The first question you have probably is, ‘What on earth is microcopy?’
We see microcopy everywhere online, from ‘Buy Now’ buttons, footer content to disclaimers on the bottom of emails… it’s literally everywhere!
It has to be said that writing microcopy is an art, and at Brandchange, we believe that it’s an important factor that’s all too often overlooked. It’s easy to stick ‘Read More’ on a call to action button without any consideration around whether it will actually result in the desired action by the user.
Less is more
The phrase ‘less is more’ is too true when it comes to microcopy. Keep it simple and concise, you want the user to barely notice it’s there. There is nothing worse (or uglier) than a sentence on a button; ideally, a button should only feature two simple words… three at a push.
This is super important! Make sure your microcopy is relevant to both your content and the action you are trying to evoke from the user. For example, you would never write ‘Buy now’ on a ‘Login’ button but have you thought enough about the action you want them to take?
You may be selling something but ‘Buy Now’ might not actually be the most appropriate call to action. If your product is a £5 phone case, then yes, ‘Buy Now’ is relevant but if you’re selling something like a jacuzzi or custom blinds then ‘Find Out More’ could work better, because these items are not cheap, impulse buys. If the product costs a lot of money, there should be more consideration of the user’s experience.
Keep it short and helpful
Think about the actions and results you’re looking to achieve. When implementing microcopy use simple unambiguous language and short snappy sentences. Users don’t want to read long instructions on how to complete a single task… At the end of the day it’s supposed to be ‘micro’.
It won’t fix everything
Microcopy can’t fix every usability issue or simply guide the user through a bad UX. If it’s a problem with the design… then fix the design!