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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.
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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Microcopy is concise, clear, small-print text that helps or encourages readers to complete an “action” on your website or app.
It’s how the great copywriter, Gene Schwartz, thought about the discipline…
If you aspire to write good copy, watch and read these things religiously.
Make it ugly.
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Smart writing is clear and concise. It’s easy for the eyes and mind to follow. It’s accessible and unpretentious, easy to consume and hard to create.
Smart writing is readable. Effortlessly readable.
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If you feel it, don’t dismiss it. Let it wash over you.
You’ll be a more empathetic person for it — and a better marketer, too.
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Confident copy says, “Go ahead, you’re making the right decision.”
Great copy starts with efficient questions.
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:
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:
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:
Immediately addressing these objections puts people at ease, which can spell the difference between a Facebook signup and a bounce.
Microcopy is a potent growth tool.
Make it clear and concise, visible and helpful — and it WILL increase your conversions.
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“You have to be more concise,” he said. “You write like a water hose. You need to be a nail gun."
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LEARN TO PERSUADE
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Judge not lest ye be judged.
You’ll know you’re good.
You’ll know you’re good because a few clues will give it away…