Website and Web App Microcopy for OysterHR
The Challenge:
OysterHR, a global employment platform, needed consistent, clear, and compelling microcopy across its website and web application. The goal was to effectively communicate complex global employment solutions to potential clients and users while maintaining a unified brand voice.
Objectives:
Develop clear and concise microcopy for various product pages and featuresEnsure consistency in tone and messaging across the website and web appSimplify complex concepts related to global employment and compliance
The Process
Here is the process that helped me create excellent copies for OysterHR
Research and Discovery
● Studied OysterHR's product offerings, target audience, and unique selling propositions● Reviewed existing copy and brand guidelines● Collaborated with the product manager and content manager to understand specific needs for each page or feature
Consistency Check
● Developed a microcopy style guide to ensure consistency across all touchpoints● Reviewed all copy to align with the established brand voice and tone
Copy Development
Created microcopy for various sections, including:● Website headlines and sub-headlines● Feature descriptions● Call-to-action buttons● Navigation labels● Form labels and helper text
Collaboration and Refinement
● Iterated based on feedback from the product and content teams● Worked closely with designers to ensure copy fit within the UI constraints● Participated in review sessions with stakeholders to refine messaging
Some examples of my work at OysterHR
Global compliance page: This copy addresses a key pain point (global compliance) while highlighting OysterHR's solution. The use of "180+ countries" adds credibility and scale to the offering. View the full page here
Talent Network Page: This copy emphasizes the ease and speed of hiring global talent, addressing key benefits for potential clients. The use of "compliantly" ties back to the compliance theme established on the homepage.
More from the Talent Network page. The CTAs are action-oriented and clearly communicate the next steps for users. They're tailored to different stages of the user journey, from exploration to decision-making.
Results
● 40% increase in demo requests (exceeding the 30% goal)● 30% reduction in bounce rate (surpassing the 25% goal)● 50% increase in average time on page● Positive feedback from the sales team on improved lead quality
Learnings
● I found a balance between specific features ("real-time updates," "advanced route optimization tools") and more general benefits ("Save time and reduce transportation costs"). This approach allowed me to appeal to both detail-oriented decision-makers and those looking for overall business impact.● Emphasizing simplicity in a complex industry like logistics can be a powerful differentiator.● Using active verbs at the beginning of each benefit point (e.g., "Monitor," "Streamline," "Save") helped create a sense of empowerment for the user and clearly communicated the value proposition.
Reflection
This project reinforced the importance of close collaboration with cross-functional teams and a deep understanding of the target audience. By focusing on clear, benefit-driven language and maintaining a user-centric approach throughout the process, we were able to create a product page that not only met but exceeded our goals for user engagement and conversions.