How to Nail Your Microcopy to Enhance UX

by | Oct 30, 2025 | B2B, Business, Copywriting, Small Business

Microcopy UX board frame

Photo by Hal Gatewood on Unsplash

Practical tips for business owners to understand the importance of microcopy and the best ways to nail it to build trust, drive sales and turn uncertain consumers into loyal customers.

What is microcopy?

In the vast landscape of user experience (UX) design, every detail matters, including the seemingly minor elements like labels and small copy. Microcopy is all the small snippets of text scattered throughout a website or digital platform. It is often overlooked but is critically influential in shaping user interactions. Whether it’s button labels, error messages, or tool tips, well-crafted microcopy can significantly enhance the usability, clarity and overall user satisfaction. Nail your microcopy and elevate your website’s UX.

Understanding the Role of Microcopy

Microcopy serves as a bridge between the user and the interface, providing guidance, feedback and reassurance. It sets the tone and personality of your website, establishing a connection with the user through effective language. Unlike traditional content, microcopy needs to be concise, clear, and action-oriented, addressing specific user needs or concerns. Microcopy is essential for designers and copywriters to create seamless, intuitive user experiences that resonate with their target audiences.

Types of Microcopy

Microcopy shapes user experiences by providing guidance, feedback and reassurance throughout digital interfaces. Understanding the various types of microcopy can help designers effectively leverage these small snippets of text to enhance usability and engagement. There are eight main types of microcopy.

1. Instructional Microcopy

Instructional microcopy guides users through processes, tasks or interactions within the interface. It includes prompts, tooltips and onboarding messages that explain how to use features or navigate the platform. For example, a tooltip that appears when hovering over a button might provide additional information about its function.

Yelp instructional microcopy

Photo (c) Yelp

2. Action Microcopy

Action microcopy prompts users to take specific actions, such as signing up for a service, submitting a form, or completing a purchase. It includes button labels, call-to-action (CTA) text, and confirmation messages. Action microcopy should be concise, clear, and persuasive, encouraging users to engage with the interface.

Action microcopy for Trello

Photo (c) Trello

3. Error Microcopy

When users encounter validation errors, input mistakes or other issues while interacting with a website, they should receive an error message. It communicates the nature of the problem, offers solutions and provides reassurance to the users. Effective microcopy is empathetic and informative, helping users resolve errors quickly.

Canva Microcopy error message

Photo (c) Canva

4. Validation Microcopy

After users have completed an action, validation informs them that the task has been achieved. Validation microcopy confirms user actions, acknowledges successful task completion, or provides feedback on input fields. It includes success messages, confirmation dialogues, and validation indicators (such as checkmarks or green borders). Validation copy reassures users that their actions were successful and encourages them to continue their journey.

Validation microcopy on Mailchimp website

Photo (c) Mailchimp

5. Navigation Microcopy

Navigation microcopy helps users orient themselves within the interface and find their way around. It should be intuitive, descriptive, and reflect the platform’s information architecture.

Examples include:

  • Menu labels
  • Breadcrumb trails
  • Navigation links
  • Form field labels
  • Button labels

6. Engagement Microcopy

This aims to captivate users’ attention, spark curiosity, and encourage interaction with the interface. It includes headlines, subheadings, and persuasive messages highlighting key features or benefits. Engagement microcopy should be compelling, memorable, and aligned with the brand voice.

7. Onboarding Microcopy

To welcome new users, onboarding microcopy introduces them to key features and helps them get started with the platform. It includes welcome messages, setup instructions, and introductory tours that facilitate user onboarding. Onboarding microcopy should be friendly, informative, and designed to minimise friction during the initial user experience.

Onboarding microcopy for Luminosity

Photo (c) Luminosity

8. Help and Support Microcopy

This type of microcopy provides assistance, guidance, and resources to users who need additional information or assistance. It includes help documentation, FAQ sections, and support chat prompts that address common questions or concerns. Help and support microcopy should be comprehensive, accessible, and responsive to user needs.

For example, Airbnb: “Looking for help with your booking? We’ll get you where you need to go.”

Tips for Nailing Your Microcopy

To make a difference with your microcopy, your messages should be logical and easy for your users to understand. Maintain a friendly, informal tone where possible. Your microcopy should be simple and short, with no room for confusing language.

Know your audience

When you know and understand your audience, you can personalise and enhance the user experience. You’ll be able to anticipate user questions and understand their pain points and hesitations before they become major roadblocks. Here are some examples of microcopy to enhance your audience’s experience and demonstrate that you understand and know them.

  • Onboarding a new customer: “You can change this later on profile setup.”
  • Student Discount CTA: “Save your cash for coffee—grab 20% off with your student ID.”
  • Travel Site (families): “Free kids’ meals included—because family trips shouldn’t break the bank.”
  • Freelancer Tool: “Send invoices that actually get paid (without chasing clients all week).”
  • Eco-friendly Brand: “Shipped in 100% recyclable packaging—because you care, and so do we.”

Focus on clarity and simplicity

Use simple and direct language to keep your reader’s attention. Keep your language simple and avoid jargon or technical terms. Stick to the essentials and say just enough to guide your users. Microcopy should fit naturally into the interface, ideally with just a few words or short sentences. Most users skim. Write microcopy that explains the action or message instantly, rather than trying to be clever or witty.

  • Say exactly what you mean. Avoid jargon or vague terms. Users should instantly understand your message.
  • Use everyday language that feels familiar and not technical.
  • Keep sentences short. Aim for one idea per sentence and trim anything unnecessary.
  • Guide, don’t overwhelm. Provide only the information users need in the moment.
  • Be consistent. Use the same words for repeated actions or features.
  • Avoid double negatives. They confuse readers. For example, write “save changes” instead of “don’t forget to save”.
  • Test for understanding. If possible, have someone else try your site. If they struggle, simplify further.

Optimise for action

Optimise microcopy for action by being clear, specific, and benefit-focused. Use active language that tells users exactly what is happening next, reassure them at friction points, and keep it short. Highlight positive outcomes (“Get my discount”), reduce hesitation with trust signals, and test small wording changes to boost engagement.

  • Use strong, active verbs. Start with action words like Get, Start, Discover or Join. They prompt users to do something.
  • Be specific about the outcome. Say what the users will get. For example, “Download your free guide” is clearer than “Submit”.
  • Highlight the benefits. Frame it around the value, e.g. “Get my discount” or “Save my spot”.
  • Reduce hesitation with reassurance. Add trust cues, such as “No credit card required” or “Cancel any time”.
  • Keep it short and clear. Long CTAs create friction. Stick to 3-5 words where possible.
  • Create gentle urgency. Use limited-time cues honestly. For example, “Ends midnight”, or “Only 3 spots left”.

Inject personality and brand voice

When done well, microcopy creates a smoother journey, reduces friction and strengthens emotional connection, turning simple actions into positive, memorable experiences that keep users coming back.

Inject personality and brand voice into microcopy by matching tone to context—playful for onboarding, calm for errors, confident for CTAs. Use language that reflects your brand’s character, whether friendly, professional, or witty. Keep it human, conversational, and consistent across touchpoints so users feel a genuine connection while still being guided clearly. Here are some examples.

  • Form Error Message (Playful Brand):
    “Oops! Looks like you forgot your email—no worries, we’ll wait.”
  • Newsletter Signup CTA (Friendly Brand):
    “Count me in! I want the good stuff!”
  • Payment Page Reassurance (Trustworthy Brand):
    “Secure checkout. No hidden surprises, just straight-up pricing.”
  • Onboarding Tooltip (Casual Brand):
    “Hey there, let’s set you up in just three quick steps.”
  • Empty Cart Message (Quirky Brand):
    “Your cart’s feeling lonely. Add something to cheer it up!”

    Match the tone to context

    Matching tone to context in microcopy is essential because it ensures users feel understood and supported throughout their entire journey. A playful tone works well for onboarding or success messages, but during errors or payment issues, a calm, professional voice helps build trust. The right tone reduces friction, reassures users, and strengthens brand connections, creating a smoother, more human experience that encourages action and fosters long-term loyalty.

    Matching tone to context in microcopy means adjusting your language, energy, and emotion to fit the user’s situation. The goal is to make users feel understood and supported, without breaking trust or sounding out of place.

    • Understand user emotions at each stage. If it’s onboarding, users are curious, so be warm and encouraging. When users encounter error messages, they get frustrated, so be calm, clear, and reassuring.
    • Use tone to guide emotions. Light humour can ease tension in low-stakes moments, while a straightforward tone works best in critical ones (like payments or errors).
    • Stay consistent with your brand voice. Adapt tone without losing your brand’s personality. A friendly brand can still sound professional when needed.

    Microcopy improves the user experience by guiding, reassuring, and engaging users at key moments of interaction. These key snippets, such as buttons, labels, tooltips and error messages, make digital experiences clearer and more intuitive. Effective microcopy removes confusion, explains actions, and helps users feel confident as they navigate a website. It can ease frustration with friendly guidance, build trust through reassurance and reflect a brand’s personality in small but meaningful ways.

    When done well, microcopy creates a smoother journey, reduces friction and strengthens emotional connection, turning simple actions into positive, memorable experiences that keep users coming back.

    Ready to nail your microcopy?

    In uncertain times, getting the little things right is essential. Great microcopy leads to a memorable user experience and very happy customers. Let’s craft exceptional microcopy that builds trust, drives sales and turns cautious browsers into loyal customers. Let’s talk about how crafting awesome microcopy can help your business grow.

    Book a Free Consultation Now!

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    7 Tips for UX Every Small Business Owner Needs to Know

    How a Copywriter Can Help Businesses Grow Even in a Cost-of-Living Crisis

    How a Copywriter Can Help Businesses Grow Even in a Cost of Living Crisis

    by | Aug 4, 2025 | B2B, Business, Copywriting, Small Business

    Copywriters can help businesses with margeting strategy and data

    Photo by Carlos Muza on Unsplash

    Practical tips to help businesses adapt their messaging, build trust and communicate value clearly to survive and thrive.

    In a cost of living crisis, businesses face more price-sensitive, cautious and sceptical customers. A business owner’s instinct is to cut costs and buckle down until the crisis passes. But there is something you can do. Work with a copywriter and allow them to become a strategic advisor to help your business stay relevant, resonate with customers and sell without being tone-deaf.

    Here are seven ways a copywriter can help during tough economic times.

    1. Communicate Value Over Price

    Customers don’t want to stop spending entirely. They want to feel confident they’re making smart choices. You need to show your customers why your product or service is worth it. A copywriter can help you stand out without a race to the bottom.

     

    • Emphasise long-term value, durability and cost effectiveness.
    • Focus on the benefits, not just the features. Make it clear how the product or service improves the customer’s life. For example, it solves a problem, saves time, or reduces stress.
    • Show proof – offer case studies, testimonials and data.
    • Highlight what’s included (vs what’s missing elsewhere). Emphasise that they aren’t just buying a product (or service) but also purchasing peace of mind.
    • Position your message around lifestyle or identity. Value for many isn’t rational; it’s emotional. Show how it aligns with who your customer wants to be.
    • Tap into your customer’s ethics and values. Consumers will often pay more for products and services that align with their values.

    2. Building Trust and Loyalty

    During uncertain times, trust becomes valuable. Building trust and loyalty is one of the most powerful ways for a business to grow, especially during uncertain times when customers are more cautious and selective. Trust leads to repeat purchases, referrals, and stronger word of mouth, while loyalty turns buyers into brand advocates. A good copywriter can help build this.

     

    • Craft authentic brand stories. Create case studies and white papers. Showcase customer reviews and success stories.
    • Create brand and tone of voice guides to ensure your messaging is clear and consistent across all channels (e.g. website, social media, email, brochures, etc.).
    • Write reassuring and transparent messaging. Be open about pricing, policies or product limitations.
    • Humanise the business with empathetic and supportive content. Share behind-the-scenes stories.
    • Create a customer journey and show that you want to build a relationship, not just a sale. For example, welcome email, newsletters and social media posts.

    3. Position Products as Essentials

    Copywriters can help shift perception from “nice-to-have” to “must-have” through strategic messaging. During challenging times when consumers are cutting back on unnecessary expenses, businesses need to reframe their offering as necessary. They can do this by:

     

    • Reframe a product or service around real needs. For example, how it solves a customer’s daily pain point, saves money, time or effort, or supports health, safety or productivity.
    • Highlighting cost-efficiency and smart choices rather than splurging when times are tough.
    • Link the product to daily routines and show how it naturally fits into their daily lives, making it seem indispensable.
    • Using empathy-driven messaging. Your customers want to feel understood, and copywriters can connect emotionally, understand what they are going through and then position the product or service as part of the solution.
    • Backing up claims with practical proof. For example, using testimonials that mention real-life impact and telling customer stories.

    4. Tailoring Messages to Shifting Mindsets

    Tailoring messages to shifting mindsets is one of the most powerful things a copywriter can do, especially in uncertain times and economic downturns. When customer priorities, values or emotions change, businesses that adapt their language and tone stay relevant and trusted. A copywriter researches and reflects this by:

     

    • Researching and tracking how customers are thinking and feeling to shape a message that meets their current needs.
    • Adjusting tone and language, e.g. from fun and aspirational to empathetic and less salesy.
    • Focusing on what is important now, not what was important in the past. Keep your message current.
    • Researching and listening. Analyse reviews, social media comments and surveys, and identify language and customer concerns.
    • Reposition a product’s role and its benefits, viewing them through a new lens. For example, reframing luxury as self-care or convenience as timesaving.
    • Showing solutions, not just the products.

    5. Improving Return on Marketing Spend

    In tight times, every dollar counts. Copywriters can play a critical role in improving a return on marketing spend by ensuring every word of marketing content works harder to attract, convert and retain customers. Copywriters do this by:

     

    • Increasing conversion rates, turning traffic into paying leads.
    • Reducing waste ad spend through better targeting and copy testing. Aligning ad copy with landing page content improves efficiency and consistency.
    • Repurposing high-performing content across platforms to stretch budgets.
    • Boost email marketing performance through well-written, benefits-driven copy and stronger subject lines.
    • Ensuring marketing and communications align with the target market needs, pain points and desires.

    6. Creating Low-Cost, High-Impact Content

    Copywriters are uniquely equipped to create high-impact, low-cost content that delivers real results (traffic, engagement, leads, sales) without draining a marketing budget. This is especially important for businesses operating during tough economic times. Instead of expensive campaigns, copywriters:

     

    • Repurpose existing content. They are experts at stretching a single piece of content across multiple formats. For example, a blog post can be repurposed into a newsletter, social media posts, a LinkedIn article and a short video script.
    • Create evergreen content that can generate leads or SEO traffic for months or years, such as “How to” guides, FAQs and product tutorials.
    • Create effective content that converts, reduces wasted traffic, and improves ROI. Because they specialise in writing content that builds trust and solves problems and includes a Call to Action (CTA), the content is effective and practical.
    • Write high ROI emails, such as welcome sequences to boost retention and sales emails that convert without being pushy.
    • Build authority with thought leadership by helping position your business as an expert. A copywriter can ghostwrite LinkedIn articles, longform blogs and CEO newsletters to build trust.

    7. Supporting Customer Retention

    Copywriters play a key role in customer retention by helping businesses build relationships, reinforce value and stay top of mind long after the first sale. Retention isn’t just about keeping customers. It’s about keeping them engaged, loyal and coming back for more. Copywriters can:

    • Create engaging welcome emails, “getting started” guides, and milestone messages to build confidence and ensure customers see value quickly.
    • Writing newsletters and regular email sequences to keep customers in the loop and provide updates on new features, tips, exclusive offers and customer success stories.
    • Write copy for loyalty or referral programs to foster a loyal community and enhance customer engagement.
    • Develop customer education content, such as blogs, case studies, and feature spotlights.

    Keeping existing customers is cheaper than finding new ones. Retention is a conversation, and copywriters can help you keep that conversation alive, relevant and rewarding.

    Copywriters can Help Businesses

    In a cost-of-living crisis, a copywriter helps businesses grow by crafting messaging that emphasises value over price, builds trust, and connects with shifting customer priorities. They position products as essential, not optional, and highlight how they solve real, everyday problems. Through empathetic, clear communication, they improve conversion rates, retain customers, and increase the return on marketing spend. Copywriters also create high-impact, low-cost content that educates, reassures, and strengthens loyalty—keeping the brand relevant and human. Ultimately, they help businesses sell smarter, not harder, by making every word work harder in a cautious, value-driven market.

    Frequently Asked Questions

    How Copywriters Help Businesses Grow During a Cost-of-Living Crisis

    1. How can a copywriter help my business if customers are spending less?

    Copywriters craft messaging that emphasises value, necessity, and long-term benefits, helping customers feel confident that your product is a smart, justifiable purchase—not a luxury. They turn hesitation into action with empathetic, solution-focused language.

    2. Can a copywriter really make a difference without increasing my marketing budget?

    Absolutely. Copywriters help you get more from what you’re already doing—by improving conversions, repurposing content, and refining messaging across channels. This means higher ROI without higher ad spend.

    3. How do copywriters position products as essential in tough economic times?

    They reframe your product or service to solve real-life problems and fit into everyday routines. Whether it’s saving time, cutting stress, or offering better value, copywriters help customers see why your offer is a need, not a want.

    4. What types of content work best in a cost-of-living crisis?

    Copywriters focus on high-impact, low-cost content like:

    • Value-driven landing pages
    • Educational blog posts and how-tos
    • Retention-focused emails and newsletters
    • Testimonials and case studies

    This content builds trust, relevance, and loyalty without overspending.

    5. How do copywriters support customer retention when budgets are tight?

    Through strategic, human-centred content—such as onboarding flows, thank-you messages, loyalty offers, and re-engagement emails—copywriters help businesses keep customers engaged and loyal, reducing churn and increasing lifetime value.

    Ready to Make Every Word Count?

    In uncertain times, the right message can be the difference between surviving and thriving. Let’s craft copy that builds trust, drives sales, and turns cautious browsers into loyal customers—without increasing your ad spend. Let’s talk about how strategic copy can help your business grow—even in a downturn.
    Book a Free Consultation Today!
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    Lead Magnets – Why You Need One and How to Use Them Effectively 

    How to Create Your Own Email Marketing Funnel

    Lead Magnets – Why You Need One and How to Use Them Effectively

    by | Jan 13, 2023 | B2B, Business, Copywriting, Small Business

    Image of a Big round grey magnet surrounded by many screws being attracted to the magnet

    Learn what lead magnets work best and how to create value-packed ones that will attract new leads to grow your email list.

    What are Lead Magnets?

    A lead magnet is a free resource that attracts potential customers to sign up for your email list to become paying customers in the future. They are an important part of your marketing strategy.

    A lead magnet has a few key characteristics:

    • They promote your business (generate leads)
    • They have no cost (free delivery)
    • Perceived high value (seen as helpful, valuable or informative)

    Why You Need to Use Lead Magnets

    With a tightening economy, it’s becoming more difficult to attract new customers. They are also increasingly reluctant to share their name and email address without good reason.

    You need to give them a compelling reason to share their personal details. Asking someone to sign up for your newsletter isn’t enough anymore. But asking them to sign up for your newsletter in exchange for a freebie or a discount is much more appealing. Then you have a new potential sales lead.

    A successful lead magnet also allows a business to learning more about its customers. Consider your lead magnet as the first step in a long-term marketing plan where people have chosen to give you their details. This gives you a head start in terms of your email campaign open rates, click-through rates and conversions.

    A great lead magnet will:

    • Solve a real problem
    • Promise a quick win for your ideal customer
    • Be specific – if it’s too general it won’t convert
    • Quick to digest – longer ones are ok for the right audience. Know your why and what the audience wants
    • Have a high perceived value
    • Instantly accessible – the receiver should be able to download the lead magnet immediately
    • Demonstrate your expertise in UVP (Unique Value Proposition)

    Advantages of Lead Magnets

    If you have the right lead magnet, there are many benefits to your business. Doing research to identify the pain points of your customers will help you choose the right one to attract your ideal customer.

    1. Establish your business as an industry leader

    If your lead magnet has interesting and useful information for your target audience, your business will gain a perceived boost as an expert in your industry. By offering a product that solves a problem, you gain an advantage over competitors by being remembered as a leader when they need your services.

    2. Establishing Reciprocity

    By offering something of value, it is more likely that they will remember your business in the future and are more likely to engage your services as a result.

    3. Increase Trust and Authority

    A lead magnet can act as a taste of what you can do for a potential customer. It gives them an opportunity to see what you can do and what you might be able to offer them in a safe way before they have parted with any money.

    4. Creates Compelling Brand Image and Awareness

    By providing your target audience with something of perceived value, it keeps you front of mind. To develop this you send newsletters with updates and special offers to keep your audience engaged.

    5. They Offer Immediate Value

    By providing a solution to a problem you are offering something of value. The best lead magnets are valuable, tailored to your audience and offer immediate satisfaction because it helps them.

    6. Repeated Usage

    By offering a great lead magnet, you are inviting your audience to return to your brand again in the future as they repeatedly use your lead magnet. It’s a great way to get them familiar with your marketing, your brand and what you stand for.

    7. They Stay Evergreen

    The trick with an evergreen lead magnet is to keep returning to it and making sure it is still relevant and it solves a problem. It should only need tweaks rather than a complete rewrite.

    A great lead magnet can often be used over a long period of time, making it an affordable form of marketing for your business.

    8. Grow your database and mail list

    A lead magnet is a great way to grow your email list. email marketing is a highly effective form of engaging your audience and converting loyal customers, but you need email addresses to do this. A lead magnet is the perfect vehicle and has the bonus of the potential customer already showing an interest in your business.

    Best Lead Magnets for B2B

    Here are some lead magnets that have been found to be popular and meet the 7 elements of what makes a great lead magnet.

    Case Studies

    Case studies work well as they showcase a success story. It also frames you as an authority in your field and a problem solver. They can be a powerful demonstration of success and how you solved a problem.

    Product Demos

    A product demo can be a great way to show a prospective lead how your product works. They give you an opportunity to showcase product features and insights and can address any possible concerns your lead may have. Product demos can also pique the interest and curiosity of your target audience.

    Webinars

    Webinars are a great way to offer value and they don’t need to be very fancy. They position you as an expert in your field. An easy way of doing a webinar is to convert an article or blog post into a slide presentation and present it through a live conferencing platform.

    Educational Videos

    These are great as many people like to consume content at their own pace when they want. The videos can be reused and even cut into Gifs for promotion.

    Free Consultations

    Whilst free consultations are more expensive and not very scalable, they can provide great value to prospective leads. They can help you identify strong prospects whilst at the same time addressing any concerns a potential lead may have.

    Free Tools

    Whilst tools can take time to develop if your business creates them, they can provide a lot of rewards. Examples that have worked include tools that evaluate web pages, and company performance can be beneficial to other businesses.

    Toolkits

    Putting together a collection of tools that you find helpful is a useful resource for others. It can position you as an expert in your industry. You can often get an affiliate deal from solution providers as a bonus.

    Swipe Files

    Swipe files are similar to templates. Rather than plugging in their information, a swipe file provides examples that users can pick and choose from to build their own. Swipe files work well for social media and marketing.

    Templates

    Templates are popular lead magnets as they provide a structure and framework that can easily be adapted. They are designed to save your prospects time and remove a lot of the time-consuming issues to solve a problem. Popular examples of templates include spreadsheets, emails and social media.

    Checklists and Cheat Sheets

    Checklists make a great lead magnet as they guide someone through a process, and cheat sheets break down complicated processes into easy steps. Checklists usually outline how to do a process with sequential steps. A cheat sheet helps you through a process, but it doesn’t necessarily have to be done in order.

    Other Popular Lead Magnets

    There are other popular lead magnets commonly used by both B2B and B2C businesses. They are often based on more traditional long-form resources but are just as popular and successful as lead magnets.

    Books and E-books

    Books, especially E-books are perfect lead magnets, especially if you have a series of blog posts about a related topic. You can collate the blog posts into an E-book making it easier for your target audience. Rather than reading one article at a time, they have them bundled up into one book.

    Guides

    Guides can be a good option as they help your potential customer answer a question, solve a problem or formulate an opinion. The guide needs to offer value to attract leads willing to provide their personal details. Successful examples include ‘how to’ guides and roadmaps to doing or completing something.

    Videos

    Video lead magnets are a powerful tool. They are easy to digest, fun to watch and work on any device. Examples can include “how-to” videos, case studies or webinar excerpts. A point of difference to other types of lead magnets is that videos are multi-sensory, provide faster gratification and are easier to consume than paper-based formats.

    Infographics

    Infographics allow potentially dry information to be presented in a visual format that is easier to digest. Visual content is three times more popular than other types of content marketing on social media.

    Email Courses and Mini Courses

    A short online course can easily be delivered by email. You can include a few emails with links to short videos or downloads. Short courses are perfect for delivery via email as they can be dripped out over a few days, keeping you in front of their mind for longer.

    Short mini-courses are equally popular. You want the prospective lead to have a quick win and be able to complete the course in 1-2 hours. Identify a common pain point for your customers and create your course.

    Whitepapers

    If you’ve done an interesting survey or case study, you can leverage this into a downloadable report based on your team’s research that could help inform the future strategy of potential clients.

    This kind of paper can position you as an expert and a credible resource in your industry, building trust and authority to convert your target audience into genuine leads.

    How to Use Your Lead Magnet Effectively

    For your lead magnet to be truly effective you need to use it effectively and distribute it to the right people at the right time in the customer journey.

    Use an Element of Scarcity

    As humans react well to scarcity. Use limited-time offers, limited-quantity offers or a combination of both to entice potential customers to sign up.

    Focus on Relevancy

    Make sure your offer is relevant to your audience. If you are a B2B business your lead magnet should be attractive and relevant to your target audience. Remember that your purpose is to convert potential leads into paying customers.

    Give Your Lead Magnet a Great Title

    A bad title will ensure your lead magnet is a dud. Try to come up with something short, accurate and thoughtful. Your title is one of the first things your target audience will see. Consider A/B testing to test different headlines.

    Different Offers for Different Buying Stages

    To be really effective and cater for customers at different stages of the buying journey. At the top of the funnel informational lead magnets such as E-books and guides work well. In the middle of the funnel, product webinars can help close the deal. At the purchase stage, a free trial or product demo make good lead magnets.

    Things to Avoid When Creating a Lead Magnet

    When you go to the effort of producing a lead magnet there are some critical errors to avoid.

    • Not having an audience in mind. Define your target audience and your target customer. Make sure that your lead magnet is useful and relevant to your target audience
    • Not having a specific goal. Know what your long-term goal is to convert leads into customers
    • Not choosing the right topic. Your lead magnet needs to be specific, relevant and solve a problem
    • Not proofreading. Errors are unprofessional and decrease trust
    • Not choosing the right title
    • Too much content, or not enough. It needs to be instantly actionable, scannable and easy to consume
    • Use corporate jargon. It’s fine to use a professional tone but avoid jargon.

    Frequently Asked Questions

    1. How can I effectively promote and distribute my lead magnet to attract qualified leads?

    Effectively promoting and distributing lead magnets involves strategies such as leveraging social media platforms, email marketing, content partnerships, and targeted advertising to reach and engage with your ideal audience. Additionally, optimising landing pages and website content to highlight the value proposition of the lead magnet can enhance its visibility and encourage conversions.

    2. What are some common mistakes to avoid when creating or designing a lead magnet?

    Common mistakes to avoid when creating lead magnets include neglecting to align the content with the target audience’s interests and needs, creating overly complex or lengthy resources that overwhelm potential leads, and failing to optimise the design and formatting for readability and accessibility. It’s also crucial to ensure that the lead magnet delivers on its promise and provides genuine value to recipients to foster trust and credibility with your audience.

    3. Can you provide examples of successful lead magnets in different industries or niches to inspire my own creation?

    Examples of successful lead magnets span various industries and formats, including e-books, whitepapers, case studies, webinars, templates, quizzes, and free trials. For instance, a software company might offer a free trial of its product, while a marketing agency could provide a downloadable guide on optimising social media strategies. Studying these examples can offer insights into effective content formats, messaging strategies, and value propositions that resonate with target audiences and drive lead generation efforts.

    Contact me Today for your Next Lead Magnet Project

    Let’s chat about your lead magnet requirements. Get in touch for a free, no-obligation quote today!

    Get in Touch

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    7 Mistakes Small Business Owners Make When Writing Their Own Copy

    by | Aug 2, 2022 | Business, Copywriting, Small Business

    image of a person's hands resting on a Macbook Pro laptop on a table

    Learn how to avoid the pitfalls of bad writing and attract more customers with great copywriting.

    As a small business owner, you have a lot going on. You wear many hats and time is at a premium. You do your own marketing and writing to save money because that’s what you’ve always done.

    While writing may seem a small task, mistakes in it can turn away customers and cost you money.

    Have you ever been in a restaurant or on a website and come across errors or something badly written? Most likely you didn’t hang around very long and went to a competitor instead.

    As online commerce becomes more popular, customers expect well written copy that doesn’t have spelling or grammatical errors. And if your website has out of date or false information, readers are likely to turn elsewhere because they don’t see your company as reliable or trustworthy. First impressions count.

    Most Common Mistakes Small Business Owners Make When Writing Their Own Copy

    Your strengths as a business owner are probably your weakness when it comes to writing for your business. You are too close to it and your pride wants to toot your horn and tell everyone how wonderful your business is (and of course it is!) but you forget to focus on the customer and what’s in it for them.

    1. Proofread Those Errors

    Errors will happen but reducing them to a minimum will go a long way to creating a good first impression. According to RealBusiness 74% of online readers pay attention to the quality of the copy on a business website.

    Look out for:

    • Grammar
    • Spelling
    • Punctuation
    • Sentence structure
    • Incorrect use of capitalisation
    • Flow

    Tip: Read your writing out loud. You can check the flow and often hear your grammatical mistakes.

    Proofreading your writing is important for avoiding errors. Ask a friend or colleague to check your writing before you click publish.

    Having error free content will create a good first impression, as well as build trust. If you can’t provide error free information, customers are less likely to trust your business with their money.

    2. Focus on Your Customers

    A common mistake made by businesses is the make it all about you. Afterall, it’s your business so your customers expect to hear all about your news.

    Except this isn’t true! Customers want to know what’s in it for them. 63% of consumers expect businesses to know their unique needs and expectations, increasing to 76% for B2B buyers.

    You need to focus on how your products or services are going to improve the lives of your customers. How will it save them money or make them feel better? What are the benefits to them?

    Tip: Show how you can solve your customer’s problems and improve their lives.

    3. Benefits Over Features

    Rather than talk about the features your product offers, you should discuss the benefits. This will address the ‘what’s in it for me’ question that your customer is asking.

    To do this think about the features of your product or service and transform them into how the feature will provide a benefit to the client and solve their problem.

    For example, you have daily appointments available. Instead, you can rephrase this to short wait times for all appointments. Your factory has state-of-the-art machinery. This can be rephrased to ‘we have invested $100 million in new state-of-the-art machinery’ to show that you’ve spent a lot of money on new equipment.

    Tip: Tell your customers what the benefit to them is of your product or service. Describe the benefits rather than the features.

    4. Forget a Call-to-Action

    You’ve told your customers all about your product and the benefits to them. They are ready to buy, but you forgot to include a CTA.

    A CTA (call-to-action) is a button with a link to help your customer take your desired action. For example, ‘Buy Now’ or ‘Download Now’.

    A single CTA on an email has been shown to increase clicks by 371% and sales by 1617% according to Wordstream. You cannot afford to forget your CTA in any marketing, but especially an email marketing campaign.

    Tip: Write a single CTA so your customer knows what to do and can take immediate action.

    5. Perfectionism Kills your Copy

    Having error free copy that is effective and informative is desirable, but you need to know when to let go and accept that it is good enough.

    You cannot keep editing, going back and rewriting and editing again. At some point you need to hit publish and let go of being perfect.

    Tip: Write your copy, wait a day or two and then go back to read it. Edit your copy and if possible, get a second pair of eyes to read it as well and check for errors. Then hit publish and move on!

    6. Keep it Simple and Conversational

    When you are writing for customers you need to avoid jargon and buzz words and keep your message simple. Many of your readers may not be familiar with the terminology of your industry. It’s best to write as though you are speaking to someone who knows very little and cut out the jargon.

    You also don’t want your copy to sound too stiff and too polished. It’s best to have a conversational tone that is friendly and easy, like friends having a chat. You want to come across as appealing and welcoming.

    Tip: Keep your text simple and tone like a chat between friends. Save your jargon for chats with colleagues and professional settings.

      7. Forget or Don’t have a Big Plan

      Writing awesome copy is great but your need to remember your plan. What do you want to achieve from your copy?

      It is important to keep your goals at the centre of whatever copy you write.  This will help keep you on track and ensure you are closer to achieving your goal.

      Tip: Check your business plan before you write. Be clear what you want to achieve from the copy you write.

      Would you like some help with writing your copy? I can work with you to write the copy you need to grow your business.

      Contact Me!

      For information about how a copywriter can help you check out this blog post.

      FAQs

      How can I measure the effectiveness of my copywriting efforts?

      To measure the effectiveness of your copywriting, start with conversion rate—the percentage of users who complete a desired action, such as purchasing or signing up. Track the click-through rate (CTR) for insights on how many people click your call-to-action links. Engagement metrics like time on page, scroll depth, and bounce rate (available through Google Analytics) reveal if your content is engaging.

      Use A/B testing to compare versions of your copy, assessing which performs better in driving actions. Social media metrics, including shares and comments, gauge how well your content resonates.

      For email campaigns, monitor open rates and unsubscribe rates to see if readers find your content valuable. Finally, customer feedback through surveys provides qualitative insights. Regularly tracking these metrics helps refine your strategy and improve how effectively your copy speaks to your audience.

      What are some tools or resources for improving copywriting skills?

      To improve copywriting skills, use tools like Grammarly and Hemingway Editor to refine grammar and readability. Copy.ai and Jasper can spark ideas with AI-generated suggestions. Trello or Notion help organise and optimise content. Explore online resources like Copyhackers and HubSpot’s Content Marketing blog for practical tips and industry insights. Books such as “Made to Stick” by Chip Heath and “Everybody Writes” by Ann Handley provide deep dives into effective copywriting. Additionally, courses from platforms like Udemy, Coursera, or Skillshare offer structured learning to build foundational and advanced copywriting skills.

      How do I identify my target audience's needs effectively before writing copy?

      To identify your target audience’s needs before writing copy, start with market research—survey your current customers or use tools like Google Surveys and SurveyMonkey to gather insights. Analyse competitors to see what resonates with their audience, identifying gaps you can fill. Use social listening tools like Hootsuite or Brandwatch to monitor discussions about your industry, revealing common pain points. Customer feedback through reviews and testimonials provides direct insight into your audience’s values. Finally, create buyer personas—detailed profiles based on demographic, behavioral, and psychographic data—to understand your audience’s motivations and tailor your copy to address their specific needs.

      7 Tips for UX Every Small Business Owner Needs to Know

      by | Apr 18, 2022 | B2B, Business, Small Business

      Woman in long black sleeves pointing to a yellow note in front of laptop

      Learn how to get basic UX right for your SME so you can get ahead of the pack  

      User Experience (UX) has become an important consideration in web design in recent years, but for many small business owners not much is known about it. You can be forgiven if UX is a mystery, as in the past most companies forged ahead with their website design doing what they thought was right without considering the users. Nowadays it’s all about the audience and ensuring that they have the very best experience possible on your website.

      What is UX Design?

      User experience is any interaction that a user makes with a product or a service. UX design looks at everything involved in shaping that experience and trying to make it as easy, efficient and enjoyable as possible.

      UX designers will do a great deal of market research and integrate strategy, product development and design to build user experiences for products, services and processes.  

      As a SME you are unlikely to have a team of UX designers at your beck and call. There are however things you can do to ensure that your website has good, basic UX design with some simple strategies.

      Why does UX matter for your small business?

      Online consumers have an expectation of speed and ease with their online transactions. Marketers suggest there is a 15 second rule. If your webpage doesn’t meet the needs of a potential customer, then you are likely to lose them. If your website is badly designed or doesn’t work as expected, then that consumer could be lost forever.

      Small business owners depend on every customer. This is why UX design is vital for your website. It must meet the needs of your consumers quickly, which in the long run will help increase sales and customer loyalty.

      Some of the main reasons that UX matters.

      • By keeping things easy, you can increase conversions in the long run. Give your CTAs meaning and have simple navigation to make your customer journey as easy as possible
      •  Good UX design can also help your SEO
      •  Planning UX design in the beginning can reduce future costs
      •  A good customer experience can help build brand loyalty and word of mouth referrals

      7 tips to improve your UX design

      Whilst you may not have a large marketing or UX team working for you there are a few things you can do. Planning them in the early stage of your website design will optimise your UX the best.

      1. Improve the speed of your website

      A common problem for websites is that they load too slowly, which can scare off potential customers. So, when planning your site, speed needs to be a priority.

      Your website loading speed is key and best practice is considered 3 seconds. If it takes longer, especially on mobile devices, users are more likely to leave the site. In fact, Google research has shown that bounce rate increases from 32% with load speed 1-3 seconds to 90% when it takes 1-5 seconds and more the longer it takes.

      There are some actions you can take to improve the speed of your website.

      • Reduce the file sizes of images and documents. Compress them
      • Uninstall unnecessary plugins. Whilst there are many good ones, only use plugins that you really need
      • Enable browser caching
      • Host videos on external platforms, such as YouTube or Vimeo
      • Trim your code – get rid of any unused or unnecessary code
      • Limit page redirects to other pages on your website

      2. Keep your navigation simple

      You need to make your website easy to get around so that no potential customer gets lost. It is essential to keep your navigation logical and straightforward.

      When you are planning the architecture of your site, consider what will be the most important pages, and where they are usually located. Familiarity for users will allow them to find what they are looking for faster.

      3. Focus on mobile design

      Almost 55% of internet users access the internet on mobile devices and this will increase as more consumers shop online using their mobile phones. This means that your website needs to be mobile friendly, or users will leave quickly for another more compatible site.

      Mobile-first design aims to create a better user experience by beginning the design process with the smaller screens of mobile devices, before upgrading for desktop screens later. This forces designers to focus on the most important aspects on a mobile device.

      So, what does this mean for SMEs? Here are a few things you can easily do. Focus on content first and then:

      • Plan your pages and architecture carefully
      • Reduce the number of links in your navigation menu
      • Use fonts that are mobile-friendly and not too small
      • Use headers and sub-headers to make scanning content easier. Keep paragraphs short.
      • Keep your borders wide
      • Use white space to make the layout less busy and more readable

      4. Understand your customer needs – what are their pain points?

      Before you start planning or redesigning your website you need to know who your customer is. Complete a profile to help you understand their pain points. Some questions you could ask:

      • Describe your typical customer. Age? Male or female? Where do they typically live? What kind of jobs do they have? What are their hobbies?
      • What type of device are they most likely to use?
      • Why are they most likely to use your website?
      • How long are they likely to spend on your website?
      • What do they or are they most likely to click on your website?

      5. Customise your 404 and error pages

      This may seem like a small thing, but sometimes a user clicks on a page that doesn’t exist, such as when they type in the wrong URL.

      To make this a better experience, create a customised page that helps redirect them to where they want to go.

      6. Spend time on your site structure

      Before you write your content or build your website you need to plan the architecture of your site. A good structure will improve the usability of your website by making it easier for users to find what they are looking for.

      Get a large sheet of paper or some sticky notes and map out your structure and how you will organise the content on your site. How will pages be linked together and what will go on them?

      7. Get the basics right!

      When choosing your theme and page design it’s important to get the basics right. This will help with the overall customer experience.

      Choose colours that are easy to read and don’t detract from the overall design of your site. Keep it consistent throughout the site. Use a variety of headings and sub-headings on each page so that they are more readable.

      Have your content proofread for spelling and grammar errors. There is nothing more annoying for a user than to spot minor errors that detract from their experience.

      Ensure that your links work. Check regularly so that if changes are made or pages are deleted, links are also edited.

      Make your CTAs clear and visible so that your customer knows exactly what their next action is. You should have at least one on every page. Your CTA needs to stand out from surrounding text.

      Use white space liberally. It helps make text easier to read and allows the design to breathe, adding elegance and simplicity to it.

      Conclusion

      The object of UX is to make your web design work for both you and your customers. You may not have a UX design team, but you can still follow these simple tips to improve the overall user experience of your audience.

      Once your website is completed, it isn’t the end of the road. Ask for feedback from your customers and do an audit. UX will continue to evolve, and for your website to perform at an optimum level you will need to keep upgrading and working on aspects of the UX design. Listening to your audience and learning will help make your website experience the best you can make it.

      10 Features Your Website Should Have

      by | Mar 14, 2022 | B2B, Business, Copywriting, SEO Copywriting, Small Business

      Image showing webpage stats

      Learn which features are key to having a successful website that users will value and have you at the forefront.

      We are spending increasing time online and user experience (UX) is becoming increasingly important. In fact, Australians spent 6 hours and 13 minutes online per day in the past year with social media accounting for almost a third of that time.

       There is, as a result, great potential for good websites to entertain, inform and do e-commerce for businesses who look to have a strong online presence. With consumer behaviour evolving, your website needs to provide the information visitors want as well as solve their problems and answer their questions. Below are 10 must-have features for your website.

      1. Easy Navigation

      This seems obvious, but it is amazing how many websites get this wrong. It is one of the most important aspects of user experience, allowing visitors to find information quickly and easily, or not.

       There are 5 main types of navigation.

       1. Horizontal Navigation Bar

      This is the most common type of navigation bar and lists the major pages across the top next to each other. This includes pages such as ‘About’, ‘Contact Us’ and ‘Products’. On big websites they are not always the most useful pages, but rather the most expected ones.

      For example:

      Image of example of navigation bar

      2. Dropdown Navigation Menu

      Dropdown menus are common for more complex websites with a lot of content. The page has a regular horizontal navigation bar with dropdown options to reduce the clutter and make it easier to find related pages.

      Image of a Dropdown navigation menu

      Source

      B & Q is a great example of this with dropdown menus for each category of their business, making it easy for a customer to find their way around the site.

      3. Hamburger Navigation Menu

      This style of menu is most often seen in mobile web design. With this menu, navigation items are listed horizontally across the screen and collapse behind a hamburger button.

      Image of a Hamburger Bar Menu

      Source:

      4. Vertical Sidebar Navigation Menu

      This navigation menu is along the side of a page to present all of the links that will take a user to different pages on the website. It is often hierarchical, presented in a tree structure, to ensure fast navigation between pages and to the desired page.

      This type of menu doesn’t work well on a mobile app or phone but is common on websites.

      Image of Twitter vertical sidebar navigation menu

      Source 

       

      5. Footer Navigation Menu

      On a large website many users will go straight to the footer navigation to find the specific item or page they are looking for. By including one, you make it easier for users to not have to scroll back to the top of the page.

      Image of footer navigation menu of a website

      Source 

      2. Responsive Design (Mobile Friendly)

      These days we can access the internet on a variety of devices – phones, tablets and computers of all shapes and sizes. Your website needs to respond well on each of these.

      User experience (UX) is an increasingly essential factor in websites as audiences no longer tolerate glitches in the system.

      Responsive design makes it possible to have multiple, separate layouts of your content and design to different devices, depending on their screen size. Mobile web traffic has overtaken desktop computer traffic and now makes up the majority of website traffic at more than 56% users.

       5 Tips to improve your responsive design

      1. Learn how your audience use their mobile device. For example, are they doing quick searches for contact information? If so, make sure that information is prominent and easy to find.

      2. Plan your design first. Plan your layout first by using a wire frame and then a visual design.

      3. Optimise your images. They play a vital role in your website’s design since they can help you create an emotional connection with your visitors and the product or service you are trying to sell.

      4. Consider a mobile first approach. Since most users will be on their mobile device if catch issues on your mobile design, scaling up is much easier than scaling down.

      5. Ensure that buttons can be easily clicked on smaller screens. Use bight colour so that it is easy to identify them and that even on phones the button is recognisable and big enough to click easily.

      3. Simple URL

      A key for websites (and SEO / UX) is to have a simple URL without random numbers and letters at the end. You want your website to be easy to remember and simple to find.

      A good rule of thumb is to remember that you are creating your URL (and website content) for humans, not computers or search engines. When you design the architecture of your website, ensure that every indexed page should have an easy URL that makes them simple, relevant and memorable.

      4. Strong, Clear CTAs

      To have a good conversion rate from visitors on your website you need good CTAs that are effective and clear. Your call-to-action should grab attention and mention a relevant pain point to be compelling with a sense of urgency. You want visitors to take immediate action.

       A few things to consider:

      • Ensure your CTA is easily visible. Picking the right colour and design is an important consideration. Colour can have different connotations, for example, red can induce a sense of urgency and blue is considered trustworthy. Choose your colour carefully.
      • Choose your words carefully, as you want action taken. Action verbs are good for this. Create a sense of urgency.
      • Use scarcity and free trials to entice your visitors. These offer an immediate benefit to the user with a positive outcome.
      • Location is important. You need to put your CTA in the right place. Put them higher up your website, not at the bottom. Consider how users will read your website and place your CTA accordingly.

      5. Intuitive Design & UX

      The easier it is to use your website; the more people will use it. An intuitive design means that when a user sees it, they know what to do. Of course, it isn’t easy to build an intuitive website when everyone is different. However, there are some things we can do.

      • Be consistent. There is an expectation of how a website works. Consistency between pages is important.
      • Ensure minimal steps are required for a task. Streamline any sign-up process.
      • Think about your users. Why will they go to your website? Do market research to understand your target customers and the link between their current knowledge and their target knowledge when using your website.
      • Plan everything from your customer’s point of view.

      6. Testimonials & Case Studies

      Social proof from happy customers is a great way to demonstrate that your business is trustworthy. They are the best way to convince a prospective customer to work with you. A testimonial is a great way to show first-hand how your product or service improved your customer’s business.

      Customers are much more likely to buy a product or service online if a website has customer reviews. In fact, 93% of customers read online reviews before buying a product. This shows that you need to use positive reviews and testimonials from your customers.

      An alternative is a case study. If you have information that demonstrates your value to a customer, then a case study is best. These provide more in-depth information from the company or individual that has benefited from your product or service. They can be very effective as they are longer stories of the work you did and the results you helped them achieve.

      In B2B businesses, case studies are considered the most effective way to convert and move prospects along their buying journey.

      If you want to build credibility and trust, then you will need content that will nurture your business with customers. Help improve the confidence of your customers by telling some success stories and demonstrate your trustworthiness.

      7. Contact Details on Every Page

      With user experience high up on consumer expectations these days, having your contact details on every page makes their lives. At the very least, put your contact details in the footer.

      With the growing amount of phishing and false websites, having your contact details on your website also increases your trustworthiness. This will show customers that you are genuine and not hiding anything.

      8. Social Media Links

      These days social media is everywhere.  It makes sense to put links on your website and grow your number of followers, with the understanding that you are nurturing your relationship rather than expecting much conversion from them. Effectively, you are keeping in touch with these consumers to stay at the forefront of their consciousness and hope for conversion later.

      Another reason to have social media links is to build your authenticity. Sharing content about your company, behind the scenes stories and videos will help nurture a relationship with your business.

      9. A blog 

      Many businesses question whether blogging is still relevant. The answer is a resounding yes! According to Databox 68% of marketers find blogging more effective than two years ago. People spend a lot of time online and read a lot of information.

      However, it is the way you blog and the topics you choose that are key. Company updates and random topics are no longer appropriate. You are best served by listening to your target audience and find out what they are interested in. Become a thought leader in your industry and use your blog as a platform for building trust and authority.

      Creating high-quality and original content will go a long way to getting results from your blog.

      • Make your blog easy to skim with good use of headings and sub-headings
      • Make sure your content is unique – don’t copy what everyone else is doing. You want to stand out from the crowd and be relevant to your audience
      • Make it easy to subscribe to your blog
      • Keep the conversation going. if someone comments take the time to reply
      • Link to your sources – backlinks are good for SEO, and it adds to your credibility.
      • Write long form blogs. This will boost your SEO. It will also help you explore topics thoroughly

      10. About Us

      The About Us page is one of the most important pages of your website. It can be an opportunity for customers to learn about your company. But the biggest secret of your About Us page is that it really isn’t about you, but about why a customer should invest in your business and why you are the best person to solve their problem.

      Rather than seeing this page as an obligation, show your audience why they should do business with you. It’s a chance to tell your story, build trust and share what makes you tick, but at the same time its benefit driven to show what is in it for them! Show your potential customer why they should do business with you.

      On your About Us page there are a few things you should include to make it great:

      • Include your USP (unique selling proposition) or your UVP (unique value proposition)
      • Why the founder started the business (what problem were they trying to solve?)
      • Tell your brand story
      • Show your company’s faces
      • Share what’s happening behind the scenes. For example, show the process of how something is manufactured
      • Let your customers know where your business is based
      • Direct your customer to your desired next action – create a CTA and send them where you would like them to go

      A good website is an essential part of most businesses these days as consumers do an increasing amount of business online. They have the potential to be another avenue of income, but this depends on including the key features of a website to build your website and business successfully.