How to write for empty, loading, success, and failed states — each with its own voltage.

Empty

Voltage: medium

An empty state is a great place to nudge users toward a desired action. A simple message like "Nothing here yet" could be a missed opportunity to engage the user.

• In the title, announce the state or say what to do.
• Say how the action will benefit the user.
• Don't say anything about any other steps inside the flow or after.

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Add 10 or more keywords. Then launch your campaign.

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Loading

Voltage: medium

It's quite a flexible state in terms of what you can say. Use the brand voice to make the interaction friendly (for simple actions), exciting or calming (if some major action requires waiting). Remember to stay clear and useful.

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We're preparing your AI insights for the Brand Profile: adidas.com, Netherlands, Dutch. This may take about 4–5 minutes for the first results to show. While we process your data, explore a sample report.

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Come back in 5 minutes — we'll show you insights for: adidas.com, Netherlands, Dutch. In the meantime, take a look at the demo report.

Success

Voltage: medium-high

You can express some excitement or congratulate the user on a completed action or a milestone. Say what's now available to them or what they can do next. Try not to just state a bland fact, but if you are, use a simple tense and active voice.

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Your account has been created.

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Failed

Voltage: low

A failed state is closely related to an error. You can use most principles of writing an error message when writing a failed state.

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Something went wrong. Please try again.

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