Tiny Copy, Big Impact: How Microcopy Helps Your Users and Helps Your Brand

Web Design

Design & Dev / Web Design - 21 Views 0

Small things can make a big difference, and this is especially true in web content. The shortest of phrases and even single words—coupled with how they are designed and where they are or are not placed on a page—can affect a user’s experience.

This is where microcopy comes in. These small snippets of text can help guide users through a process, such as completing a form or placing an order. But, so often, this important content is an afterthought. We must have the mindset that every action created for a user is an opportunity to provide quality service, build relationships, and reinforce branding. In fact, every word a user could read on our website or within our interfaces should be considered just as important to the copywriting process as our landing page content, product descriptions, and marketing materials.

Cancellation confirmation message from Audible

Audible demonstrates a value for microcopy through their cancellation confirmation message.

How Microcopy Helps Users

Good microcopy is good service. Like wayfinding signs in a hotel, aisle markers in a grocery store, and security reminders in an airport line, microcopy sets expectations, helps users accomplish tasks, prepares them for next steps, and lets them know they were successful.

Recently, I worked on my taxes using TurboTax. This application is a shining example of an expert, strategic approach to microcopy. The little touches of text (and sometimes images) not only help users through an often dreaded process, but these words also provide understanding of complex information and keep a user engaged, on track, and reassured.

Bad or nonexistent microcopy on the other hand can overcomplicate, prolong, or prevent actions. Shopping cart abandonment, incomplete applications, and a low mailing list sign-ups can often be pinpointed to a frustrating user experience. Adding some help along the way can build trust and increase conversions. For example, use microcopy

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