Distilling technical information for B2B companies may sound daunting, but for writers like myself who love digging into the detail, it’s a refreshing challenge. With my B2B PR and marketing background, taking what can be highly technical information and teasing out the message and story to create something digestible is oen of my key skills.

I was lucky to put this skill into use in 2021. Working with an exciting Birmingham start-up agency, I supported them with two B2B clients, although both in very different fields:

FLAGS Software – Manufacturing product control software for the automotive, aerospace, marine, and manufacturing sectors

Clarity Software – All-in-one workflow management software

Although the sectors are different, the principle for the websites is the same: to inform potential customers about the software capabilities and encourage them to get in contact or further explore the site for additional insights.

With the agency handling the website development and design, I was working on bringing the copy to life for the two sites – capturing core values and messages and tone of voice for both.

Tackling Technical Talk

After recieving the existing websites and key page information for both clients, I approached both in the same way to break down the raw data or complex technical information, while ensuring the copy written would be optimised for site and Google.

Creating a copy matrix document, I tracked each page to check word count, SEO keyword inclusions, and meta data. The copy matrix allows me to roughly understand the layout of the website (using the provided site map from the team) so I can input H1, H2 and H3 tags, pull out key message, and create snapshot information such. as bullet point lists, carousel headers and more.

Once the website structural copy was laid out and inputted, I turned my attention to the more complex pages detailing the software applications.

FLAGS required me to step into an engineering mindset – something I’ve done many times before. Diving into detail about the sectors the software can support, client testimonials, product features, and technical tools, I created multiple pages of copy for these. I then liaised with the client for feedback on the level of technical detail – including getting a demonstration of the software in action to help me with my understanding.

Clarity Software is a touch softer, as the focus of the product is to improve workflow and make company processes more efficient. Messaging focuses on the ways companies overall can make gains and reduce inefficiencies by deploying the software. The approach lends itself to a friendlier TOV, whereas FLAGS is more formal to impart that sense of expertise. Like FLAGS, Clarity Software has a huge range of features and software applications that required detailing, but also needed snappy summaries to help customers get the key information at a glance.

The Result

Both website copy matrixes were delivered on time to the team, and both clients were pleased with how well I tackled the information and distilled the key messages. Although I haven’t worked on the sites since April 2021, I can see the core work I did is still in use and the TOV I established is working well for both clients.

Want to find out how I could help you with technical or website copy? Get in touch today.