10 Jan 2021
Insights
Tech startup lead generation tip number 23
Knowing when and where to get technical.
Tech companies love to brag about how technologically advanced their solution is, often going into lots of fine details about the coding, hardware specs, AI, blockchain processes etc. This is fine if your target audience is exclusively tech-savvy people, but that’s not often the case.
Your message should be more broadly appealing, otherwise, you’ll scare off a large segment of your visitors.
Generally, try to avoid being technical on the homepage. The homepage should focus on quickly and concisely explaining your tech, the problems it solves and the benefits it brings to your customers.
On the product or solutions pages themselves, this is where you can begin to get a little more technical. It’s sometimes a good idea to have a clear area of the page labelled “technical spec” or “technical details”, so the tech-savvy visitors will be drawn to this, whereas the non-techy people can choose to skip over it.
Remember that you don’t have to reveal everything about your tech on your website, it’s not a product manual. Advanced technical details are often best placed on PDFs or in sales conversations.
Stripping out of a lot of the technical detail from your website, and instead focusing on content around high-level benefits and solutions, should have a strong impact on lead generation.
