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Microcopy is concise, clear, small-print text that helps or encourages readers to complete an “action” on your website or app.

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These actions include:

  • Making a purchase

  • Subscribing to your blog

  • Submitting a support ticket

Without microcopy, people are often 1) slow to start and 2) hesitant to finish doing things on a digital property.

That said…

Most popular websites and apps got that way thanks to strong microcopy.

So… below are a few ways you can (and should) use microcopy, plus examples.

Okay. Let’s go.

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1. Use microcopy to clarify messages

Strong microcopy is clear.

If someone is confused or frustrated, microcopy can provide direction and context. It can help the reader understand what’s happening (and why) as she navigates your website, app, platform, what have you.

And this can be comforting, satisfying.

Trello, for example, uses simple, concise microcopy to explain error messages, like this:

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Instead of creating a dead-end, Trello gives the user a reason-why and even a possible action to take.

2. Use microcopy to anticipate questions

Strong microcopy is helpful.

In fact, it can help answer questions before people even consciously think of them!

And this can spur momentum.

Airbnb, for example, uses microcopy to set price expectations, like this:

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This saves people time and generally improves the UX.

3. Use microcopy to overcome objections

Strong microcopy is persuasive.

Whether you’re asking for data or for money, you’re selling. You’re asking people to part with something valuable in exchange for your product or service…

And that means you’ll have to handle objections.

Facebook, for example, uses microcopy to assuage any common doubts about its platform, including pricing and data concerns, like this:

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Immediately addressing these objections puts people at ease, which can spell the difference between a Facebook signup and a bounce.

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Microcopy is a potent growth tool.

Make it clear and concise, visible and helpful — and it WILL increase your conversions.



LEARN TO PERSUADE

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WRITE BETTER.
MARKET BETTER.
SELL MORE.


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