Why you should pay attention to microcopy on your website and how to make it work
The great majority of advice for digital marketers and content writers is about how to write incredible landing pages, engaging content and killer headlines. And those things are incredibly important - don't get me wrong. But, the good web marketers know that there's a third category of text that's so tiny (literally) that most writers ignore it, yet so significant that it can help boost conversion rates and customer loyalty.
It's microcopy. Those tiny snippets of words that ask people to fill out a form or tell them that there was an error. For those out there that think that microcopy doesn't matter consider this: microcopy is sometimes the only actual interaction between you and your readers/customers.
It's where you ask your customers to fill something out, explain to them what went wrong and guide them on…