When is microcopywriting needed?
Content marketingHow to write

When is microcopywriting needed?

It takes approx. 4 minutes to read this article

Have you ever visited a website and noticed short phrases that in passing led you to a purchase? Or maybe during the payment you read that your data, given during the transfer, is safe? If so, you have been dealing with microcopywriting. This discreet tool can improve user experience. Check when and why it is used.

A few words can make a big difference when it comes to user experience. With them, you will inspire trust in the recipient to make a purchase. However, if you use the wrong words, the potential customer will leave the store, leaving an empty or abandoned shopping cart

Microcopywriting refers to short sentences found on websites, product packaging and in apps. It indicates to users what their next step should be. It can also address their concerns, effectively allaying them, or highlight the issue appropriately, enhancing the customer experience

How to create microcopywriting?

Minimalistyczny design lampy
(Photo by Adrià Tormo, source: unsplash.com)

You’ll encounter microcopywriting in a variety of places. It may contain a call to action or a phrase assuring users that their email addresses will not be shared or stored inappropriately. When creating such content, you need to convey something that is relevant to the potential recipient. Given the severely limited number of characters, you should get creative. Follow four principles here: brevity, context, action and authenticity

In this case, less is definitely more, so try to create a simple, specific message. Remember that your words should intuitively guide users through the site without being too salesy. Brevity is the foundation of microcopywriting. The message should be short enough for your audience to read and understand it quickly. If the text is too long, users are less likely to pay attention to it, and then all the effort is for nothing.

The essence of microcopywriting is also to place short sentences or words exactly in the places where readers need information, for example, next to a form field or CTA button. They are often the ones that instruct users on what action they need to take or help them make a final decision. Under no circumstances should the message deceive them or even slightly misrepresent the truth.

Maszyna do pisania z tekstem „truth”
(photo: Markus Winkler, source: unsplash.com)

Properly built context helps users understand what is expected of them while allowing them to build trust in the product or brand. Microcopywriting is not just reserved for search bars and forms. It can also make a product or service more accessible in the eyes of the consumer, and it makes it easier to navigate through websites and within apps

Examples of microcopywriting

Microcopywriting can have a significant impact on the user experience. It will guide him to the next step of the purchase path or help him fill out an online form. Additionally, it will dispel customer doubts. Well-written and targeted microcopywriting can solve several potential causes of shopping cart abandonment, such as doubts about the payment method.

Some of the most common examples of microcopywriting include: error messages, text explaining form fields, a call to action (CTA), and product payment instructions. It also includes stock notifications and assurances about marketing consents

When is it a good idea to use microcopy?

Some form fields can confuse customers. Once the problem areas are identified, the form template should be redesigned, but the quickest solution is to apply (even if only temporarily) appropriate microcopywriting. For example, if customers often enter a keyword in the wrong format, a short text describing the requirements of the page can help solve the problem.

Wypełnianie formularza
(source: pxhere.com)

Microcopywriting is an important part of the user experience. It allows you to support your brand identity, as well as describe some of the intricacies of your product. And you know what, you also encounter it every day, and even let it guide you

When was the last time you tweeted or created a Facebook status? Do you remember the words that came up before you started writing? Those short phrases that suggest to you what to write about? You can share with the world what you’re doing, what you’re thinking about, or how you’re feeling. Yes, that’s what microcopywriting is!

Main article photo: photo by Charles Deluvio, source: unsplash.com

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