Microcopy (those tiny bits of text on a button or action) helps people to carry out a simple task on a website or app. It has to be clear and concise so that people can do what they came for quickly and easily.

If there’s a technical error that stops them from completing a task, calmly communicate what went wrong and how they can rectify it, rather than throwing up a useless error code that will just get them more annoyed.

If you’re designing with the user in mind (which you totally always should), copy can help ensure their experience is enjoyable and/or useful. If they are clear on what they need to do at every step, there’ll be far fewer errors, and much less pressure on your customer services.