How to write copy like a UI/UX genius

Your website copy is working against you. Here's how to fix it.

79% of users scan web pages. Only 16% read word by word. That gap is where most B2B website copy fails: written like a document, consumed like a billboard.

In this session, we'll share the practical principles for writing website copy the way UI/UX experts think about it, grounded in NNGroup eyetracking research and real-world B2B buying behaviour. You'll leave with a clear framework you can apply to your own website pages straight away.

Join us on Wednesday, 3 June 2026

Option one: 🇬🇧 10 am BST

In this webinar, you'll learn about:

  • Why web pages aren't documents, and how to structure each content block so it works independently.
  • How scanning patterns (F-pattern, layer cake, spotted) should shape every heading and paragraph you write.
  • The digits rule: why specific numbers stop the eye and how to use them across headings, stats and CTAs.
  • How to eliminate repetition, front-load meaning and give every idea its own breathing room.
  • Why marketese damages trust and how to replace vague claims with evidence that converts.
  • How to write user-centric copy that speaks to your reader's problem, not your company's pride.
  • How to build empathy for your actual audience: B2B buyers with 14 tabs open and 5% of their attention to spare.
Ioana smiling at camera
Decorative supertitle icon Articulate Marketing Expertise

Who is running it

Hosted by Ioana Negulescu, Head of Creative Innovation

With over 10 years at Articulate, Ioana built the agency's design and development practice from the ground up, making it a core part of what the agency delivers today.

She works at the intersection of brand and experience design, bringing analytical rigour to creative problems and lateral thinking to strategic ones.