Research is a funny thing isn’t it? Often it confirms our suspicions and sometimes it surprises us with facts that we would never have thought possible.


Website behaviour – or rather the behaviour of people on websites – is one type of research that I really really enjoy reading. Not only because it helps me in my business of producing top quality content for my clients, but it also confirms for me some of the beliefs I hold.


You see, I’m a bit of stickler for good quality website information (not surprising). I always look at certain pages when I first arrive at a new client’s website and I look at them in a certain order.


I’ve done this for so long now that I can’t recall why I started doing so; it just always seemed like the best way to get a good picture of what the client is offering his or her customers and a likely purchase pathway in reverse.


Imagine my delight when I read this incredibly informative report that outlines in detail what B2B buyers want from vendor websites. Essentially, the findings of Dianna Huff and KoMarketing Associates mirrors my behaviour when examining my clients’ websites.


1. Contact information is a must


Your contact information simply must be easily accessible. In the report, 68% of B2B buyers said that contact information and your address are critically important and 55% of them said they’d leave your site if this information isn’t available (or easy to find).


Think you can get away with just a contact form?


Think again.


51% of buyers said that thorough contact information and about page information is the best way for you to establish your credibility with them.


Oh, and you really really need to put your email address on the page – prominently.


81% of those B2B buyers surveyed said they prefer to contact you via email.


2. Pricing


Now this is something that frequently makes eyebrows rise when I suggest it. But check this out…


43% of buyers in the report cited ‘pricing information’ was a must-have.


More telling for you is this: 50% of those same buyers, when asked what most sites lacked, said ‘pricing’.


3. Technical (support) information


Here’s a question I routinely ask my new clients: how are you going to support your buyer when they become a customer. All too often there is a lot to say, but little in the way of information on the website.


Why withhold from a potential customer this key piece of information that can help close the sale?


38% of respondents in the survey indicated that support information (or technical support information) was a must-have.


4. Marketing content


Just as important is the ‘content marketing’ stuff that we keep blathering on about.


Blogs, articles, white papers, case studies. Good, quality content. Over two thirds of respondents said they want this content (must-have or somewhat important).


No. They NEED this information. It’s how they make decisions about your expertise and relevance to their needs.


5. Testimonials


Do people really want to see these?




They do.


37% of B2B buyers said it’s a must-have piece of content for a vendor website.


‘Nuff said.


6. Products and Services


I saved the number one piece of content for last.


90% of those surveyed in the B2B report said that they want product and service information on the home page of a vendor website.


What does that tell me?


It tells me that this information is key to the process. And, as key content, prominently displayed on your homepage (and probably then accessed in the decision-making process) you must absolutely MUST MUST MUST make sure this content is top drawer content. That is, it must be well written, with the reader in mind, directing them to key information and helping to move them further along the purchase funnel.


In short, you need more content than you maybe thought you did before you started reading.


The big question is: what are you going to do about it?




  • “6 content items your B2B buyers want NEED from your website – Big Star Copywriting”, Derryck your article is interesting and I have forwarded it to some of my friends. Even if it isn’t saying anything particularly new, what it does say is worth repeating, and is rarely said in such succinct form. It is also nice that it has some emphasis on speculative fiction, something many writing guides ignore completely. I would recommend it.

  • I always enjoy your article, Derryck. You have a gift for discussing such inspirational topics in truthful yet amusing ways. Your articles help us realize that our problems are typical, and we can solve them in constructive ways. Thank you and keep these good articles coming.

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