When you think of copywriting for your website, you might focus on the big stuff—your homepage headline, service descriptions, or blog posts. But what about the small snippets of text hidden throughout your site? Those little bits of text, often called microcopy, might seem insignificant, but they can have a huge impact on how users engage with your website.
Microcopy refers to the tiny pieces of text that guide users through an interface or website. It includes things like button labels, error messages, tooltips, and form instructions. It’s the kind of copy that’s often overlooked but can play a crucial role in making your website more user-friendly, engaging, and trustworthy.
So in this blog, we’ll explore why microcopy matters and how service-based small businesses can use it to increase conversions and boost website engagement.
Why microcopy matters
Microcopy is like the secret ingredient in a recipe—it’s small, but it brings everything together. Here’s why it’s so important for boosting engagement:
It guides users through your website: Microcopy acts as a guide, helping visitors understand what they should do next. Whether it’s labelling a button as “Get My Free Quote” instead of just “Submit” or clarifying form instructions, microcopy removes friction and ensures that users aren’t confused.
Reduces user anxiety: Ever filled out a form and hesitated before clicking “Submit” because you weren’t sure what would happen next? That’s where microcopy can help. Adding text like “We won’t share your email with anyone” or “You can cancel anytime” reassures users, making them more likely to take the action you want them to.
Builds Trust: Small, thoughtful pieces of copy show that you’ve paid attention to the user experience. By making users feel comfortable and understood, microcopy builds trust and makes your website more approachable.
So how can you craft effective microcopy for your small business website? Here's some of my top tips ...
1. Use action-oriented button text
One of the easiest and most effective places to start with microcopy is your button text. Instead of generic labels like “Click Here” or “Submit,” use action-oriented text that tells users exactly what to expect when they click.
Action-oriented text gives users a clear idea of what they’re doing and what they’ll get in return. It’s more engaging and reduces hesitation.
For example, instead of “Submit,” use “Get Your Free Quote” or “Start Your Free Trial.”
2. Add helpful form hints and instructions
Forms are a critical part of many service-based websites, but they can also be a point of frustration for users. Using microcopy to guide users through forms can make the experience smoother and increase the chances of them completing the form.
Clear, concise instructions reduce user frustration and ensure that they understand what’s required of them. This can lower your form abandonment rate and lead to more conversions.
For example, if you’re asking for a phone number, include a microcopy hint like “We’ll only use this to send updates about your appointment” or “No spam, we promise!” This reduces anxiety and builds trust.
3. Create reassuring error messages
Nobody likes running into error messages, but they’re a necessary part of any website. That said, poorly written error messages can frustrate users and lead to them leaving your site altogether. Well-crafted microcopy in your error messages can turn a negative experience into a positive one.
Friendly and clear error messages help users understand what went wrong and how to fix it. This keeps them on your site and encourages them to complete their action.
For example, instead of “Error 404” (I really hope you aren't currently saying this, but for some reason that's still often the default unless you update it!) you could say, “Oops, looks like the page you’re looking for doesn’t exist. Let’s get you back on track—click here to return home.” The extra guidance helps users recover quickly and continue browsing.
In Wix, you can customise error messages by going to your site’s “404 Page” settings. In Squarespace, navigate to the “404 Page” settings in the Design panel, where you can add your own text to guide users back to where they need to go.
4. Add contextual help with tooltips and hover text
Not every website visitor will know exactly how to interact with certain elements on your site. That’s where tooltips and hover text come in handy. These small pieces of microcopy can provide additional context without cluttering your page with too much text.
Tooltips and hover text offer quick explanations exactly when and where users need them. This can be especially helpful for service-based businesses that might have complex service offerings or pricing structures.
For example, f you have a pricing page with multiple tiers, use hover text to explain what each tier includes. A company like Slack does this well by using hover text to explain their different plan options without overwhelming users with too much information at once.
In Wix, use the “Tooltip” option within form elements or text boxes to add extra context when users hover over a specific area. Squarespace allows you to embed custom HTML or use code blocks to add similar hover text functionality.
5. Personalise confirmation messages
Once a visitor completes an action—like filling out a form or booking a service—the confirmation message is your chance to keep the momentum going. Instead of the typical “thank you for your submission,” add a personal touch that makes users feel valued.
A personalised confirmation message builds rapport with your users and reinforces that they’ve taken the right step. You can also use this moment to encourage them to take another action, like following you on social media or exploring another service.
This doesn't have to be literally personalised to the users name, but for example rather than a form "thank you, we will get back to you soon", try to make sure the message is reflective of your tone of voice. This could be something like "your one step closer to your dream wedding photos! We will be in touch soon with a quote", or "You're all set! We will reach out to you soon. Whilst you're waiting, check out our blog for some baking tips!" These examples are then friendly, engaging and keeps users on your site longer.
Small words can have a big impact to your small business website copy
Microcopy may be small, but it can have a big impact on your website’s engagement and conversion rates.
Best of all, tools like Wix and Squarespace make it easy to implement these changes without needing a developer. So, take a closer look at the small bits of text on your site—are they helping your users, or leaving them confused? A few strategic tweaks can make all the difference in boosting your website’s engagement and conversions. Need help? Reach out to us today, or check out our blog for some more small business website tips!