While you'd have to have your head stuck in the sand not to realize the importance of a good content strategy, a new survey from KoMarketing indicated that B2B vendors still fail to feature the most critical content on their websites.
"[B2B buyers] need specific types of information in order to take the next step in the buying process; this information, however, is often lacking on vendor websites," the report said. "…Ask any vendor, 'What do you want from your website?' and the answer almost always is 'more leads and sales.' Yet, judging from the survey data, vendors are their own worst enemies when it comes to facilitating the buying process. Survey respondents indicated that vendor websites lack the crucial information they need."
KoMarketing's report, "2014 B2B Web Usability Report," was conducted in October with the help of RAIN Group and surveyed 175 execs. It found that among the most important pieces of content to feature on a site are pricing information (43 percent), technical information (38 percent) and case studies/white papers/articles/blog posts (38 percent).
However, the survey found all three of those are the pieces of content that vendor sites lacked the most. Fifty-four percent of respondents said case studies/white papers/articles are absent, followed by pricing (50 percent) and detail about technical support (42 percent).
Perhaps most alarmingly, many B2B marketers neglect to display contact information on their company sites, preferring instead to make prospects fill out "contact us" forms. This is all the more troubling considering, according to the survey, 68 percent of respondents said that "Company Address and Contact Information" is critically important and that they prefer to use email (81 percent) and the phone (57 percent) to contact vendors. The majority of buyers (55 percent) indicated they would leave a vendor website if it lacked contact information.
"Clearly, vendors are turning away prospective customers–without knowing they do so," the report said.
It added: "To improve credibility with buyers and prevent the loss of potential leads, vendors must ensure phone and email is clearly visible, generally at the top of each page. Full contact information, including mailing address, should be on the 'Contact' page."
-See this KoMarketing report
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