Microcopy refers to short phrases, sentences, or single words used in interfaces to provide contextual help and reduce friction. It targets specific user questions or concerns. While small, microcopy can have a big impact on improving interfaces since most interactions involve words. Examples include sign-up prompts, settings labels, error messages, and welcome messages. Using helpful microcopy throughout an interface can make users happier and more loyal by clearing their path and making them feel supported. Getting started requires identifying areas of confusion through usability testing and support feedback to add targeted microcopy.

1. Microcopy
Small, yet powerful copy for web & mobile apps
Warm Gun Conference, 2011
Joshua Porter, HubSpot

7. “So what is this new type of copy
I keep seeing, small and helpful,
often pleasing, that helps reduce
friction in an interface?”

8. Microcopy.

10. 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.

11. Because interfaces are mostly words, and
people mostly get tripped up by small details,
writing good microcopy is the fastest
way to improve your interface.

12. Where is microcopy?

13. http://www.flickr.com/photos/lencioni/5580154551/

14. Sign Up

15. App Settings

16. 404 Pages

17. Email Sign Up

18. Social Sign-up Policy

19. Mobile/Web Flow

20. Soliciting Feedback

21. Success/Error Messages

22. Physical Space
http://www.flickr.com/photos/matt_gibson/4823533263/in/pool-microcopy/

23. Welcome Messages

25. Benefits of Microcopy

26. Great
microcopy
clears a path
for the user.

27. Great
microcopy
makes users
happy.

28. Great
microcopy
makes users
feel loved.

29. Great
microcopy
makes users
more loyal.

30. HubSpot Dashboard Case Study

31. HubSpot Dashboard Case Study
Now what?

32. HubSpot Dashboard Case Study

33. HubSpot Dashboard Case Study

34. HubSpot Dashboard Case Study

35. 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)

36. “I just noticed the ‘wowza’ cheerleading
comments to the right of the graphs. That
was my thought exactly (and I'm flattered
that you noticed, too)! Seriously, it’s a cute
touch and it made my day.”

38. “I like your Wowza comments! I feel like I
have a mini digital coach in my Dashboard.”

40. 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)

41. Microcopy
Small, yet powerful copy for your web applications
Warm Gun Conference, 2011
Joshua Porter, HubSpot