4 Essential Elements Missing From Your B2B Website

4 Essential Elements Missing From Your B2B Website


4 essential elements missing from you b2b websiteBeautiful websites are, well, beautiful. For B2B companies, however, a beautiful site that doesn’t convert visitors into buyers is pretty worthless. If your B2B webpage is drawing in visitors but you aren’t seeing any conversions, start by checking to make sure your site has these four essential elements.

1. Contact information

According to the 2015 Web Usability Report (What B2B Buyers Want from Vendor Websites), 64% of buyers look first for complete contact information. Respondents repeated this need for thorough contact information throughout the survey. We suggest all sites have the company phone number in the top right hand corner so that it appears on every page of the site. This means no matter what page a visitors enters on, they will find the phone number. We also suggest B2B companies include email, physical and/or mailing addresses and phone numbers on their “Contact” page.

2. Client List or Testimonials

Prospective buyers want to know your company has a trustworthy reputation. In fact, client lists are only second to contact information as the most common information to be missing. Get creative. Add testimonials in the sidebar if you don’t want to add a full page. Or offer video testimonials from your clients. It’s understandable you’re protective of your client lists, so offer the testimonials using only the first name and type of industry. Offer full contact information upon request.

3. Pricing Information

The 2015 report isn’t the only one that suggests pricing as a top requirement for B2B websites. For years survey respondents have said they will leave a webpage and go to a competitor if they can’t find pricing information. This year 56% of respondents said that pricing was missing from most sites. Placing pricing information on a website can be a scary proposition, but it allows your prospects to know if your product is even in their price range and it eliminates tire-kickers who don’t have the budget for your products. If your pricing is too difficult to include on the website, check out these ideas for including pricing.

4. Clear message statement

If your readers need a dictionary to decode the language on your webpage, you need some serious help with the writing. Ask one of your customers, a prospective customer or just someone outside of your industry to read the home and service page of your site. Can they explain to you what you do? If not, break down the information and try to talk about your work in 2-3 syllable words. The people who need your product may not always speak the language. Don’t make it difficult for them to understand what you do.

It’s possible, after reading through these elements, that your site needs a complete overhaul. It’s also possible you could increase leads and customers with just a few tweaks. Whether you choose a complete overhaul or a few changes, keep your buyer’s preferences top of mind.