What is product-led growth?
In short, product-led growth (PLG) is a business strategy in which the product takes charge of the sales process. In this strategy, the features, performance, and virality of the product are used to attract customers. Yup, the product literally relies on itself to drive sales and engagement. And when it’s done properly it works brilliantly!
As you might assume, great UX writing plays a crucial role in the success of your PLG approach. In this article, we’ll explain why UX writing is so important for PLG and share tips on how to make it work for your business.
So why are businesses turning to Product-Led Growth (PLG) to grow?
This shift towards PLG has been fueled by the rise of SaaS companies and the increasing importance of UX in acquiring and retaining customers.
By embracing PLG, businesses can create a self-sustaining engine that boosts adoption, engagement, and revenue. That sounds so important I’m gonna say it again… it’s self-sustaining!
Why keep reading?
To succeed with PLG, great UX writing is essential in creating a seamless, user-friendly product experience. My goal is to take a closer look at the role of UX writing in PLG and share tips for writing effective UX copy that supports a product-led growth strategy. Hope you’ll stick around!
Here’s why excellent UX Writing is a must for Product-Led Growth.
In a product-led growth strategy, the product itself is at the center of the customer experience. Naturally, the product’s gotta have strong features and performance but it also needs to provide a seamless and intuitive user experience. We want our users to fall in love with the product and that’s where UX writing comes in!
UX Writers understand how to use their words to craft a unified and cohesive experience for the user. The words we use everywhere from labels, and instructions, to buttons and error messages, must be intentional. Meeting customers with the right microcopy at the right moment can be the difference between user dropout and brand loyalty.
The impact of well-crafted UX writing on user engagement and retention should not be underestimated. Clear and concise messaging can help users understand how to use a product and encourage them to keep coming back.
Best Practices for UX Writing in a Product-Led Growth Strategy
When it comes to crafting effective UX writing that supports a product-led growth strategy, there are several best practices to keep in mind.
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Here’s some tips to consider:
Use user-centric language: The language used in UX writing should be centered around the user and their needs. This means using words and phrases that are familiar to the user, and avoiding technical jargon or industry-specific terminology that may confuse them.
Keep messaging clear and concise: Users want to quickly and easily understand the value of a product. Keep messaging clear and concise, and avoid unnecessary fluff or overly complex language.
Focus on the benefits: When describing product features, focus on the benefits they provide to the user. How will the product make their life easier or better? Highlighting these benefits can help drive user engagement and retention.
Leverage social proof: Social proof, such as customer reviews or testimonials, can be a powerful tool in supporting a product-led growth strategy. Incorporate social proof into UX writing to help build trust and credibility with users.
Continuously test and iterate: UX writing is not a one-and-done process. Continuously test and iterate on messaging and language to ensure it resonates with users and supports a product-led growth strategy.
By following these best practices and creating UX writing that’s user-centric, clear, and focused on benefits, businesses can support a product-led growth strategy and drive user engagement and retention.
Check out these examples of a few companies that are getting the UX Writing and PLG thing right!
Slack Slack is a popular messaging and collaboration app that has experienced explosive growth since its launch in 2013. A key factor in their success has been their product-led growth strategy, which relies on their product's usability and virality to attract new users.
One way that Slack supports this strategy is through their UX writing. The company’s messaging is clear, concise, and user-centric, making it easy for new users to understand the product’s value and get started with minimal friction. Additionally, their onboarding experience is designed to be engaging and interactive, helping users quickly see the benefits of the product and encouraging them to invite others to join.
As a result, Slack has been able to achieve impressive user engagement and retention rates, with millions of daily active users and high levels of user satisfaction.
Grammarly Grammarly is a writing assistant tool that uses AI to help users improve their grammar, spelling, and writing style. The company has grown rapidly in recent years, with millions of users around the world.
One of the keys to their success has been their product-led growth strategy, which is supported by their UX writing. Grammarly’s messaging is clear and straightforward, highlighting the product’s benefits and features in a way that resonates with users. Additionally, their onboarding experience is designed to be intuitive and personalized, with tailored suggestions and prompts that help users get the most out of the product.
As a result of these efforts, Grammarly has been able to achieve high levels of user engagement and retention, with users citing the product’s ease of use and effectiveness as key factors in their satisfaction.
Dropbox
Dropbox is a cloud storage and collaboration platform that has become a household name since its launch in 2007. The company’s success has been driven in part by their product-led growth strategy, which focuses on the product’s usability and ease of use.
One way that Dropbox supports this strategy is through their UX writing. The company’s messaging is clear and user-centric, emphasizing the product’s simplicity and convenience. Additionally, their onboarding experience is designed to be engaging and interactive, helping users quickly understand the value of the product and encouraging them to invite others to join.
As a result, Dropbox has been able to achieve high levels of user engagement and retention, with millions of daily active users and a strong reputation for user satisfaction.
So wrapping this up…
These case studies illustrate the power of product-led growth and effective UX writing in driving user engagement and retention. By focusing on the user experience and using clear, user-centric messaging, companies like Slack, Grammarly, and Dropbox have been able to achieve impressive growth and success. As you implement your own product-led growth strategy, remember the importance of UX writing and its ability to support your overall goals.
My advice…if you’ve decided to pursue a PLG strategy have a sit-down with your UX Writer. Discuss strategies, ask for their input, and include them in your meetings. At the end of the day, your customers will remember how easy your product was to navigate, how it spoke to them, and how that made them feel.
You can be sure that your users will tell their work besties, and share on social media about the experiences they have. With quality UX Writing you can also ensure that all those stories about your product are good ones.
Mu last piece of advice…if you haven’t got a UX writer on staff, hire one đ. You’ll thank me later đ.
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