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On this page
  • 👋 Introduction
  • 1️⃣ Good copy in the wild
  • 2️⃣ The 4-step edit
  • Make it purposeful
  • Make it concise
  • Make it conversational
  • Make it clear
  1. Product Design
  2. Microcopy

How to write well

PreviousMicrocopyNextHow to write phrases

Last updated 1 year ago

👋 Introduction

All text in digital products is microcopy. When used well, it reduces confusion, creates confidence, provides feedback, encourages actions, improves conversions and reinforces brand familiarity.

1️⃣ Good copy in the wild

You will find microcopy everywhere in interfaces—button labels, error messages, tooltips, onboarding instructions, form field placeholders, and even the labels on navigation elements. Here’s a small curation.

During onboarding, titles and buttons invite the user to explore and get started. In user guides, step-by-step breakdown of features helps users learn how to use the product.

On forms, field titles, placeholders and descriptions assist users to fill the form correctly in fewer attempts. On search pages, category titles and labels make the content structure visible to the user.

On bottom sheets, titles, instructions and feedback explain what happened, what to do differently next time, available next steps, and what to expect on picking an option.

2️⃣ The 4-step edit

Writing good copy can be easy. This exercise will get you to 80% of the way really quickly. Use it to write everything from short phrases for buttons, complete sentences for error messages, and entire paragraphs for how-to guides.

Make it purposeful

Put down everything important and relevant for the user. Leave out nothing. It’s okay if it’s long.

Make it concise

Rewrite the message to be shorter without losing the essence. Decide if the focus is the verb or the noun and lead with that.

Make it conversational

If the message sounds abrupt or machine-like, rewrite it like a person would say it. Writing in active voice helps.

Make it clear

Finally, check if the intended message might be confusing to users in any way. Testing with teammates and users helps.

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