How to Write Microcopy That Converts
Some of the most powerful words on your website are the smallest ones, and these are known in the industry as microcopy. Short snippets of text in buttons, forms, pop-ups and error messages can make the difference between someone clicking away or becoming a customer. Below is my guide on how to write microcopy that converts, why it matters and a few simple before-and-after examples you can apply straight away.
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Microcopy is the tiny text that guides users through an experience on your site and which build trust, reduce friction and nudge people towards taking action:
CTA buttons (Sign up, Buy now)
Error messages (Password is too short)
Tooltips (little hints that appear when you hover over something)
Form labels (Email address, Create password)
Confirmation messages (Your order is on its way)
Why Microcopy Matters
Well-written microcopy is based on user experience (UX) psychology and reassures, motivates and prevents frustration. Poorly written microcopy creates confusion and annoyance and increases drop-offs.
When did you last abandon a checkout process? Was it because the site didn’t explain what to do next? Or because the error message or instructions were confusing?
How to Improve Your Microcopy - Examples
CTA Buttons: From Passive to Persuasive
Before: “Submit”
After: “Get your free guide” or “Start my trial”
Specific buttons give users a clear reward, so instead of asking them to ‘submit’, you’re inviting them to take an action that benefits them. Adding ‘my’ also makes the experience feel more personal to them.
Error Messages: From Frustrating to Helpful
Before: “Invalid input”
After: “Your password needs at least 8 characters”
Users don’t want to guess what went wrong. Helpful error messages reduce friction by telling them exactly how to fix the issue.
Tooltips: From Technical to Clear
Before: “Enter authentication credentials”
After: “Type the username and password your company gave you”
Clear language beats jargon, so when tooltips are written in plain English they act as a friendly guide, rather than a barrier.
Form Labels: From Vague to Specific
Before: “Name”
After: “Full name (as it appears on your ID)”
Adding context prevents mistakes and helps users move through forms with confidence. Specific labels cut down on confusion and save time for everyone.
Confirmation Messages: From Transactional to Reassuring
Before: “Form submitted successfully”
After: “Thanks for signing up. You’ll receive your first email within 10 minutes”
A friendly tone plus a clear expectation keeps users reassured, as they know what will happen next and don’t feel left in the dark.
Microcopy may be short, but it has a big impact on conversions and user satisfaction.
