Technical copywriting for industrial companies
Technical copy that speaks to engineers — and sells to decision-makers
Fresh B2B creates high-impact copy for datasheets, brochures, solution overviews and product pages — written by people who actually understand what you’re selling. We bridge the gap between engineering and revenue by delivering messaging that’s both technically accurate and commercially compelling.
Why technical copy works in industrial markets
Buyers make assumptions based on your words. If your copy is confusing, vague or technically wrong — they bounce. If it’s clear, confident and useful — they act.
Clarity
Translate complex features into benefits buyers can instantly grasp.
Speed
Eliminate confusion that delays decisions and drags out sales cycles.
Advantage
Outwrite your competition with copy that’s clear, sharp and persuasive.
Enablement
Equip sales with on-brand tools they’ll actually use and trust.
Accuracy
Maintain technical integrity while maximising commercial appeal.
Confidence
Present your product like a market leader — because it deserves to be.
would avoid buying from a company with obvious spelling or grammar mistakes
Real Businessof engineers cite datasheets as most valuable when researching purchases
GlobalSpecPrecision copy that moves buyers forward
The FRESH approach
Formulate
We lay the groundwork with technical rigour.
Every engagement begins with a deep dive: your products, your market, your message, and your bottlenecks.
We kick off, audit current efforts and build a strategic foundation aligned to business goals — not just marketing noise.
Engineer
We don’t guess. We investigate.
Through competitor audits, industry benchmarking, and buyer journey analysis, we uncover what drives your market.
From specifiers to engineers, we map behaviour, pain points, and decision triggers — to inform smarter, sharper campaigns.
Engineer
This is where strategy becomes system.
We design the blueprint: messaging frameworks, content plans, campaign architecture, KPIs, channel strategies — all tailored to your commercial objectives.
No fluff. Just engineering-grade planning with commercial firepower.
Ship
Build fast. Launch sharp. Iterate constantly.
From datasheets to nurture sequences, we create and deliver high-performing assets and campaigns that land with impact.
Everything is tested, tracked, and built for speed — without sacrificing quality or technical accuracy.
Hone
Marketing doesn’t stop when it launches — that’s where it begins.
We measure, optimise, and improve relentlessly. You get transparent reporting, data-backed insights, and actionable recommendations — all focused on what actually moves the needle.
Engineering results that matter
We work with some of the best names in the engineering, industrial and technical sectors, and have a proven track record in technical marketing.

Thought leadership | Megger
Produced 50 issues of Electrical Tester, achieving 1,000 views per issue, boosting web traffic by 1,700%, and increasing organic keywords 5x.

Boosting awareness | ifm electronics
Reached 10.8 million people, generated 350+ links, boosted domain authority from 54 to 62, increased web traffic by 75%, doubled organic keywords, and raised sales by 7.3% yoy.
What our clients say...
“I have been working with Fresh B2B for several years and find their professionalism and technical ability second to none. Always helpful and with a ‘can do’ attitude it is always a pleasure to work with them!”
"What set Amanda apart was her dedication to understanding her clients' businesses. By studying their industry, she was able to write highly effective content that fit into a larger marketing, sales and service strategy. When coaching other Partners, I would often use Fresh B2B as an example of how it should be done; become highly knowledgeable in inbound, know your clients' industry inside out and put the time in to achieving results."
"The team are dedicated and professional, going above and beyond to ensure that they deliver results exceeding customer expectations. Their knowledge of the industry is second to none and they have a wealth of experience across a broad range of business sectors. All members of the team are very talented, approachable and extremely easy to do business with; proven specialists in their field."
“Fresh B2B are masters at delivering creative, cost-effective and results-driven PR programmes, combining exceptional technical knowledge with an unrivalled ability to get the message over to stakeholders and customers of all levels.”
"During a testing 2020 for sales, Fresh helped Mycronic UK to connect with their customers and prospects by creating emails and testimonials to help develop our business in UK and Ireland when we cannot makes face-to-face visits. Visits are important to discover new projects and we had to strengthen how to do this digitally. HubSpot has been a great tool for digital marketing with the support from Fresh to make it happen."
“It is always a pleasure working with Fresh and we always look forward to seeing the great copy written following interviews with customers and staff alike. Fresh have a deep understanding of the industries where we operate, the challenges and the technology solutions we offer, and they are able to translate these into articles and copy that is both comprehensive and entertaining.”
“Quite simply the best PR company we have ever used – money well spent!”
“We diagnosed a need to ‘make more of a splash’ in the industrial trade press both online and printed. Having had limited success by ourselves, adding Fresh to the team has freed up our time to do what we do well, leaving them to do what they do well. With exposure and enquiries increasing dramatically, we look forward to many more years of success together.”
"Fresh brings me the assuredness that we can deliver at a must-have, high standard; they are my trusted confidantes, and keep me aligned with the direction my heart tells me to go. The synergy we have with Fresh is invaluable and instrumental in our future plans."
Technical copy FAQs
Both involve words, but they serve different jobs.
Technical copywriting is built for conversion. It’s about turning technical features into persuasive, benefit-led language that drives decisions. Think datasheets, brochures, product pages, and solution overviews — where clarity, precision and brevity are critical. It’s closer to sales enablement than brand storytelling.
Content creation, on the other hand, is about education and engagement. It includes blogs, thought leadership, white papers, and guides — content designed to build awareness, nurture trust, and support long buying cycles. It fuels SEO, helps prospects self-educate, and positions your company as an authority.
They work best together — one builds momentum, the other turns it into action.
We do both — writing, structure, positioning, and conversion optimisation.
Yes, providing it's English — we can write for UK, US or global audiences, with region-specific terminology and spelling.
We’re not a design agency — and we won’t pretend to be. While we can handle simple layouts, repurpose templates, and supply clean, copy-led assets (think PDFs or visuals for social), we’re writers and strategists first. For anything brand-new, visual or creatively ambitious, we’ll either work with your design team or recommend a trusted specialist. We know where our strengths lie — and that’s in the words, not the wireframes.
Ready to turn features into benefits?
Let’s discuss crafting technical copy that helps you sell - not just explain.