Microcopy 101: A closer look at Go-To Skincare

I’m a big fan of Zoe Foster Blake. She’s a writer, ex-beauty editor, published author, businesswoman extraordinaire. She’s also a Mum. And she’s incredibly funny.

With a measly 642K followers on Instagram, I’m clearly not the only person who admires her. But this article isn’t about fangirling over Foster Blake.

I wanted to take a detailed look at the UX writing, microcopy and tone of voice across her skincare website, Go-To Skincare.

I’m always on the lookout for great examples of microcopy and UX writing that really nails the brand voice. I keep coming back to Go-To, pleasantly surprised with the wit, humour but most importantly, the overall ease of use and guidance throughout the site.

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Taking the plunge from Copywriter to UX Writer

I’d never spent so long considering so few words.

I didn’t realise at the time the fragments of copy I was creating even had a name. But I did know one thing- I was bloody enjoying it.

In 2016, I joined a fintech startup as the only native English speaker and writer. I quickly realised it was up to me to create the entire content strategy and copywriting for the business.

I relished the chance to empathise with our customers. To walk in their shoes, to face the problems and challenges they were hoping to overcome. I got started armed with a notepad, large whiteboard and a stack of coloured sticky notes. Yep, I liked this project already.

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Empathy mapping: A starting point for better user experiences

When we use empathy to put ourselves in someone else's shoes for a moment, we get a chance to better understand and appreciate where they're coming from and the problems, or pain points, they may be facing.

Empathy and emotional intelligence are closely related. When we take the time to tune in to our EQ, we're a step closer to improving the overall user experience design. Empathy maps are no longer just the domain of savvy marketers. UX designers are benefiting a lot from this simple tool.

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Lessons in bouncing back

There aren’t enough words to describe becoming a parent. An intense sense of gain and loss. Equal measures of joy and fatigue, worry and wonder. 

But for all the delight, new experiences and precious moments, there is one question I continually ask myself:

“Where did my confidence go?”

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PersonalCasey Elmer
How to hire the right freelance writer for your brand

As the saying goes, 'If you pay peanuts, you get monkeys.' There are great copywriters to suit every budget. However, you should still take some time researching which copywriter is going to be the best fit for your business. The last thing business owners need is missed deadlines, crappy copy, a misunderstood brief (or no brief at all) and a waste of precious time.

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