Clean and concise copy on your website can be incredibly powerful. If you have to write an entire novel to convince your site’s users to take action, you’re probably doing something wrong. In many cases, only a few words should suffice to drive conversions.
With microcopy, you can quickly direct users to take the actions you want. In some instances, you can even make their lives easier by helping them navigate your website and find the information they need.
The best part? All it takes are a few words in the right place!
Mastering the art of good microcopy can be difficult, but in this article, we’ll provide you with all the tools you’ll need. Let’s get to work!
What Is Microcopy?
Microcopy involves short bits of text that compel readers to take action or guide them in the right direction. The goal is to use the least amount of words possible to achieve your goal (usually due to space constraints).
Email campaigns and landing pages are two common examples of long-form copy. They can go on for hundreds or thousands of words, all carefully crafted to convince users to convert.
Microcopy, on the other hand, is much more subtle. Some examples include:
- Calls-to-Action (CTAs)
- Form-field text
- User-Experience (UX) messages
- Loading text
CTAs are the most straightforward example of online microcopy. This could include a CTA button that simply reads “Sign Up.”
Why Good Microcopy Matters
Most modern websites are built around the concept of conversions. You want visitors to take specific actions, such as signing up for mailing lists, making purchases, or even just clicking on particular links.
There are a lot of factors that influence how many conversions you get, from traffic to your website’s design. However, since words are the primary way we interact with the web, they’re also our most powerful tools for driving conversions.
Consider these two examples of UX writing. First, we have a straightforward subscription button.
Second, we have another email sign-up form. The conversion goal is the same, but the copy takes a very different approach.
Even minor changes to your site’s copy can drive major shifts in conversions. Some words are known for having a more significant impact on users. For example, asking visitors to “Buy Now” tends to get more clicks than a simple “Shop” button.
The right words in the right place make all the difference.
