Website microcopy is an essential aspect of UX writing that is often overlooked. Microcopy refers to all of the small pieces of text on a website that helps users navigate, understand, and interact with the site. This includes button labels, error messages, and tooltips, among other things. While microcopy may be tiny in size, it plays a vital role in enhancing the user experience and driving conversions. In fact, a case study found that effective microcopy boosted mortgage lead generation by 11%. 

Read on to discover what microcopy is, why it's essential for UX writing, and how to write effective microcopy that resonates with your users. This guide is for UX designers, writers, sales personnel, product managers, or digital marketing managers looking to create better user experiences. This guide is also handy if you're simply someone interested in website design. So let's get started!

What is microcopy?

When it comes to website design, microcopy refers to the small snippets of text that provide guidance, clarity, and personality to the user experience. From button labels and error messages to instructional pop-ups and call-to-action phrases, microcopy is the glue that holds a website together. It's the language that connects the user to the product or service. This creates a seamless and satisfying experience, in turn making users fall in love with your site.

Importance of microcopy in UX writing

Microcopy plays a crucial role in shaping the user's understanding and expectations of a website. It allows designers to communicate with their audience on a personal level, guiding them through the complicated processes of navigating and interacting with digital products. Effective microcopy strengthens the brand identity, creates an emotional connection, and instills confidence in the user. It's a valuable tool for conversion rate optimization, retention, and user satisfaction.

Common misconceptions about microcopy

Despite its importance, microcopy is often overlooked or considered an afterthought in website design. Many designers believe that it's just a matter of "copy-pasting" content from other sources without considering the context, audience, or purpose of the website. Some even argue that microcopy is a waste of time and resources since users are more interested in the visual design and features of the website. However, these are misconceptions that can undermine the effectiveness and efficiency of microcopy in UX writing.

Microcopy is a critical component of website design that deserves more attention and appreciation. Understanding the basics of microcopy, such as its characteristics, types, and principles, can help UI designers create more engaging and persuasive websites. Moreover, focusing on specific contexts and audiences can lead to more tailored and effective microcopy. 

Microcopy basics

Characteristics of effective microcopy

Effective microcopy needs to be clear, concise, and relevant to the user's needs. Clarity is particularly important in microcopy, as there is little space to convey a message. It should be easy to read and understand. Plus, it should be actionable.

Types of microcopy

Microcopy is present in every aspect of a website, from the main navigation down to the smallest button label. There are a range of microcopy types used throughout the website, including:

• Alerts and notifications
• Call to actions
• Form labels and placeholders
• Error messages and status updates

Each of these types of microcopy has a different function and emphasis, but they all share a common feature: they are all small pieces of text that aim to guide or inform the user.

Key principles of microcopy

Several key principles of microcopy can help inform effective UX writing:

1. Context: Microcopy can’t be written in isolation. It needs to be relevant to the context of the page and the user’s needs.
2. Consistency: Consistent language and tone throughout a website help build user understanding and confidence.
3. Clarity: Microcopy should be clear and easy to understand, free from jargon and technical language.
4. Empathy: Microcopy should be written with the user in mind and should seek to understand their frustrations, needs, and desires.
5. Actionability: Microcopy should encourage users to take appropriate action, whether that’s clicking a button or filling in a form.

By keeping these principles in mind, UX writers can help to ensure that their microcopy is effective, appropriate, and user-centered.

Microcopy for professional services websites

When it comes to professional services websites, microcopy can make a huge difference in converting website visitors into paying clients. Microcopy can guide users through the website, answer their queries, and reassure readers about the quality of professional services offered.

Importance of microcopy in professional services websites

Professional services websites need to inspire trust and communicate expertise. Microcopy can help achieve these goals by supplementing navigation and clarifying the firm's USP (unique selling point).

Examples of effective microcopy

Professional services websites can benefit from a variety of microcopy types, including:

• Headlines and subheadings that convey information about the company and the services offered.
• Calls to action that encourage visitors to make an appointment or call the office.
• Testimonials and reviews that build trust with visitors.
• Instructions that make the website easy to navigate and use.

Tips for writing compelling microcopy for professional services websites

To write smart microcopy for professional services websites, UX writers should:

• Identify the user's goals when visiting a professional services website.
• Keep the tone conversational and friendly.
• Write in simple, easy-to-understand language.
• Highlight the firm's unique features and benefits.
• Avoid jargon and complicated technical terminology.
• End with a clear call to action that encourages visitors to schedule an appointment.

By following these tips and incorporating microcopy across the professional services website, companies can improve client engagement and ultimately increase their business.

UX words

When talking about microcopy, it is important to also understand the concept of UX words. UX words are the words and phrases that are used within a website or app interface to guide readers through their user journey. These are not only the words that users see but also the small labels, buttons, and CTAs that they interact with.

Differences between UX words and microcopy

While they may seem similar, there are some key differences between UX words and microcopy. UX words are generally more focused on guiding the user through the digital interface, whereas microcopy is more focused on adding personality to the content and helping users understand the context.

Importance of UX words in website design

UX words can have a huge impact on the overall user experience. Not only do they help guide users through the interface, but they can also help establish the tone and personality of a website or app. Good UX words should be clear, concise, and easy to understand. They should also be consistent throughout the entire website or app to avoid confusion.

Tips for writing effective UX words

When writing UX words, it is important to keep the user in mind. Use language that they will understand and use straightforward, action-oriented phrases to guide them through the interface. It is also important to be consistent with the words and labels you use throughout the website or app. Additionally, make sure to test the UX words and microcopy with users to ensure that they are effective and easy to understand.

Microcopy tools and resources

If you want to improve your microcopy skills, there are several resources and tools available to help you. 

Overview of microcopy tools

Some popular microcopy tools include Hemingway, Grammarly, and ProWritingAid. These tools help you check your grammar, spelling, and sentence structure. Hemingway highlights long, complex sentences and suggests ways to simplify them. Grammarly and ProWritingAid provide more comprehensive grammar and spelling checks and offer suggestions for improving your writing.

Microcopy writing courses

If you’re serious about improving your microcopy skills, taking a writing course is a great way to start. Several online courses offer training specifically on UX writing and microcopy. Some popular options include UX Writing Hub, UX Writers Collective, and the free online course offered by Google.

Recommended UX writing books

There is a wealth of information on UX writing and microcopy available in books. Some recommended titles include "Microcopy: The Complete Guide" by Kinneret Yifrah, "Writing for Designers" by Scott Kubie, "Words Matter: Writing for User Experience" by Pamela Pavliscak, and "Copywriting for the Web" by Amy Hates.

Case studies and examples of good microcopy

One of the best ways to learn about microcopy is to study a few examples of good microcopy on actual sites. Some websites with excellent microcopy that you should check out include Dropbox, Slack, Mailchimp, and Spotify. You can also find case studies online that analyze the microcopy on various websites. These case studies can help you understand the different elements that go into creating effective microcopy.

Craft the perfect microcopy with B12

Microcopy is an important aspect of website design that small business owners shouldn't overlook. Effective microcopy can make a big impact on the user experience, while poor microcopy can lead to confusion and frustration.

By taking the time to craft effective microcopy, you can significantly improve the user experience and help users achieve their goals on your website. As technology continues to evolve, it's clear that the role of microcopy in UX writing will only become more important in the future.

Need help crafting the perfect microcopy? Look no further than B12! Our team of expert copywriters and designers enable you to create compelling microcopy for your professional website. Maximize your site’s user experience with effective microcopy through B12’s help. Get started for free.