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What's Most Important on a Website for B2B Buyers

survey saysRecent research shows that B2B (Business to Business) buyers are looking for ten things when visiting a website.  

This survey can become your checklist for serving those who visit you online.

A recent survey reveals what's important on a website:

1)  Contact or about information.  

51% of respondents considered this very important.

(The lack of this information is also the leading reason that respondents leave B2B websites due to reduced credibility.)  

2)  Case studies, white papers and articles.  

31% indicated this was very important.

3)  Client list and testimonials.  

29% said this was very important.

4)  Blog posts

14% said this was very important

5)  Media mentions

13% said this was very important

6)  Video content

10% said this was very important

7)  Social media activity

10% said this was very important

Only 6% of respondents said that social media activity impacts their decision-making process “a lot".

The survey respondents said the "must have" content for websites includes:

checkmarkred  Pricing information

- 43% of buyers say this is the most important.

checkmarkred  Technical information

- 38% of buyers say this is the most important.

checkmarkred  Case studies/white papers/articles/blog posts

- 38% of buyers say this is the most important.

checkmarkred  Shipping information

- 37% of buyers say this is the most important.

checkmarkred  Company address and contact information

- 65% of buyers say this is the most important.

(Consider the number of websites without contact information)

The home page must haves:

  • Products and services
    • 90% of respondents indicated this is a must have.
  • About information
    • 61% of respondents indicated this is a must have.
  • Marketing collateral
    • 37% of respondents indicated this is a must have.
  • Testimonials
    • 36% of respondents indicated this is a must have.
  • Social media buttons
    • 24% of respondents indicated this is a must have.
  • Blog
    • 22% of respondents indicated this is a must have.

What are the most common reasons
B2B buyers leave a website page?

1)  Auto-playing video, audio or animated ads.

2)  If there is a contact form – asking for too much information. (39%)

3)  Prefer not to reveal phone numbers (60%)

4)  or addresses. (53%)

If a website is expected to reflect the best of a business, more thought and consideration should be taken into what potential buyers want. 

Use this as a checklist.  You can learn more about the research here.  

As you consider the changes, remember there is no "permanent" in the virtual world.  Any page can be changed with a few clicks.

If you are held hostage by website developers and unable to execute with speed to market and personalization, contact me here >  I can help you with that.

Be like lightning, thunder is always last. - Michael Hartzell

Topics: Online Marketing Analytics