Microcopy is subtle but powerful. The right microcopy reduces hesitation and builds confidence. Below are rules and examples.
- Be specific on CTAs: “Get my free quote” beats “Submit.”
- Use anticipatory help: provide a short sample value format (e.g., “Phone: (555) 555-5555”).
- Don’t shame users: friendly errors like “That email looks off — can you double-check?” are better than “Invalid email.”
- Reassure on privacy near email fields: “We’ll never share your email.”
- Use progressive disclosure for complex forms: only ask what’s necessary now.
- Error messages should be actionable: “Password must be 8+ characters.”
- Test microcopy: a small change can lift conversion more than a design facelift.
Microcopy is cheap to experiment with and a frequent source of quick conversion wins.