One of the most common mistakes we see industrial companies make is writing content for people who already understand their product, their market, and their acronyms. It’s natural. Internal teams get comfortable with their own shorthand. They assume technical buyers already know the basics. And they assume anyone reading their content must be at least halfway down the funnel.
But here’s the problem: That’s not who your content is for. Not at the top of the funnel. Not if you’re trying to grow.
You’re Not as Familiar as You Think
Just because someone lands on your website doesn’t mean they know you. It doesn’t mean they understand what you do, who you serve, or how you’re different. In many cases, they’re trying to orient themselves in an unfamiliar space, comparing vendors, scanning features, and looking for someone who can explain things clearly without condescending or overselling.
When you lead with insider language or skip over the fundamentals, you lose those buyers. Not because they’re not qualified, but because they’re not fluent in your world yet.
They don’t need jargon, just clarity. And they want to be understood.
The Cost of Speaking to the Converted
When your content assumes too much, a few things happen:
- You shrink your audience to people who already know and trust you.
- You confuse or overwhelm people who are in the earliest stages of learning.
- You fail to differentiate because everyone sounds the same once the industry-speak kicks in.
And worst of all? You force your best prospects to do extra work just to figure out if you’re worth a conversation.
In technical industries, that’s a deal-killer. Buyers don’t have time to interpret your message. If they don’t see something familiar, useful, or credible within seconds, they move on.
What to Do Instead
Start writing for the buyer who’s interested but unsure. The one who found you through a search. The one who’s comparing five open tabs. The one who needs to explain your company’s value to their team next week.
Here’s how to serve them better:
- Strip out internal jargon. If it’s not a term your buyer would search, it doesn’t belong in your headline.
- Lead with use cases, not features. Focus on what your product helps them do — not just what it is.
- Anchor your content in their world. Use language that reflects their environment, challenges, and goals — not just your specs and systems.
Balance technical depth with approachability. Yes, they’ll eventually want the test results and data sheets. But first, they need to understand what problem you solve and why they should care.
You Don’t Have to Dumb It Down
Writing for a new buyer doesn’t mean watering things down. It means starting the conversation in a place they recognize, and giving them a clear path to learn more.
If you do it right, your content builds trust. It signals that you get their world. That you’ve solved their problems before. And that you’re not just there to sell, but to help them make a better decision.
That’s what earns attention and the next step.
And that’s what top-of-funnel content is really for.