Using a human touch to write for a technical audience

  • Sarah Farley
Rufus Leonard asked me to join them as lead copywriter to create web content, brochures and flyers that embodied Aggreko’s new tone of voice. Aggreko is the world’s largest manufacturer of portable electricity generators and the power behind events like Glastonbury. Their story — and what makes them interesting — was lost among the jargon and dry, technical information on their website.
I dug beneath the surface to discover how their products make a difference to people’s lives and used this to explain what they do in a warmer, friendlier and more accessible way — one that speaks directly to the different audiences in the industries they work with, including construction, events, manufacturing and telecommunications.
The result was a new website that makes technical information accessible to a range of industries and people.