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?
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.
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.
No. They NEED this information. It’s how they make decisions about your expertise and relevance to their needs.
Do people really want to see these?
37% of B2B buyers said it’s a must-have piece of content for a vendor website.
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?