B2B buyers share their phone number or email reluctantly, but that doesn’t mean turnabout is fair play. Making your company’s contact information readily available seems like a low bar to clear, yet in a 2015 web usability survey by Dianna Huff and KoMarketing Associates, 51 percent of B2B buyers polled said the vendor websites they visit do not provide thorough contact information.
In fact, when asked what component of vendor websites were most lacking, B2B buyers pegged complete contact information as the No. 1 answer, followed by a client list (37 percent) and research reports (35 percent).
Providing incomplete or intentionally vague contact information gives the impression that a company has something to hide. Even if customers rarely visit your office, it’s a good idea to mention where you are located. And listing sales and support personnel by name is a lot more customer-friendly than a contact form or a generic sales@companyXYZ email address.
You don’t go to tradeshows without business cards. If you turn the search for proper contact information on your website into a scavenger hunt, you’ll likely find that your top prospects aren’t interested in playing along.
source: 2015 B2B USABILITY REPORT, HUFF/KOMARKETING
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