You can’t write for users if you don’t know their needs and pain points. Talking to them can help you learn the words they use when describing your product or website. If you don’t have the time and resources to conduct user interviews, conversational research might be a good option.

It’s a cheap but effective research method that helps you investigate what vocabulary people use on social media, forums, and app store reviews to comment on your product.

Most users prefer plain words and phrases, so avoiding tech jargon is a good practice. The only exception to this rule is if a product is for a specialized audience that truly understands the terminology you use.

With this knowledge, you can also define your brand’s voice and tone. For example, a sarcastic, snarky tone allows for slang and witty jokes, while a serious tone requires more formal language stripped of idioms and colloquialisms.