make your reader see, feel, and believe in the world you're describing as if they're living it. It's like telling a story that they become a part of. 2. Conversational tone Write like you're chatting with a friend. It should feel easy and friendly, making your reader feel right at home. 3. Use line breaks generously Space out your sentences like breathing spaces in a conversation. People don't have time to read dense paragraphs when you are competing with TikTok. 4. Hone in on a single focal point Keep your message tight around one big idea. It's like using a spotlight in a dark room to show off the most important thing. 5. Shows credibility with examples Use real stories or examples to prove your point. It's like showing a picture to prove you've been somewhere cool. 6. Anticipates concerns and works through objections Think ahead about what might bother your reader and talk it out. It's like answering their questions before they've even asked them. 7. Entertaining Keep things fun or interesting so your reader enjoys reading. It’s like adding a dash of spice to make a meal tastier. 8. Know who you’re trying to reach Write for someone specific, like you know exactly who they are, what they like, and what they need. It’s like picking out a gift for a friend. 9. Show how the product works Explain how things work in simple terms. It’s like explaining a game so everyone can play. 10. Has clear calls-to-action Be clear about what you want your reader to do next. It’s like giving clear directions so someone doesn’t get lost. 11. Don’t be a robot Put some personality in your writing. It’s like wearing your favorite outfit instead of a uniform. 12. Be different than your competition Stand out by being yourself. It’s like choosing to dance to your own music when everyone else is dancing the same. 13. Use positive words Use words that make people feel good and hopeful. It’s like smiling through your words. 14. Avoid exclamation points Use them sparingly. It’s like not shouting in a conversation. 15. Clear and concise Keep it short and sweet. It’s like telling a story without adding unnecessary details. 16. Safe copy is risky copy Dare to be different. It’s like taking a new path through the woods instead of the worn trail. 17. Be interesting, be brave Write something that grabs attention. It’s like telling a story that no one wants to end. 18. Every word matters Choose your words carefully. It’s like picking out just the right ingredients for a recipe. I hope this guide has been helpful.

Most content marketing fails before the first word is written. Why? No one agrees on the story. You don’t need five themes or three pillars. You need one sentence. Start here: • Who do you help? • How do you help them? • What’s the outcome? Example: We help marketing leaders drive revenue growth by aligning campaigns with sales goals. Then layer in relational and operational stories. Let’s break it down. Operational Stories: These are the measurable ones They prove the value. - Increased pipeline by 40% - Cut onboarding time from 3 weeks to 3 days - Reduced CAC by 20% across campaigns These stories answer: “Will this actually work for me?” And then the relational stories: These are the human ones. They build trust. - Feeling confident going into a board meeting - Getting a “thank you” message from a new hire - Closing the laptop at 5pm without guilt These stories answer: “Do they get what I’m really going through?” Too much operational? You feel cold. Too much relational? You feel fluffy. Both? You connect and convert. You’re not just telling a story. You’re helping someone see what’s possible. That’s how content starts to work.

Accessibility should be seen as necessary, mandatory, and crucial. Here are 8 tips for Global Accessibility Awareness Day (GAAD). Before I dive into these simple tips, let’s quickly learn about GAAD. The main purpose of GAAD is to get everyone talking, thinking, and learning about digital access and inclusion, and the 1 Billion+ people with disabilities. GAAD is celebrated annually on the third Thursday of May, so this year it's on May 15th (today!). A disabled person should be able to experience the internet, apps, social media, and all digital spaces like anyone else, but unfortunately, many websites and digital spaces are still inaccessible. So here are 8 easy tips for digital accessibility: 1. Color Contrast Accessible content generally has high contrast between the background and text colors, which makes it easier to read. For example, using a black background with white text will be accessible for most people. There are exceptions to this guidance as those with colorblindness and conditions like Irlen Syndrome may have other needs. 2. Closed Captions When hosting virtual meetings, always provide closed captions. Also, provide captions for content that you produce online. Please provide fully accurate captions instead of relying on automatically-generated ones. 3. Image Descriptions (IDs) Write IDs to help blind and low vision people learn what an image looks like. This is especially important when an image conveys information, such as an event flyer. You can add IDs within a post or in the comments. 4. Audio Description (AD) Audio description is helpful for those with vision disabilities. AD describes visual content in enough detail so that people don't miss out on information. Include AD in videos and verbally describe images in presentations. 5. Transcripts Transcripts are wonderful for business because they allow you to improve your SEO rankings since your audio or video content has been turned into words. Transcripts also help make content accessible for the D/deaf and hard of hearing, those with other disabilities, and more. 6. Label Buttons Unlabeled buttons on apps and websites create access issues. This is very important for screen reader users. Each user needs to be able to easily determine what a button does and also find the buttons. 7. Pascal Case Hashtags Capitalize each word within a hashtag to ensure a screen reader can understand it. Example: #DisabilityAwareness 8. Include Diverse Images Many times, disabled people don't see themselves represented in the world. This is especially true for disabled people of color. Use diverse images in media representation, advertisements, images on social media, and more. Did you know about Global Accessibility Awareness Day? Will you use these tips? cc: GAAD (Global Accessibility Awareness Day) Foundation PS: For more accessibility tips, check out my free accessibility ebook (linked at the top of my profile)! #Accessibility #GAAD

No one is waking up at 7am, sipping coffee, thinking, “Wow, I really hope someone explains holistic wealth architecture today.” People want clarity. They want content that feels like a conversation, not a lecture. They want to understand what you’re saying the first time they read it. Write like you're talking to a real person. Not trying to win a Pulitzer. - Use short sentences. - Cut the jargon. - Sound like someone they’d trust with their money, not someone who spends weekends writing whitepapers for fun. Confused clients don’t ask for clarification. They move on. Here’s how to make your content clearer: 1. Ask yourself: Would my mom understand this? If the answer is “probably not,” simplify it until she would. No shade to your mom, she’s just a great clarity filter. 2. Use the “friend test.” Read it out loud. If it sounds weird or overly stiff, imagine explaining it to a friend at lunch. Rewrite it like that. 3. Replace jargon with real words. Say “retirement income you won’t outlive” instead of “longevity risk mitigation strategy.” Your clients are not Googling your vocabulary. 4. Stick to one idea per sentence. If your sentence is doing cartwheels and dragging a comma parade behind it, break it up. 5. Format like you actually want them to read it. Use line breaks. Add white space. Make it skimmable. No one wants to read a block of text the size of a mortgage document. Writing clearly isn’t dumbing it down. It’s respecting your audience enough to make content easy to understand. What’s the worst jargon-filled phrase you’ve seen in the wild? Let’s roast it.

Have you ever thought to use your UX process on your portfolio? Obviously, you won’t need every tool in your toolbox, but the mentalities are the same. Just like you think through who your target audience is in a project so that you can understand their pain points… you can and should do the same with your portfolio audience! Those of you on your job search should have personas around Hiring Managers and those in hiring positions. They should contain attributes like limited time, multitasking, and maybe even a piece around lack of UX knowledge. By creating this persona and switching your mindset, it allows you to create a portfolio using a strategy. Which ultimately will create one that provides a better user experience. In other words, your portfolio should be your most important UX project you ever work on. You heard me right, your most important project is not the one with the biggest name attached. It is the one that represents you. ✨ Because your portfolio doesn’t just showcase your skillset. It highlights your approach, how you apply those skills, and who you are as a designer. It’s a storytelling tool, not just a case study dump. Think about it. When hiring managers review your work, they aren’t just looking for polished UI screens. They’re looking for how you think, how you solve problems, and how you communicate your design decisions. They’re also looking for your personality. Your portfolio should make it easy for someone to get a sense of who you are, not just the work you’ve done. 🧐 Do you simplify complex problems? 🤝 Are you collaborative and thoughtful in your approach? 💡 Do you take initiative and iterate based on feedback? 📖 Can you tell a clear, engaging story that makes someone want to work with you? These are things that matter more than just having a big-name company or flashy project in your portfolio. So, if you’re spending all your energy chasing “impressive” projects but not thinking about how you present them, you’re missing the point. Your portfolio isn’t a collection of work. It’s the bridge between where you are and where you want to go. So, treat it like your biggest UX project. Because at the end of the day, it is.

A year ago, I was that guy—writing copy that sounded like a university thesis. Buzzwords, jargon, and enough fluff to fill a pillow factory. My readers? Confused. My conversions? Nonexistent. Then I stumbled upon brands like Moosejaw and BarkBox. Their copy felt like a friend texting me, not a robot pitching me. That’s when I realized: conversational copy isn’t just “casual.” It’s strategic. It builds trust, makes you memorable, and (most importantly) gets results. Here’s how brands like these taught me to write copy that clicks with people: Conversational copywriting is all about writing like you're talking—no jargon, no sales-y pitch. But how do you nail it? Here’s a guide based on brands that get it right. Thread 🧵 1/ Moosejaw Fun and quirky copy that hooks you instantly. Examples: ✔️ “We love NFTs (Nacho Fun Times).” ✔️ “Remember to season your concrete after shoveling snow.” ✔️ “No, our website isn’t powered by hamsters in wheels… yet.” Takeaway: Don't be afraid to let your personality shine—it’s what makes people remember you. 2/ BarkBox What do they sell? Adorable joy for dogs. ✔️ They use relatable humor + 100% satisfaction guarantees. ✔️ They speak their audience's language—dog parents, not just dog owners. Takeaway: Know your audience. Write for them, not at them. 3/ Innocent Drinks Natural products, natural tone. ✔️ They use ultra-specific details like “botanical” to emphasize quality. ✔️ They lean on transparency to eliminate buyer anxiety. Takeaway: Be real, and get specific—your audience will trust you more. 4/ OkCupid DTF? They redefine it. ✔️ Their copy flips expectations. ✔️ They invite users to define their version of dating. Takeaway: Play with cultural norms to create an emotional connection. 5/ Gymit Copy that feels like a casual gym chat. ✔️ They make gyms approachable—not intimidating. ✔️ The honesty in their tone makes them relatable to everyone, not just fitness buffs. Takeaway: Use language that removes barriers for your audience. 6/ Lego Timeless yet relevant. ✔️ Nostalgia meets values. ✔️ One ad paired a retro toy with a modern message about equality. Takeaway: Tie your brand’s history with current values to create powerful storytelling. Conversational copy isn’t magic—it’s empathy. Think: What would your audience actually want to hear? Then say that.

I increased conversion rates by 71% for a wellness brand in 2 weeks by optimizing ‘the 3 C’s’ of a landing page. At the end of the day, even if you have really strong data and a high performing creative… If you’re not optimizing the web experience (especially on mobile) your conversion rates aren’t going to look very impressive. We’ve helped guide 100’s of our clients from a CRO perspective on what to do as far as their mobile web experience. These are the 3 most important things to think about when it comes to optimizing this component of the user journey: 1️⃣ Continuity Think about the landing page as an extension of the ad content. You absolutely have to make it a priority that there is continuity between the two. They clicked on your ad because they were interested in the exact content of the ad. So if everything looks, feels, and sounds different when they get to the landing page, they’re going to get confused and click off as fast as they can reach their cursor to the X button. Capitalize on their interest by keeping every variable consistent. 2️⃣ Content Like I mentioned previously, the user clicked on the ad because they were interested in hearing more. That’s why making sure your landing page has every single piece of information there is to know about the service is crucial. You don’t want to give them any reason to NOT convert. So: - Handle every objection - Highlight every benefit/feature - Make sure they understand everything about the process. 3️⃣ Call to action Make it easy for the consumer to progress on the page. You’d be surprised by how many people screw this up. They have a bunch of interested people visit the landing page, ready to buy… Just for them to click off because the CTA wasn’t clear enough. Tell them exactly what to do, and where to go if they want to proceed with the purchase. If you can really nail these 3 when it comes to this step in the customer journey, you’re going to convert a lot more of that traffic that you worked so hard to get with your ads. Again, the three C’s of landing pages: 1️⃣ Continuity 2️⃣ Content 3️⃣ Call to action Remember them and watch your conversion rate skyrocket.

Many junior website portfolios fail because of this: (To be clear: I'm referring to websites not slide decks) They read like internal documentation: Sticky notes Personas Wireframes Excessive paragraphs They explain the the entire process. But they forget to sell the work. Senior portfolios? They feel like product marketing. Quick to scan. Heavy on outcomes. Sharp visuals. Clear business value. You don’t need 2,000 words. You need 5 seconds of clarity. Here’s what senior-level portfolios do differently: 1/ Start with the result Don’t make them dig to find impact 2/ Lead with visuals Show the solution before the process 3/ Skip the fluff Only explain what influenced the final result 4/ Make it glanceable Use spacing, hierarchy, and clean formatting 5/ Treat it like a pitch Not a research archive Want to stand out fast? Design your portfolio like you design a product. Consider the actual user. Use clarity, structure, outcomes. That’s what makes people want to talk to you.

For a long time, I resisted boiling my guidance on interface writing down to a set of “principles”, because context matters so much, and design principles are often misunderstood and misapplied. But then I started teaching a UX writing course, and, well, I needed a set of principles. I found that many lists of UX writing principles focus on qualities of the writing itself, such as concision, friendliness, or formality. Those types of things tend to exist on a spectrum, and are informed by context, so I don’t find it valuable to provide overarching guidance about them. Instead, I've tried to create a list that's more about how to approach your work as an interface writer. As I'm fond of saying, best practices are a last resort. The meta principle not articulated in this list is that you should always apply your best judgment as a professional craftsperson. But anyway, here’s what I’ll be sharing in class later today: I. Prioritize Usability Your words should help users accomplish what they are there to accomplish. II. Work, and Write, Incrementally Follow the ‘Rule of One’. One task per screen. One idea per headline or paragraph. One action that a button performs. One setting that a checkbox controls. III. Prefer Consistent Terminology When you choose words for buttons, menus, and controls, you are, in a way, naming them. Names should stay the same throughout the experience. For instance, ‘Settings’ should always be ‘Settings’, and not also ‘Preferences’. (This is a good rule to break, however, if using the exact same term would be confusing in a specific instance.) IV. Be Specific Using specific words for paths and actions builds trust with your users. For instance: Clone, Copy, Duplicate, and Make a Copy are related, but not perfect synonyms. Using the most specific word possible for an action helps you avoid conflicts with other terms. V. Rely on Patterns Unlike most writing, it’s okay to repeat yourself in interface copy.  In the same way that a design system has visual and layout patterns for common components, your writing can and should use similar patterns for similar actions and activities. -- There’s more to it than that, of course, but those will get you pretty far.