Microcopy: Tiny Words, Big Impact

It’s the little things that can make all the difference. And when it comes to your website, overlooking the little things, like microcopy, can make or break your reader’s experience.

In the same way a pretty ribbon, lovingly tied around a beautifully wrapped present can make the experience (for the giver and the receiver), that much richer, so too can the small, seemingly insignificant words on your website.

When we pay attention to the small details the whole picture becomes brighter, clearer, and more memorable.

Same with microcopy.

But what the heck is microcopy anyway? I’m glad you asked because it’s pretty important and worth talking about.

But first, let me explain what microcopy actually is.

It’s the copy we don’t pay a lot of attention to. It’s the shorter, more instructional copy that you’ll find in your footer or sidebar, the text on a form field, the writing on a button, or the words on an error 404 page.

These pieces of copy tell visitors what they need to do next. They’re prime pieces of website real estate, but they are all too often overlooked.

Enhancing the tiny text on your site will lift your brand from good to great. Putting some thought into these tiny pieces of copy infuses every part of your website with your brand voice, which differentiates you from the competition and creates a better customer experience.

Here are a few examples of brands that are nailing their microcopy.

Go-to :: This popular skincare brand’s website features copy that’s as fresh as a just washed face. Take a good look around the site, it’s loaded with quirky, funny microcopy – go straight to the bottom of the homepage and you’ll see what I mean.

Poo Pourri :: These guys sell toilet deodoriser and they do an awesome job of incorporating (toilet) humour throughout the site. Check out the top right-hand corner on the homepage.

Skype :: This is Skype’s 404 error page – it’s clever, captivating and best of all, it’s super helpful!

So now that you’ve seen a couple of examples of really good microcopy, what could you update on your own site? Go and tweak all those small pieces of copy that sound dull, generic or too stuffy and formal and see how much it changes the whole vibe of your site.

Rember to use your authentic voice – that is, write it as you would say it.

Let me know how it turns out!

Amie xo