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What B2B Buyers Want From Vendor Websites

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Easily accessible contact information is the most import thing on a B2B vendor website, according to a recent report from Dianna Huff and KoMarketing Associates.

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.

Homepage Expectations

  • 90% of buyers want to see product/services information on vendors' homepages.
  • Buyers also want to see about/company information (61%), marketing collateral (37%), and testimonials (36%).
  • Fewer buyers look for social media buttons (24%) or links to a blog (22%).

Why Buyers Leave Sites

  • Asked which website elements annoy them or cause them to click out of a page, most respondents (93%) cited video or audio that plays automatically.
  • Buyers also do not like animated ads that crawl across the page or pop ups (88%), lack of message/can’t tell what a company offers (83%), and lack of contact information (79%).

About the research: The report was based on data from an online survey of 175 B2B buyers conducted in October 2013.


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Ayaz Nanji is an independent digital strategist and the co-founder of Inbound ContentWorks, a marketing agency that specializes in content creation for businesses and brands. He is also a research writer for MarketingProfs. His past experience includes working for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji

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  • by Stephen Daniels Mon Mar 17, 2014 via web

    Really interesting article - although I think the figures need to be taken with a pinch of salt. I recently saw an article on the buffer blog about how pop-ups on blog pages doubled the level of sign up. although people may leave a website for a certain reason, they may never have been interested, the key is to capture those who are generally interested.

    Also - I find there is a huge discrepancy between what people say they won't tolerate and the reality.

    Thanks for sharing the findings.

  • by Ayaz Nanji Mon Mar 17, 2014 via web

    Stephen - Thanks for the comment. Very much agreed on the discrepancy between what people want and what they'll tolerate (though I have a feeling they really do both dislike and click out of websites with auto-playing video and music).

  • by Mark Tue Mar 25, 2014 via web

    Great survey, however, it is only based on 175 responses.

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