Microcopy for Buttons and Links
Microcopy is the text on buttons, links, form labels, tooltips, error messages, and confirmation screens. It's usually 2–8 words — and those words have outsized impact on conversion rates. A "Submit" button converting at 2% can convert at 4% simply by changing the label to "Get Your Free Report." This lesson teaches you to write microcopy that reduces friction, sets expectations, and drives action.
Part 1 — Microcopy Principles
The 4 Rules of Effective Microcopy
- The 4 Rules
- Button Anatomy
| Rule | Explanation | Example |
|---|---|---|
| Specific over generic | Tell the user exactly what happens next | ❌ "Submit" → ✅ "Send My Application" |
| Outcome over action | State the result, not the mechanism | ❌ "Click here" → ✅ "See my results" |
| First person preferred | "My" and "me" outperform "your" in buttons | ❌ "Start your trial" → ✅ "Start my free trial" |
| Reduce anxiety | Address the implicit fear | ❌ "Sign up" → ✅ "Sign up free — no credit card required" |
flowchart TD
A[Button Microcopy] --> B[Primary Text\n'Get the Checklist']
A --> C[Supporting Text\n'PDF, 2 pages, no email required']
A --> D[Anxiety Reducer\n'You can unsubscribe anytime']
style B fill:#217346,color:#fff
style C fill:#1A3557,color:#fff
style D fill:#F4A261,color:#000
The best buttons have primary text (the action/outcome) plus supporting text that reduces the #1 objection.
Part 2 — Microcopy by Element Type
| Element | Bad Microcopy | Good Microcopy | Why |
|---|---|---|---|
| CTA Button | "Submit" | "Get My Free Audit" | Outcome-focused, first person |
| Link text | "Click here" | "See the full comparison table" | Descriptive, accessible |
| Form label | "Email" | "Work email (we never spam)" | Reduces anxiety |
| Error message | "Invalid input" | "That email looks incomplete — check for a typo?" | Helpful, not blaming |
| Confirmation | "Success" | "You're in! Check your email for the download link" | Sets expectation for next step |
| Empty state | "No results" | "No results yet — try a broader search term" | Guides next action |
| Tooltip | "Info" | "This score updates every 24 hours from live data" | Adds context |
| Loading state | "Loading..." | "Crunching your numbers — 3 seconds..." | Manages expectation |
Part 3 — Link Text for SEO and UX
Accessible, Descriptive Link Text
"Click here" is a UX and SEO failure. Screen readers read link text out of context, so "click here" is meaningless. Google uses anchor text as a relevance signal, so "click here" adds zero SEO value.
| ❌ Bad Link Text | ✅ Good Link Text |
|---|---|
| "Click here for more information" | "Read the full email marketing guide" |
| "Learn more" | "See how Acme Corp increased open rates by 22%" |
| "This article" | "Our analysis of 14M keywords" |
| "Here" | "Download the SEO checklist (PDF)" |
Part 4 — Bad vs. Good Examples
- ❌ Generic Microcopy
- ✅ Optimized Microcopy
Form:
- Email: [ ]
- Password: [ ]
- [Submit]
- Already have an account? Click here.
(Every element is generic. "Submit" tells the user nothing about what happens next. "Click here" is inaccessible and vague.)
Form:
- Work email (we'll never share it): [ ]
- Create a password (min. 8 characters): [ ]
- [Start My 14-Day Free Trial]
- No credit card required. Cancel anytime.
- Already have an account? [Sign in to your dashboard]
(Every element reduces friction: "we'll never share it" addresses privacy anxiety. "Start My 14-Day Free Trial" names the outcome. "No credit card required" removes the #1 signup objection. "Sign in to your dashboard" tells returning users exactly where they're going.)
Part 5 — AI Collaboration Guidelines
The "Microcopy Optimizer" Prompt
Role: UX writer Task: Rewrite all microcopy elements in this page/form: Rules:
- Replace all "Submit" / "Click here" / "Learn more" with specific, outcome-focused text
- Use first person ("my" / "me") for CTA buttons
- Add an anxiety-reducing line under every primary CTA
- All link text must describe the destination, not the action of clicking
- Error messages must be helpful, not blaming Input: [Paste current microcopy elements]
Part 6 — Output Checklist
- No generic buttons: Zero instances of "Submit," "Click here," or "Learn more."
- Outcome-focused: Button text describes what the user GETS, not what they DO.
- First person: CTA buttons use "my" / "me" language.
- Anxiety reducers: Every primary CTA has supporting text that addresses an objection.
- Descriptive links: All link text describes the destination content.
- Helpful errors: Error messages guide the user to a fix, not blame them.
Internal use only. Do not distribute externally. For questions or suggested updates, raise with the content lead.