Microcopy is the smallest text in an interface — and often the most consequential. A confusing button kills conversion. A friendly error reduces support tickets. An empty state turns first-time users into power users. This guide gives you the patterns that work.
Microcopy Patterns Cheat Sheet
| Element | Bad | Good |
|---|---|---|
| Primary button | Submit | Send invite |
| Destructive button | OK | Delete project |
| Error | Invalid input | Email must include "@" |
| Empty state | No data | No invoices yet. Create your first → |
| Placeholder | Enter name | e.g. Acme Inc. |
| Confirmation | Are you sure? | Delete 12 files permanently? |
Buttons
Start with a verb and describe the outcome. "Save changes" is clearer than "Save"; "Pay $49" outperforms "Continue". Use sentence case (not Title Case) for a modern, conversational feel. Avoid stacking buttons of equal weight — one primary action per screen.
Error Messages
Errors are not failures; they're conversations. A good error answers three questions:
- What happened? "Card declined."
- Why? "Insufficient funds."
- What now? "Try another card or top up."
Avoid system-speak ("Code 401"), avoid blame ("You entered…"), and place the error inline next to the field that caused it.
Empty States
Empty states show up the first time a user reaches a screen with no content. Treat them as onboarding moments:
- One-line context: "No invoices yet."
- Single primary action: "Create your first invoice"
- Optional tip or link to docs.
Skip illustrations if they slow the page. The fastest empty state is the best one.
Test Your UI Copy
Check button labels and headers for clarity and emotional pull.
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