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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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ABOUT THE AUTHOR
image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. 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

Twitter: @ayaznanji