Microcopy for Buttons, Forms, and Error Messages

Microcopy is the small text that guides people through your site: button labels, form hints, error messages, confirmations, and empty-state messages. It rarely gets attention, but it often decides whether visitors complete a form, a checkout, or a booking.

Principles

Be clear. Say exactly what will happen. Avoid jargon and internal terms.

Be brief. Use as few words as possible, but not so few that meaning is lost.

Be human. Write the way a helpful person would speak, not like a legal notice.

Be consistent. Use the same word for the same thing everywhere. Don't switch between "basket," "cart," and "bag."

Button labels

Labels should describe the action and, ideally, the outcome.

Start with a verb. See button design best practices and how to write calls to action.

Form labels and hints

• Use clear, visible labels, not just placeholder text that disappears. See accessible forms
• Explain why you're asking for sensitive information, such as a phone number: "So we can call you about your quote"
• Show format examples where helpful, such as "e.g. 07123 456789"
• Mark optional fields clearly and keep forms short. See contact form design
• Add reassurance near the button, such as "We'll reply within one working day" and a link to your privacy policy, but only promise what you can do

Error messages

Good error messages say what went wrong and how to fix it, without blame.

• Poor: "Invalid input."
• Better: "Please enter an email address like name@example.com."
• Poor: "You failed to complete the required fields."
• Better: "We need your name so we know who to reply to."

Show errors next to the field, in text, not only in color. Make sure screen readers announce them.

Confirmations and thank-you messages

After a form is sent, confirm it worked, say what happens next, and offer a helpful step. See thank-you page best practices.

Thanks, Sam. We've got your message and will reply within one working day. In the meantime, you can read our guide to planning your website.

Empty and loading states

If a basket is empty or a search has no results, don't leave a blank page. Offer a suggestion or a next step. See ecommerce site search best practices.

Match your tone

Microcopy should sound like the rest of your brand. See tone of voice.

Test the words

Try different labels and messages and measure completion. See conversion rate optimization.

The bottom line

Small words carry big weight. Make every button, hint, and message say exactly what will happen, kindly and clearly.