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Posted 18th April 2023
Leanne M @ Procredible


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Microcopy is the small, often overlooked words on a website or app that make a big difference. These words are powerful, especially online, as they can build trust and create a great user experience. Microcopy helps to guide users around your website, and helps to establish a connection with the user. It also helps direct users how to interact with your website or app in the most efficient way possible.

This article highlights exactly what microcopy is, why it matters and includes examples of good microcopy so that you can master writing your own!

What is Microcopy?

To fully understand the significance of microcopy, you first need to understand what it is. One study defines microcopy as;

‘The small little words and sentences you come across on the internet; on a website, in an app, or on a product.’

Microcopy ranges from the tiny bits of copy you see in call to actions, to the text on a product that ensures you an item is in stock that not only informs users of what’s happening on the interface but also sets expectations, provides guidance, and even injects personality into a product.

In the example above (Medium) different topics are highlighted which tell me the relevance of this blog. This sets the expectation of what it will be about, and acts as a guide by telling me how long it’ll take to read it. 

Microcopy is there to encourage users and help build trust with them. It normally consists of a few words or a short sentence, but is there to address concerns and guide customers through your website.

Microcopy should not be confused with content. While there are similarities between the two they ultimately are there for different purposes. Your website content is there to capture interest and inform the visitor, whereas microcopy is there to guide, address concerns and gently nudge your audience to take an action in order to enhance their user experience. One study notes that ‘UX writing, on the other hand, takes a more holistic approach to the overall tone and voice of a product’.


Why does Microcopy matter?

The main thing to remember with microcopy is that your words matter.

Effective microcopy would have already anticipated possible concerns, questions and actions and is there to give your audience a little push. One study found that users take in less than 20% of the content on websites, with this in mind as important the content throughout your website is, your microcopy could be the difference between an action being made on your website. 

As it is mostly found in ‘important’ areas, such as CTAs, forms and products your microcopy should be considered as important as your design. Microcopy can add a human element to your website, It can remind users that real people are behind the website. This humanisation helps with a website’s overall user experience.

What is user experience? 

User Experience describes how people feel when navigating a website, using a mobile app or otherwise interacting with a company’s digital products or services.’ This plays a massive part in whether a website will be considered successful or not. If your users struggle to navigate or use your website your customer satisfaction will drop. Utilising microcopy will help with customer satisfaction and user experience in many ways.

Not only does it act as a guide to take action throughout your website, microcopy also encourages trust and, with that added human element, it makes it a lot easier to achieve with customers. This new found trust from your microcopy will encourage your users to take action therefore increasing your sales. 

This is what makes it so important!

Great Microcopy Examples

Seeing is believing, take a look through the following examples so that you can get an idea of great microcopy! 

Guidance is key

Amazon guides their users using 5 words ‘Select this option at checkout’. Amazon offers lots of discounts and deals on delivery, and here they’ve made sure that their customers know how they can utilise said deals. This simple prompt guides their users and encourages them to continue with the process, but now they have the knowledge that that fancy deal they saw will be available at checkout. 

Encouragement goes a long way!

Deliveroo does an excellent job of encouraging their audience to take action. Straight away this is telling their audience how their website is meant to be used – to find and order food near you. Rather than presenting their users with every single option, the process becomes catered to the individual’s location and the rest is up to them. Furthermore, their microcopy supports the rest of their content. 

Set the Tone

Effective microcopy will encourage your audience to take action, but you want to do this in a way that sets the tone for your business. ASOS is a fun example of this. The simple exclamation mark at the end of their ‘get shopping!’ creates an air of excitement for what awaits, but it does so in a way that walks you through the process and gives an explanation for their button.

This sets the tone up well, and encourages their audience to both create an account and start shopping. 

Keep it Brief

Yelp! Is a great example of how sometimes less is more. In their section to leave a review, they have explained exactly what each selection of rating represents by using one word that changes depending on your selection. A simple, ‘Great’, and ‘Ok’ while brief is informative enough to get the point across to their users so that they can make the right decision in their action.

Don’t just take our word for it!

On our website for procredible, we made sure to inform our audience with our (No catch & no setup costs!) We have anticipated a question that may arise within our users and made sure to address it to encourage them to take action on the rest of the website! 

The bottom Line. 

Microcopy is an often overlooked but crucial element of any successful website. It is a powerful tool that can be used to build trust and user experience, as well as humanise the online experience, which is only part of the reason why it’s so important to incorporate throughout your website. 

The importance of microcopy should not be underestimated, especially when it comes to online interaction and action. The right words can make all the difference in creating a successful website and engaging users. By utilising microcopy, businesses can ensure that their websites are optimised for user experience and build trust with their users. 


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Leanne M @ Procredible
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