Technical Websites: What Works and What Doesn't

Recently I had the honor of writing completely new website content for ABTech Manufacturing, a company that specializes in highly accurate gages and air bearings. How accurate? "Our systems," the website states, "have measured the angles between molecules."

A technical website should contain the precise numbers and benchmarks that customers are looking for; it should also appeal to their emotions. When ABTech website defines quality as "precision you can count on, in millionths of an inch," it grabs the interest of customers in a way that a list of numbers cannot.

A technical website should also be easy to navigate, with information available in two or at most three clicks of the mouse. From the ABTech home page, customers have many ways to enter the website, depending on their interest. Every page has a value statement and the consistency between pages means that customers never have to wonder what's missing. If they need more details, they can try the datasheet library accessible on every page or contact ABTech directly.

A technical website should pay attention to keywords to assist customers in their searches. Without making the content unreadable, each page should repeat at least one keyword three to four times in a variety of contexts. For example, the page on metrology gages contains these phrases: metrology gage, metrology gages, gauging solution, metrology expertise.

A technical website should recognize the limits of words. Visual appeal is very important, and most technical products are more accurately described by photographs, videos, line drawings and tables. Don't rely on graphics alone, however; search engines thrive on words.

Would your technical website benefit from a revision or complete rewrite? I've donated a website content review at the auction of the Greater Peterborough Chamber of Commerce. Bid on my services today and enjoy a more successful website far into the future!