I've studied and built websites since 1996, and I keep current. As a copywriter, I've advised clients on usability before the term "UX" (for "User Experience") was coined. Like the FTC, I hold that the important thing is not what you say, but what the reader perceives. I also understand humor, conversational tone (or a meaningful business tone), and all the other things that translate directly to UX Design.
I call it "Common Sense, Uncommonly Presented." I want the reader to feel like the message is simple common sense. A gut feeling. A no-brainer.
As a User Advocate, I continue to focus on satisfying the user's wants, needs, and interests. With this mindset come a full range of skills and sensibilities for guiding users to act instinctively. Instead of wondering what to do next, users should be thinking about your message.
I offer a wide range of services, almost all of them related to User Experience in some way. See the full list at my infosite, Rensch.com.
For details, and to learn more about how to apply my perspective. Email me now, or call +1 718•577•0005 during New York City business hours. No charge for a get-acquainted chat.