When you’ve checked your content for acronyms, jargon and the other usual tech-suspects, it can seem like it’s ready to go.
However, there are other, more subtle ways your content can be too technical. Here are my top five to check.
It explains how before it explains why.
You’ve seen this one: the content that dives straight into frameworks, integrations, or architecture diagrams before telling the reader what problem it solves.
It might look helpful – a wealth of information about aspects of your technology that a business audience is interested in.
However, if readers have to wade through half a page before discovering why it matters, the detail isn’t helping; it’s hiding the point.
Start with the business context first: what changes, what improves, or what risk is reduced. The “how” makes more sense once readers know the “why.”
It assumes shared knowledge.
Internal teams read content and nod: “Of course, they’ll know what XDR or ELT means.”
The problem is, a business audience often doesn’t know what they mean.
Even when acronyms are spelt out, the wording around them can still rely on insider understanding.
To get around this, add a sentence that turns technical shorthand into a straightforward explanation: “XDR brings together data from across systems, so threats are spotted faster.”
Now, instead of confusing your audience, you’re building clarity and credibility.
It treats every detail as equally important.
When everything is considered important, nothing stands out.
Business readers don’t need the whole implementation story; they need to see what matters to them and their company.
Look at what you want to say and find the details that are most important for your audience, the ones they’ll use to make a decision. Include these first, and then group the rest under “How it works” if someone wants to dig deeper.
It reads like documentation, even when it’s not.
Documentation language creeps into business content more often than you’d think. Phrases like ‘the solution leverages advanced capabilities to…’ sound professional but say nothing.
If you’re finding phrases like “the solution leverages advanced capabilities to…” in your content, this is possibly because some documentation phrases have been included.
Taking this example, you could replace “capabilities” with what those capabilities achieve. Instead of “leverages automation,” try “automates routine tasks so teams can focus on high-value work.”
It forgets the reader’s role.
The audience, remember them? They can get forgotten when you’re trying to make the case for your technology.
If your content only describes what the system does, rather than what the reader gains—insight, efficiency, confidence, or control—it’s still written for the system, not the audience.
Rework “the platform provides” to “teams gain.” It’s a small linguistic shift that changes your message from a function to a value.
Final idea
Technical content isn’t “wrong”, it’s written for a different audience.
There’s always a worry that when you reshape it for business readers, you lose depth. However, the aim isn’t to remove detail; it’s to ensure every detail earns its place.
That’s when technical depth becomes business clarity and your content works.
About Sara Edlington
I’ve written for publications including The Times, The Independent, and StrategicRISK Europe, as well as for clients such as Data ProTech Group, MetaCompliance, and NWN Carousel.
Today, I specialise in explainer content for technology companies and agencies. Clear, credible, relatable writing that shows why your technology matters and how it can help solve business problems.