Microcopy

Microcopy is the short text that guides people through a website or app: button labels, form hints, error messages, the line under a sign-up button, the text on an empty page.

Why it matters

Microcopy is often the last thing a visitor reads before deciding. A vague button, an unclear error or a missing line about cost can be enough to make someone stop. Good microcopy answers the question in the visitor's head at that exact moment.

Examples

• Button: "Book my free call" instead of "Submit"
• Under a form: "We'll reply within one working day"
• Form hint: "We only use your phone number to confirm the appointment"
• Error message: "This email address is missing an @" instead of "Invalid input"

Guidelines

• Say what happens, in plain words.
• Remove doubt about cost, time and privacy close to where people decide.
• Keep the same words for the same things throughout the site.
• Never promise what isn't true.

The guide to button text that gets clicked goes deeper, with examples.