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Let’s start with the basics – what is microcopy, and how is it different from standard copy?
In the UX world, the word ‘copy’ simply refers to written content. Standard copy includes any headings, sub-headings and body text within a digital interface, that is used to engage the user and convey the intended narrative. This may be describing how a service works or highlighting the benefits of using it for example.
Microcopy includes smaller sections of text used to help the user navigate through the interface, such as button labels, instructions and error messages. It is integral to support users with the completion of tasks, yet it can also be used to help give your brand a personality.
Where can microcopy go wrong?
It is rare that we test the usability of a product, without identifying some microcopy that causes confusion or doesn’t quite gel with the target audience. There tends to be a few key reasons for this, including:
Labels not accurately describing the action or content that follows.
Similar wording being used for different sections, making them difficult to tell apart.
Using technical or industry terms that don’t fit within everyone’s typical vocabulary.
Long phrases that are difficult to scan and digest quickly.
Failure to provide context or address potential user questions.
Text becoming harder to understand as a result of using a distinctive tone of voice.
When microcopy fails to deliver, it can have a detrimental impact on the user experience. For example, it may lead to poor engagement, misunderstanding, navigational errors, or cause users to abandon the task and use of the product altogether.
We’ve put together a few tips to help you master microcopy and get you thinking about it early on in the design process.
Less is (usually) more
Make user understanding and interactions simple, by using concise wording that is to the point. Meanings can often get lost in longer phrases as they take more time to read and process, while increasing the chance of different interpretations. That being said, don’t be afraid of calls to action that use more than one word – for example ‘Let’s go’ is likely to be more memorable and engaging than ‘Continue’. When more text is needed elsewhere, chunk this into smaller sections that can be digested quickly.
Be transparent and consistent
Internal wording and acronyms won’t work for most users, so stick to straightforward language that everyone will understand. Ensure that key text is clearly visible, that headings and buttons make sense in isolation, and that labels for the same content are consistent across the interface, to support quick recognition. Make sure to conduct user research to uncover potential barriers or concerns, and address these before they arise in order to build trust. For example, tell the user why you are asking for personal information, and how this data will be stored and used, in a tooltip.
Humanise your product
Imagine your product as a person, considering your brand personality and values, and then think about what they would say to the user to guide them through each journey. Then consider the user - what would they say back to continue the conversation? This will help to introduce a direct, yet relaxed tone rather than something automated, allowing you to establish a deeper connection and familiar experience as the user moves through each screen. Many websites do this well by asking ‘Are you still there?’ after a period of inactivity for example.
Collaborate with stakeholders (and users!)
While your company may have a dedicated UX writer, their knowledge is unlikely to match that of the wider team combined. Consider the perspectives of Marketers, UX designers, UX researchers, Product managers and Developers to ensure that your microcopy delivers on all fronts. Yes, it needs to engage and guide the user, but there are also practicalities to consider such as how it will be displayed on the screen. When you hit a disagreement or uncertainty, test your options with users to see what performs best, then make improvements as part of an iterative design process.
Build in inclusivity
Consider the needs of those with different disabilities, by conducting accessibility testing and using the Web Content Accessibility Guidelines. Not everyone will be able to see content on the screen, so ensure that microcopy doesn’t refer to visual elements, that any meaningful imagery has Alt text, and that content is in a logical order so that it can be efficiently read by screen readers. Similarly, bear in mind that figurative language can cause confusion for some with cognitive impairments, meaning simple and descriptive wording is crucial.
To conclude
Writing microcopy can be a tricky balancing act between delivering clarity and creativity. While you may want to use it to help your brand stand out from the crowd, remember that familiarity can support navigation and help to put the user at ease. Before diving into writing, we recommend mapping out what you want to achieve and how you want the user to feel throughout the experience. Then use our tips alongside some good old user testing to see what works best!
If you would like to discuss your bespoke user requirements our expert consultants are here to help! Please contact us by clicking on the 'Get in touch button' on the right.
