Microcopy: Why the Small Words Can Have a Big Impact

What Is Microcopy and Why Does It Matter?

When people think of great copy, they usually think of punchy headlines, witty slogans or clever blog posts. But what about the small words that live on buttons, pop-ups or form fields? That’s called microcopy, and it’s often the unsung hero of the user experience.

Microcopy is the little text that guides people through their interactions with you. Think about the ‘Buy Now’ button or the small error message that appears when a field is missed on a form. These things might seem insignificant, but they’re actually doing some heavy lifting.

Why Microcopy Can Make or Break User Experience

Good microcopy can make the difference between a customer confidently completing a purchase or abandoning their basket in frustration. It’s there to smooth out the journey, providing clarity and reassurance in just a few words.

For example, an unclear ‘Proceed’ button on a retail website could leave customers wondering if they’re buying or just browsing. Rewording it to ‘Confirm Purchase’ eliminates any doubt and guides the customer to complete their transaction confidently.

The Most Common Microcopy Mistake

The most common mistake we all make is failing to make microcopy feel personal or engaging. Error messages, for example, can feel cold or unfriendly when they could actually offer helpful guidance with a bit of warmth. Instead of ‘Error 404 – Page Not Found,’ why not try something more conversational like, ‘Oops! Looks like this page got lost along the way.’

How To Get Microcopy Right

Professional copywriters pay attention to every detail - choosing the right words for a button or an error message that doesn’t draw in users rather than frustrate them.

For example, when a user clicks a ‘Subscribe’ button on a newsletter form, the microcopy ‘Thanks for subscribing!’ feels like a warm handshake. It reassures the customer that they’ve successfully signed up and can expect your emails soon. This small moment leaves a positive impression.

Use language that's more polite and conversational. Microcopy like ‘Need a hand?’ or ‘Fancy a chat?’ can add that friendly personal touch that helps your audience feel more connected to your brand.

Top Tips for Nailing Your Microcopy

Keep it Clear: Make sure your microcopy is simple and easy to understand. Don’t confuse customers with vague or overly technical language.

Be Friendly, Not Formal: Use a tone that feels conversational and approachable. Microcopy doesn’t have to be stiff or robotic.

Guide, Don’t Scold: When things go wrong, your microcopy should offer help, not blame. ‘It looks like there’s an issue with your postcode’ is better than ‘Invalid postcode.’

If you need a hand with your microcopy, give me a call on 07759 638866. Look forward to chatting soon.