Microcopy might be micro, but it’s mighty in its effect. Ignore microcopy at your peril and miss a million ways to engage and delight potential customers.
What is microcopy?
As the name suggests, it is ‘small’ and is the tiny bits of copy, words and phrases, that direct, guide and instruct browsers around a website. From the call-to-action button, to the search bar, from the password prompt to the error and cookies messages, these are all examples of microcopy.
Every single one of these small, simple messages is an opportunity for you to express your brand and reach out to browsers in a way that will appeal, engage and lead them to want to work with you or buy from you.
For a UX designer, the best microcopy is part of, and enhances, a good website design. It should be clear, intuitive and on brand – not simply an add-on detail, but integral to what the site is aiming to achieve and the experience it aims to give.
How do you write UX microcopy?
Just because it’s small, doesn’t mean it’s easy to write. Microcopy is often referred to by UX specialists as “poetry”; that microcopy should communicate “something that is important and moving and clear, but within the constraints of the form”.
With tight character count and a split-second of attention from the browser, you need microcopy that is immediately relatable, understandable and authentic.
To write really good UX microcopy, you need to see it as the brand opportunity it is, and not just space to be filled with the same messages every other website uses.
Good UX microcopy examples
1. A great example of engaging search bar microcopy is that of Uber Eats:
“What are you craving?”
Simple. Effective. And speaks directly to the need to get delicious food, not just any food, but food you are “craving”. They could have said:
“What are you looking for?” or “Search food near you.”
But these are pedestrian, formal and distanced. “What are you craving?” speaks about food, and addresses you personally, in a conspiratorial, creative way. It is instantly clear and engaging.
2. If you’re looking for examples of creative ‘could not find’ messages, look no further than Tumblr for some interesting examples:
“That search was weird and we didn’t really “get” it.”
They are expressing the personality of their brand to engage browsers and set expectations of what search results can be returned. Far more interesting than the bog standard, “Sorry, we couldn’t find what you are looking for”.
3. Your error/404 message doesn’t have to be boring. You need to let your browser know what’s going on and how you will help them, like we do at Cultrix.
“Error! Oh no. Please try again and we promise we’ll try harder to keep our mischievous mini-hero under control.”
Dribble, the designers’ showcasing directory also has a great example of a UX error message. An amazing colour palette, giant ‘404’ you can play around with. It’s so good, you may even want to visit the error page on purpose!
4. Microcopy that prompts action, either on the button to click or near the button to click, must be a clear directive, and inspire whatever level of trust and reassurance your prospective customer needs to proceed without delay. Spotify’s homepage is a good example.
“Millions of songs and podcasts. No credit card needed.”
Then the button underneath:
“GET SPOTIFY FREE”
No messing around here. There’s everything the browser needs to know – all the music, and free. And the magic “no credit card needed” gives the browser the reassurance they won’t need to enter any details, avoiding the frustratingly familiar scenario of proceeding, only to be asked for a credit card later. The message conveys transparency, and is helpful, reassuring and inviting.
Microcopy takeaway
Never underestimate the impact microcopy can have. Give it the attention it deserves and you will see results.
Remember that creative doesn’t mean unclear. Never sacrifice clarity for the need to be amusing.
And, test it for feedback. Be prepared to refine and revise
< Read more articles on our Web Academy
The changing role of social media in marketing
Social media isn’t what it used to be. User-behaviour has evolved, and businesses are under increasing pressure to adopt different posting habits to make it worth their while.
Providing digital help and support – what to consider
Do you want to offer your customers digital help and support they can access online? It’s not as simple as just removing the phoneline. Here’s what to consider.