Your most demanding customers have become impatient with light-weight marketing copy. Impress them with the content they want, the details they deserve, the substantive style that shows your company is solid and competent.
When you want to be informal, go for a light style that makes your technical points get up and dance (without blowing your solid, competent image).
Either way, the facts have to be in order with just the right amount of marketing spin. Get what you need here.