Technical writing is an art form. To be successful, you need to strike a careful balance between your own industry “know-how” and the reader’s comprehension level.
For most businesses, you’ll want to reflect the technical nature of your product or service via your website’s content, as it helps demonstrate your expertise in a high-demand industry. But relying too much on technical jargon can put you at risk of losing your target audience’s attention, especially if your company is B2C.
Technical Writing 101
Of course, there are certain situations when you’ll want to highlight some of that technical knowledge.
Scenario #1: A large engineering company, for example, may sell primarily to contractors, manufacturers, or engineers who are already familiar with your products or devices, technologies, etc.
In this scenario, technical terminology may help convey the exact details, specifications, and certifications that your audience wants to know before they even consider calling you for consultation or estimate.
Scenario #2: A software company that sells its products directly to the consumer doesn’t want to scare the audience away, or bore them to tears, with product details that are hard to comprehend without a PhD or rationalize as to how it will fit into their individual situation.
In reality, even if you represent scenario #1, and you’re speaking directly to fellow engineers, there’s a strong possibility that they’re not the final decision makers.
So, although you want to provide them with the information they need to recommend your brand over competitors, you also want to provide them with resources and digestible content that they can distribute to their finance department and leadership team to convert the sale.
What Is the Goal of Technical Writing?
While you never want to speak down to a reader, avoiding industry jargon while providing useful information is the best approach to technical writing.
If you’ve designed, manufactured, tested, and vetted a product for years, you obviously want to highlight the mastery level that went into the creation of the final product. But, you also want to demonstrate why this product can solve a problem, fill a particular need, and make your customers’ lives easier, better, and more streamlined.
And by simplifying the language, you can communicate even faster how your product or service will benefit the reader, making the reader the actual star of the show. Because in the end, the most important thing is how your product helps them.
How to Do Technical Writing Correctly
When approaching technical writing, we recommend you ask the following questions and use the answers to help inform your website’s content and navigation structure.
- What are my customers’ primary pain points?
In other words, why is someone researching you and your competitors? For B2B, what issues are causing delays in operations, production, customer support, or shipping? For B2C, what problems are disrupting your customers’ quality of life?
- How does my product/service solve these issues?
Consider at least 3 ways your product solves a problem or fulfills a need? This is the “so, what?” factor that needs to be on every business’s website.
Why should someone care about your product? Why should a person partner with you?
- Why is my product/service different from competitors?
Why should customers pay attention to you over all the other noise out there? Think about it this way: what added value will they receive if they work with you vs. others?
- What components are the most important to my customers?
Do your customers care about energy efficiency, sustainability, safety, advantage technologies, cost effectiveness, or all of the above? Maybe they also value on-site training, 24/7 support, monthly reporting, maintenance programs, etc.
The answer to this question may actually help you address #3 on this list, as well. Depending on the type of services and support you provide customers, you can also demonstrate why you’re a better investment (long-term) when compared to the competition.
How can I provide digestible content for customers to share with others?
This part is important. Remember, your readers may also be in your technical field, but it’s likely they aren’t the ones making the final decision on whether or not to move forward with your brand.
Consider alternative content deliverables you can create and make available on your site for your audience to share with others. This might include:
- Peer-reviewed studies
- Data analysis and reporting
- Case studies
- Customer testimonials
- Product brochures
- Video tutorials/interviews
- Infographics
This type of marketing collateral can equip your audience with the right tools and resources to become an advocate for your business!
Need to Hire Technical Writers?
If you’re having trouble answering these questions, or need help using this information to create clear, concise, and compelling language for your business’s website, we can help!
At Brandography, our content team is experienced in technical writing for industries that range from medical devices, manufacturing, information technology, electrical engineering, water purification, and more!
We’ll help you demonstrate your expertise while also making your content approachable and engaging for readers, regardless of their familiarity with your industry.
To learn how we can help, or for examples of our technical writing services, contact us today!
