Make Your Website Feel More Human

Turn Awkward Moments Into Connections With Better Microcopy

Have you ever stopped to think about the tiny whispered messages on your website? Most people don’t. They stick with what was built into the design platform and focus their attention on the big things like page titles, and about page copy. But what if I told you that those tiny whispers, could be exactly why a visitor leaves your website never to return. 

It sounds dramatic I know, but I would venture to guess it happens more than we would like to think, and the reason is pretty simple. We all want to be treated like a person, and not a robot. Let me give you an example… 

Let’s say you are filling out a form and when you hit submit you get a message something like… 

"Error: Invalid input detected in field 3. Please correct and resubmit."

You sit there staring at the message, willing it to share more, and looking for some sign that on the other side of all this tech there is a human waiting to actually help you do what you need. 

No one enjoys this experience. Even the most technically savvy people are tempted to toss their computer out the window when faced with some vague generic message that basically says... “Something’s broke or you messed up and that’s all we know.”

But what if instead of some generic message only a coding genius could love, the message said something like this… 

“Hmm, that email address doesn't look quite right. Mind double-checking it?"

Just like that you have direction, know exactly what needs to be done, and realize that you hit the # instead of the @ in your email address. Crisis averted, you correct the problem and submit. 

This is the power of microcopy. 

It may seem small and insignificant, but microcopy written with your audience in mind has the power to 

☕ create connections 

☕ remove roadblocks 

☕ provide clear directions 

☕ show your personality 

☕ encourages action 

And it can take a clunky awkward experience of navigating your website and turn it into a journey that has your website visitors feeling seen, heard and understood. 

Every interaction on your websites is a conversation. 

So why not create the conversation you want to have, with your visitors. The best microcopy anticipates what users are feeling and addresses it directly, and it does so in a way that is completely on brand with who you are. 

Let’s take a look at a few ways to enhance your microcopy so your website feels like the conversation you want to have. 

1. Write Like You Talk

My high school English teacher would be cringing right now, but this is important. (Sorry Mrs. Coffer!) You want each message on your website to sound like you, even the buttons, and the tiny text underneath your email subscription, and contact forms. 

Read your microcopy, out loud if you can, and ask yourself…“does this sound like me?”

If not, what would you say, if you were speaking to a friend or long time client. 

Quick swaps…

☕ Contact form button: Instead of..."Submit" Try... "Send my message" or "Let's connect" 

☕ Lead magnet download: Instead of... "Download now" Try... "Send me the guide" or "Yes, I want this!"

☕ Booking calendar CTA: Instead of... "Schedule appointment" Try... "Find your spot" or "Book your free call"

☕ About page button: Instead of... "Learn more" Try...  "Meet the team" or "Our story"

☕ Services page CTA:  Instead of... "View services" Try...  "See how we can help" or "Explore what we do"

☕ Email signup:  Instead of... "Subscribe" Try... "Count me in" or "Send me tips"

2. Acknowledge the Moment

The tone of your message really needs to match the moment, and consider who the visitor may be feeling. 

• First-time visitors want to feel reassurance.
• Someone about to make a purchase wants to feel confidence.
• Someone who hit and error, want’s help not judgement

Think about how you would feel in that moment if you were in their shoes, and write a message that offers the support they would need. 

Quick swaps:

☕ Contact form confirmation:  Instead of... "Message sent successfully" Try... "Got it! We'll get back to you within 24 hours."

☕ Booking calendar error:  Instead of... "That time slot is unavailable" Try... "That spot just got taken. Here are some other times that work."

☕ Lead magnet delivery:  Instead of... "Check your email" Try... "Perfect! Your guide is headed to your inbox right now."

☕ Empty booking calendar:  Instead of... "No appointments available" Try... "We're booked up this week, but we have openings next week."

☕ Form field error:  Instead of... "Invalid email address" Try... "Hmm, that email doesn't look quite right. Mind double-checking?"

☕ After submitting the contact form:  Instead of... "Your inquiry has been received" Try... "Thanks for reaching out! We'll reply by end of day tomorrow."

3. Show Personality, But Stay Useful

Clarity over cute and clever wins every time, but that doesn't mean you can’t be conversational. Every message should provide guidance and support first. Your personality should enhance clarity, not replace it.

Quick Swaps… 

☕ Lead magnet helper text: Instead of... "Enter email to download" Try... "We'll send it straight to your inbox" or “Where can we send your____________?”

☕ Contact form placeholder:  Instead of... "Enter message here" Try... "What can we help you with?" or "Tell us about your project"

☕ Booking calendar note:  Instead of... "Select preferred date and time" Try... "Pick a time that works for you? We're flexible!"

☕ Email signup disclaimer:  Instead of... "By subscribing you agree to receive emails" Try... "No spam, ever. Unsubscribe anytime with one click."

Ready to Review Your Microcopy? 

When we look at our own websites, it's easy to get caught up in what we think we are saying, and the dreams we have tied to growing our businesses, and miss the little details like microcopy. The best way to get around this is to spend a little time pretending to be your own best client. 

Here is what I do, when reviewing my website content… 

☕ Leave the office. When I am in my own office my mind is in work mode, which means I am thinking like a business owner and not my dream clients. So I take myself out on a coffee date. Some place lovely and cozy where I can shift my brain and my focus. 

☕ Change my device. When I initially launched my web design business, I only had a laptop, so anytime I fired up my laptop, my brain switched to work mode. By borrowing my husband's computer or pulling out my iPad, I am able to shift my brain and my focus. 

☕ Spend a few minutes thinking about my dream client. As I sip my fancy coffee, I think about the people I love to serve, and what they would be doing right now if they were sitting at this table. Just a few minutes focused on them helps me start thinking more like them and what they would be hoping to find and feel on my website. 

Page by Page Microcopy Swaps

While I have already shared some ideas on how to swap out your microcopy I want to leave you with a page by page guide to hopefully make it just a bit easier on you. 

It's the Human Connection Your Visitors are looking for. 

We all want to feel connected. Your visitor aren’t looking for a robotic connection when they come to your website. They are looking to connect with you. Your microcopy is your chance to prove there's a human behind the screen who actually cares about their experience. And that makes all the difference in the world.