Your website copywriting is a critical part of the branding and sales process. You are creating the experience for your customer that may end up forming the first impression of your company. Studies have shown you only have a handful of seconds grab a web viewer before they make a final decision.
Powerful copywriting is critical for technology companies as they work to convert website traffic into leads.
5 Website Copywriting Tips Technology Companies Can Use to Grow Their Business
Be Human – It’s easy and almost automatic to write your website copy in buzzwords and geek speak. Keep in mind your audience may not approach the problem with the same level of industry expertise that you do. Make sure that you step back and write your web copy from an inclusive perspective that will engage your readers.
The second you start speaking like you’re at an industry convention, you’ll lose people. Slow down and think about what brought the customer to you in the first place. What is your simplest explanation for how your business solves their problems?
This also means writing in an engaging and casual tone. You don’t need to prove how smart you are. You need to connect in a meaningful manner. Your website is a great place to offer the simplest explanation of how your product or service can improve customers’ lives. These technology examples offer great insight into simple, human copy. Simply being human is one of the most important website copywriting tips you can follow.
A Focused Message – It’s important to stick to your message with laser clarity. The headline and the first few sentences of web copy are a great place to offer a concise and easy to understand explanation of what you do. If there are any words that someone outside your specific industry may not understand, take them out. If you’re in doubt, you can always hire a copy editor or run the copy past someone you trust outside your industry.
If the page is about a specific product or service, keep the content focused to that. Too much details that stray from the original purpose of the page can leave your readers agitated and confused. You’ll also want to finish the page with a powerful call to action that entices people to buy.
Showcase the Benefits – This is one of the most important website copywriting tips for any industry, but it especially pertains in technology. Your customers won’t care what kinds of languages were used to create your software application. They don’t care about the amount of RAM in your machine. They care about how it helps solve their problem. They care about the benefits.
Show your readers how their lives will improve. Give them a glimpse at life with your product. The benefits help differentiate you from the other companies doing the same thing.
Include Testimonials – Your readers want to know that you can do what you say you can do. They need to be able to trust you before they’ll buy. Testimonials offer a unique brand of social proof. Having someone unaffiliated with your company say all the right things is powerful. You can sprinkle testimonials in all the right places. You can also add them in one central location on a testimonials page. Both will help your business articulate your message.
Invoke Emotion – Even the savviest consumers buy based on emotion. They may not want to admit it, but they buy for how a product or service will make them feel. When you write your website copy, you are selling the entire experience. Does your product make people feel happy, comfortable or safe? What kind of experience are you providing?
When you can show people how your product or service makes them feel, they’ll be more in tune with your message.
The website copywriting tips above can help you take your branding to the next level. When implemented correctly, they can make your site and your entire digital presence more effective. Remember, the web is a crowded place. The better you are at establishing trust with your readers and distinguishing your technology business from the competition, the better off you’ll be.
If you’re running out of time, or frustrated with the process, you can always hire a technology copywriter to help.
Matthew Brennan is a Chicago-area marketing copywriter and copy editor. He is also the author of Write Right-Sell Now.