5 Common Mistakes Tech Businesses Make with Their Website Copy (and How to Fix Them)
Ok, we get it, your tech is impressive. However, if your website copy doesn’t communicate that clearly and effectively, you’re losing out on potential customers. Creating tech copy that connects, informs, and converts is not easy, but it’s critical. Here are five common pitfalls we’ve seen tech companies fall into time and time again—and how you can avoid them.
1. Making Your Website All About You
First things first, you must totally avoid expressions that leans on: We do this, we built that, we won these awards. Yes, because as amazing as your tech might be, your audience cares more about themselves and how you can solve their problems. It’s like going on a first date and talking only about yourself—you’ll get ghosted pretty quickly, guaranteed.
Fix It: Shift the focus from “we” to “you.” Instead of showcasing what you do, highlight what your product does for them. For example:
Don’t say: "We developed a groundbreaking AI system."
Say this instead: "Our AI system helps you cut work time in half."
It’s about addressing their needs and making them feel understood—because that’s how you start turning cold leads into hot ones.
2. Getting Too Technical Too Early
You love your tech. We get it—you built it, coded it, perfected it. But the reality is, your audience might not understand or even care about the nitty-gritty details of your tech in the first few seconds of visiting your website. They want to know what you do, how you help them, and why they should stick around.
If you throw too much technical jargon at them from the start, you’re asking them to leave before they’ve even had a chance to connect with your brand.
Fix It: Tone down the tech-speak on your homepage and main marketing pages. Stick to high-level benefits—what problem do you solve, and why should they care? Reserve the technical details for a separate section or product page for those who want to geek out.
For example, instead of saying, “Our 16-core processor boosts data speeds,” try “Our software helps you process data faster than ever—so you can make decisions in real time.”
3. Overloading the Homepage
Too often, tech companies treat their homepage like a dumping ground for every feature, award, and detail, hoping something will catch a visitor’s eye. This approach overwhelms your audience, who came looking for solutions, not a wall of text. Cluttered homepages lead to decision fatigue, which results in visitors bouncing off your site before they’ve even figured out what you do.
Fix It: Keep your homepage focused on the core problem your audience faces and how you solve it. Use clean, simple sections with clear headings, and guide visitors with a strong, concise message. Limit yourself to one primary CTA and resist the urge to cram in too many details. If you need to showcase additional information, use dedicated pages for deeper dives into features or case studies.
When in doubt, think minimalism—give your visitors enough to pique their interest, then lead them to take action without distractions.
4. Inconsistent Messaging Across Platforms
Think of your website as the anchor of your brand. If the tone on your homepage is formal but your social media posts are casual, you’re sending mixed signals. It’s like telling a great story, then forgetting the punchline halfway through—it confuses visitors and weakens your credibility.
Fix It: Ensure your website copy is in sync with your brand across all platforms. Whether a visitor lands on your product page or follows a link from your latest tweet, they should feel like they’re still engaging with the same brand personality.
5. Cutting Costs with Copywriting
You might think, "Why hire a copywriter? We know our product better than anyone else!" While it’s true you know your business inside and out, copywriting is more than just words on a page. It’s a specialized skill. Effective copy doesn’t just describe—it sells, and it does so while maintaining a cohesive brand voice.
Fix It: If hiring a full-time copywriter feels too expensive, there’s a middle ground. Start by drafting your ideas or bullet points, then bring in a professional to polish them and give them that extra sparkle.
Conclusion
Your website copy can be the silent powerhouse behind your tech product, drawing in leads and turning visitors into customers. But it only works if it’s done right. Keep the focus on your audience, simplify your tech language, and don’t skimp on the copywriting. At Deep Level, we’re experts in making your copy as brilliant as your tech.
If you need help creating website copy that speaks to your customers and drives conversions like a mustang, say less, we are your guy. Send us a message, and we’ll take it from there.
💌 contact@deeplevel.biz
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