IT and technical copywriting has a historical reputation for being boring, hard to understand and ‘for techies only’ – technical copywriters must strike a difficult balance between being informative and keeping readers engaged. Increasingly, their skills are in demand as IT companies realise that great technical copywriting is key to engaging their audience. Some companies do it really well, and here’s our top 5 examples.
Apple’s user-friendly product copy
Tech-giant Apple do one thing really well: their technical copywriters really know how to make words jump off the page, drawing visitors in and selling their products.
Their product pages in particular provide all the technical information prospective buyers need, yet the copy is succinct and exciting, highlighting the product’s features as well as the benefits for buyers.
Thomsons Online Benefits’ well-written guides
Software provider Thomsons helps businesses handle employee engagement and benefits administration. Their website copy is informative and educates visitors whilst assuming no prior knowledge of the subject. In particular, they provide informative, well-written Guides, introducing readers to various topics from employee benefits to health and wellbeing.
Thomsons have managed, with the help of a talented technical copywriter, to turn a potentially dry subject area into a mine of useful content that keeps their site visitors interested and returning again for new tips and guidance, with the eventual potential to convert them into customers.
Softcat’s easy-to-understand webpage copy
Sometimes, visiting the website of IT sector companies can be a frustrating experience for those of us who are less ‘technically-minded’. Softcat, a software provider that offers IT infrastructure to corporate and public sector companies, have hired IT copywriters to explain their services in simple terms which make the IT they offer less intimidating and encourage site visitors to engage with them.
Softcat’s content keeps things simple, whilst highlighting the benefits their services can bring and how they stand out from their competitors. Their technical copywriting is short and snappy, yet packed with information.
SocialSafe’s personal touch
One thing that many technology companies fail to do is to ‘speak’ to their website visitors by creating copy with a distinct tone of voice. This is where SocialSafe have succeeded. Designed to keep all your social media information (photos, videos, status updates) backed up and safe on your home computer, their website copy speaks to readers’ needs and situations in a language they understand.
Using the words ‘your story’ throughout the copy helps to create brand identity and draws the eye naturally to the next section of content.
SocialSafe have recognised the deeply personal nature of the information we share on social networks and have tailored their copy to reflect this. By showing this awareness, they engage their potential users and appear more desirable than competitors.
Vouchedfor’s engaging blog
Financial advice is something most of us will need at some point in our lives – but it’s often not the most interesting or easy to understand topic. Tech company Vouchedfor help users to find trusted financial advisors, solicitors and accountants, all at a one-stop-shop. Their blog is packed with interesting news, helpful tips and quirky features such as ‘Top 10: Accountants in the history of cinema.’ Including topics like this encourages visitors to spend longer on their site, decreasing their bounce rate and raising their SEO visibility.
The blog is well thought out in terms of layout and image usage, appealing visually to readers as well as using attention-grabbing, SEO-hitting titles to speak to browsers’ needs and encourage them to click through and read more.
Keeping it simple with IT and technical copywriting
IT and technical copywriters need to be aware of their audience – avoid using jargon or terms that are difficult to understand and instead address their needs first, increasing your appeal to them. Brand voice is just as important as technical details and information, lending a personal touch to even the driest of subjects.