In the last edition, we talked about how your product can talk through effective microcopy.
As promised, here are the techniques that will teach you how to make your product talk!
So let's jump into it without any further ado… |
This is how you nail your microcopy |
- Build microcopy into the design process
Time and resources for building the microcopy should be allocated at the beginning of the design process and not at the end.
According to author John Steinbeck, “Bringing writers in at the end of the creative process is like trying to put toothpaste into a tube."
Example: Mailchimp has smoothly incorporated its design and microcopy.
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- Keep it conversational
Your users don’t want to come across a rigid, formal, and serious website or mobile app. A conversational, relaxed website and mobile app are easier for users to navigate. And your microcopy plays an active role in communicating this feeling.
Example: Airbnb has successfully incorporated the conversational tone on their homepage.
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- Avoid jargon
Too much jargon and ambiguous information about the product demotivate your audience to take action. Jargon in your copy confuses the user and presents challenges for search engine crawlers as well.
Example: How Frans Hals Museum gets straight to the point in their microcopy
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Source: Frans Hals Museum |
- Show the user, don’t simply tell
Why is “click here” the most used term in microcopy? Because the user knows what to do without thinking much about it.
Good navigational language may direct users to where they want to go, describe what your website is about, and provide search and SEO cues for crawlers.
Example: Mailchimp navigates as well as reaffirms the user when launching the campaign.
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- Keep it clear
To nail your microcopy and maximize conversion, the instructions have to be clear and concise. Long, ambiguous sentences aren’t helpful in user interactions. In fact, it can overwhelm the user.
Most online users don’t prefer to read at length and in-depth, so it's safe to keep it to the point.
Example: A simple “delete note” message needs to be clear and concise.
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To teach your product to walk and talk, check out this book by Kinneret Yifrah, Microcopy: The Complete Guide>>>
It's an absolute win when it comes to writing microcopy. |
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