Microcopy - Airbnb Search Engine
Posted: Mon Dec 23, 2024 7:02 am
In his article on microcopy, Juan Merodio tells us how changing just one word increased lead generation by 161.66%.
What was necessary to do?
First, listen to the user.
Microcopy is also a part of copywriting and therefore starts with your ideal client: what they need, what they like, what they are looking for, etc.
In this research prior to writing any copy, you will get the best ideas for your writing and also for your microcopy.
An example of this is the microcopy that Airbnb applies to search fields:
It gives you ideas for trips and experiences that your users might like and puts them in the search engine to encourage you to use it.
3.- It gives coherence and strength to your brand
You have managed to get the user to give you their valuable time by reading your texts, through which they have gained a better idea of who you are, what you offer them, and what they can expect from you.
Some texts that, if you have worked on them, should also give you a good idea of who you are, your values and your tone of voice .
Great, because you already have the hardest part.
Now tell me, would you like to sound inconsistent or incoherent by neglecting the small details?
This is what can happen to you if you forget about small parts of your text, such as email database uk the fields of a form or even the footer, a place that is usually forgotten but which, for example, the blog 40defiebre uses to reinforce its brand communication:
Microcopy - Footer 40defiebre
Usability, trust, conversions, coherence with your brand…
As you can see, it's no small feat.
We're talking about things that are too important to leave to chance and hope that your user doesn't notice that you've stopped giving care to those important parts of your website.
We're here to make sure that doesn't happen, so take note of the strategic places that deserve your love and your copy.
What was necessary to do?
First, listen to the user.
Microcopy is also a part of copywriting and therefore starts with your ideal client: what they need, what they like, what they are looking for, etc.
In this research prior to writing any copy, you will get the best ideas for your writing and also for your microcopy.
An example of this is the microcopy that Airbnb applies to search fields:
It gives you ideas for trips and experiences that your users might like and puts them in the search engine to encourage you to use it.
3.- It gives coherence and strength to your brand
You have managed to get the user to give you their valuable time by reading your texts, through which they have gained a better idea of who you are, what you offer them, and what they can expect from you.
Some texts that, if you have worked on them, should also give you a good idea of who you are, your values and your tone of voice .
Great, because you already have the hardest part.
Now tell me, would you like to sound inconsistent or incoherent by neglecting the small details?
This is what can happen to you if you forget about small parts of your text, such as email database uk the fields of a form or even the footer, a place that is usually forgotten but which, for example, the blog 40defiebre uses to reinforce its brand communication:
Microcopy - Footer 40defiebre
Usability, trust, conversions, coherence with your brand…
As you can see, it's no small feat.
We're talking about things that are too important to leave to chance and hope that your user doesn't notice that you've stopped giving care to those important parts of your website.
We're here to make sure that doesn't happen, so take note of the strategic places that deserve your love and your copy.