Of all the things that preoccupy web designers, microcopy is admittedly low on the list. Microcopy refers to those small pieces of text that help users navigate through a website or app. The term usually covers elements such as:

  • Button Labels: “Submit,” “Download,” “Learn More”
  • Error Messages: “Invalid email address,” “Password too weak”
  • Confirmation Messages: “Your order has been placed,” “Thank you for signing up”
  • Form Instructions: “Enter your full name,” “Password must be at least 8 characters”
  • Tooltips: Small pop-up messages that provide additional information, usually triggered when opening a new page or when you hover a mouse cursor over an element.

Even though microcopy is something we deal with every day, it’s not always given the attention it needs. In practice, microcopy is often so deprioritized that project managers neglect to assign their creation to copywriters, leaving it mostly to web designers and developers.

While this arrangement usually works out just fine, anyone who has done QA on apps and websites will tell you that misspellings and poor word usage on microcopy are exceedingly common precisely because it’s being executed by people who don’t have copywriting in their JD. Though badly implemented microcopy might not directly affect technical functionality, it does have implications for the human visitors’ user experience (UX). In the case of forms, bad microcopy can even be disastrous for conversions.

What Does Microcopy Mean for Your Website?

If you have been following the SearchWorks Blog for a while, you know that anything bad for UX is also detrimental to a site’s search engine optimization (SEO). At best, failing to appreciate the value of microcopy is eventually going to present some lost opportunities for positively engaging customers. At worst, such as in the case of badly constructed forms, poor microcopy can cause confusion, hurting your website’s ability to draw organic traffic, and making it far less capable of meeting its business goals.

To drive home the importance of these small bits of content, it helps to remember why it’s important. Let’s look at the basic functions of microcopy from a web design perspective:

  1. Guides User Actions: Some web designers argue that great web designs won’t need any text, and that we should be relying on well-understood visual and auditory cues to guide users. While that is possibly a platonic ideal, it’s not always practical to omit microcopy. In the real world, microcopy is a necessity, particularly on new sites or in e-commerce situations where you want to retain as many people in the sales journey as possible.
  2. Mitigates Errors: Clear error messages help users follow the intended navigation paths for fixing a given issue.
  3. Builds Trust: Well-crafted, on-brand microcopy can help put users at ease and make them understand that they are on a safe website. This trust reflects positively on your brand, allowing your site to better achieve its business goals.
  4. Enhances User Experience: Though it’s definitely not the only thing you need to consider, good microcopy helps you build a positive user experience. Just make sure it is placed alongside other competently executed web elements.
  5. Improves Conversions: Whether the conversion goal is sign-ups for a newsletter or purchases, microcopy can be an element that smoothens out site UX and enables consistent conversions.

Who Should Implement Microcopy? 

In practice, web designers and developers are often left to their own devices to write the microcopy that populates a website. This can work well if they also have experience in writing and content strategy. However, if you have the resources, you may want to ensure that your microcopy is the result of collaboration between professionals filling at least a few of these specialized roles:

  • UX Designers: They can ensure that microcopy aligns with the overall UX they envision for the website.
  • Content Strategists: They develop the microcopy so that fits within the broader content strategy.
  • Copywriters: They write the actual microcopy, ensuring it is concise, aligned with the brand, and free of logic, spelling, and grammar errors.
  • Web Developers and Designers: They integrate the microcopy into the website or application, ensuring it functions correctly within the design.

Why Is Microcopy Often Forgotten about by Web Designers?

Despite its importance, microcopy is frequently forgotten. It’s a lot less prominent compared to other web design elements like images and color schemes, which can lead to it being overlooked by whoever is signing off on web designs. The fact that it can also take several people to ensure microcopy is optimally implemented can also discourage project managers from paying much heed to it, especially if they’re working under a tight deadline. Similarly, other website stakeholders may simply have no idea how important these small snippets are for driving conversions and helping the business’s overall brand.

Every Word Counts

Contrary to what the term suggests, microcopy’s impact on web design and UX can be substantial. However, it’s understandable why so many websites pay little attention to these. Even so, taking even just a couple of hours to craft effective microcopy will almost certainly lead to some tangible benefits, from improved usability to increased conversions and stronger brand identity.

 

Does your website need a revamp? Our SEO, development, design, and content teams are ready to help your site perform to its fullest potential. Contact us to discuss possible changes to microcopy and other critical elements on your website.