1. Be specific and succinct
When creating your engineering website copy, remember that engineers like efficiency. Your web copy should have short, direct phrases and minimal use of adjectives. Most engineers are looking for quick information so you want it to be simple and accessible. Rambling text with lengthy introductions can be uninteresting for anyone, but especially so for an engineer. If you don’t grab their attention in the first few seconds after clicking on your website, they will likely be off to the next one.
When arranging your content, relevant facts or updated statistics that demonstrate your point should show up early on the page.
2. Appeal to the heart through the head
While most successful marketing strategies appeal to emotions, engineering copy might not necessarily take this angle. Engineers are accustomed to carefully weighing facts and valuing data over emotion. Indeed, you can view the average engineering mindset as having the emotional need to make the most logical and technically sound decision possible. Your web copy should reflect this.
Your engineering website copy needs to present facts in a clear way that will give its readers solid information. Engineers tend to trust information from another engineer or scientist – people for whom data is a native language. You need to speak their language by using the type of technical jargon most familiar to them. It can give the impression that you are an engineer, too, and that you understand their needs. As a rule of thumb, only define and use technical terms that are specific to your product or service or are related to an emerging technology that’s not yet mainstream.
3. Highlight the features as well as the benefits
As a marketer, you already know to emphasize benefits and let consumers know what’s in it for them. While this is also applicable to engineers, presenting product data should be approached differently. Engineers need to know whether the product meets their technical specifications and if it is compatible with their existing equipment, so don’t overlook the features and the data.
If your product provides benefits that are not common to those sold by competitors, then highlighting these benefits is a must to help you stand out.