How Microcopy Helps Senior Living Communities Drive More Tours
Websites designed to deliver great user experiences help senior living marketers drive more tours, leading to more leases. Designing a website for conversion includes a variety of factors that you may already be familiar with — font, colors, and content. Another UX component that contributes to your online success is microcopy, which can delight your users and inspire them to act instantly.
What is Microcopy?
Microcopy refers to the small copy details on your website that instruct users which action to take next. This includes many different bits of copy that you may not have considered previously — contact form explainers, button text on CTAs, hints in search boxes, and error messages. While these elements may seem insignificant compared to the overall design and content of the website, it has a large impact and may be where you lose people trying to contact you. If you don’t have clear calls to action, or if a user doesn’t know what to expect when clicking on a button, your conversion rate could be negatively impacted.
Optimize Your Website with Effective Microcopy
At G5, our experience has taught us what works when it comes to the microcopy included on your website. It should anticipate user questions and help ease their doubts about reaching out for more information. The following areas can be optimized to ensure you’re maximizing microcopy across your website:
Call to Action Buttons — Buttons should be clearly labeled to define the action the user will take when clicking. For example, “Contact Us” should lead to a general contact form, not a tour form. Confusion hurts your trustworthiness and increases your bounce rate. CTA buttons should address a user’s concerns and clearly state what happens after they click.
Form Copy — Form microcopy includes the explainers in text boxes, the description at the top of the form, and the submit button text. Carefully choosing your microcopy for these elements ensures you maximize tour and information requests coming in from your website. Use short phrasing to encourage the user to request a tour and learn more about your community.
Error Messages and Pages — Error pages, including 404 pages that are loaded when a page can’t be found (a broken link from an external website, for example) should be helpful for users to understand what went wrong. Use microcopy to tell the user what’s wrong and how to fix it. For example, if someone accidentally enters half of their email address, your copy should explain clearly that the email address needs to be complete in order for the form to be submitted successfully. 404 pages should match your branding, be polite and lighthearted, and convey empathy with the user.
Keep it Short and Sweet
Remember to keep microcopy short and sweet — with these elements, less is more. Use simple language that’s easy for visitors to understand. Short, snappy sentences encourage users to take action without weighing them down with long instructions. Microcopy is short and helpful, not long and clunky. Good microcopy is compact, charismatic, and clear.
Test for Success
Microcopy can easily be tested to give you insight into what works, what’s confusing to the user, and what drives the most tour requests. Try A/B testing microcopy on your website to find out what language works best for conversion. Consider usability testing to monitor user reactions. Microcopy elements should be tested and considered during the design process, as it works with the layout, theme, and goals of your website.
Make it Simple for Visitors to Request a Tour
Microcopy enhances the user experience, adds personality to your website, and inspires people to take action. The best microcopy comes from knowing your users and optimizing your website to speak their language. Enhance your senior living website with microcopy that guides visitors through the user flow, cue them into functionality, and create enjoyable experiences at every touchpoint.
Are you showing up at every touchpoint along the buyer’s journey? Download 20 Digital Touchpoints, G5’s latest eBook, to learn more about marketing in the Age of Assistance.