Great web copy is essential for all industries, including the engineering field. It’s the force behind all successful digital performance, advertising, and commerce campaigns.
It allows you to connect with clients, moves customers along the marketing channel, and plays an instrumental part in completing a sale.
But to truly stand out, your engineering website needs more than just great design – content is crucial, too.
I know how difficult it can be to create good web copy for an engineering blog – it requires a certain type of technical writing that sets it apart from regular blogs!
But it’s definitely still possible, so let me walk you through what I’ve found works best to create good web copy for engineering sites.

1. Your copy needs to prioritize what’s important
Most readers have a definitive objective in mind when they visit your engineering blog.
Perhaps they want to learn something, or they’re there to perform a specific activity. But if your engineering blog doesn’t fulfill their needs – i.e. doesn’t offer them what they’re there to get – they will leave. And that means you’re losing a lead and a potential client.
So in order to prevent this from happening, your web copy needs to prioritize what’s important.
This means:
- Placing calls-to-action prominently
- Prioritizing the most critical content, like product/service information
- Always displaying your business name and logo
- Placing business contact information where it can easily be found
- Creating catchy headlines
By ensuring these basics are met, you can help visitors to your site have a smoother experience, increasing the likelihood they’ll stay on your site and complete what they’re there to do.
2. Use language that engineers are familiar with
Writing good web copy, especially in a field like engineering, requires a high degree of professionalism and background knowledge to show expertise.
Most engineers who visit your site will already have some understanding of the topic at hand. So if your articles are written by an amateur who knows little of the field, your readers won’t be serviced well.
You’ll need to use the correct engineering jargon, abbreviations, and technical terms to gather an engineer’s trust and build your professional authority.

That said, the language still needs to be approachable. We’ve all read text that’s so technically dense, it’s difficult to keep up – and that’s not ideal, either. And especially not in the context of web copy!
So you need to find the balance of technically-detailed copy that’s not overwhelmingly difficult to follow.
3. Keep sentences short
Even if you’re using engineering jargon, your copy still needs to be digestible – especially if your site users are reading on their mobile devices.
This means you need to use words and sentences that convey your subject matter in the clearest and most concise fashion.
The best way to make web copy more digestible is by limiting the length of your sentences.
You can start by creating a basic draft, and then searching for ways to split or shorten your work.
For example, you’ll have noticed that I’ve kept the last two sentences quite short and displayed them on separate lines. It makes it easier to read, especially if you’re on your mobile device, doesn’t it?
It’s also worth removing paragraphs and sentences that repeat the same ideas, and you can insert more line splits to create the illusion of smaller chunks.
4. Keep copy and layouts readable
Engineers are always busy and won’t have time to sift through a website that isn’t laid out well. So following a clear structure is important.
This means:
- Outline essential items at the beginning so your information is easier to understand
- Break up long paragraphs into smaller sections
- Use headings and subheadings well
- Highlight essential ideas in the text by bolding them or inserting block quotes
- Make use of bullet points
- Break up text frequently with images, graphics, or videos
By enhancing the text’s layout, your ideas can be better conveyed to your engineering readers.

5. Optimize your work for search engines
To rank towards the top of the SERPs (Search Engine Results Page), your engineering blog must match basic SEO (Search Engine Optimization) criteria, and these are best applied during the writing process.
You’ll have to include the following elements:
- A good number of targeted keywords and key phrases
- Internal and external links
- Title tags
- Meta descriptions
- A good title, heading, and sub-heading structure
If you do your SEO well, your blog will have higher chances of ranking well on Google – which is great news since you’ll be looking to grow traffic and gain potential leads.

It’s important to not over-optimize your content, though. Especially with Google’s most recent helpful content update, it’s important to write content for humans and not merely for search engines, so avoid overstuffing your text with keywords or writing in a way that seems unnatural or unnecessarily complicated.
For example, say your keyword is “fluid mechanics” (it’s quite broad, but I’ll stick with it for the purposes of the example).
Which sentence reads better?
- “In fluid dynamics, mastering fluid dynamics principles is essential, as fluid dynamics impacts engineering designs, making fluid dynamics crucial for simulations.”
- “Mastering fluid dynamics principles is essential, as it impacts engineering designs and is crucial for simulations.”
Both convey the same meaning, but the first sentence is over-optimized for the keyword “fluid dynamics” and quickly becomes unnatural and cumbersome to read. The second sentence, while less optimized, is more natural and makes for a better read.
6. Include relevant visuals
Pairing your actual text with graphic components, including images, graphic designs, or videos, has numerous advantages.
Studies show that humans may only remember 20% of what they read but up to 80% of what they see, suggesting that data presented along with visuals has a much greater impact.
This is definitely something I’ve become aware of when I’m scanning through text. My eye also naturally hops to the images. And this is even if I am very interested in the text!
Engineering content may be quite complex, so you can help your audience by making your content more approachable and including relevant visuals, where appropriate.

Good visuals to include are diagrams, flowcharts, and infographics, all of which can present data and very technical information in a more memorable way.
Including lots of text breaks in the form of visual elements also makes your blog easier to read, especially if readers are accessing your site via mobile or tablet devices. No one wants to be hit with a wall of text. But if you break up chunks of text with an engaging visual, your content becomes much more digestible.
7. Write in a conversational but authoritative tone
You’ll need to remember that you’re writing content in a professional and online setting, so your writing does need to convey a certain sense of professionalism and authority.
However, writing that’s more personalized and conversational in nature is easier – and more enjoyable – to read.
It’s generally a good idea to avoid generic explanations and excessively salesy copy. Instead, write as if you’re talking directly to your reader, having a real conversation and engaging well.
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8. Showcase thought leadership
But even though you’re “talking to a friend”, you still need to be able to demonstrate authority on the topic.
After all, your readers are here to learn something or gather information from you.
Present your information in a confident tone, and make an effort to concentrate on words that portray confidence in your product or service.
Engineers will also appreciate accuracy and depth – present precise data, detailed explanations, and triple-check that the information you’re providing is correct.
9. Tell a story
Even though an engineering blog may be a more serious space, we all know that good storytelling works.
Will someone read bland, boring copy? Probably not.

But if you not only engage with your reader but also tell a story, they’ll be far more entertained. Take them on a journey with your text, but always bring it back to providing accurate and relevant content. If storytelling isn’t something you’re entirely comfortable with or you’re not sure how to approach this, then focus on using real-world examples and case studies.
This will help your audience understand your content better.
10. Use positive statements
Communication should be pleasant. After all, you want your visitors to perceive your company and your site in a positive light.
It’s far too easy to concentrate on the negative, so turn things around and maximize the power of positive statements.
For example, say you’re talking about why someone should invest in your product or service. Instead of saying “you’ll be missing out if you don’t invest”, you can spin it around and say something along the lines of “you’ll definitely be winning if you do invest”.
It’s a subtle shift, but it can make a real difference.
Do you need help with web copy and your engineering blog?
Good web copy is essential to help you achieve your business goals.
But if you need help creating compelling web copy and engineering blogs for your engineering readers, contact us here today.
Web Copy FAQs
Can I add interactive elements to my blog pages?
Interactive elements are a great idea, and they can also act as good visual breaks to larger chunks of text.
Do I need to include technical specifications?
If your website focuses on selling a particular product, then presenting technical specifications is a must. Add details like processing speeds, compatibility information, power consumption, information on materials, and anything else that may help an engineer – or another customer – better understand your product.
My blog is more generic; do I still need to include these elements?
The above are guidelines only, so take what you need and work from that. However, keeping text concise, well-structured, and organized according to SEO principles is a must for all web content.