This is the landing page designed to drive the user to the FA Search Tool.
The "Find a Financial Advisor" button takes you to the next screen where you have three cards to choose from.
Each card provides a different way for the user to find a financial advisor.
With the first card, "Matching," users can get a precise match by answering a series of questions.
The second card provides a geo search based on zip code.
The final card is there for existing clients.
About this card:
1. Standard icon.
2. This is just for the UX writer to know what the card is intended to do.
3. There's a 120 character limit
4. Standard text per EJ's design guidelines.
Other considerations:
• User data (UX research): This helps explain the "Why?" As in why the rewrite.
• Brand voice (Conversational, "business partners"): No problem, I'd just updated the BV guidelines.
• Previous copy (What made it confusing): There was some unnecessary jargon used in the previous version.
• Understand the full flow (Journey): It's vital to know what action got them to this screen, and where the next action will take them.
• Stakeholder's input (Kick-off): I need to add a "time of completion" estimate.
• Legal (Time substantiation): Whenever timing is involved, I've learned to go ahead and chat up the legal team.
• User-centric (Friendly language): The whole point of UX writing is to give the user an excellent experience.
This is the final copy.
So what would I change?
Well, it's UX best practice to place the user's benefit first. It's a bit cringe to see the words "help us" in the first line.
Benefits-driven copy is always about helping the user — not the other way around which is how this may sound.
Post-release, the data told us that this version tested well and eased confusion.
Remember, UX is all about the best experience for the end user. And since it's all about improving the user's experience, that's a win!
What this means...
I'll keep this approved text and every other version at the ready when the need to update/improve happens.
And in case you're curious about how the other two cards turned out, here you go:
For a deeper dive into my process—click here.
Have a question? Want to learn more about how you can get a free in-depth UX content audit? Just drop Tim a message below!
Thank you!