As a user on the web you do not have anyone to be responsible to and are often not held accountable for the things you say. The internet is like a mask. No one knows who you are. No one can see you. You’re not out in the open or face-to-face. It is not as intimidating as “real life” you can simply close the browser turn the computer off and walk away. You can show people your best side and hide your faults if you want to.

From the designers stand point this intimacy creates one way conversations. You are limited by the medium (although this is slowly changing as social media progress to more real time interaction). Because of this when you present your material on the web you have to answer all of your users questions before hand. You have to predict what your users will need and what their questions will be. You also have to make an impression. It is the same as in real life only the user can close their browser window if they don’t like what they see or if they do not find what they were looking for.

There are ways for your users to provide feedback but it’s not as easy as on the telephone or in person. There are delays. By the time you answer their question they may have moved onto another site or made their purchase elsewear.

It is imperitive to keep your customer in mind when creating copy. If you receive multiple questions on the same topics than it is time to add the answers to these questions to your web page. How? try to work it organically into the copy. Tools like frequently asked questions are not as useful as you may think. When is the last time you checked out a frequently asked questions section on the web?

Review the copy you already have and try to reword it first. If you can not fit
It in organically than you may need to add aditional content.

Too often we are distracted by the development of the visual aesthetics and features of our web pages and we find our content is not given enough attention.

When someone visits your site they are looking for information. Our goal should be to provide them with the information they are looking for in the most cohesive yet concise way possible.

Your copy should serve your user more than yourself.

Think about the intentions of your user.
Why are they visiting your web page? Is it to get your store hours and address? To make a purchase?

Use their intention to guide the flow of your copy. On an ecommerce page for instance you may want to answer the following questions for new users.

- why buy our products?
- how does your checkout system work?
- where do I start?
- additional info like delivery and return policies.

You can also help your customers by providing micro copy as they reach each step.

If your site is a small business that has mostly walk in clients you may want to have your store location, hours and contact info on each page.

Keep the customers intentions in mind. If they can achieve their intentions in a short amount of time, you have effective copy.

What about the customers demographic are they mid twenty somethings that would accept slang on your page or does your content need to be professional and respectful?
If your business is technical in nature are your clients speaking the same language as you? Do you need to simplify concepts by speaking in laymens terms?

Web users are generally impatient and for good reason. If they can not find the information quickly on your page the back button is right there to find a different page that is more effective.

Keep your most important information concise and easy to find.

If you are filling out a form, the “required fields” statement would be micro copy.

“your credit card will not be charged” would be another example.

Micro copy is usually used to direct or reassure users while they are proceeding towards a goal on your
page. It can also be used for tips and tricks, quick facts or other related information.

Micro copy is an essential element of any web design as it builds trust with your users while helping them to achieve a goal, this in turn will benefit your business and ensure a better browsing experience for your users.

Try to achieve an obvious path for your users follow. Any time you feel there may be confusion add a touch of micro copy and the problem is solved.

Lastly, you can use micro copy to further develop your pages tone or companies brand. You may want to use humor or other literary techniques to help guide your user such as this example on a contact form. “oops! You forgot to enter your email.”