Website Microcopy Tune-Up After User Experience Question

I've written before about the importance of very small copy — called microcopy — to ensure that visitors to any page on your website or shopping cart clearly know what to do.

Yet sometimes what seems so obvious that it doesn't need microcopy may indeed need it.

Speaking to someone on the phone, I mentioned my puzzlement that no one attending the presentation Yael and I had given for a specific group had taken advantage of downloading the free social media tips booklet.

The person replied that h...