Why Your Biotech Website May Need New Content for the US Market
Your EU or UK biotech website may need to communicate differently with US audiences
Are you the founder or key decision maker of an EU or UK biotech company seeking to penetrate the US market?
You could face unique website design and content challenges when reaching out to US markets.
You need a specialist - Arttia Creative have 15+ years of experience in this area. We have found that ventures like yours need a life sciences website that appeals to both the European reader and US audiences – from investors and scientists to patients and healthcare providers; there are subtle but powerful nuances that could make a big difference.
Photo credit: Adobe Stock. Boston Skyline at Night.
European life science companies seeking to expand into the US may need to consider linguistic and cultural differences to ensure they communicate successfully with US audiences. Equally, US ventures may wish to consider aspects of a European aesthetic within their website designs and content if this is a region you are looking to connect.
When our team designs your biotech website, we know your business will benefit from specialist copywriting, concise messaging, clear calls-to-action, and engaging visuals designed to be relevant to a US-based visitor. Our content writers write for global audiences and understand when to incorporate any specific nuances that may be needed to help everyone from every background understand your innovation.
We tailor the style and language appropriate to help the user experience build trust, demonstrate you understand their market and provide a smooth path to conversion.
It is important not to become formulated or stereotypical. When writing website content for US audiences, it's important to remember the cultural differences and values unique to the American market.
We have found that the tone of your content for the US should be confident, direct, and focused on results. Using easy-to-understand and straightforward language helps everyone, whilst avoiding cultural references or idioms that may not be familiar.
In terms of design, using bold colours, clean lines, and the kind of images that depict success, positivity, diversity, and prosperity can help. The tone tends to be more understated and sophisticated for European audiences, focusing on quality and elegance. But each style could cross over either way. A blend of both in your design works best.
US biotech markets are essential to EU and UK biotechnology companies for growth
Europe's reputation for scientific research and publication is well-established, but the continent can sometimes remain slower to attract global capital – notably, late-stage financing. As McKinsey noted in their 2019 report on biotech in Europe, IPOs tend to be 3X larger on the Nasdaq than on European exchanges.
McKinsey's 2021 report (which also focused on biotech in Europe) reinforced their earlier finding, noting that European Biotech firms understand the need to operate globally. Capital, talent, and markets stretch well beyond a company's home country, which means your website must appeal to an international audience rather than feeling too "local" to operate successfully in a global market.
We can help you build a powerful brand presence with a carefully designed life sciences website created to tell your story and capture the attention of those you need to reach. That means website copywriting and content marketing created to entice US investors, partners, scientists, patients, and clinicians.
Marketing Biotech to the US: How to target content and refine messaging - 6 things to consider
Your website represents your brand. Regardless of your audience, your website copy must engage and educate visitors; there is a lot we need to convey quickly. A well-designed life sciences website, created with an understanding of international audiences or USA nuances, can help you to reach and connect with US-based investors and make a compelling first impression for partners and customers.
As mentioned above, marketing to US audiences differs from the practices you may be accustomed to in Europe and the UK. Some of the written language differences are more readily apparent than others. Consistency is critical to building trust with the visitor.
#1 Content structure
Due to cultural and linguistic differences, website copy for a US audience may differ from writing for a European audience. American English can be more direct and conversational than British English, which may be more formal. Additionally, the US market is highly competitive and emphasises individualism, leading to a bold and attention-grabbing tone in website copy.
In contrast, European website copy may emphasise community and group values and use a more sophisticated and understated tone. Considering these cultural and linguistic differences when writing website copy for either audience is essential to ensure effective communication and relevance to the target market.
American English can vary significantly from British English. This is most often detectable in words ending in ‘ize’ (American) versus ‘ise’ (British), as well as spelling (‘cesium’ versus ‘caesium’) and word choice/meaning (‘mail’ versus ‘post’). Language and vernacular should be geolocated for US consumption and remain consistent throughout.
#2 A different marketing style
It's not great to generalise; however, the US market can be more receptive to marketing tactics that European cultures might consider strong. Clear and specific calls to action will be critical to moving US audiences to the next step in your customer journey. Strong headline writing is crucial for website conversions as it helps grab the attention of potential customers, sets the tone for the rest of the content, and communicates the value proposition. An impactful headline, especially for US audiences can entice visitors to stay on the page and convert into customers. A well-crafted headline can improve search engine optimization (SEO) and increase website visibility.
#3 Creating stand out
While ‘in your face’ marketing is less of an issue in the regulated life sciences sector, US readers tend to emphasize competitive differentiators and value, whether to investors or partners, clinicians, or patients. The goal is not only to stand out from any similar innovation but also to help visitors understand the benefits of your scientific innovation and its impact on people's lives.
#4 Aim to be direct
We have found that US audiences tend to prefer a more direct approach with concise messaging and website content because of the fast-paced and results-oriented culture. Time is a valuable commodity in the US, and people want easily digestible and straightforward information. They appreciate clear and concise messaging that gets to the point quickly and uses their time effectively. A direct approach also conveys a sense of confidence and authority, which can appeal to American consumers.
The US marketing tradition is also built around hard-sell tactics and direct messaging, so it's a well-established and familiar style to the audience. By delivering a clear and concise message, businesses can effectively communicate their value proposition and build trust with their audience.
#5 Storytelling will help
Storytelling is a popular technique for website content; it appeals to the emotions and imagination of the audience, an important aspect when presenting content with a healthcare or medical focus. American culture values personal connections and relatable experiences, and storytelling provide a way to connect with the audience on a deeper level. By creating a narrative around your life sciences, innovations can help your customers understand your science differently, in a way that is potentially much more personal, memorable and impactful.
Storytelling also helps create a sense of community and build brand loyalty, allowing customers to feel like they are part of something bigger than themselves. Additionally, storytelling can differentiate a business from its competitors and help you to stand out in a crowded marketplace.
Last year, we explored the importance of storytelling on life sciences websites, but it’s a message that bears repeating:
“Humans are hard-wired for stories. We can better process information presented as a logical narrative than a simple list format. Stories can also influence our decisions by tugging on our heartstrings and connecting emotionally. They are essential for communicating your identity, brand, and values to customers.”
#6 Imagery
Website photography or graphical style for US and European audiences can differ in subject matter, composition, and post-production techniques. US audiences usually focus on bold, bright, and eye-catching images with a clean and modern aesthetic. The emphasis is on creating a sense of aspirational lifestyle, depicting people who look confident and successful. In contrast, European audiences tend to prefer a more natural and understated look, focusing on simplicity, minimalism, and authenticity. The images tend to be more muted in colour and may have a more classic or timeless feel. Additionally, European audiences may also have different cultural and historical references, which can influence the type of images that resonate with them.
Target your biotech website copywriting to engage US investors, consumers, and clinical markets
Growing biotech companies and organizations seeking to expand global reach need a web presence designed to inform specific, targeted audiences. When developing content for a biotech company website, there are a few considerations to keep in mind.
Below are some additional copywriting elements to consider – and many of them hold true wherever your intended audience is based:
- Know your audience. Understanding the personas who will consume your content lets you create compelling copy that speaks directly to your target audiences.
- Short sentences work better on the web, sentences that pack essential information into small spaces and highlight important points with visuals such as charts, graphs, or images.
- Ensure the text is written in active voice and uses strong verbs to maximize impact.
- Visuals like bullet lists, videos, and quotes can capture attention, allowing users to identify relevant content quickly.
- Consider how best to present content on the page. Use columns or boxes so readers can easily scan through important facts quickly without getting overwhelmed by long blocks of text.
The Takeaway.
It's time to commission Arttia Creative to showcase your science
At Arttia Creative, we create impactful websites by pairing concise website copywriting with long-form content, delivering engaging articles and building knowledge and resource centres for our clients. We aim to ensure your biotech website contains information that dives deeper into your core science or technology at the right stage of the visitor's journey. Guiding the visitor with highlight messaging that encourages deeper reading.
Because we’ve been delivering creative design for 30+ years and life sciences websites for over 15 years, we have understood what works best for European biotech websites to speak to US audiences – and to help Google understand what you do.
We use the E.A.T. framework - Expertise, Authority, and Trust (E-A-T). This is part of Google’s algorithm and supports reader-friendly messaging, including narratives and storytelling. Our content is also optimized for Google’s latest Helpful Content update.
We understand what it takes for innovative biotech firms to communicate with potential investors, partners, patients, clinicians, and scientists in the US. We create targeted biotech website content to help UK and EU ventures engage American audiences.
The Arttia Creative team understands the specific challenges encountered in biotechnology and life science marketing. Our speciality is distilling and clarifying complex science to engage your audience with crystal-clear messaging.
Belinda White | Creative Director