B2B vendor websites are often lacking the content elements buyers perceive as being most important, according to a report [PDF] from KoMarketing, Huff Industrial Marketing and BuyerZone. As with last year’s survey, the results suggest that vendors sometimes miss the basic information that can help establish credibility and move a buyer to request a quote.
According to the study, thorough contact information is by far the most important asset on a vendor website to establish credibility with buyers. Research reports, about information/team bios, and case studies/white papers and articles are also important, though not to the same extent. Read the rest at MarketingCharts.