Website UX Copy
I was hired by Tax Act to rewrite the golden path through the core of their product. The majority of their copy had been written by tax experts, not copywriters. The tone was all over the place and often unclear.
I rewrote the entire golden path twice — first with a supportive, reassuring tone, and then with a more straightforward, direct tone. We A/B/C tested the two new tones against the existing site and landed on a blend of the two new tones for the final UX.
In the examples below, the original copy is in the image. The new copy is the text.
Thank you for choosing TaxAct
We’ll make this easy for you.
You'll get the maximum refund you can.
Your return is guaranteed 100% accurate.
>>Continue
Optional state and local sales tax deduction
Most people deduct their state income taxes from their federal tax returns.
However, if you paid more state and local sales tax than state income tax, you can deduct the sales taxes you paid instead.
The two most common scenarios for this are:
You worked in a state that does not collect income tax
You made major purchases during the year, for example a boat, multiple cars, or a home renovation, that generated significant sales taxes
Would you like to determine if your state and local sales tax deduction would be greater than your state income tax deduction?
>>Yes
>>No
Review your Social Security tax data
Something doesn't look right.
Your social security tax withheld should equal 6.2% of your taxable social security wages.
Please verify that the Social Security wages and Social Security withholdings below match <Person’s> W-2 from <Employer name>.
3. Social security wages
7. Social security tips
4. Social security withheld
Social Security wages should never exceed $118,500 and Social Security tax withheld should never exceed $7,347.
Would you like to check if you qualify for the Earned Income Credit?
>>Yes
>>No
The earned income credit is available to low- to moderate-income individuals and families. You’ll need to answer a few questions to determine if you’re eligible.
Choosing Yes will begin a four-step process to determine your eligibility for the Earned Income Credit.
Oops! We think you may have mistyped something.
>>Review
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Need to sound more like an actual person?