How to Write a Website Engineers Actually Want to Read

Marketing to engineers is easy. Just be smarter than their inbox, funnier than their team Slack, and more useful than their go-to spec sheet. No pressure.

If your dream clients are engineers, your website should be built with their minds in mind. That doesn’t mean dumbing things down or jazzing things up. It means respecting their intelligence, their time, and their need for precision.

We’ve written for hundreds of technical audiences, and engineers consistently reward brands that communicate clearly, share real data, and skip the fluff. Here’s how to build a site they’ll not only tolerate but actually enjoy.

1. Lead with the “What” and “Why”

Engineers want to know what your product does and why it matters fast. Not because they’re impatient, but because they’re highly analytical. They’re scanning for relevance.

Content Strategy: Open with a clear one-sentence summary of your value. Think of it as a headline a smart engineer would actually repeat to a colleague.

2. Make Technical Details Easy to Find

Engineers want the data sheets, the specs, the real use cases. They just don’t want to hunt for them.

Content Strategy: Create a dedicated “Technical Resources” section or embed expandable specs directly on product pages. Bonus points for downloadable documentation without gating.

3. Say Exactly What You Mean

Vague marketing language doesn’t impress this audience; it raises red flags. Engineers want to evaluate the facts, not decode your brand voice.

Content Strategy: Use precise, descriptive language. Say “real-time equipment monitoring with 12-month data retention” instead of “cutting-edge IoT insights.”

4. Show the Math

If you make a claim, back it up. Engineers are deeply rational. They love a clear line between input and outcome.

Content Strategy: Include performance benchmarks, case study results, or calculated ROI. And if you don’t have those yet? Share the methodology behind your claims.

5. Use Visuals That Explain, Not Just Decorate

Infographics, diagrams, and UI walkthroughs that clarify complex ideas are gold. Stock images of handshakes are not.

Content Strategy: Use visuals to support decision-making: flowcharts, architecture diagrams, before/after comparisons, product screenshots with real data.

6. Respect the Buying Committee

Most engineers are part of a larger decision-making process. Even if they’re not signing the check, they’re often making the recommendation.

Content Strategy: Include materials they can share internally, one-pagers, comparison charts, or executive summaries.

7. Design for Efficiency, Not Drama

Engineers love clean systems, not flashy distractions. Your site should load fast, navigate easily, and behave predictably.

Content Strategy: Prioritize intuitive navigation, logical information flow, and minimal friction to access key content. Extra credit for keyboard-accessible interactions.

8. Let the Work Speak

Engineers trust results over rhetoric. Your best marketing might be a really good case study, not a brand manifesto.

Content Strategy: Highlight real projects, real outcomes, and real client quotes. Be specific about the problems solved and the context that mattered.

9. Minimize the Form Fills

They’re not opposed to giving you their info. They just don’t want to do it before they’ve seen enough to know it’s worth it.

Content Strategy: Make gated content optional. Let visitors preview value before asking for details. Even better, give them ways to contact you on their terms.

10. Write Like a Peer, Not a Pitch

Many engineers are also excellent writers. They can spot a bloated sentence or exaggerated claim in seconds. Respect that.

Content Strategy: Use a confident, concise tone. Trust the reader to understand the nuance, and skip the over-explaining. Think whitepaper clarity, not ad copy.

Don’t Forget, Engineers Are a Fun Group!!!

Yes, they’re brilliant. Yes, they care about accuracy. However, let’s not pretend engineers are all somber spreadsheet monks. These are some of the funniest, most opinionated, and wildly creative people you’ll meet. They don’t just think in systems, they see systems where the rest of us see chaos, and they’ll absolutely debate you for 30 minutes about the best torque wrench or keyboard switch.

So don’t make your site sound like it was written by a sentient datasheet. Engineers appreciate clarity, but they also appreciate personality. They want content that’s smart but not dry, informed but not stiff. Think clever analogies, satisfying logic, and just enough wit to signal that you get them.

When you write like an insightful colleague instead of a pushy sales deck, they’ll actually enjoy reading what you have to say. Then, when they enjoy your content, they’re one step closer to trusting your product. Respect their brains, speak their language, and for the love of all things hexagonal, don’t be boring.

How We Help

At Borrowed Pen, we specialize in writing for technical audiences like engineering firms, software platforms, energy companies, manufacturers, and more. We translate complex ideas into clear, credible content that earns trust, drives action, and speaks directly to engineers..

Want a site that engineers will actually read? Let’s build one that earns their respect and interest from the first sentence.