Examples

Content type

Product

Connect your practice

Good

Surfacing the benefits of connecting to HMRC, and why it's important for the customer to engage in the setup flow.

Visualising the connection process to emphasise its simplicity, and keep the friction level low - "This is all it takes".

Not so good

Don't overload a zero state with supporting info that can be displayed further in the flow, and avoid technical or complex language at all costs. Keep it simple.

Insights

This zero state is for accountants in QBOA, and user testing showed a preference for more straightforward messaging. For example, "Connect your practice" as a headline tested slightly better than "Making tax delightful".

Simplify personal taxes

Good

Self assessment. It's a walk in the park.

This message addresses a subject that's associated with stress at the year-end, and frames the benefits of simplicity of submitting tax on the go (with a subtle play on words). It's also complemented by an illustration that builds on the aspirational theme.

Not so good

Do you dread self assessment? We have the answer.

This focuses on a negative sentiment. It also shifts the tone towards what we do, rather than how the customer benefits overall.

Something's not right. Try again.

Unspecified error message

Something's not right. Try again.

Copy to clipboard

Good

Something's not right. Try again.

We use this message when we're not sure what caused the error or when the error is so complicated and technical that explaining it might just annoy the customer.

Not so good

Oops! We're sorry! You've encountered an asynchronous error. Please try again.

We don't use exclamations in copy. And we generally don't say we're sorry. A machine is delivering this message, and our users can see through the false empathy. As for the "asynchronous error" copy, we try really hard to keep our content conversational. Unless you're a developer, you probably haven't used the word asynchronous with your friends in the past two weeks.
Invoicing marketing

Good

Keep more of what you earn

Powerful invoicing with custom reminders, tracking, and direct deposit puts less time between you and your money. Plus with dozens of reports, you’ll always know where your business stands.

Present the benefit in the easiest way– framed as something our customers would say. It’s also action oriented and attainable.

Not so good

See how much money you have

Send invoices, reminders, and more. Plus, with dozens of reports, it’s easy to know where your business stands.

Find ways to come up with a more engaging benefit. Keep headlines crisp and optimistic.
Defining chart of accounts

Good

Here’s the list of categories you’ll use to organize transactions. We call this your chart of accounts.

This introduces an accounting term by explaining it in an accessible way, and then giving it an official name.

Not so good

Your Chart of Accounts is a list of all the accounts you use to record transactions in your general ledger.

Starting with the accounting term intimidates people right away. Using jargon to define it makes them feel confused and adrift.
Celebrate customer success

Good

Your business has really taken off.

This content congratulates customers and encourages them to take the next step to build on their success.

Not so good

Congratulations on your success. Isn’t tracking profit in QuickBooks amazing?

We don’t blow our own trumpet, even when we're trying to promote a cool feature.