Technical Writing
Copy Writing and Your B2B Online Marketing Strategy
While there are similarities between consumer copy writing and industrial copywriting, there is one major difference:Technical people want technical information.
Engineers, managers, purchasing agents and other technical people place a higher value on complex product information than the average consumer.
“Did you know that there’s a disconnect between information buyers want and what suppliers offer?” Sometimes the hard truth hurts, but statistics don’t lie. From Google’s mouth to your ears…
“Industrial Buyers Shopping on the Web, But Suppliers May Be Missing the Sale,” reads a ThomasNet-Google sponsored survey headline.
While an increasing number of industrial buyers are turning to the Internet and bypassing traditional offline sources such as distributors’ catalogs and sales reps, these buyers are likely to find the information lacking. According to the study:
- 70% of buyers expect to find detailed information on product applications and uses, but only half of all sellers’ sites (53%) provide it.
- 74% expect to find product prices, but only 23% of company Web sites offer them
- 67% want to see shipping information and costs, but fewer than 17% of suppliers provide this with their sites
If your website does not provide the detailed, technically accurate information that your core buying audience seeks, your greatest competition isn’t the gasket manufacturer across town. Your greatest competition is the back button!
Technical Copywriter Accepts Challenge of
B2B Web Marketing
With the advent of the modern Internet in 1993, the industry has spawned experts, gurus, charlatans and worse. How does a B2B internet marketer choose someone he can trust when they’re so many search engine marketers clamoring for your attention and your dollars?
A copywriter who demonstrates an understanding of your business is the first step.
Writing content both for search engines and humans is the key to higher search engine rankings and more visitor conversions. Depending on your audience, we’ll combine technical copywriting with keyword-rich copy so that you gain more targeted visitors who convert to customers.
Applying SEO copy editing to your existing content can often have a dramatic effect on whether search engines find and index your Web pages. Based on solid keyword research, you’ll enjoy more targeted traffic with professional technical copywriting.
Ready to improve your online technical copy? Just fill out our form or pick up the phone and call us today!
