{"id":70074,"date":"2020-02-28T11:45:55","date_gmt":"2020-02-28T11:45:55","guid":{"rendered":"https:\/\/www.strattoncraig.com\/insight\/can-good-tech-copywriting-make-tech-brands-accessible\/"},"modified":"2025-03-07T17:11:12","modified_gmt":"2025-03-07T17:11:12","slug":"can-good-tech-copywriting-make-tech-brands-accessible","status":"publish","type":"post","link":"https:\/\/www.strattoncraig.com\/us\/insight\/can-good-tech-copywriting-make-tech-brands-accessible\/","title":{"rendered":"Can good tech copywriting make technology brands accessible for all?"},"content":{"rendered":"<p>Tech has a reputation for being inaccessible \u2013 here\u2019s our take on how our copywriting services for tech companies<span style=\"font-weight: 400;\"> can make it accessible for all. <\/span> Whether we like it or not, tech has become an integral part of our lives. We check how much money we\u2019ve got with a few swipes of our screens. We spend <a href=\"https:\/\/www.telegraph.co.uk\/news\/2018\/08\/16\/one-every-five-pounds-spent-uk-retailers-now-online-figures\/\">one in five<\/a> of our pounds with online retailers. We shout at Alexa when it rudely wakes us up in the morning. Today, we\u2019d be lost without it. Our increasingly globalised world would feel a lot smaller, and we\u2019d struggle to do business with people thousands of miles away. Trading across borders and timezones would be virtually impossible. As we become increasingly reliant on tech, a gulf is opening up between those who use it and those who don\u2019t. Typically, this is segmented by generations as under 35s have grown up with tech as part of their everyday lives and older people might not be so familiar.\u00a0But, even among those within the generally \u2018tech-savvy\u2019 younger brackets, certain groups are being shut out by accessibility issues. So, how can tech companies make sure their products are available to everyone? Cleverly crafted technology copywriting won\u2019t bridge all the gaps, but it can make an enormous difference.<\/p>\n<h2><b>Tech is leaving some behind<\/b><\/h2>\n<p>A lot of tech has the potential to make older people\u2019s lives easier but, often, they just can\u2019t engage with it. Ian Hosking, one of Cambridge University\u2019s experts in designing tech for the elderly, says many find it \u201cimpenetrable\u201d. Even those who do try to use it aren\u2019t exactly confident \u2013 <a href=\"https:\/\/www.bbc.co.uk\/news\/technology-32511489\"><span style=\"font-weight: 400;\">77% of older people<\/span><\/a> say they wouldn\u2019t feel certain about setting up a new device without someone to walk them through it. Some deliberately avoid using tech, citing fears about being scammed. Others just prefer tradition. You might have heard your nana wistfully proclaim \u2018things were better in my day\u2019. That sentimentality drives many to stick to what they know, rather than try new things that could make their lives better.\u00a0It\u2019s not just older people being left behind by tech. Those with disabilities, both intellectual and physical, can be excluded by the way tech brands communicate. Many use niche jargon or explain things in a needlessly complex way. People who struggle to understand this type of language could be put off choosing products that they\u2019re more than capable of using. And if you want to translate content into Braille, overly complex language makes it harder and much more costly to create.<\/p>\n<h2><b>Purchasing power<\/b><\/h2>\n<p>It\u2019s foolish for tech companies to ignore the UK\u2019s over 65s as they are estimated to make up 18% of our <a href=\"https:\/\/www.ons.gov.uk\/peoplepopulationandcommunity\/populationandmigration\/populationestimates\/articles\/overviewoftheukpopulation\/july2017\"><span style=\"font-weight: 400;\">population<\/span><\/a>. And, as The Guardian phrased it, many are \u201csitting on a lifetime\u2019s accumulation of wealth\u201d. Wealth that could be spent on the latest tech gadgets, if companies could work out the right way to communicate with this largely uninitiated audience.\u00a0The conundrum tech companies face is whether to stick to their tried and tested targeting of a typically younger audience, or whether they need to branch out to gain market share. Take Three\u2019s current campaign, for example. They use phrases like\u00a0 \u2018go binge\u2019 or \u2018go roam\u2019 which appeals to the tech-savvy amongst us but would alienate those who aren\u2019t.<\/p>\n<h2><b>Tech copywriting is the key to accessibility for all<\/b><\/h2>\n<p>Many companies also fail to optimise their user experience for all audiences. Actions that seem intuitive to those who are au-fait with tech might need more explanation for those who are learning later in life. [e.g. my dad looking for a physical button on his phone, when I\u2019m asking him to press a button on the screen display&#8230;] Those with disabilities might also need a few more pointers from tech companies, whether that\u2019s straightforward directions that can be used with programmes that can convert webpages to voice or simpler language that can be understood easily. There\u2019s a fine line between patronising these audiences and making it more straightforward for them to use tech. It\u2019s also tricky for tech companies to judge how accessible their content is, as their workforces tend to be tech-savvy themselves so can struggle to recognise what an outsider needs to know about their products\/services.<\/p>\n<h2><b>A fresh perspective may be needed<\/b><\/h2>\n<p>Tech companies may need a fresh perspective to make their content accessible. Often, they\u2019ll need help from content creators that understand but aren\u2019t completely immersed in, the world of tech. That\u2019s the role we play for many of our clients &#8211; to help them convey their brand voice without confusing readers with jargon.<\/p>\n<h2>More from Stratton Craig<\/h2>\n<p>Find out more about our work in the tech sector <a href=\"https:\/\/www.strattoncraig.com\/sectors\/technology\/\">here<\/a><br \/>\nRead more from Sophie <a href=\"https:\/\/www.strattoncraig.com\/us\/insight\/our-five-key-takeaways-from-the-advertising-association-trust-paper\/\">here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Tech has a reputation for being inaccessible \u2013 here\u2019s our take on how our copywriting services for tech companies can make it accessible for all. Whether we like it or not, tech has become an integral part of our lives. We check how much money we\u2019ve got with a few swipes of our screens. We [&hellip;]<\/p>\n","protected":false},"author":10,"featured_media":56576,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[314,307,429,414],"tags":[459,460,479,508],"class_list":["post-70074","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-copywriting-us","category-global-content-us","category-technology-copywriting-us","category-tone-of-voice-us","tag-content-strategy-us","tag-copywriting-us","tag-tech-copywriting-us","tag-technology-us"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Can good tech copywriting make technology brands accessible for all?<\/title>\n<meta name=\"description\" content=\"Tech has a reputation for being inaccessible \u2013 here\u2019s our take on how our copywriting services 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