Microcopy on buttons and errors that reduces support load

Short answer: Buttons should say what happens next (“Book a 15-minute call”); errors should say how to fix (“Use a NZ mobile starting with 02…”)—vague microcopy creates tickets.

Microcopy is conversion infrastructure, not decoration.

High-leverage spots

• Form validation messages—specific, polite, actionable.
• Empty states in carts and dashboards.
• Loading and payment states to reduce duplicate submits.

Tone under stress

Error moments are brand moments—avoid blaming the user; guide recovery.

SEO angle

Clear labels reduce pogo-sticking from frustrated users, an indirect quality signal.

Frequently asked questions