Making your message clear in limited space is a real challenge.
Writers and editors know all too well that it can take more time to write a good summary than it can to write a whole report.
So what do we do when we can only use a few words to convey a clear message that users will want to act on?
What is microcopy?
On every website, you will find microcopy. Microcopy is the text you find on buttons or key areas that tells you what to do and where to go, such as:
- Enter your email address
- Register for our newsletter.
Microcopy is most obvious on business websites that aim to guide you through ordering products or services. You can find many online guides that talk you through how to write microcopy to support and encourage buyers, such as ‘Make a big impact using small words’ or ‘3 communication theories that will help you write better microcopy‘.
But good microcopy does not have to be just about sales.
The principle of good microcopy
For any website – for example, health, community, environment, government – you want users to find their way around the site and engage with the information. Sometimes, you also want feedback from your users, so that you can improve the site or collect other information.
Good microcopy can help.
Good microcopy is about talking directly to users and building relationships. It’s about being friendly and helping users to find or provide information. It’s about encouraging – not ordering – action.
Writing good microcopy can thus be summed up in one principle: be human.
How to use the principle
Being human means:
- speaking in ordinary language – using words you would actually say to someone rather than something you might see on a form
‘Would you like to know more?’ not ‘For further information’ - being friendly – using warm, encouraging, first-person language
‘We’d love to hear what you think’ not ‘Please provide your feedback’ - explaining things – users are more likely to act if they know why it’s important
‘Tell us about your experiences to help make our service better’ not ‘Take this 5-minute survey’.