Microcopy: The Often-overlooked Keystone That Will Turn Your Website Visitors Into Sales
When it comes to creating an iconic brand and an unforgettable user experience for your customers, every detail counts, big and small. From the design on your website to the header images on your blog posts, having an easily identifiable brand is integral to your marketing success. Despite this being a widely accepted idea, one aspect of marketing commonly left out of the equation is microcopy.
Defined, microcopy is the words making up small segments of your brand's website, such as buttons, email opt in forms, landing page copy and more. While microcopy may seem expendable, if done correctly, these words and phrases have the potential to leave a lasting impact on all your website visitors.
Here are three reasons why you should put thought into crafting your company's microcopy in your marketing materials, plus how to get started.
1. It will separate your brand from the rest.
Today's marketplace is ultra-competitive, so your brand has a very limited number of touch-points to convince potential customers you're worth their money. This is one of the biggest advantages of leveraging microcopy: you'll be able to separate your brand from dull competitors.
Effective tweaks to your microcopy might be as small as switching the words on a button from "Subscribe to Our Newsletter" to "Ready to Join the Party?". However tiny these changes may seem, they present brands with an opportunity to differentiate themselves from stale, boring brands, providing them with a competitive edge to win over customers.
With the amount of options available to consumers today, it's rare that a product or service contains a feature no other company can possibly provide to customers. Because of this, the perception of your brand is oftentimes the difference maker, and microcopy is one way to ensure your brand is perceived as more approachable and human than the next option.
2. It puts your brand on full display.
Another benefit of using microcopy is simply the ability to reinforce your brand as a whole. Whether your brand is lighthearted and humorous or stern and no-nonsense, the copy you put on your website buttons, email opt-in forms, contact fields and more is a simple way to strengthen your image and values in the minds of consumers.
3. It solidify's your brand identity and core values.
A final benefit of having great microcopy is an internal one for companies who practice it: solidifying your brand's identity and core values. Oftentimes, entrepreneurs get so caught up in the day-to-day duties of running a business that they neglect establishing many of the fundamentals for their brand, such as core values. Microcopy forces you to think about these issues on a very granular level.
If my company were a person, how would they ask a visitor to follow them on social media?
If my company were at a cocktail party, would it be dancing, conversing with others, or in the corner?
How would my company ask a potential customer to sign up for its newsletter?
These types of questions help you to zero in on what your brand's identity and values are, will help make your brand more focused and memorable as a result.
How to Get Started
Now that we know a few of the advantages to investing time into your company's microcopy, the next question is how to get started. Here's the best way to go about doing it.
Nail down all aspects of your brand. To start, answer some of the questions about brand identity and core values listed above. Then focus on creating a thorough and thoughtful brand kit.
Become a great copywriter or hire one. There are an endless amount of terrific resources available for copywriters today, but the two I always recommend starting out with are Joseph Sugarman's The Adweek Copywriting Handbook and reading the Copy Hackers blog. If you decide to hire a copywriter instead, I recommend posting about your job on Upwork and on ProBlogger to find the best writer for you.
Test, test, test. As with everything in marketing, testing for effectiveness is crucial. Luckily, microcopy is extremely easy to A/B test with the help of platforms like Optimizely. You can also take advantage of tools like Crazy Egg, which enable you to see which parts of your website are getting the most attention through heat mapping.
Microcopy is a component of marketing and design that's often overlooked as trivial or downright unimportant. Yet, because of the points laid out in this article, it's become clear these tiny words can truly make all the difference when it comes to your company's conversion rates. This year, be proactive by spending time to craft amazing microcopy.