{"id":2736,"date":"2019-12-02T15:00:27","date_gmt":"2019-12-02T14:00:27","guid":{"rendered":"https:\/\/qodeinteractive.com\/magazine\/?p=2736"},"modified":"2020-08-03T10:04:56","modified_gmt":"2020-08-03T08:04:56","slug":"what-is-microcopy","status":"publish","type":"post","link":"https:\/\/qodeinteractive.com\/magazine\/what-is-microcopy\/","title":{"rendered":"What is Microcopy and Why Is It So Important"},"content":{"rendered":"

[vc_row][vc_column][vc_column_text]To ensure your website is optimized in terms of UX, you need to take care of multiple things, from the overall design and the positioning of important visual elements to creating functional animations and a fully intuitive website. But there\u2019s another thing, seemingly not that relevant, that can actually make all the difference for your website visitors. It\u2019s called microcopy.[\/vc_column_text][vc_empty_space height=”28px”][vc_column_text]But what is microcopy, exactly? And why is it so important to your website? Stick around if you\u2019d like to learn the nuts and bolts of this small, but increasingly more important breed of copy.[\/vc_column_text][vc_empty_space height=”68px”][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]<\/p>\n

What is Microcopy<\/h2>\n

[\/vc_column_text][vc_column_text]Microcopy is an essential textual ingredient of every website.<\/strong> The term itself is used to describe small chunks of text that can be found throughout a website or online app. Button texts, CTAs, error messages, confirmation messages, hints and tooltips \u2013 these are all examples of microcopy.<\/strong>[\/vc_column_text][vc_empty_space height=”50px”]

\n
\n \"What <\/div>\n<\/div>[vc_empty_space height=”38px”][vc_column_text]Not that long ago, many people believed that this sort of content doesn\u2019t hold too much importance for a website because of its size. In reality though, that couldn\u2019t be further from the truth. Whether it\u2019s just a few words or (gasp!) an entire phrase, microcopy can heavily influence the success of your website.[\/vc_column_text][vc_empty_space height=”28px”][vc_column_text]Microcopy helps users navigate through various processes and it guides them precisely to a service they need. You don\u2019t want people unsure of what to do next, do you? Think of microcopy as a way of giving your visitors a helping hand before they even realize they need one.<\/strong>[\/vc_column_text][vc_empty_space height=”68px”][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]<\/p>\n

Why Is Microcopy Important<\/h2>\n

[\/vc_column_text][vc_column_text]These small bits of text shouldn\u2019t be treated as an afterthought. Sure, they may not be as prominent as other elements of your website. But you want to ensure a high-quality browsing experience for your visitors, from start to finish, right? [\/vc_column_text][vc_empty_space height=”28px”][vc_column_text]It might do you good to consider microcopy as the actual backbone of your website. Each time someone wants to make a purchase, sign up for an account, or subscribe to a newsletter, it\u2019d be such a shame if they stopped mid-way just because they\u2019re unsure of how to proceed, wouldn\u2019t it?[\/vc_column_text][vc_empty_space height=”28px”][vc_column_text]You want your microcopy to be clear, precise, and to provide reassurance to the visitors.<\/strong> If done right, it\u2019ll actually encourage them to complete the actions they may have been a bit uncertain of. The thing is, people are scared of all sorts of online scams, from others stealing their identities to receiving spam messages.[\/vc_column_text][vc_empty_space height=”28px”][vc_column_text]If there are forms to fill in, sometimes users may not understand which data they\u2019re asked for, or they might not fully comprehend the verbiage used in a message. Your visitors, understandably, wonder why you need their private info, what will happen if they continue to use something after the trial period is over, what is the estimated time the product they\u2019ve ordered will arrive, etc.[\/vc_column_text][vc_empty_space height=”28px”][vc_column_text]Microcopy takes all of these fears away. It\u2019s important to highlight to your users that there won\u2019t be any unwanted surprises or inconveniences if they proceed with an action.<\/strong> Remember, if there are any doubts, they\u2019ll often lead to hesitation, and, most likely, visitors leaving your website.[\/vc_column_text][vc_empty_space height=”28px”][vc_column_text]When you\u2019re transparent and you let people know both what\u2019s expected of them and what they should expect, you encourage them to get to their goal quickly and effortlessly. This makes them feel satisfied, which further leads to them doing exactly what you want from them \u2013 buying a product, subscribing to a service or a plan, etc.[\/vc_column_text][vc_empty_space height=”68px”][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]<\/p>\n

How to Write Good Microcopy<\/h2>\n

[\/vc_column_text][vc_column_text]We\u2019ve already mentioned several times that microcopy must be clear, concise, and helpful. But is writing it really that simple? It shouldn\u2019t be hard to explain to people what they need to do and why a certain action is required, right?[\/vc_column_text][vc_empty_space height=”28px”][vc_column_text]The thing is, sometimes you may struggle to find the right words. This is true for all writing. But it becomes especially difficult when you have so little room in which you need to convey an important message or provide instructions. Do you go for something witty, lighthearted, or completely serious-sounding? And how to you phrase it in a way that\u2019s both unequivocally clear and not overly complex?[\/vc_column_text][vc_empty_space height=”28px”][vc_column_text]For starters, focus on determining the appropriate tone and try to maintain it throughout the whole website. Never forget your target audience and what the purpose of your website is.<\/strong>[\/vc_column_text][vc_empty_space height=”28px”][vc_column_text]What can also be extremely beneficial is to do research on the language your audience uses<\/strong>. You can\u2019t just assume it\u2019s the same as yours. Try to put yourself in their mindset and think about the difficulties they could be facing, as well as about their goals. Don\u2019t use jargon, though. It\u2019s important everyone understands what you have to say, so it\u2019s for the best to avoid any form of slang, as it could lead to even more confusion. You can talk to your audience, check out how they write on other platforms and forums in order to get to know them better. Then you can tailor your lingo to them.[\/vc_column_text][vc_empty_space height=”28px”][vc_column_text]To write good microcopy, it\u2019s important to have a great understanding of the user behavior patterns<\/strong>. There are several tools that can help you with that, but probably the most useful one is Google Analytics<\/a>. What are visitors doing on your website, which paths do they take once they\u2019re there? It\u2019s incredibly useful to learn about how your target audience reacts when shopping online, what sort of info they\u2019re willing to provide when filling out a form, etc. Once you know what can drive them away, it becomes a lot easier to write your microcopy and improve the overall user experience of your target audience.[\/vc_column_text][vc_empty_space height=”80px”][vc_separator color=”custom” accent_color=”#f0f0f0″][vc_empty_space height=”50px”][vc_widget_sidebar sidebar_id=”banner-seo”][vc_empty_space height=”28px”][vc_separator color=”custom” accent_color=”#f0f0f0″][vc_empty_space height=”70px”][vc_column_text]Microcopy needs to be reassuring.<\/strong> You must write it in such a way that it clears any doubts visitors could have about your service and products. A fine example is certainly the Hotjar\u2019s website<\/a>. They invite you to try it out for free, which is why it\u2019s mentioned at the top of the homepage that your credit card details won\u2019t be necessary. They know that people will most likely have this doubt in their mind before signing up, so they\u2019ve clarified things from the get-go.[\/vc_column_text][vc_empty_space height=”50px”]

\n
\n \t \n \"Try <\/a>\n <\/div>\n<\/div>[vc_empty_space height=”38px”][vc_column_text]When you click on Try it free<\/em>, that\u2019s when you get to create your account. See how it\u2019s pointed out that you can go back to the free version anytime? Again, the team behind Hotjar is aware of the fact that their visitors will probably wonder if they\u2019re going to be stuck with the business plan forever, hence them placing the explanation at the very top.[\/vc_column_text][vc_empty_space height=”50px”]
\n
\n \t \n \"Create <\/a>\n <\/div>\n<\/div>[vc_empty_space height=”38px”][vc_column_text]Of course, you can let your personality shine through the content on your website<\/strong>, even when it comes to microcopy. A great example of adding a human touch to an otherwise quite impersonal website<\/strong> section is the Dollar Shave Club\u2019s website<\/a>. Instead of simply listing the things that their kit consists of, they\u2019ve managed to weave in a bit of humor here by specifying that the manicurist doesn\u2019t come with the kit.[\/vc_column_text][vc_empty_space height=”50px”]
\n
\n \t \n \"Dollar <\/a>\n <\/div>\n<\/div>[vc_empty_space height=”38px”][vc_column_text]<\/p>\n

When you write microcopy for forms, be careful while you do it. It\u2019s essential to clarify what data you need from your visitors and why.<\/strong> Facebook<\/a> did a great job with their sign up form. Right from the get-go, they make sure you know that signing up is quick and easy. Furthermore, they inform you why you\u2019re required to enter your birthday.<\/p>\n

[\/vc_column_text][vc_empty_space height=”50px”]

\n
\n \t \n \"FB <\/a>\n <\/div>\n<\/div>[vc_empty_space height=”38px”][vc_column_text]Regarding your gender, Facebook lets you know that you can easily hide it or, if you\u2019d rather not disclose it, they advise you to select the option Custom<\/em>.[\/vc_column_text][vc_empty_space height=”50px”]
\n
\n \"FB <\/div>\n<\/div>[vc_empty_space height=”38px”][vc_column_text]Pay special attention when writing error messages<\/strong>. These are often overlooked and sometimes aren\u2019t even included in the planning stages of a website. That\u2019s why, if someone else is building your website, it\u2019s important to communicate with the development team. You must be able to predict all the errors that could occur, so you can tailor microcopy accordingly<\/strong>. It\u2019s not particularly helpful if you write the message using professional jargon, as some users might not understand what you meant. You don\u2019t want them to feel lost.[\/vc_column_text][vc_empty_space height=”28px”][vc_column_text]The New York Times<\/a> took great care of this on its website. They don\u2019t want to lose their visitors after they\u2019ve hit the 404 page, so they\u2019ve tailored microcopy in such a way that incites people to stay on the website and do a new search.[\/vc_column_text][vc_empty_space height=”50px”]
\n
\n \t \n \"The <\/a>\n <\/div>\n<\/div>[vc_empty_space height=”38px”][vc_column_text]Sometimes, all it takes to turn your visitors into paying customers is a final, effective push in the form of an enticing CTA button<\/strong>. It\u2019s not enough to make it stand out by coloring it in a bright, contrasting color, or to craft it big in size. What you write on it is even more important, as it\u2019s supposed to make your visitors take action<\/strong>. The Epic<\/a> digital agency has a CTA button which invites you to start making new projects together with them. They could\u2019ve used a simple Start Now message, or something similar. But this way, they\u2019re encouraging their visitors by telling them they\u2019re going to be in it together.[\/vc_column_text][vc_empty_space height=”50px”]
\n
\n \t \n \"CTA <\/a>\n <\/div>\n<\/div>[vc_empty_space height=”38px”][vc_column_text]Netflix<\/a> has a straight-to-the-point CTA where they immediately inform the user that they can use the service for a month free of charge.[\/vc_column_text][vc_empty_space height=”50px”]
\n
\n \t \n \"Netflix\" <\/a>\n <\/div>\n<\/div>[vc_empty_space height=”68px”][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]<\/p>\n

Don\u2019t Forget to A\/B Test It<\/h2>\n

[\/vc_column_text][vc_column_text]Before you definitely make up your mind regarding microcopy, make sure to A\/B test it, to see what drives your target audience into action.<\/strong> Even though it\u2019s possible you won\u2019t be able to understand why a certain version of the text works well and others don\u2019t, it\u2019s of utmost importance to do the testing. What matters is to discover which version of your micro copy has a better effect on the visitors.[\/vc_column_text][vc_empty_space height=”68px”][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]<\/p>\n

Let\u2019s Wrap Things Up<\/h2>\n

[\/vc_column_text][vc_column_text]Microcopy is one of the essential elements that contribute to a spotless user experience. These two simply go together like a lock and key. Words (and microcopy in particular) can be a website killer, which is why it\u2019s important to stop overlooking the text you use. The messages you put out can literally make or break your business. So do things the right way. Put in the necessary work and get to know your audience. This will not only help you ensure the look and feel of your website is to their liking, but also guide you toward writing better microcopy. Make sure you direct users toward your goals and encourage them what to do next. Increase their engagement, help them along the way, and in the end, your business will profit off it.[\/vc_column_text][\/vc_column][\/vc_row]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"

Do you know what microcopy is and why it’s so important? Learn the nuts and bolts of this breed of copy which greatly contributes to a spotless UX.<\/p>\n","protected":false},"author":4,"featured_media":2835,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[9],"tags":[29,35],"class_list":["post-2736","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-business","tag-copywriting"],"_links":{"self":[{"href":"https:\/\/qodeinteractive.com\/magazine\/wp-json\/wp\/v2\/posts\/2736","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/qodeinteractive.com\/magazine\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/qodeinteractive.com\/magazine\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/qodeinteractive.com\/magazine\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/qodeinteractive.com\/magazine\/wp-json\/wp\/v2\/comments?post=2736"}],"version-history":[{"count":0,"href":"https:\/\/qodeinteractive.com\/magazine\/wp-json\/wp\/v2\/posts\/2736\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/qodeinteractive.com\/magazine\/wp-json\/wp\/v2\/media\/2835"}],"wp:attachment":[{"href":"https:\/\/qodeinteractive.com\/magazine\/wp-json\/wp\/v2\/media?parent=2736"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/qodeinteractive.com\/magazine\/wp-json\/wp\/v2\/categories?post=2736"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/qodeinteractive.com\/magazine\/wp-json\/wp\/v2\/tags?post=2736"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}