Don’t get me wrong here, many technical things are cool. However, when it comes to your web content, the cool factor gets lost – along with possible new clients and customers. When it comes to technical web content, the two rules to follow are avoidance and minimalization.
The goal with your web content is to engage, inform and persuade. Ultimately, you want your content to speak to readers in such a way that they get converted from audience status to customer or client. That’s why you build a website, write a blog, or craft e-books – to gain new business.
But now, consider a few facts regarding technical content.
- It’s difficult to quickly understand.
- It can annoy.
- Overly technical language makes simple problems seem insurmountable.
- Readers get put off by it and visit other companies or resources.
Overly technical web content must get avoided because it does very little to attract new business. Considering the four points above, such content performs the opposite of what companies want. Avoiding web content too technical in nature will ensure your business is delivering clear messages that people can quickly and easily digest.
Some companies are just technical in nature, and thus, technical web content must get utilized in marketing strategies. This is understandable. But, even so, the technical content should come in minimal quantities.
Again, you never want to confuse or frustrate. Granted, clients/customers of technical businesses are likely used to technical jargon, but don’t assume all are. Also know that technical information can always get conveyed in clearer terms with just a little extra thought, creativity and time. If you believe some technical web content is a necessity, keep it at a minimum.
A few years ago, I helped a Seattle area electrical contractor develop a new website. Since many Seattle homes are wired with outdated “knob and tube” wiring, this contractor gained a good deal of new business by helping homes update their out-of-date wiring. The contractor, therefore, wanted a website page that focused solely on the details and dangers of knob and tube.
The contractor supplied the initial draft. While it was filled with technical language that he clearly understood, I was lost after three sentences. The point is that technical jargon may make sense to you, but it never does to the people who matter most – your clients and possible new customers. After a little research, I could communicate knob and tube wiring into simple terms that homeowners could easily understand.
Please do me and your readers a favor and avoid overly technical language when it comes to your web content. Keep it simple, clear and fresh. Inform your audience and capture their business. Don’t annoy them and send them to a competitor. If you need help keeping content simple, just contact me and let’s make it happen together – firstname.lastname@example.org; or, (206) 451-4660.