Writing Technical Content For Engineering Websites

How founders think technical content works: 1. Explain every feature 2. Use all the industry terms 3. Show how innovative we are 4. Target "technical decision makers" Versus how technical content *actually* works: A DoD drone startup taught me this the hard way. They were 22-year-olds building defense tech. But we wrote like we were selling to Fortune 500. Technical buyers focus on: 1. Specific use cases they relate to 2. Plain language about complex problems 3. Proof you understand their world 4. How you solve their exact pain point Your technical content doesn't need more jargon. It needs more clarity. Examples from working with 100+ technical founders: The best performing content: - Focuses on one specific problem - Uses customer language (not marketing speak) - Shows deep understanding of their workflow - Makes complex things simple The worst performing content: - Tries to sound smart - Stuffs in technical buzzwords - Focuses on features over problems - Makes simple things complex Technical content doesn't need to be about proving how smart you are it should prove you understand their world Want more insights on creating content for technical products? Follow me for weekly tips

Engineers despise fluff. You know what I’m talking about. 🤮 “Innovative, end-to-end solution for transforming your bottom line …” 🤮 “Game-changing [product] that drives efficiency on your production line …” 🤮 “When it comes to [topic], you really have to consider budget and efficiency …” Did you learn anything at all? In any of those sentences? A single fact or differentiator? Even a shred of the company's POV???? And marketing copy that says a whole lot (without saying much of anything at all) is never going to persuade them to invest in your product/service. I’m always blown away by the amount of fluffy corporate ipsum I see on B2B manufacturers’ websites. I can spend 25 minutes looking through the website and STILL not have a clear idea of what a company does or who they do it for. Unless they really do sell “transformative products revolutionizing the industry.” But how do you create crispy, in-depth copy that WILL resonate with technical buyers? It’s simple. You do the work. 👉Hours of research. 👉In-depth interviews with subject-matter experts to get the golden nuggets only three decades in the business can reveal. 👉Ruthless editing to get down to the most concise, specific sentences, paragraphs and articles. How sentences SHOULD sound in marketing content intended for technical B2B buyers: 💫 “ … Putting incomplete or unclear power systems specs out for bid can lead to consequences like: (1) man-hours spent fielding requests for interpretation (RFIs) and compiling addenda to address them (2) potential building code non-compliance (3) tarnished reputation (and reduced bid opportunities) if the owner is not satisfied with the initial and long-term quality of the job …” 💫 “… The label was to be die cut (cut through the material and liner) around the perimeter of the label except between the peel tab and the label, where the material would be kiss cut (cut through the material, but not the liner). This would allow an assembler to quickly remove the nameplate from the liner by bending the peel tab back …” 💫 “… The subcontractor’s bid will be based on the amount of information provided. If they only have minimal strength and settlement information about the soil, the contractor will be forced to overdesign their ground improvement plan to meet these parameters. A lack of data also increases the risk of the contractor encountering soil conditions not specified in the report, resulting in change orders and a rise in cost …” ---   See the difference?   Good copy can hold water.   Corporate ipsum cannot. #manufacturingmarketing #industrialmarketing

Complex tech doesn’t need complex words: When I see tech content that converts well, it always follows these rules: 1. Drop the jargon If you wouldn't say it to a friend at dinner, don't write it 2. Focus on outcomes Nobody cares about your AI's processing speed They care how it saves them 3 hours per day. 3. Tell stories instead of features "Our API processes 1M requests/second" = boring "John automated his entire workflow in 10 minutes" = interesting 4. Write like a human Short sentences Natural language Conversational tone Here's the truth: The most successful tech content isn't about technology. It's about how it makes people's lives better.