Why What you Write Matters to Your Users

Good user experience isn’t only about how something looks and functions—it’s about clarity too. The words we use help people understand a product, decide if it’s right for them, and find what they need. When copy is confusing or inconsistent, even the best-designed product can feel frustrating to use.

Writing Helps People Understand Who You Are and What You're Offering Them

I worked with a large international tour operator that sells active holidays for lovers of the outdoors across 8 countries and 78 resorts. Their website didn’t match the magical experiences they were selling - writing was outdated, key details were hard to find, and users weren’t sure what was on offer. This affected sales and increased the burden on the customer service team who were spending time fielding repetitive questions.

Fixing it wasn’t about adding fancy language—it was about making things clearer. We focused on:

Engaging descriptions: We swapped out tired info for vivid descriptions that painted a picture of crystal-clear lakes and invigorating mountain hikes.
Building a funnel that funnels: Implementing clear internal linking and a user-friendly layout made it simpler for users to find what they wanted.
Writing for everyone: Following accessibility guidelines helped make the content clear to a wider audience.
SEO: Keyword optimisation put the focus firmly on walking, attracting a broader audience searching for active yet accessible mountain adventures.
Keeping language consistent: Thoughtful keyword use made it easier for the right audience to discover their holidays.

Clear Writing Builds Trust

People need to feel confident in what they’re reading. If a website is full of vague or confusing language, they hesitate. Good writing helps them move forward. For this travel brand, improving the content made it easier for customers to book, leading to better engagement and more sales.

Trust Builds Businesses

Writing isn’t just about filling space—it’s a core part of how people experience a product. If users struggle to understand something, they’ll leave. But if the writing is clear and helpful, they’re more likely to stay, take action, and promote your business for you.