Over two-thirds (68%) of B2B buyers say a vendor's address and contact information is critically important on a site and 55% indicate they’ll leave if it isn't available.
Moreover, 51% of buyers say having thorough contact/about information is the best way for a vendor's website to establish credibility.
Most of the B2B buyers surveyed (81%) say they like to contact vendors via email; telephone is the second choice (58%). Only 39% like to use a contact form, yet that is the most common option provided by vendors.
Below, additional key findings from the report, which was based on data from a survey of 175 B2B buyers.
'Must Have' Content
- After contact information, buyers say pricing is the most important content on a vendor website; 43% of respondents say it is a "must have."
- 38% say technical support information is key, and the same proportion say case studies, whitepapers, articles, and blog posts are essential.
Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.
LinkedIn: Ayaz Nanji