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So what is microcopy?• A short sentence, a phrase, a few words. A single word.• Targeted at a speciﬁc question, concern, or other cognitive block.• Extremely contextual (which makes it valuable but hard to predict)• Small copy with the biggest impact.
Because interfaces are mostly words, andpeople mostly get tripped up by small details, writing good microcopy is the fastest way to improve your interface.
HubSpot Dashboard Case Study• Over-exposure/repetitiveness breaks the magic. So if a screen is seen a lot, vary the microcopy appropriately.• Tone is important. Your microcopy needs to be appropriately serious.• Once you use microcopy to ﬁx existing issues, you’ll expose new problems almost instantly.• The beneﬁts are real. (a good dose of friendly, helpful microcopy leads to trust)
“I just noticed the ‘wowza’ cheerleadingcomments to the right of the graphs. That was my thought exactly (and Im ﬂatteredthat you noticed, too)! Seriously, it’s a cute touch and it made my day.”
“I like your Wowza comments! I feel like Ihave a mini digital coach in my Dashboard.”
Getting started with microcopy...• If possible, hire a professional copywriter• Standardize UI elements (e.g. success/error msgs)• Conduct usability tests to ﬁnd confusion/issues• Talk to support (they know what is unclear)• Create a microcopy project and publish examples of how you use microcopy (we’ve had really good success at HubSpot)
MicrocopySmall, yet powerful copy for your web applicationsWarm Gun Conference, 2011Joshua Porter, HubSpot