What Is UX Writing and How Can It Help Your Online Store?

Some of the most important words on your website aren’t in your product descriptions, headlines, or blog posts.

They’re in the smaller, easy-to-overlook places people rely on to move through your store: the buttons they click, the size guides they check, the “sold out” messages they see, the error that pops up when a postcode doesn’t look right.

Those little bits of text shape the whole shopping experience. They guide someone from search bar to checkout, answering questions along the way and helping every click feel like the right one.

That’s UX writing. And if you run an online store, you’re already using it — whether you’ve thought about it or not.

What is UX Writing?

UX stands for user experience, and UX writing is the copy that supports that experience. You also may have heard it referred to as microcopy or interface text.

It’s there to help someone find what they need, take the next step, and feel confident doing it. 

If people are leaving your website frustrated and confused, this is usually a sign your UX writing might need some attention.

Examples of UX Writing

You’ll find UX writing all over your website, especially in the smaller moments that guide someone from A to B.

Such as:

• Homepage banners “Free shipping over $100 — this week only.”Spotted above the fold, this tells shoppers about an offer without them having to hunt for it.

• Category labels and filters “Filter by size, colour, brand.” The faster someone narrows down options, the closer they are to finding the right product.

• Size guides “Not sure? Check our sizing chart.” One click, less doubt, fewer returns.

• Checkout instructions “Step 2 of 3: Delivery details.” Breaks a big process into bite-sized, familiar steps.

• Form hints and error messages “Oops, that postcode doesn’t look right. Try again.” Feels human, explains the problem, and tells them how to fix it.

• Confirmation pages “Thanks for your order! We’ll send tracking details within 24 hours.” Answers the “Did that go through?” question before it’s even asked.

UX Writing vs Copywriting: What’s the Difference?

It’s easy to assume all website writing is copywriting, but UX writing plays a slightly different role.

• Copywriting is persuasive. It sells, tells stories, and communicates your brand’s value.You’ll find it on your homepage, About page, product descriptions, emails, and blog posts.*

• UX writing is functional. It helps people take action and move through your site smoothly. You’ll see it in menus, filters, buttons, forms, error messages, and confirmation screens.

Both are important. But while copywriting grabs attention, UX writing keeps things moving.

*Arguably, this gets broken up further into copywriting vs content writing.

Why UX Writing Matters for E-Commerce Brands

Shopping online is one long chain of micro-decisions. Which size? What colour? How soon will it arrive? Can I return it?

If those answers are easy to find, people keep going. If they’re hidden or vague, hesitation creeps in — and hesitation kills momentum.

Clear UX writing can:

• Shorten the path to checkout.

• Reduce abandoned carts and returns.

• Increase customer trust and repeat purchases.

Baymard Institute’s research puts the average cart abandonment rate at 70.19% (Baymard Institute). In plain terms, that’s around seven out of ten shopping carts left behind.

Some of that is down to big things like unexpected costs, but a lot comes from small gaps in clarity — not knowing how many steps are left in checkout, guessing when an order will arrive, or hitting an error that doesn’t explain what to do next.

Better UX writing can plug those gaps. It gives shoppers the right information at the right moment, so they keep moving towards that “Place Order” click instead of closing the tab.

How to Improve UX Writing on Your Website

These three areas are where good UX writing has the biggest impact, and where most online stores can find quick wins.

1. Your add-to-cart and checkout flow

Good UX writing keeps the checkout process moving — because it gives people the information they need, exactly when they need it.

Look at:

• Button copy

• Delivery timeframes

• Return info

• Error messages

Each of these plays a small but important role:

• A clear button label (e.g. “Go to Delivery Options”) tells someone what will happen when they click, which removes hesitation. If they’re not sure what “Continue” means, they pause. If they pause, they might leave.

• Shipping timeframes listed early in the checkout help people feel informed, not like they’re committing before they know what they’re getting. If you’ve ever backed out because you couldn’t see when something would arrive, you’ve felt that friction.

• Return info or payment reassurance (“Pay securely with Visa, Mastercard, or Afterpay”) answers questions before they’re asked.

• Helpful form instructions (like “Please use a 4-digit postcode”) mean fewer errors, which keeps people moving forward, not circling back.

UX writing works here because it reduces uncertainty. It makes every click feel like a step in the right direction, not a leap into the unknown.

This is one of the main areas I focus on in my content audits for clients. Because when the copy is clear, timely, and helpful, more people get to the end of the checkout and finish the purchase.

2. Your empty states

If a cart is empty, a product is out of stock, or a search comes up blank — what happens?

These are moments where a bit of thoughtful UX writing can keep someone browsing instead of bouncing.

Look at:

• Your empty cart message

• Sold out product pages

• No search results pages

Then ask yourself:

• Is this a dead end, or is there a next step?

• Can we offer something helpful here?

Example:

Instead of “No results found,” try:

• “We couldn’t find a match — want to check our new arrivals?”

• “That one’s sold out, but you can join the waitlist and we’ll let you know when it’s back.”

It’s the same idea as in a physical shop. If someone asks for a specific item and it’s not in stock, a good salesperson wouldn’t just say no and walk off. They’d point them to something similar, or offer to let them know when it’s available again.

Your website should do the same. UX writing helps by offering direction and keeping people in the loop, so they’re more likely to keep exploring — not give up and close the tab.

3. Your order confirmation experience

The sale isn’t the end of the experience, it’s the start of the next one.

Confirmation pages and emails aren’t just admin, they’re part of the customer experience. Clear, well-written messages here help someone feel reassured, informed, and confident that everything’s gone through as expected.

Look at:

• Your post-purchase confirmation page

• Your order confirmation email

Then ask yourself:

• Does this message feel clear and reassuring?

• Does it set expectations for what happens next?

Example: 

Instead of a vague “Thanks for your order,” try:

• “Thanks for your order! You’ll get a tracking link within 24 hours.”

• “We’ll email you as soon as it’s on the way. Questions? Just reply — we’re here to help.”

This kind of UX writing helps your store feel organised and reliable. It answers those small unspoken questions like “Did it go through?” or “When will I hear from them?” — and it sets the tone for everything that comes after.

Area	What to Review	Why It Matters
Checkout flow	Button labels, shipping info, form instructions	Helps people move through the process with confidence
Empty states	Empty cart messages, sold out pages, search results	Keeps people browsing instead of bouncing
Order confirmation	Post-purchase page and email copy	Reassures, sets expectations, and builds post-sale trust

Final Thoughts

Once you know what to look for, you start seeing UX writing everywhere — in the button someone nearly clicked, the size guide that helped them decide, the message that kept them from abandoning the cart.

But spotting what’s missing on your own site? That’s harder.

When you’re close to the day-to-day, it’s easy to overlook vague labels, hidden delivery info, or moments where your copy could be doing more. A content audit gives you a clear, outside perspective on not just on what’s there, but on where your site could be working harder for your customers.

If you’d like someone to go through your site with that lens, and give you practical, content-focused ways to improve it, I’d love to help.

Book Your Content Audit