Written by Dr. Michal Halperin Ben Zvi and Kinneret Yifrah

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Photo by Fred Moon on Unsplash

Let’s take a moment to slash some myths:

Myth 1

There are fewer and fewer older adults who struggle to use digital media. Pretty soon everyone, no matter what age, will know how to use digital media with zero limitations.

The truth

Even the most digital-savvy person will experience eventually a decline in the speed of thinking, eyesight, and other aspects that can impact the ability to use a digital product. It doesn’t necessarily have to do with their knowledge and skills of digital media (aka digital literacy).

Even if you were born with a mobile device in hand, you won’t be able to…


By: Oren Shapira, Ph.D. and Stav Moran Leshem.

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Photo by CoWomen on Unsplash

Hi, I’m Stav Moran Leshem, senior UX writer and co-manager of the Israeli UX Writing online community. A few months ago, I sat through one of the most frustrating meetings I’ve ever attended as a writer. Attendees from the client’s side kept asking for empirical proof. “How do you know it actually works? How did you test it?” they asked. …


Four tips for writing great microcopy and how it can help your bottom line

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Photo: BongkarnThanyakij/Getty Images

Which sign would you prefer to find on the coffee machine when you get to the office in the morning?

This one:


Writing empathetic button copy is both an art and a science

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Photo: Indysystem/Getty Images

The importance of buttons cannot be overstated. For a user to get what they came to your site for, and so that their browsing turns into your desired outcome (i.e., a conversion), users must often click a button. The button is, therefore, the point at which a decision becomes an action. How can we encourage that action with the copy?

“Don’t amplify the act of proceeding, amplify the value of proceeding.” —Joanna Wiebe.

This means that “Get your free guide” will probably convert better than “Subscribe.” When dealing with more functional buttons, the value will be a specific and clear…


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Photo by Providence Doucet on Unsplash

Before we jump right in, a quick cultural-professional introduction: most of the microcopy (UX) writers in Israel are freelancers, for many reasons, as am I. It means that during any given year I might get to write microcopy for a complex control system, a delivery app, a government service, a gift card shop and a university registration site.

Every time I start writing microcopy for a new digital product, I basically dive into a brand new world and start learning from scratch about the area we are operating in, the specific product and the context users act in. …


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Confirmation dialogue boxes usually pop up after users take some kind of significant action. The messages are there to verify that users truly intended to perform that action, and are (fully) aware of its consequences.

A confirmation dialogue box basically loops the user back to the moment of choice and makes them take the same action, again. This is a friction we deliberately create because it ultimately serves the user’s best interest.

Reconfirm vs. Undo

Sometimes we can give users credit for knowing exactly what they’re doing. …


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Photo by Jacek Dylag on Unsplash

Puns, witticisms, a touch of cynicism, one-liners, cultural references, expressions of emotion and humanity, cute rhetorical questions — all these (and more) are excellent tools you can use to improve user experience and promote the brand’s business goals.

  • But if users can’t find what they need because all standard terms have been replaced with fresh phrases;
  • If they have to read the instructions twice when they’re in a rush, because the wordplay is unclear or has dual meaning;
  • If they feel left out because the reference was too esoteric;
  • If they were already upset and the joke only made it…


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Just before you release a new form out into the world, or if you already have a form that too many users abandon without completing or call support to deal with, go through this checklist and make sure you have everything covered.

And yes, the checklist is just as good for websites and apps as well as for complex systems.

Before you dive in

1. Do the users have enough good reasons to fill the form?

Do users understand — as soon as they start filling the form, and even when they first lay eyes on it — why they need to fill it, and what’s in it for them?


What to say (and what not) to users who’ve decided to leave or declined your incredible offer

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Photo by Jan Tinneberg on Unsplash

One of the most effective ways to check if someone truly loves or appreciates you, and if this person cares — is saying NO.

The way people react to a refusal or a rejection can teach you a lot about them — and about the nature of your relationship.

It works inside the family (hey ma, I can’t come this weekend), with friends (sorry, this week is crazy, I can’t help you with that), with clients (nope, a discount is out of the…


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The contribution of microcopy to a business’ profit margin isn’t just a theoretical question of what’s good for the user.

Some real-life examples — how many of your users:

  • fill out parts of forms and then stop and leave?
  • read everything down to the bottom and then leave without signing up?
  • put items in a basket, stare at it for a bit, and then abandon it?

make it to the site registration form and then disappear?

It’s clear: strong UX writing helps users successfully complete actions.

This means that investing in UX writing (microcopy) has guaranteed ROI, and will increase…

Kinneret Yifrah

Microcopy expert and UX writer. Author of “Microcopy: The Complete Guide” — the book and the digital course. Helps UX pros worldwide to make users’ lives easier

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