What microcopy is
Microcopy is the small text that helps people use a website, app or email: button labels, field names, hints, confirmation messages, error messages, empty states and tooltips. It rarely gets attention in a brand meeting, yet it appears at the exact moment someone is trying to do something.
Because these words are short and functional, they are easy to leave to default settings or to a developer’s quick stand-in. That is a missed opportunity: a confusing label or a harsh error can cause someone to abandon a task they wanted to complete. Whether wording changes outcomes on your site varies, but making the words clear costs little.
Principles that apply everywhere
- Say what will happen. The reader should not have to guess the result of an action.
- Use plain words. Avoid technical terms, codes and internal names.
- Be brief, but not cryptic. Cut what is not needed; keep what clarifies.
- Be consistent. Use the same word for the same thing. If it is “Sign in” in one place and “Log on” in another, people wonder whether they are different.
- Sound human, not robotic or chatty. Match your brand voice, but keep clarity first. Jokes in an error message are rarely welcome to someone who just lost their work.
- Think about accessibility. Labels need to make sense to people using screen readers, and error messages should not rely on colour alone.
Buttons
A button label should describe the action, ideally with a verb and, where useful, an object.
| Weak | Stronger |
|---|---|
| Submit | Send message |
| Click here | Download the price list |
| OK | Save changes |
| Go | Search products |
| Yes | Delete my account |
The stronger versions also carry meaning for someone who skims, or who uses a screen reader that lists buttons out of context. This links to the broader idea of a good call to action: specific, honest and focused on the next step.
Some further points:
- Make the primary action obvious, and make destructive actions clearly labelled.
- Avoid labels that create anxiety (“Submit order” can feel final; “Review order” may be clearer when that is what happens).
- If a button leads to a cost, commitment or trial that renews, say so nearby.
- Keep button labels short enough to fit on a small screen.
Form labels and hints
Forms are where many sign-ups and purchases succeed or fail, and the wording around fields matters as much as the layout, which is the territory of form design.
Labels
Keep labels visible and clear: “Email address”, “Delivery postcode”, “Phone number (optional)”. Hint text inside a field disappears when someone starts typing, so it is a poor substitute for a label.
Hints
Add a short hint only when people are likely to be unsure:
- “We will only use this to send your receipt.” (only if true)
- “Use the email you signed up with.”
- “Passwords need at least 12 characters.” (state the real rule before they type, not after they fail)
Why you are asking
If you request personal details, say why. Collecting only what you need is both good practice and a way to keep forms shorter, as discussed under data minimisation. Rules on collecting and using personal data vary by country and change, so check the ones that apply to you. This article is not legal advice.
Optional fields
Mark optional fields as optional, or avoid them. Marking everything with an asterisk can add noise.
Error messages
Good error messages explain three things: what went wrong, why (if it helps), and what to do next. They should not blame the reader.
| Weak | Stronger |
|---|---|
| Invalid input | Enter your email in this format: name@example.com |
| Error 403 | You do not have access to this page. Try signing in, or contact us. |
| Password incorrect! | That password does not match. Try again, or reset it. |
| Something went wrong | We could not save your changes. Check your connection and try again. |
Further guidance:
- Put the message beside the problem. Not only at the top of the page.
- Say it calmly. Avoid capital letters, exclamation marks and blame.
- Preserve what the user typed where possible. Nothing is more irritating than retyping a long form.
- Give a way out. A link to contact support, or a clear next step, helps when the fix is not obvious.
- Do not reveal more than is safe. For sign-in errors, for example, some sites use a general message so that they do not confirm whether an account exists. Security needs vary, so consult your developer.
Confirmation and empty states
After an action, tell people it worked and what happens next. “Thanks, your message was sent. We usually reply within two working days.” works if the timing is accurate. A thank you page is a larger version of the same idea.
Empty states, such as an empty basket or a search with no results, are chances to help: “No results for ‘blue mug’. Try a different spelling or browse all mugs.”
Where to start on your own site
- Go through the main journeys on your site: contact, sign up, buy, book.
- Note every button, label, hint and message along the way.
- Trigger errors on purpose: leave fields blank, enter a wrong format, lose your connection.
- Rewrite anything vague, harsh or inconsistent.
- Ask someone unfamiliar with the site to try the journey while you watch where they hesitate.
- Check on a phone and with a keyboard.
If you have enough traffic, A/B testing can compare two versions of a button or message, though small differences on small audiences may be noise.
The overall principle
Microcopy works best when it is almost invisible: people know what to do, do it, and move on. Treat these small words as part of the service you provide, and review them whenever a flow changes.