Websites for technology companies

The audience

A technical buyer reads your site as a work sample

Everywhere else on this site we argue that a slow website costs you customers. For a technology company it costs you credibility as well. If your own marketing site takes eight seconds and breaks on a phone, a CTO drawing conclusions about your engineering is not being unfair.

What actually converts

• Say what it does in the first sentence. Most technology sites open with a claim about transformation and never state the product category. A buyer who cannot tell what you sell within ten seconds leaves.
• Case studies with numbers. Not logos in a row. What the situation was, what you built, what changed, measured. One real case study outperforms twenty client logos.
• Documentation that is public. For anything developer-facing, open docs are the strongest sales asset you own and the one most often hidden behind a demo request.
• Honest pricing signals. Even a starting-from figure or a band filters out badly matched enquiries and saves your sales time.
• A hiring page that works. For services firms, recruitment traffic often exceeds sales traffic, and losing candidates to a bad careers page is a real cost.

Who this is for

And the AI question

Technology buyers increasingly ask an assistant to shortlist vendors before they search. If your site is a JavaScript application that renders nothing without scripts, you may be invisible to exactly that process. Worth checking — see AI visibility.