Microcopy:

Mozilla's Downloads page

Challenge: Here we have a dropdown menu that doesn't indicate what could be under it. The value provided on this page is hidden in a journey of scan > ambiguity > click > scan again > click. 

Solution: Let's present the download links in the page body. It's scannable, requires no context, and puts the value up front. This way, the user's journey is reduced to scan > click. 

DashThis' 404 Page

Challenge: This is a clever 404 page, but the buttons pointing to solutions are located below the fold. The second line also comes across as flippant and dismissive of the user's problem. How can we put their resources front and center while keeping this page's sense of fun? 

Solution: Let's move the chart of Mordor to the background and move the help buttons up. While we're here, we can brighten the buttons and double down on the Lord of the Rings references with tight, recognizable quotes followed by calls to action. 

As for the 404 message's second line, I think we can cut it: we already have a joke above it and I want to give the user space to appreciate the chart. 

With this new copy and layout, we get to keep our unique and delightful error experience while giving the user everything they need to solve their problem. 

Nunn Bush's Landing Page Popup

Challenge: The text at the bottom of this popup characterizes the user as unreasonable for turning down a discount. Any discerning customer will detect this manipulation and abandon the brand. 

Solution: If we rephrase to a more personable response, the user retains their agency and says no on good terms. Even if the user refuses our discount today, they may bring us their business later.