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In my day-to-day work of creating strategic layouts of business-to-business (B2B) websites, simplifying user journeys, and optimising the content flow, there is something that I’ve found often gets overlooked on these websites: microcopy. Amid the bigger challenges of showcasing complex services in a simple way and crafting compelling brand stories, it’s easy to forget about these small messaging snippets or to consider it as insignificant.
However, microcopy can be a linchpin that holds together the user experience (UX) by bridging sections of dense information, easing navigation, and keeping users reassured at important touchpoints. It can be the difference between users enjoying a seamless experience or feeling lost and frustrated.
I, therefore, aim to demonstrate the importance of microcopy in this article by highlighting its value for B2B websites and how it can be implemented to improve the UX and trust in your brand.
What is microcopy?
Microcopy is the short, targeted pieces of text that appear in user interfaces (UI). Think of call-to-action (CTA) buttons, error messages, pop-up guidelines, and small instructional messages throughout a website or app.
Whilst it may look insignificant, microcopy plays an important role in creating a positive user experience. Well-crafted microcopy preemptively answers user queries and clarifies the required actions to continue onto the next step in the conversion journey.
By offering concise, context-specific guidance, microcopy both simplifies user tasks and instills confidence. It ensures that the user understands what is expected from them, thereby reducing confusion and frustration in the user journey.
Why is microcopy important on B2B websites?
B2B websites often convey complex product or service-related information that involves multiple stakeholders and high-value transactions. Microcopy helps to simplify these user journeys by guiding users at each step, clarifying intricate product details, and reducing guesswork. For example:
- CTA: “Book a 30-minute consultation” is far more inviting than “Submit”. It sets the expectation for a personalised discussion, whereas the generic version leaves the user unsure of what is happening next or who they will talk to.
- Error prompts: “Oops! We only accept business domains, try using your company email address.” This politely nudges users to provide a work email address to emphasise the B2B focus.
- Tooltips: “This document outlines security protocols for IT managers - feel free to share.” This statement makes it clear who should see the information and why.
When the target audience finds relevant, concise messaging they move through the website user journey with greater ease and confidence. It empowers decision-makers to act faster and reinforces trust in your brand.
How does microcopy improve the UX on B2B websites?
Contextual navigation
Strategically placed microcopy helps the target audience understand where they are in the user journey and what they should do next.
For example, on a B2B software site, progress indicators on a multi-step quote request form reassures users how many steps are left, what is required, and why it is important: “Step 3 of 4: Specify your budget and payment preferences so that we can tailor your payment options.”
Reducing friction and cognitive load
Microcopy answers questions before they arise. By anticipating user concerns and confusion, you minimise the mental effort needed to complete specific steps in the user journey.
For example, clarifying the technical requirements in a sign-up flow:
- Tooltip above a field: “Why we need your server specifications.”
- Hover copy: “Our solution adapts to various server setups, so your specs help us recommend the best configuration.”
Thus, by transparently explaining how the server specs impact the recommendation, the target audience (i.e. a Technical Lead in this instance) feels confident that the information has a clear purpose. This spares them the guesswork and potential frustration of whether it is truly necessary.
Personalisation
B2B environments often range across various industries, departments, and roles, so personalised microcopy ensures (where relevant) that the user journey is tailored to their specific needs. By weaving in supporting details relevant to specific job roles and pain points, you demonstrate you understand their challenges.
A role-specific CTA for a project management tool can be along the lines of: “See feature highlights for Product Managers.” This reassures Product Managers that they can expect to find relevant information on sprint planning, backlog prioritisation, etc.
This level of personalisation builds trust, as it signals your industry knowledge and understanding of your target audience’s needs. Feeling understood encourages the target audience to engage with your brand and perceive you as a partner that’s aligned with their success.
Enhancing brand voice and personality
Although B2B websites generally require a neutral, professional tone, it doesn’t mean that the messaging needs to be completely lifeless. Microcopy provides the opportunity to subtly convey your brand’s personality, which can help to differentiate you from your competitors.
A meeting confirmation message can read as follows: “Thanks for booking a demo with our industrial automation experts! You’ll receive an email shortly with all the details, plus a short checklist to prep for our discussion.”
Here, the tone is warm and friendly whilst confirming that the completion of the booking form was successful. It also manages the expectations of the user by clarifying the next steps.
By infusing these small touches of brand voice and tone into your microcopy, you make the user experience on your website more personable without sacrificing credibility. Consistently applying this approach across all your website touchpoints will help build familiarity and trust.
5 Best practices for writing effective microcopy
1. Keep it clear and concise
In a B2B context, key decision-makers are busy and prefer practical insights rather than flowery language. Avoid lengthy descriptions, jargon, and buzzwords that do little to guide the user through your website.
Instead of “Utilise integrated synergy for ROI”, say “See how our platform increases your ROI.” Additionally, be cautious of being too vague and generic with your microcopy. Instead of “Learn more”, say “See how our software works.” Both examples use simple language and still provide a personable touch to your services.
Bottom line: Write with your reader in mind, using straightforward terms that show how your solution delivers tangible value. It will reassure your target audience that you understand their needs and speeds up their decision-making.
2. Keep it professional, yet conversational
While clarity is paramount, overly robotic language can feel impersonal and cold. Using a friendly tone can help to humanise your brand and make it more approachable.
Rather than stating “Your requisition is being processed in our procurement system”, consider “We’re processing your request - stay tuned for an update.”
This balance maintains your credibility whilst also communicating that you are easy to work with. Use your tone as an opportunity to build trust and reinforce a connection with your brand.
3. Use action-oriented language
It is important to note that microcopy should move the user forward in their journey on your website. Instead of using generic CTAs such as “Click here”, opt for verbs that highlight the specific action and its outcome. For example:
- “Request a personalised demo”
- “Schedule a 30-minute free consultation”
- “Explore our integration options”
Busy B2B stakeholders will appreciate the clear direction and seeing the value in taking the next step. Action-oriented language not only guides the user through your website more efficiently, but also reinforces that your business is ready to meet their specific needs.
4. Mirror your target audience’s language
In addition to keeping your microcopy clear and concise (Best Practice #1), use words and phrases that your target audience use in their daily work. Gather feedback from your sales and support teams to identify what terms your prospects use to describe their needs and pain points.
If your primary buyers are CFO’s in mid-sized manufacturing companies, terms like “capital expenditure” or “operational overheads” can be helpful in introducing feature comparison tables or product descriptions. Alternatively, an IT manager evaluating cloud integration will respond better to phrases such as “on-premises migration strategies” or “API-based data transfers”.
When users recognise their own, industry-relevant language they’re more likely to feel confident that your product or service aligns with their needs.
5. Test and iterate
A/B test different versions of your microcopy on CTAs, form instructions, error messages, etc. to see which version leads to higher engagement and fewer drop-offs. You can collect both quantitative data (such as click-through and conversion rates) and qualitative feedback from your sales and support teams.
If users continue to ask the same questions, adjust your microcopy to address those concerns and measure the results. By refining your messaging, you ensure that your microcopy remains relevant and aligned with your target audience’s business needs.
Final Thought
Microcopy may be very small pieces of messaging, but it plays an important role in B2B websites by guiding multi-stakeholder journeys and bridging communication gaps. By ensuring that your microcopy is clear, concise, friendly, and contextual, you will streamline the buying process for your target audience and reinforce trust in your brand.
