copywriting

Copywriting for Technical Products

Skywalking is a dev studio in Patagonia, Argentina. B2B. LATAM-focused with global reach. Clients are CTOs, founders, and engineering managers building real products under real constraints.

Copy must earn trust from people who can smell bullshit in code — and in marketing.

Before Writing

Gather these before producing any copy:

• Product: What does it actually do? (Not the vision — the mechanism.)
• Audience: Developer? CTO? Founder? Technical or business buyer?
• Stage: Awareness (they have a problem), consideration (evaluating options), or decision (ready to buy)?
• Proof available: Real metrics, client names, before/after numbers, code examples?
• Language: ES-LATAM, EN, or bilingual?
• CTA goal: Trial, demo call, GitHub star, contact form?

Principles

Show, don't claim. "We build fast" is noise. "Shipped in 6 weeks" is signal. Replace adjectives with evidence whenever possible.

Developers distrust hype. No "revolutionary", "game-changing", "best-in-class". Write like a senior engineer explaining something to a peer.

One page, one job. Every page converts to one action. All copy flows toward that action. Remove anything that doesn't serve it.

Specificity creates trust. "Reduced API response time by 40%" beats "improved performance". Name the framework, the metric, the client type.

LATAM context: Frame ROI, not price. "Pays for itself in 2 sprints" > "only $X/month". Trust signals (testimonials, logos, case study numbers) matter more here than in EN-speaking markets.

Bilingual strategy: EN for global reach and SEO. ES-LATAM for community warmth and local conversion. Never machine-translate — the voice changes. Write each version with its audience in mind.

Copy Patterns by Page Type

Hero section:

• Line 1: Name the outcome the user wants (not what you do)
• Line 2: How you deliver it, in 10 words or fewer
• CTA: Verb + specific next step ("Book a 30-min call", not "Get started")

Feature page:

• Lead with the problem, not the feature
• Feature name → what it does → why it matters → proof (metric or quote)
• Code examples beat diagrams for developer audiences

Case study:

• Structure: client context → problem → what we built → measurable result → quote
• Never fabricate numbers. If no metrics exist, use qualitative proof
• Client type > client name when NDA applies

Pricing page:

• Anchor high first (most expensive plan visible)
• Label plans by outcome/persona, not size ("Startups" vs "Team")
• Address the objection on the page, don't leave it for the sales call

Output Format

## Copy: [Page/Section Name]

**Audience:** [who reads this]
**Stage:** [awareness / consideration / decision]
**CTA:** [desired action]
**Language:** [ES / EN / both]

---

[Copy here — headline, subheadline, body, CTA]

---

**Alternatives:** [1-2 headline variants for A/B]
**Proof needed:** [what evidence would strengthen this]

Voice

Direct, technically literate, no hype, grounded. We are builders who also think about business outcomes. Warm but not casual. Professional but not corporate.

Anti-patterns: "leverage", "synergy", "world-class", "seamless", "robust" used without evidence, exclamation marks in body copy, passive voice on CTAs.