Make Technical Copywriting Sell Again
Technical writing doesn't have to be dry, and it's OK to use different tones for different messages
Homepage Technical Copy
Homepage: Meet The Company
Halogen Systems Inc. (HSI) developed cutting-edge technology that they incorporate into their highly regarded online chlorine analyzers for the ballast water systems of ocean-going ships, municipal water treatment systems, and other vertical markets. HSI’s audience is educated and technical. This is not an audience that will be swayed by bold and pretty graphics. It’s an audience that will punish unsupported claims. The main page needs to clearly indicate information paths for the main three verticals (Ballast Water, Drinking Water, and Wastewater) and speak to the trustworthiness of the company and the technology, and so it does.
Product Technical Copy
Product Detail: Description, Benefits, and Details
Because they speak to technical people, HSI’s product pages get straight to the point. Readers quickly drill down from Main page to Use-case to Product Type to Deployment Type, and once they are there they get everything they need at their fingertips, including a page-level menu that allows them to jump directly to the content that interests them. Each section has a ‘contact” call-to-action so that users can readily move from absorbing information to connecting to the team.
Engaging Reports Copy
Industry News Post: Present the Facts, Make the Application, Show the Path
HSI uses authoritative sources to illustrate how an important industry issue can be resolved by using its sensors and technology. The audience dictates that issues are presented directly with a clear explanation of why they matter, and how they can be solved.
Competitive Benefits Copy
Competitive News Post: Present the Facts, Show The Distinction, Show The Work
Competitive posts are a little more fun for the copywriter. Here the tone can be a bit more forward. Product features and benefits can be shown as advantages. Test results can be deployed, and data will be used to best effect. In these posts, attention is drawn to the 3rd party reporting via bold quote blocks. The effect is that the superiority of the HSI technology shines without being self-aggrandizing. (Engineers hate a braggart, but as Dizzy Dean famously noted: “It ain’t bragging if you can do it.”)
Write For Your Audience
Make sure your copy speaks to your audience the way they want to hear it in a clear voice that they’ll identify as your brand’s personality. I’m happy to help.
