The essentials of website copywriting…
Particularly for science, technology, engineering, medical, industrial, professional, and similarly esoteric enterprises
Your website should be a comprehensive statement about your company. Beyond products and services it must articulate your positioning and differentiation in the marketplace, the features and benefits of doing business with you, your brand, your culture, and more.
As such, it likely will not be the creation of one mind or personality in your company. Instead, different people in your organization will typically have different stakes in your website content—and this requires careful organization. For example, what your senior engineer deems important is likely different from what interests your Director of Sales, which might be different from what your V.P. of Marketing has in mind.
For these reasons, it is crucial that you be familiar with these aspects of website content development before hiring a website high-tech copywriter, and probably in this order: