Why technical websites often feel harder to read than they should
Most technical teams can talk about their work in a way that makes clients feel comfortable. Yet their websites read like whitepapers or internal design docs.
Pages are packed with acronyms, patterns, and tools. Sentences stretch across several lines. Every second paragraph includes words like “scalable, robust, modular, distributed, microservices-based architecture”. None of this is wrong, but it is not how most buyers think when they first land on your site.
The disconnect is simple: your website is often written to impress people who already know you are competent. Your buyers use it to decide whether you are worth talking to in the first place.
This article is about that gap. It is for agencies, studios, and independent specialists who offer technical services—development, architecture, integrations—and sell mainly to non-technical decision-makers.
Step 1: anchor copy in real situations, not abstract capabilities
Capabilities pages say things like “We build scalable SaaS platforms with modern technologies”. Real-world conversations start with “Our current system is slow and makes every change painful” or “We know we need to move off spreadsheets, but do not know how”.
If your website leads with capabilities, many visitors will mentally file you alongside every other provider who uses the same words. If you lead with situations your clients actually experience, they are more likely to recognise themselves.
One practical way to do this is to structure each service page around a few “typical starting points”. Describe them in plain language, then show how your technical approach addresses them. You can still mention that you use modern frameworks and patterns; they just become supporting details instead of the headline.
Step 2: separate “for decision-makers” and “for peers” sections
You do not have to choose between sounding professional and sounding understandable. You can structure your content so each group gets what they need.
A simple pattern looks like this:
At the top of the page, write for the person who controls budget and risk. Focus on problems, outcomes, and how collaboration works.
Lower on the page, add a “for technical teams” section where you talk about architecture choices, frameworks, and trade-offs in more detail.
This way, a managing director or business lead can get enough information to decide whether to talk to you, while a CTO or lead developer can still see that you know what you are doing.
Crucially, avoid forcing non-technical readers to wade through deep technical content before they see anything relevant to them.
Step 3: use examples that feel plausible, not legendary
Technical teams often hesitate to talk about results because not every project is a dramatic transformation. That is fine. On the buying side, plausible examples are more persuasive than exaggerated ones.
Instead of saying “We 10x-ed performance for a global enterprise”, say “We reduced page load time from around four seconds to under two seconds for a mid-size B2B platform, which helped their sales team run demos without awkward delays”. Both statements are positive; only one sounds like something that might actually happen.
The articles on performance optimisation ROI and technology ROI measurement can help you think in terms of metrics that matter to clients instead of only to engineers.
Step 4: match your website language to your best sales calls
A practical test for any piece of website copy is this: would you actually say this sentence out loud to a client who is paying attention? If not, why is it on the site?
Often, the most natural copy for technical services is hiding in your sales calls and project recaps. The way you explain trade-offs, timelines, and constraints to real clients is usually much clearer than what ends up in marketing drafts.
Recording a few internal explanations (with permission) and transcribing them can be a surprisingly effective way to collect raw material. You can then edit for structure and style without losing the tone that makes clients trust you.
Step 5: make the next step specific and low-friction
Clear copy needs a clear next step. Technical service websites often end with “Contact us to learn more” and a generic form. That is polite, but vague.
If you know that projects usually start with a quick technical review, say so: “Send us a link to your current system and we will tell you in plain language where the main risks and opportunities are.” If you prefer written context, link to a structured project brief like the one on this site and explain how you use it.
The combination of understandable copy and a specific, low-friction CTA does more for your pipeline than another paragraph of jargon ever will.
