What is microcopy UX?

UX microcopy is the small yet significant pieces of written content in the user interface that help users navigate the application or website. Its main goal is to guide and inform users and enhance their user experience by making it more intuitive, friendly, and efficient.

Microcopy comes in different forms and shapes:

• Call-to-action (CTA) buttons (‘Sign up‘, ‘Book the demo’, ‘Learn more’)
• Error messages
• Placeholders and form instructions helping users understand what information to enter (“Password must be at least 8 characters.”)
• In-app guidance providing clarity about a feature or UI element (e.g. when you hover over it)
• New feature and product update announcements
• Confirmation messages (“Profile updated successfully.”)

Microcopy UX vs. marketing copy

UX microcopy and marketing copy are both essential parts of a product’s communication strategy but they serve different purposes.

Marketing copy uses persuasive, evocative, and emotionally driven language to engage and motivate users to take action. It appears in marketing collateral, and its main focus is promoting and selling the product.

In contrast, the primary goal of microcopy is to enhance the user experience by providing clear, concise guidance or information within a user interface. It focuses on usability and helping users navigate a website or app, complete tasks, understand features, and avoid errors.

To achieve this, it uses straightforward and instructive language – if marketing copy is a poem, microcopy is an instructional manual.

Why is it important to write a great UX microcopy?

While microcopy may not look particularly impressive or inspiring, it makes a huge difference to the quality of user experience and chances of product success.

Enhances user understanding and engagement

Microcopy is essential for onboarding users and helping them discover the relevant features. It also flattens the learning curve by helping users understand how to realize the full value of the available functionality.

It doesn’t stop here.

UX microcopy drives user engagement.

For example, the fact that you show users a feature once doesn’t mean they will adopt it. However, well-crafted copy, say in a contextually triggered tooltip, can prompt users to use the feature again and again until they start using it habitually.

Increases conversion rates across the user journey

No matter how intuitive your product and UX design are, some customers will get stuck.

Microcopy helps users overcome challenges and guides them at the key touchpoints, increasing conversion rates.

Even if there are no bottlenecks in the user journey, customers simply need a nudge to take action. This could be a CTA button prompting them to sign up for the free trial or a modal encouraging them to upgrade their plan based on their usage.

Builds customer trust

Microcopy also increases customer trust and loyalty.

How so?

First of all, microcopy that offers assistance makes users feel supported. This support enhances their trust in the platform, especially when they encounter challenges or need to make important decisions.

The tone of the microcopy can also convey empathy and understanding, making users feel that their needs and concerns are recognized. For example, friendly and helpful error messages can create a more positive experience than ‘cold’ technical ones.

Finally, microcopy can build trust among diverse user groups by improving the accessibility and inclusivity of the product.