What Microcopy Is and Why It Matters
Microcopy is the small, functional text inside an app that helps people understand what to do, what will happen next, and how to recover when something goes wrong. It includes button labels, helper text under fields, error messages, confirmation messages, empty-state text, permission prompts, tooltips, and short onboarding hints. Microcopy is not “marketing copy” and it is not long-form content; it is the language of interaction.
For beginners, microcopy can feel like a finishing touch. In practice, it is part of the product design because it directly affects whether users complete tasks. A confusing button label can break a flow as effectively as a broken screen. Good microcopy reduces hesitation, prevents errors, and sets expectations so users feel in control.
Think of microcopy as answering three questions at every step: (1) What can I do here? (2) What happens if I do it? (3) What if something goes wrong? When those answers are clear, users move forward with less cognitive load.
Where Microcopy Shows Up
Calls to action (CTAs): button labels like “Save changes,” “Create account,” “Send request.”
Form labels and helper text: “Password (8+ characters)” or “We’ll send a verification code to this number.”
Continue in our app.- Listen to the audio with the screen off.
- Earn a certificate upon completion.
- Over 5000 courses for you to explore!
Download the app
Error messages: “Card declined. Try another card or contact your bank.”
System feedback: “Uploading…,” “Saved,” “Payment successful.”
Empty states: “No saved items yet. Tap the bookmark icon to save one.”
Permissions and privacy moments: “Allow location to show nearby stores.”
Confirmation and destructive actions: “Delete project?” with “Delete” vs “Cancel.”
Notifications and emails (basic planning): short messages that support the in-app experience.
Basic Content Planning: What It Is (and What It Isn’t)
Basic content planning is deciding what information your app must communicate, in what tone, and at which moments, so users can complete tasks confidently. It covers microcopy plus other small content elements such as headings, short descriptions, policy snippets, and template messages (like receipts or reminders). It is “basic” because you are not building a full editorial strategy; you are creating a practical content layer that supports the product.
Content planning is not the same as defining your app’s features or mapping screens. Those decisions may already exist. Content planning takes those structures and makes them understandable through language. It also ensures consistency: the same action should not be called “Save” in one place and “Submit” in another unless there is a meaningful difference.
Two Levels of Content You Should Plan
UI microcopy: the words inside the interface.
Support content: short FAQs, policy summaries, contact options, and message templates (push/email/SMS) that users receive outside the UI.
Principles of Effective Microcopy
1) Be Specific About the Outcome
Users click buttons to achieve outcomes, not to “submit.” Prefer labels that describe what will happen.
Vague: “Submit”
Specific: “Send message,” “Place order,” “Request refund”
Specific labels reduce anxiety, especially when money, privacy, or irreversible actions are involved.
2) Use the User’s Language, Not Internal Terms
Internal terms like “ticket,” “case,” “entity,” or “resource” may make sense to a team but not to users. Choose words that match what users would say.
Internal: “Create new ticket”
User language: “Report a problem”
3) Keep It Short, But Not Cryptic
Microcopy should be brief because it competes with the interface. However, removing essential context can increase confusion. Aim for the shortest text that still answers the user’s question.
Too short: “Invalid.”
Better: “Enter a valid email address (example: name@email.com).”
4) Provide Guidance at the Right Time
Good microcopy prevents errors by clarifying expectations before the user makes a mistake. Put constraints in helper text, not only in error messages.
Helper text: “Password must be at least 8 characters.”
Error: “Password is too short.”
5) Be Human and Neutral (Avoid Blame)
Error messages should not imply the user did something wrong. Use calm, factual language and offer a next step.
Blaming: “You entered the wrong password.”
Neutral: “Password doesn’t match. Try again or reset it.”
6) Be Consistent With Terms and Patterns
If you call something a “project” in one place, do not call it a “workspace” elsewhere unless they are different. Consistency reduces learning effort and prevents misinterpretation.
7) Match Tone to Context
A friendly tone can make an app feel approachable, but some moments require seriousness (payments, privacy, security). Plan tone rules so you do not sound playful in a critical warning.
Friendly moment: empty state for saved items.
Serious moment: “You’re about to delete your account. This can’t be undone.”
A Practical Step-by-Step Process for Microcopy and Content Planning
Step 1: Create a “Content Surface List”
Start by listing the places where words appear. This is not a screen list; it is a content list. You are identifying content “surfaces” that need writing and review.
Buttons and links (primary, secondary, text links)
Form labels, placeholders, helper text
Validation and error messages
Empty states
Success confirmations and toasts
Permission prompts and privacy explanations
Loading states and progress messages
Destructive confirmations (delete, cancel, remove)
Notification templates (push/email/SMS) if applicable
Support content snippets (contact, short FAQ entries)
This list becomes your checklist so microcopy does not get written only for the “happy path.”
Step 2: Define a Small Set of Voice and Tone Rules
Write 5–8 rules that guide how the app speaks. Keep them concrete so they can be applied quickly.
Use second person (“you”) and active voice.
Prefer verbs that describe outcomes (“Save changes,” “Send request”).
Avoid jargon; use everyday terms.
Be concise: aim for one sentence in helper text.
Errors: state what happened + how to fix it.
Warnings: clearly state consequences before irreversible actions.
Use consistent capitalization (e.g., sentence case for buttons).
These rules prevent the common beginner problem where each screen feels like it was written by a different person.
Step 3: Build a Mini Glossary (Terms and Labels)
Create a simple glossary of key nouns and verbs used in the app. This is a lightweight content system that improves consistency and reduces debates later.
Nouns: What do you call the main objects? Examples: “Order,” “Booking,” “Task,” “List,” “Profile.”
Verbs: What actions do users take? Examples: “Save,” “Share,” “Request,” “Cancel,” “Delete.”
For each term, add a short definition and any “do not use” alternatives. Example: use “Log in” (verb) and “Login” (noun) consistently, or choose one convention and apply it everywhere.
Step 4: Draft Microcopy for Key Interaction Types
Instead of writing screen by screen, draft by interaction type. This helps you reuse patterns and keep a consistent voice.
Buttons and CTAs
Write a set of standard CTA labels and when to use them.
Create: “Create account,” “Create project”
Save: “Save changes” (when editing), “Save” (when obvious)
Send: “Send message,” “Send request”
Pay: “Pay $24.99” (when amount is known)
Confirm: “Confirm booking”
A useful rule: buttons should start with a verb and describe the result. Avoid “OK” unless it truly means “acknowledge.”
Form Fields
Plan what each field needs: label, placeholder (optional), helper text (optional), and error message.
Label: “Email address”
Placeholder (optional): “name@email.com”
Helper text: “We’ll send a verification code.”
Error: “Enter a valid email address.”
Prefer labels over placeholders for clarity and accessibility. Use placeholders for examples, not for essential meaning.
Error Messages
Write errors using a consistent structure: what happened + why (if known) + what to do next.
Bad: “Error 403.”
Better: “You don’t have permission to view this. Ask the owner for access.”
Network example: “Can’t connect right now. Check your internet and try again.”
Avoid exposing technical codes unless they help support. If you need them, hide them behind “Details.”
Empty States
Empty states should do at least one of these: explain why it’s empty, teach how to add content, or offer an action.
Example: “No receipts yet. Your receipts will appear here after your first purchase.”
With action: “No saved places. Tap ‘Save’ on a place to add it here.”
Success and Confirmation
Success messages should confirm the outcome and, when helpful, what happens next.
Example: “Request sent. We’ll notify you when it’s approved.”
Example: “Changes saved.”
Destructive Actions
For delete/cancel actions, confirm with clear consequences. Buttons should be unambiguous.
Title: “Delete list?”
Body: “This removes the list for everyone in your team. This can’t be undone.”
Buttons: “Delete list” and “Cancel”
Step 5: Plan Your “Content States” (Not Just the Happy Path)
Every key interaction has multiple states. Content planning means writing for each state so the experience remains clear when things change.
Default: what users see initially.
Loading: “Saving…” or “Searching…”
Success: “Saved.”
Empty: “No results.”
Error: “Couldn’t save. Try again.”
Offline: “You’re offline. Some actions may not work.”
Write these as a set so your language stays consistent across states.
Step 6: Create a Simple Content Spec (Copy Deck)
A copy deck is a document (often a table) that lists each microcopy element, where it appears, and the exact text. This makes review and implementation easier, especially when multiple people are involved.
At minimum, include: ID, location, element type, text, notes (character limits, conditions), and status.
ID: BTN_SIGNUP_PRIMARY
Location: Sign-up screen
Type: Primary button
Text: Create account
Notes: Use sentence case; keep under 20 characters if possible
Status: Draft
ID: ERR_EMAIL_INVALID
Location: Sign-up screen > Email field
Type: Error message
Text: Enter a valid email address.
Notes: Show after field blur or submit
Status: DraftEven if you are working alone, this prevents “copy drift” where text changes in one place but not another.
Step 7: Check for Clarity, Consistency, and Risk
Review your microcopy with a structured checklist.
Clarity: Would a first-time user know what happens next?
Consistency: Are the same actions named the same way everywhere?
Ambiguity: Are there buttons like “Done” or “OK” that could be more specific?
Risk: Are money, privacy, and irreversible actions explained clearly?
Accessibility: Are labels present (not only placeholders)? Is the language simple?
Localization readiness: Avoid jokes, idioms, and overly compact phrasing that may not translate well.
Practical Examples: Improving Microcopy in Common App Moments
Example 1: Sign-Up Form
Beginner apps often use generic labels and unclear password rules. Here is a more planned set.
Email label: “Email address”
Email helper: “We’ll send a verification code.”
Password label: “Password”
Password helper: “At least 8 characters.”
Primary button: “Create account”
Secondary link: “Already have an account? Log in”
Error (email): “Enter a valid email address.”
Error (password): “Use at least 8 characters.”
Notice that each line either sets expectations or provides a clear fix. Nothing relies on internal terms.
Example 2: Search With No Results
“No results” alone is accurate but unhelpful. Add guidance and a next step.
Title: “No results for “camera””
Body: “Check spelling or try a different keyword.”
Optional action: “Clear search”
If your app supports filters, mention them: “Try removing filters.” This is content planning because you anticipate a common state and design language for it.
Example 3: Payment Confirmation and Receipt Language
Payments require high clarity. Users want proof and next steps.
Success title: “Payment successful”
Body: “We emailed your receipt to name@email.com.”
Primary action: “View receipt”
Secondary action: “Continue”
If something fails, avoid vague messages:
Error: “Payment didn’t go through. Try another card or contact your bank.”
Example 4: Permission Prompt (Location)
People deny permissions when they don’t understand the benefit. Explain the value in one sentence.
Pre-permission screen text: “Allow location to show nearby pickup points.”
Secondary line: “You can change this anytime in Settings.”
This is often more effective than triggering the system prompt without context.
Basic Content Planning for Support Content (Lightweight)
Even simple apps need a small amount of support content. Plan it early so you do not scramble later.
Minimum Support Content Set
Contact option: “Contact support” with expected response time if possible.
Short FAQ (5–10 questions): focused on common blockers.
Policy summaries: short, plain-language summaries with links to full documents if needed.
Transactional templates: receipts, verification codes, reminders.
Writing FAQ Entries That Actually Help
Keep each entry structured: question, short answer, steps, and what to do if it still fails.
Q: I didn’t receive my verification code. What should I do?
A: Wait 1 minute, then tap “Resend code.”
Steps:
1) Check that your phone number is correct.
2) Check your signal or Wi‑Fi calling.
3) Tap “Resend code.”
If it still doesn’t arrive: Contact support and include your phone number.This style reduces support tickets because it gives users a clear path to resolution.
Common Beginner Mistakes (and How to Fix Them)
Using Placeholder Text as Labels
Placeholders disappear when users type, which can make forms harder to complete and review. Use visible labels and keep placeholders for examples.
Overusing Generic Buttons
Buttons like “OK,” “Next,” and “Done” can be fine in narrow contexts, but they often hide meaning. Replace with outcome-based labels when the action matters.
Writing Errors Without Recovery
“Something went wrong” is sometimes unavoidable, but you can still provide a next step: “Try again,” “Check connection,” or “Contact support.”
Inconsistent Terms Across the App
If you switch between “favorites,” “saved,” and “bookmarks,” users may think these are different features. Choose one term and apply it consistently.
Too Much Personality in Serious Moments
Humor can backfire when users are stressed. Keep tone calm and direct for payments, account security, and data loss warnings.
A Quick Editing Checklist You Can Apply to Any Microcopy
Does it start with a clear verb (for CTAs)?
Does it explain what happens next (especially for irreversible actions)?
Is it free of jargon and internal terms?
Is it consistent with your glossary?
Is it as short as possible without losing meaning?
For errors: does it include a fix or next step?
Could a new user understand it without extra context?
