What is Technical Copywriting?

Often, the deeper your knowledge of a subject, the harder it can be to explain it simply. This is the paradox that plenty of business owners face, especially those in complex fields. You know your products and services inside out, but this deep knowledge can make it difficult to see what customers don’t understand.

The goal of technical copywriting is to bridge this knowledge gap. A good technical copywriter has to step into your customers’ shoes, identify what confuses them, and turn complex information into clear content people actually enjoy reading.

In this article, we’ll explain what technical copywriting is and how technical copywriters help you communicate with customers who don’t share your expertise.

Technical copywriting defined

Technical copywriting translates complex, specialist information into clear, persuasive content for non-expert audiences. It combines technical understanding with marketing skills to create materials that both accurately explain your product and convince people to buy it.

Unlike regular copywriters, technical copywriters have the skills to understand complex subjects first, then explain them simply without losing important details. Technical writers typically write website content, product descriptions, brochures, and ads for technical products or services.

The best technical copywriting doesn’t just explain how something works. It shows readers why they should care.

The difference between technical copywriting and technical writing

Technical copywriting and technical writing serve different purposes, even though they both deal with complex subjects.

Technical writing focuses on instruction and education. Technical writers create user manuals, help documentation, and training materials. Their goal is to help people understand how to use products they already own.

Technical copywriting focuses on persuasion and marketing. Technical copywriters create website content, product descriptions, and sales materials. Their goal is to convince people to buy products or services they don’t yet own.

The tone differs, too. Technical writing is straightforward and instructional, like step-by-step guides. Technical copywriting is more engaging and benefit-focused, highlighting why someone should care about the product’s features.

Both roles need strong research skills and the ability to understand complex information. However, technical copywriters also need marketing knowledge and persuasion skills, while technical writers focus on clarity and completeness.

Why technical copywriting is important

Technical copywriting is important because it helps potential customers understand the real value of what you sell. When you explain complex products clearly, you remove barriers to purchase and build trust with your audience.

Let’s use web hosting as an example. A technical description might read: ‘Our hosting uses NVMe SSD storage with RAID 10 configuration, 99.9% uptime guarantee, and DDoS protection on a tier-1 network’. While this might be the case, it probably means almost nothing to most small business owners in unrelated fields.

A technical copywriter, however, would write: ‘We make sure your website stays fast and reliable with our hosting. Your pages load in under 2 seconds, your site stays online even during traffic spikes, and you’re protected from common security threats – all without needing any technical knowledge’.

I would wager that the second example, written by our imaginary technical copywriter, converts those without technical knowledge a lot more effectively. It connects technical features to the benefits that matter to customers: speed, reliability, and ease of use. This helps potential buyers understand why they should care about NVMe SSDs or DDoS protection without needing to become hosting experts themselves.

A famous example of good technical copywriting

In my opinion, there’s one undisputed god of technical copywriting: Apple. They’ve been getting it just right since this much lauded advertising campaign for the iPod nano in 2001:

Instead of harping on about technical features like ‘1GB of storage at only 9 ounces’, this ad lands a spot in the technical copywriting hall of fame for perfectly focusing on benefits, not features.

24 years later, this ad is still fondly remembered. It worked so well that Apple revamped the campaign in 2020 for an Apple Watch campaign:

What skills do technical copywriters have?

Technical copywriters need a good balance of classic communication skills, research abilities, and marketing knowledge.

Writing good technical copy is not an easy task by any means: They need to both thoroughly understand the subject matter, no matter how complex, so that they can explain it simply without losing any accuracy. If you’ve ever tried to explain how to reset a WiFi router to your nan, you’ve had a taste of how hard this balance is to find.

To add another layer on, technical copywriters also need to be both accurate with persuasive. They shouldn’t just explain how products work, but why readers should care. This helps turn technical features into compelling reasons to buy, just like in the Apple example we gave above.

The industries that most often need technical copywriting

Some industries need technical copywriting more than others:

• Software companies need help explaining features in user-friendly terms
• Healthcare businesses must turn medical terminology into language patients can understand
• Financial services need clear explanations of complex products like investments or insurance
• Manufacturing firms need to show the value of their processes without overwhelming readers
• Information technology companies need to clearly explain what they do and how it helps

These industries find technical copywriting most helpful when launching new products, creating educational content, or developing marketing for non-expert audiences.

Typical duties of technical copywriters

While it is a large part of the job, technical copywriters do a lot more than just write. Here’s a list of all the things a technical copywriter normally does:

Content creation

• Writing web pages and product descriptions
• Creating user manuals and guides
• Putting together mail campaigns for technical products
• Developing case studies showing technical solutions
• Writing scripts for instructional videos
• Tailoring press releases

Research

• Reading technical documentation and specifications
• Interviewing subject matter experts
• Testing products to understand functionality
• Reviewing competitor materials
• Researching audience questions and pain points

Collaboration

• Meeting with technical teams to verify accuracy
• Working with designers on visual explanations
• Coordinating with marketing on campaign goals and overall marketing strategy
• Getting input from sales on the customer journey

Editing and reviewing

• Submitting drafts for technical review
• Making revisions based on feedback from relevant experts
• Checking facts and specifications for accuracy
• Proofreading final content before publication
• Testing content with sample audiences

What to look for in a technical copywriter

If you want to hire a technical copywriter, the first step is to look for someone with a portfolio that shows they can explain complex ideas clearly. Their previous work should demonstrate how they’ve made technical products easier to understand for non-expert audiences.

Naturally curious

An inquisitive nature is also important. Find a writer who asks good questions about your product. The best technical copywriters will want to know more than just what your product does, but who uses it and why they find it valuable. These questions show they’re thinking about your customers’ needs.

Fast learner

Technical copywriters should have strong research skills. They don’t need to be experts in your field already, but they should show they can grasp technical concepts quickly and accurately.

Accurate AND persuasive

The right candidate needs to write in a way that’s correct but not overwhelming, and simple but not patronising. Ask potential copywriters how they would explain a complex feature of your product to see their approach.

Versatile

Check if they can write technical content in different formats. Technical copywriting includes web content, blog posts, product descriptions, and white papers. A versatile writer can adapt their style to suit different platforms while maintaining clarity.

Communicative

Finally, find someone who fits your team’s working style. Technical copywriting often involves collaboration with the subject matter experts on your team, so choose a writer who communicates well and takes feedback positively.

Does a technical copywriter need specialised knowledge of your industry?

No, and you shouldn’t be looking for someone who already has a deep understanding of your industry or technical subject. Most of the time, this will be like looking for a unicorn: Imagine you work for Dyson and you’re looking for someone local and available who has 5+ years of experience writing about vacuums. Chances are, it’s not happening.

What’s more important is finding a copywriter with strong research skills and the ability to learn quickly. A good technical copywriter should be able to interview your subject matter experts, read your documentation, and understand your products well enough to explain them clearly.

These are the core skills of technical copywriting that apply no matter the niche – not an encyclopedic knowledge of vacuum technology.

Lack of specific industry knowledge is an advantage

A copywriter without prior knowledge of your industry will be able to approach your product with fresh eyes, just like your target audience does. They’ll ask the basic questions that you didn’t even know they had.

This outside perspective helps identify technical jargon and concepts that industry insiders take for granted. A vacuum expert might not think to explain what ‘cyclonic separation’ means, but a good technical copywriter will instantly recognise that this is something you need to clarify.

In short, look for someone who has successfully written about different technical subjects in the past rather than just specifically your technical subject. This shows their ability to adapt and learn new fields, which is more valuable than specific industry knowledge that can be acquired through research.

When do you need to hire a technical copywriter?

You should consider hiring a technical copywriter when your in-house team struggles to explain your products or services simply. This is common in technical fields where experts become so familiar with complex concepts that they forget what beginners don’t know.

If you’re expanding your business reach

Businesses launching complex products often need help explaining their value clearly. If you’ve created something innovative but find people don’t immediately understand its benefits, you’re in need of a technical copywriter to help bridge the gap!

Technical copywriting can also be useful if you’re moving into a new market with less technical knowledge. What works for industry experts won’t always connect with general consumers, so you’ll need to switch up your message accordingly.

If there are warning signs your content needs help

If your content clearly isn’t gelling with your audience at the moment, it might be time to call in a technical copywriter.

One of the most common signs of this is high website traffic with low conversion rates. This could mean visitors don’t understand your offering well enough to take action. Another indicator is when you keep getting the same basic questions even though you’ve written about these topics – this suggests your explanations aren’t clear enough.

Confusion after purchase is yet another warning sign. When people seem surprised about what your product does after buying it, there’s likely a gap between what they expected and what they got.

Have a look at your existing copy and ask yourself: Is this written in technical jargon rather than plain English? Are the sentences long and complex? Most importantly, if you pulled a random person off the street and read your copy to them, would they have a clear understanding of what you’re saying? If the answer is no, you need technical copywriting.

What does working with a technical copywriter look like?

Working with a technical copywriter is an involved process that requires great collaboration and communication on both sides. Here’s how it typically goes:

Discovery and research

Working with a technical copywriter typically starts with a discovery phase where they learn about your product, your audience, and your goals. It’s not just a quick briefing. Good technical copywriters ask lots of questions to understand what makes your offering special and who you’re trying to reach.

The research phase comes next. Your copywriter will review any existing materials you have, like product documentation, user manuals, and competitor content. They also have to interview your technical team to fill knowledge gaps they have and clarify complex concepts. Don’t be surprised if they ask for access to the actual product to test it themselves.

Writing and reviewing

During the writing phase, most technical copywriters work iteratively. They’ll often share early drafts or outlines to make sure they’re on the right track before completing the full piece. This collaborative approach helps catch any technical errors early and makes sure the content matches your brand voice.

The review process involves both checking for technical accuracy and marketing effectiveness. Your subject matter experts will verify the facts, while your marketing team might suggest changes to make the copy more persuasive and aligned with campaign goals.

Throughout the process, expect regular communication. Technical copywriters often schedule check-in calls to discuss progress, clarify points, or present options for handling particularly complex concepts.

Technical copywriting timeline

Timeline-wise, technical copywriters usually take longer than other copywriters because of the research and review phases. A simple product description might take a few days, while complex white papers or user manuals could take several weeks. The extra time invested upfront typically results in content that needs fewer revisions and performs better with your target market.

How much do technical copywriters get paid?

According to Seek, the salary range for an in-house technical copywriter is between $95,000 and $115,000. That’s a pretty big jump from just standard copywriting, where the salary ranges from $70,000 to $90,000.

Freelance technical copywriters also charge higher rates. While standard copywriters might charge $50-80 per hour, technical copywriters typically ask for $80-150 per hour, depending on their experience and how complex the subject is. Specialised software, medical technology, and artificial intelligence all carry premiums for technical copywriting.

Project-based work varies widely, too. A simple product description might cost $200 to $500, while comprehensive white papers could range from $2,000 to $10,000 or more. The higher rates reflect the extra skill level required, the time needed for research, and the specialist knowledge these copywriters develop.

Is technical copywriting hard?

Technical copywriting is challenging, but not impossible to learn. The difficulty comes from balancing three different skills at once: understanding complex information, writing clearly, and persuading readers to take action.

The hardest part is often the research phase. You need to grasp technical concepts quickly without becoming an expert in the field. This means asking the right questions, reading dense documentation, and translating what you learn into language your audience will understand.

Writing technical copy also requires patience. You’ll spend more time researching and fact-checking than with standard copywriting. A single product description might involve reading user manuals, interviewing engineers, and testing the product yourself.

The good news is that technical copywriting builds on skills many writers already have. If you can write clearly and research well, you’ve got a strong foundation. The technical understanding develops with practice and experience.

Are technical copywriters in high demand?

Yes! As more businesses develop complex products and services, the need for people who can explain them will continue to grow.

The tech boom has created thousands of companies that need help communicating with non-technical audiences. Software companies, fintech startups, healthcare tech firms, and engineering businesses all struggle to explain their offerings in simple terms.

This demand extends beyond traditional tech companies, too. Manufacturing firms need copywriters who can explain industrial processes. Medical device companies require writers who can translate clinical benefits into patient-friendly language. Even traditional businesses adopting new technologies need help explaining these changes to their customers.

Lastly, while plenty of people can write well, fewer can combine strong writing with the ability to understand and explain technical concepts. This combination of skills puts technical copywriters in a strong position in the job market, and this isn’t changing anytime soon.

Is AI going to kill technical copywriting?

No. While AI can help with basic writing tasks, it struggles with the complex needs that make technical copywriting valuable.

Technical copywriting requires a level of accuracy and product knowledge that AI can’t provide. AI tools often create content that sounds right but contains factual errors or misses important details. When you’re explaining how medical devices work or describing software features, these mistakes can cause serious problems.

AI also can’t interview subject matter experts and ask follow-up questions. A lot of the best technical copy comes from conversations with engineers, doctors, or other specialists who understand the details of their products. AI can’t replace this human interaction.

The research skills that technical copywriters bring are hard to automate, too. Understanding which technical details matter to customers and which ones to leave out needs judgment that comes from experience with real audiences.

Ultimately, AI can be a useful tool for all copywriters. It can help with first drafts or suggest different ways to explain concepts. But the final product still needs human oversight to make sure it’s accurate, relevant, and persuasive.