If you sell a technical B2B product, you probably have the two audience problem. You're selling to a VP or a COO that don't understand the technical side of what you're doing, but they care about the results. Then once you convince them, you need to speak to a technical person who judges you on completely different criteria.

The technical buyer (CTO, VP Engineering, lead architect) wants to know how your product works. What’s the architecture? What does integration look like? What are the limitations?

The economic buyer (CEO, CFO, VP Operations) wants to know why it matters. What’s the business impact? How fast is deployment? What does pricing look like?

And they all ask the same questions during calls. After some time you'll start asking yourself how to let them discover the product a bit before the call in order to save time for both of you. You might have already done a call with a bored engineer who has much to do and now needs to talk about your product because the CEO wants to use it. Not the nicest experience and both of you would probably prefer that the engineer just read some material on your website.

So how do you put all of this material on your website without it getting too technical?

Mixing technical and economic language doesn't work

Your instinct is probably to write copy that sits somewhere in the middle. Technical enough to sound credible, simple enough that a non-technical buyer won’t close the website. This produces websites full of phrases like "AI-powered analytics platform" and "enterprise-grade security" that communicate almost nothing to anyone.

Gartner showed that the average B2B buying process involves 6 to 10 decision-makers. You're not going to write text that will convince all of them, it's a lost cause. You end up putting technical details on the front pages and getting rid of valuable real estate that should be convincing the non-technical folk and they will just close your website instead of building up patience.

Create parallel paths

The alternative to mixing everything is to divide the paths the users take on your website. So you design a site that routes each audience to the right information without forcing them through content meant for someone else.

How do you do that? By starting from the point of view of the economic buyer and then slowly transitioning to the technical buyer on selected pages.

Your homepage cannot speak technical language, because it already has a lot of work to do and it would be unreasonable to sacrifice the first touch point just to appease an engineer who comes later on in the sales process. So here you speak the economic language, to the COO or VP.

So where should you start dividing the path?

Dedicate pages for each audience

You should divide the path between economic and technical buyers by creating separate categories of pages.

The "what it offers" category. This is for the economic buyer (VPs, COOs). These are pages that talk about general functions, use cases and case studies. You should be using industry-specific jargon and show that you know their sector (without exaggerating, doing too much will make you look inexperienced). Examples of pages:

• "Qubo for startups",
• "Qubo for founder-led sales"
• "Qubo for European founders"
• "Qubo for pitch deck design".

The "how it works" category. This is for the technical buyer. These pages show architecture diagrams, they talk about integration details, supported protocols, data formats, compliance certifications. Here you should be assuming a level of tech literacy, you don't want to explain what a REST API is to a CTO. Just show what can be done. Examples of pages:

• "Integrations"
• "Our API"
• "How to build compliance agents"
• "ISO 27001 compliance"

Vanta ($500M raised, ARR over $220M) does a very good version of this. They have completely separate paths for developers (platform pages, Vanta API, Vanta AI, resource pages) and for the economic buyer (use cases per company size, multiple product feature pages, per industry pages). The homepage speaks only to the economic buyer, it mentions results and has a section that takes you to pages made for different sizes of companies.

Navigation as a sorting mechanism

Your main navigation should make this split visible. A structure like:

• Product and Use cases leading to a business-oriented overview with clear outcomes
• Platform or Resources leading to technical specs, API references, architecture
• Pricing, shared, because both audiences care
• Company, shared, trust signals for both

This is a very basic approach to this segmentation, of course you can do it in more subtle ways or even in more crude ways if you have a very tech-savvy audience. A website for and IDE like Cursor won't hide the technical part.

The content strategy for each path

Writing for the technical buyer

Engineers don’t need to be "sold". Your content should support evaluation and give as much information as possibile for them to give a stamp of approval on the project without complaining a lot. You basically need to say that this implementation will be easy and won't take too many sprint to implement.

You need to be specific on these pages. "Supports REST and GraphQL APIs" is good, while "flexible integration options" is terribile. Name the technologies. Show code samples. If your IoT platform supports MQTT and OPC-UA, say so on the page.

Use real numbers if they actually give a better understanding of your product. "Processes 2M events per second with p99 latency under 50ms" is a nice sentence, but ask yourself if an engineer will actually care about that. Maybe they don't care about latency, but they want to hear about error rate and update frequency. Also, get rid of any vague sentences like "High-performance data processing", because they are .

Don’t fake depth. If your product is early-stage and your documentation is thin, the best thing you can do is write a good page about the way the product is implemented. Engineers have finely tuned detectors for hand-waving.

Writing for the economic buyer

When writing the homepage and the economic-view pages, immagine a VP reading what you're writing. They don't want to read another website full of enterprise bullshit, they actually want to understand quickly if your product is for them. The easier you make it for them, the more likely they will contact you.

Always write by leading with the problem, but solve it in the same sentence. Let me show you what I mean. "Your engineering team spends 30% of their time on manual data pipeline maintenance" is more interesting than "We offer automated data pipeline management" but it doesn't show a way out of the problem. So you should combine the two to show the solution while talking about the problem. For example: "Manage data pipelines automatically and save 30% of your time" presents both the problem and the solution in one sentence.

You should quantify when you can, because it gives a measure of ROI that the customer can understand. If a customer reduced incident response time by 40%, say that. If average deployment takes 3 weeks instead of 3 months, say that. This does two things for the buyer: it makes them understand you have experience and they aren't taking a risk with you, but it also gives them an idea of the ROI they can expect from you, which is a great way of keeping their interest.

Also, keep your copy scannable. Write short paragraphs with bold titles that contain key phrases. A CFO reviewing your site between meetings will skim and save your website for later if they are actually interested, so design for that behaviour.

Handling the overlap: pages both audiences visit

Some pages, like pricing, case studies, the about page, get visited by both technical and economic buyers and they need a bit of a layered approach, but remember that the economic buyer always takes precedence in these cases.

Case studies are the highest-leverage shared content. Structure them to serve both audiences: open with the business outcome (revenue impact, time saved, cost reduced), then include a "Technical implementation" section that covers stack details, integration timeline and architecture decisions. This way the CEO reads the first half and the CTO reads the second and nobody feels like they wasted time. If you have modules or physical products that you mention in the case studies, it's a good idea to have a list of "product used" in a sidebar right next to the content. This way the technical part adds to the feeling of credibility for the case study.

Pricing pages should be clear on what each tier includes in both business and technical terms. "Up to 10M API calls/month" serves the technical buyer. "Includes dedicated support and a 99.9% SLA" is for the economic buyer.

And remember how little of the buying journey you actually control directly. According to Gartner, B2B buyers spend only 17% of their total purchase journey in meetings with potential vendors. The remaining 83% is independent research, peer consultation and internal alignment. Your site is doing a lot of the selling even if you have calls with the client. Both audiences need to find enough information to create internal buy-in for your product without ever talking to you.

Common questions

Should I build separate landing pages for technical and economic buyers? Not separate landing pages in the ad-campaign sense. You need distinct sections or pages within your main site, a product overview for business buyers and a technical deep-dive or docs section for engineers. They should be connected through navigation.

How do I know if my site is failing one audience? You can't know that from analytics unfortunately, you need to speak to your clients and your sales people. Usually when the problem are the economic buyers, people bounce from your website and don't read it a lot, because the technical buyers come AFTER the economic ones. You'll know you have a problem with the technical buyers when you will have to answer very basic questions about implementation even deep in your sales cycle.

What if my product is too early-stage for detailed technical documentation? Publish what you have, even if it’s a single architecture overview page. A brief, honest technical page builds more trust than no technical page at all.

How important is this for early-stage startups with limited traffic? More important than for late-stage startups actually. With limited traffic every visitor matters more and with little experience to show for, your credibility needs a booster. If a potential lead bounces because he couldn’t find the information relevant to his role, you’ve lost a disproportionately large percentage of your pipeline.

Last updated: April 2026

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